As concerns about obesity and its associated problems continue to grow, several countries are enacting a sugar tax to regulate the consumption of sugary beverages, thereby giving a boost to the growth of the market for zero-calorie sweeteners. The demand for natural alternatives is also on the rise, with plant-based sweeteners like stevia and mangosteen gaining popularity among individuals who prefer natural products. The increasing focus on combating obesity has created a positive environment for the expansion of the natural sweetener market.
Natural sweeteners come
The demand for natural sweeteners in the food and natural products industry is on the rise. In 2013, Langlin Biostatistics reported that nearly 20% of the market was made up of new zero-calorie soft drinks made with natural sweeteners. This trend is expected to continue with the increasing popularity of these sweeteners in North America, Europe, and Japan. The potential applications for these natural sweeteners are vast, and this category is poised for significant growth in the coming years.
Although the market for natural sweeteners is on the rise, its market capacity is currently lower compared to other sweetener categories. In 2013, the consumption of stevia, a popular natural sweetener, was only 700 tons, while the consumption of aspartame and acesulfame, artificial sweeteners, reached 12,300 tons and 8,700 tons respectively in the softener industry. However, stevia still dominates the natural sweetener market, and there are other herbal sweeteners like mangosteen that have the potential for significant growth.
Taste challenge
The use of natural sweeteners is still in its experimental phase, with many manufacturers struggling to determine the optimal amount of steviosides for their beverages. Despite the integration of new technologies to enhance stevia-containing products, the taste still poses a major challenge for their widespread adoption. The taste of stevia is not universally accepted by consumers. Nevertheless, it is important to acknowledge the advantages of stevia, particularly its compatibility with certain products like tea, nectar, and juice drinks. This natural sweetener has the ability to enhance the flavors of these beverages, making it a suitable choice for those seeking to augment the taste of natural ingredients.
Currently, the dominant players in the market for zero-calorie sweeteners include sucralose, aspartame, acesulfame, saccharin, and cyclamate, while natural sweeteners such as stevia have the smallest market share. However, aspartame is projected to experience a declining trend with a negative annual growth rate of 0.9% over the next three years. Among soft drinks, Ansemi and sucralose are experiencing high growth rates and are consumed on a larger scale. On the other hand, stevia still has a considerable distance to cover in order to compete at the same level in this market.
