Uptake of stevia in Europe: opportunities and challenges - GRANULAR Florence Berglund Head of Marketing & Communications
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Uptake of stevia in Europe:
opportunities and challenges
Florence Berglund
Head of Marketing & Communications
GRANULAR
Stevia is on its way to become a commodity
▪ Most market commentators estimate
that stevia could gain 20-25% of the
market which is
global sweetener market,
estimated at $65 bn
▪ Just
Jus in the
e US, o
over
e 150
50 sstevia-sweetened
e a s ee e ed
food and drinks were launched in the first
seven months of 20101.
Source: 1 Innova Market InsightsMost launches in the soft drinks market
40%
35%
30%
25%
20%
15%
10%
5%
0%
Soft drinks Hot drinks Sugar & Sweeteners Snacks Bakery & Cereals
Global p
product launches containing
g stevia
From August 2009 to July 2010
3Some global launches of stevia-sweetened products since 2008
Stevia in other product categories
Current regulatory situation in Europe
▪ Stevia
S i lleaves approved
d ffor cosmetic
i use
▪ EFSA published positive safety opinion on
use off Steviol
St i l Glycoside
Gl id as a ffood
d additive
dditi iin
April 2010 (JECFA standard)
▪ Approval expected Q2 2011
2011.Two exceptions: France & Switzerland
▪ France
- Rebaudioside A 97% approved in France for
temporary period of 2 years (exp. Sept 2011)
- Not approved for baked goods
- Parts
P t off plants
l t nott approved
d for
f food
f d use
▪ Switzerland
- Individual temporary approval Steviol
S G
Glycoside
approved in Switzerland (95% purity-JECFA) as
a food additive
- Stevia leaves authorized in herbal teas, at 1-2%
maximumWhat is happening in France and Switzerland?
S ?
▪ France
- 15 products launched since Sept. 09
- Since publication of EFSA opinion, dramatic slow down in
form lation work,
formulation ork lots of projects on hold
- Strong interest for Paraguayan stevia, especially from small
companies
▪ Switzerland
- Very few launches
- Many are formulating
formulating, and waiting for opening of EU market
8S
Stevia launches in France and S
SwitzerlandS
Stevia launches in France and S
SwitzerlandComing up soon in France
Goba Cola, a very mediatic launch in Switzerland
12LIV Maté:
é the best off Paraguay in a bottle
13What is happening in the rest off Europe?
?
▪ Lots of companies, large and small, are formulating, across
all product categories
▪ Lots of ingredient suppliers and flavor manufacturers are
looking for supply
▪ Lots of stevia suppliers, many from China, and also more
and more Western ones
▪ S
Smallll b
brands
d are much
h more willing
illi tto b
be fifirstt movers th
than
the large ones
14Opportunities
▪ Lots of development work
▪ Interest across all product categories
▪ Interest from small as well as large companies
▪ Great interest for organic Steviol Glycoside
▪ Great interest in South American stevia, esp. Paraguayan
15Chinese vs. Paraguayan stevia
▪ Most European companies will avoid food ingredients of
Chinese origin if they can – safety concern
▪ However, Chinese products are very price competitive.
▪ Paraguayan origin very good for marketing- “green ethical”
positioning
▪ Today, limitation for French market, as Criolla leaves yield
St i l Glycoside
Steviol Gl id with
ith llow Reb
R b A content
t t
▪ Some will be tempted to import leaves to Paraguay for
Paraguayan “stamp”
stamp . Danger for credibility of the industry!
16Challenges
Consumer
Formulation
Education
Labelling
Consistent
&
quality
Cl i
Claims
Organic
17C
Challenges
▪ Compensate
p for lost functional properties
p p of sugar:
g
* Volume
* Texture & mouth feel
* Shelf life
* Fermentation
Formulation * Freezing point reduction
* Color
* Moisture retention
▪ Compensate for the lingering sweetness
▪ Compensate for the licorice aftertaste & bitterness
▪ Keep a clean and natural label while minimizing calories
Side effect of these formulation challenges: COST & RISK
18Challenges
▪ Lack of consumer awareness seen as a hinder by many
manufacturers
Consumer ▪ In the US,
US where stevia extracts have been GRAS for
Education 2 years, 70% of Americans still have not heard of stevia*
▪ Risk of misinformation
misinformation, rumors on safety
safety, etc
▪ Various industry initiatives: International Stevia
Council
Council, Global Stevia Institute
Institute, World Stevia
Organization
▪ Stevia is very “PR
PR genic
genic”, lots of PR coverage in France
and Switzerland
*F
From 2010 L
Leatherhead
th h d F Food
dRResearch
h reportt 'Th
'The Gl
Global
b lMMarket
k t ffor IIntense
t Sweeteners'
S t '
19Challenges
▪ A major concern and challenge is consistency of taste over
Consistent batches
Quality
▪ Constant proportion of Steviol Glycosides needed
Potential solutions:
▪ Focus on Reb A
▪ Single out a few Steviol Glycosides and mix them back
to a predetermined concentration
▪ Define ranges for each SG within which taste variation
can be considered neglectable
▪ Mix batches of finished p
product
20Challenges
▪ France
- Natural claims are limited
- “Natural
Natural origin
origin” of the sweetener
- “Rebaudioside A” on ingredient list
Labelling
g ▪ Switzerland
& - Mention of “stevia” in ingredient list forbidden
Claims - Label must state that product contains a
“sweetener(s)”
sweetener(s)
- “Natural” not allowed
- “Without artificial sweeteners” not allowed
▪ In the EU upon approval
Many questions and uncertainties
21Challenges
▪ Lots of interest from manufacturers of certified organic
food and beverages
Organic
▪ However, not possible to use steviol glycoside in certified
organic foods until it is added to the “positive” list. 18 to 24
months away?y
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