It's stevia's year. All-natural and calorie-free, stevia is poised to become the "holy grail" of sweeteners, says a new report from Mintel.Since December 2008, when the FDA approved use of rebaudioside A (an active ingredient of stevia) in US food and beverage, the stevia market* has erupted. By mid-July 2009, stevia sales topped $95 million, a substantial increase over the $21 million achieved in all of 2008. Mintel predicts the stevia market could exceed $2 billion by the end of 2011.
"The FDA's approval of stevia in food and drink opened the door for this market's explosion," states David Browne, senior analyst at Mintel. "New product activity has accelerated in recent years, and since most categories with stevia applications remain untapped, we expect many more stevia-infused product introductions in the next few years."
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