Consumer Acceptance of Stevia in U.S. is On Par with Established Artificial Sweeteners, Reports NPD

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Two years after the U.S. Food and Drug Administration approved the use of the natural sweetener Stevia in foods and beverages; consumers’ acceptance of Stevia in their diets is comparable to their intentions to consume products with the artificial sweeteners Aspartame and sucralose, according to food and beverage market research conducted by The NPD Group, a leading market research company.

Two years after the U.S. Food and Drug Administration approved the use of the natural sweetener Stevia in foods and beverages; consumers’ acceptance of Stevia in their diets is comparable to their intentions to consume products with the artificial sweeteners Aspartame and sucralose, according to food and beverage market research conducted by The NPD Group, a leading market research company.

NPD’s Dieting Monitor, which continually examines top-of-mind dieting and nutrition-related issues facing consumers, began tracking consumer attitudes about Stevia, which is sold under a number of trade names including PureVia and Truvia, in August 2009. According to June data from the most recent Dieting Monitor, 35 percent of U.S. consumers said that they either already ate or would consider eating or drinking products or beverages that contain Stevia. This compares to 39 percent of consumers who said the same for aspartame, which is sold under the trade names Equal and Nutrasweet. Fifty-one percent of consumers said that they either already ate or would consider eating or drinking products or beverages that contain sucralose, which is sold under the trade name Splenda among others.

Foods and beverages using Stevia as a sugar substitute entered the market in 2009. Aspartame, which has recently been renamed “AmnioSweet,” has been in the marketplace for 15 years, and sucralose was introduced in 1999.

About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,800 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us, visit http://www.npd.com/, or follow us on Twitter at https://twitter.com/npdfood/

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Kim McLynn