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Report: Market Potential for Stevia "Attractive" in the United States

Posted: September 8, 2009

“Stevia and the US Market,” the new report from Rabobank (www.rabobankamerica.com), indicates that the growing demand for products with greater perceived health benefits could help Rebaudioside A (Reb A) grow in the US food and beverage market. “Consumer concerns regarding obesity and the growing demand for all-natural products bode well for Reb A to quickly gain market share,” says Rabobank Food & Agribusiness Research and Advisory executive director, Stephen Rannekleiv, who expects the “annual US sales of Reb A to reach approximately $700 million within 5 years.” Rannekleiv also adds that although formulation challenges with stevia still remain to be overcome, “most beverage companies appear to be developing formulas that combine Reb A with sugar, which helps to mask any residual aftertaste and allows for a low-calorie, all-natural option.” Also, while pricing is another area of concern with the sweetener, “in the longer term, increased demand for Reb A would be an overall positive for the industry, as it would allow for increased scale and greater efficiencies in extraction and refining,” says Rannekleiv.