Clear Seas Research
Zero-calorie Stevia . . . . . the “holy grail” of no-calorie sweeteners?
by Sarah Corp
The Results
Fewer than one-quarter (22%) of industry insiders report considerable knowledge of Rebiana-basedsweeteners; those that do primarily consult trade magazines (49%) and use Internet searches (46%)for information. Current knowledge leads most to conclude that such sweeteners have a similar flavorprofile to existing no-calorie sweeteners. That said, when considering the overall impact - one-quarterof all respondents (25%) believe product development/line extensions at their companies will besignificantly impacted by the FDA’s recent approval of Rebiana-based sweeteners. An equalproportion (24%) state strong likelihood of replacing current no-calorie sweeteners with a Rebianabased product, while the remainder expect to partially replace current sweeteners or use Rebiana sweeteners in addition to current ingredients.
While most industry insiders believe that no-calorie sweetener options are appealing to consumers(86%), and that such products satisfy a consumer demand (77%) - a majority (58%) also believe thattaste trumps source for such products. Additionally, there isn’t a clear consensus on whetherconsumers will pay a price premium for a “natural” no-calorie sweetener (48% believe consumers will).
Will Stevia/Rebiana-based sweeteners be the “holy grail” of no-calorie sweeteners in 2009? Withincreased awareness/information and proof of consumer demand and willingness to pay – perhaps.
Copyright © 2009 by Clear Seas Research: January CLEARPulse. All rights reserved.
For more information please contact Sarah Corp at 248-786-1625 or corps@clearseasresearch.com.
Sarah Corp
corps@clearseasresearch.com
© 2010 