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High-intensity sweeteners Presented by Innova Market Insights December 2013


Non-nutritive sweeteners show continued growth •

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Product launches tracked with high intensity sweeteners have grown by a stable rate of 18% on average per year. The YTD data (Jan-Nov 2013) already shows an acceleration of growth. Stevia is a driver in growth within this category.


Acesulfame-K: most used sweetener in new products • • •

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The most applied non-nutritive sweetener in global product launches is acesulfame-K. Stevia has the highest average annual growth rate from 2008 to 2012 (+81%). Stevia surpassed cyclamate for the first time in 2012. The fast growth is partially driven by the European approval of the sweetener at the end of 2011.


High-intensity sweeteners popular in soft drinks • • •

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Of all global product launches tracked with high-intensity sweeteners (HIS) in 2012, most are in the soft drinks market (26.4%). HIS have a market penetration of 19.8% in soft drinks. The highest market penetration for non-nutritive sweeteners is in the sport & energy market (55.2%) in 2012.


Non-nutritive sweeteners for sugar free claim • •

Sugar free is the most popular health claim in 2012 on products launched with non-nutritive sweeteners: 21.0%. The second most popular health claim was low calorie (19.4%).

UK: Muller Light Smooth Toffee Yogurt Claims Features: Fat free. 99kcal per cup. With sugar and sweeteners. Contains: sweeteners aspartame, acesulfame-K

USA: Werthers Original Caramel Coffee Hard Candy Claims Features : Only 8 calories and 3 carbs per piece! Sugar free. 0 sugar carbs. Contains: sweetener acesulfame-k. 5


Stevia takes up biggest share of NPD in tabletops • • •

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In 2008 to 2011, the share of non-nutritive sweeteners within the sugar & sweeteners market was around 20%, based on global product launches. In 2012, non-nutritive sweeteners grew to a much higher market penetration of 28%. This increase is almost completely down to stevia product launches in 2012.


Stevia available in different options •

Stevia as a sweetener is already available in different forms and suitable packages, both for in home and on-the-go usage.

USA: Cargil Truvia Baking Blend Natural Sweetener with Sugar

UA: Pure Via Stevia Sweetener

Germany: Canderel Green Stevia Tablets

Germany: Nevella Fluently Liquid Stevia Sugar Sweetener 7


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High Intensity Sweeteners