USA: Stevia sales top 95 million $

Hundreds of new products with Stevia are expected to reach the market in the near future, Gourmet Retailer reports. A new report from Mintel finds that since December 2008, when the FDA approved use of rebaudioside A, an active ingredient of stevia, in foods and beverages in the USA, the stevia market has erupted. By mid-July 2009, stevia sales topped 95 million $, a massive increase compared with the 21 million $ reached in all of 2008. Mintel predicts the stevia market could exceed 2 billion $ by the end of 2011. Stevia is an increasingly popular herbal remedy and alternative to sugar and commercial sugar substitutes with zero calories. Although it is more than 300 times sweeter than sugar, stevia does not have any of the harmful side effects of artificial sweeteners such as Aspartame and can be used by diabetics and hypoglycemics. It helps lower elevated blood pressure and is also used for oral health, to improve digestion, increase glucose tolerance, and to help recuperation from minor illness.
 
Zevia's Derek Newman, along with his wife Jessica and partner Ian Eisenberg, developed Zevia's natural, zero-calorie soft drink two years ago when stevia was approved only as a supplement. From January 2007 until February 2009, ZEVIA was labeled as a "carbonated stevia supplement," consistent with the FDA requirements. In February 2009, the company produced and sold its first can of ZEVIA with 97 % Reb-A stevia. Now, the relaunched soft drink gives existing all-natural soft drinks a healthy competition. Sales this year have increased 250 % over last year. The next stevia soda alternative to hit the market is Steaz Zero Calorie, which debuted in October 1 in Whole Foods in the USA. Steaz co-founder Eric Schnell said they worked with Whole Foods for the past six months reformulating the diet titles in Steaz' Fair Trade, Organic Sparkling Green Tea beverage line from organic evaporated sugar cane juice to stevia. The new formula hit the shelves as the first organic zero-calorie soda on the market.

Gourmet Retailer