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Sweeteners Less sugar is more May 2014


Scope for sweeteners remains • •

The global number of new product launches with a sugar related claim increased on average by 15% per year between 2008 and 2013. These claims include ‘low sugar’, ‘no added sugar’ and ‘sugar free’.

Development of product launches tracked with a passive health claim mentioning sugar (2008-2013) 220% 200%

CAGR: +15.0%

180% 160% 140% 120% 100%

2008 2008 = 100%

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2009

2010

2011

2012

2013


Calorie awareness supports non-nutritive sweeteners •

Between 2010 and 2013, the number of product launches with non-nutritive sweeteners has been growing faster than the number of products with bulk sweeteners: 26% vs. 18%.

Number of new products with bulk vs. non-nutritive sweeteners (2010-2013) 130%

Non-nutritive CAGR: +26.2%

125%

Bulk CAGR: +18.2%

120% 115% 110% 105% 100%

2010 2010 = 100%

3

2011

2012

2013


Non-nutritive sweeteners in demand • •

Acesulfame K is the most tracked non-nutritive sweetener in new food and beverages product`launches, followed by sucralose. Of all non-nutritive sweetener applications in new products, stevia has been growing fastest, on average by +60% per year. Number of global food and beverage product launches tracked with non-nutritive sweeteners, top-5: index 2010=100 Acesulfame K

Aspartame

Saccharin

Stevia

Sucralose

CAGR 2010-2013

450% 400%

+60%

350%

+46%

300%

+25%

250% 200%

+18%

150%

+11%

100% 4

2010

2011

2012

2013


Acesulfame K Top 5 categories

Market penetration development* 2010/13

Soft Drinks Confectionery Dairy Sports & Energy Desserts & Ice Cream * Percentage point change (increase/decrease/no change) over review period

The Netherlands: Crystal Clear Lemon & Passion Fruit Flavored Fruit Drink

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Sucralose Top 5 categories

Market penetration development* 2010/13

Soft Drinks Confectionery Sports & Energy Dairy Supplements * Percentage point change (increase/decrease/no change) over review period

Spain: Carrefour Apple Flavored Juice Drink

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Aspartame Top 5 categories

Market penetration development* 2010/13

Confectionery Soft Drinks Dairy Snacks Fruit & Vegetables * Percentage point change (increase/decrease/no change) over review period

Belgium: Sportlife Frozn Deep Mint Sugar Free Gums 7


Stevia Top 5 categories

Market penetration development* 2010/13

Soft Drinks Fruit & Vegetables Sugar & Sweeteners Snacks Supplements * Percentage point change (increase/decrease/no change) over review period

Pepsi Next Carbonated Cola Drink (France, Jul 2013)

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Saccharin Top 5 categories

Market penetration development* 2010/13

Fruit & Vegetables Soft Drinks Snacks Sports & Energy Sauces & Seasonings * Percentage point change (increase/decrease/no change) over review period

China: Jinyida Yanjin Preserved Plums

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Thank you for viewing Presented by Innova Market Insights Would you like to see your ingredients featured in our Ingredient Focus segment? Contact michel@cnsmedia.com for more information.

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