세계의 스테비아 시장 규모는 2024년에 8억 1,869만 달러에 달했습니다. 향후 IMARC Group은 시장이 2033년까지 14억 7,857만 달러에 달하며, 2025-2033년에 6.73%의 CAGR을 보일 것으로 예측하고 있습니다. 현재 아시아태평양이 시장을 독점하고 있으며, 2024년 시장 점유율은 33.3%를 초과할 것으로 예상됩니다. 천연 감미료에 대한 개인의 선호도가 높아지고, 식품 및 음료 산업에서 스테비아의 용도가 확대되면서 시장을 촉진하고 있습니다.
스테비아 시장 점유율은 몇 가지 요인으로 인해 크게 성장하고 있습니다. 천연 식물성 감미료에 대한 소비자 수요는 설탕 과다 섭취로 인한 건강 우려에 대한 인식이 높아짐에 따라 증가하고 있습니다. 예를 들어 Tate &Lyle은 2024년 7월에 설탕에 가장 가까운 맛과 저렴한 가격을 제공하는 Optimizer Stevia 8.1을 출시하여 설탕 감소가 소비자의 식습관 우선순위로 떠오르면서 전 세계적인 추세와 일치합니다. 또한 설탕 감소 및 천연 성분 사용과 같은 규제 조치로 인해 설탕 감소가 더욱 빠르게 채택되고 있습니다. 케토와 저탄수화물 라이프스타일을 포함한 저칼로리, 저탄수화물 식습관이 선호되면서 스테비아 시장 가치는 더욱 높아지고 있습니다. 제약 및 퍼스널케어 분야에서의 사용 확대도 시장 범위를 넓히고 있습니다. 또한 소매 네트워크와 E-Commerce 플랫폼을 통한 접근성이 향상되고, 제조업체들은 소비자의 취향 변화에 대응하기 위해 미각 프로파일을 개선하는 데 주력하고 있습니다.
미국내 스테비아 시장의 성장은 건강 지향과 천연 저칼로리 감미료로의 전환으로 인해 확대되고 있습니다. 설탕 과다 섭취로 인한 부작용에 대한 인식이 높아지면서 소비자들은 더 건강한 대안을 찾게 되었고, 그 결과 식물에서 추출한 제로 칼로리 스테비아로 전환하고 있습니다. 미국 F&B 업계는 진화하는 소비자 수요에 대응하기 위해 스테비아를 음료, 스낵, 유제품에 적극적으로 도입하고 있습니다. 예를 들어 2024년 4월 인그리디언은 Reb M보다 100배 더 용해도가 높은 획기적인 스테비아 용액인 PURECIRCLE(TM) CTSS를 출시하여 천연 무첨가 제형으로 타의 추종을 불허하는 클린 라벨 설탕 저감화를 실현했습니다. 또한 정부의 당류 저감화 구상 지원과 천연 성분에 대한 규제 장려로 인해 스테비아에 대한 시장 수요가 증가하고 있습니다. 스테비아는 케토와 저탄수화물 라이프스타일과 같은 건강 지향적인 식습관 동향의 수혜를 받고 있습니다. 스테비아는 소매점과 온라인 채널을 통해 널리 판매되고 있으며, 제약 및 퍼스널케어 제품에서 사용되면서 시장 성장을 더욱 촉진하고 있습니다.
건강에 대한 관심 증가
소비자들 사이에서 건강과 웰빙을 우선시하는 것에 대한 관심이 높아지면서 시장이 강화되고 있습니다. 2024년 1월에 발표된 영국, 중국, 미국의 5,000명 이상을 대상으로 한 대형 컨설팅 회사가 발표한 보고서에 따르면 조사 대상 고객의 약 60%가 건강한 노화와 장수에 도움이 되는 제품 및 서비스 구매를 '매우' 또는 '매우' 중요하게 생각하는 것으로 나타났습니다. 또한 영국과 미국에서는 약 70%, 중국에서는 약 85%의 사람들이 이전에 이 카테고리의 상품을 더 많이 구매했다고 응답했습니다. 이러한 결과는 연령대를 불문하고 비슷하게 나타나, 건강한 노화에 대한 관심이 밀레니얼 세대와 장수하고자 하는 노년층 모두 예방적 해결책을 추구하는 밀레니얼 세대 증가에 박차를 가하고 있음을 시사합니다. 이에 따라 기존 설탕을 대체할 수 있는 천연 감미료와 저칼로리 감미료에 대한 수요가 증가하면서 스테비아 시장 범위가 전 세계에서 확대되고 있으며, IMARC에 따르면 세계 천연 감미료 시장 규모는 2023년 35억 달러에 달했으며, IMARC 그룹은 2024-2032년 6.2%의 연평균 성장률(CAGR)을 보이며 2032년까지 59억 달러에 달할 것으로 예측했습니다. 이와는 별도로, 당뇨병, 비만, 치아 문제의 유병률 증가로 인해 소비자들이 설탕 섭취를 줄이도록 장려하고 있으며, 이는 스테비아 시장 전망을 자극하고 있으며, 2023년 12월에 실시된 국제식품정보협의회의 식품 및 건강 관련 설문조사에 따르면 미국에서 약 1,000명의 응답자가 설탕을 제한하거나 완전히 피하기 위해 무설탕을 표방하는 제품을 원하고 있습니다.
수많은 제품 혁신
제품 배합의 발전은 스테비아 기반 신제품의 도입과 함께 중요한 성장 동력으로 작용하고 있습니다. 예를 들어 2023년 3월 저칼로리 감미료 브랜드인 슬렌다와 모기업인 하트랜드 푸드 프로덕츠 그룹(Heartland Food Products Group)은 우수한 맛의 스테비아 감미료를 생산하고, 전 세계 스테비아 공급망 사업에서 발생하는 불필요한 CO2 배출을 제거하여 환경에 미치는 영향을 최소화하기 위해 환경 영향을 최소화하기 위해 슬렌다 스테비아 농장을 설립한다고 발표했습니다. 스테비아의 쓴 뒷맛을 줄이고 더 맛있는 스테비아 추출물을 개발하기 위해 기업은 연구개발에 많은 투자를 하고 있습니다. 그 결과 스테비아 시장의 매출이 증가하고 있습니다. 예를 들어 2023년 7월, 더 건강한 식품 및 음료 식품을 위한 성분 솔루션을 전문으로 하는 주요 기업 중 하나인 Tate & Lyle사는 기능성과 가공상의 이점을 추가한 스테비아 감미료 TASTEVA SOL을 발표하였습니다. 2023년 12월, Domino Sugar와 C&H Sugar는 순수 사탕수수 설탕과 스테비아를 혼합하여 설탕의 칼로리를 절반으로 줄인 천연 소재 제품을 출시했습니다. 출시하였습니다. 또한 인공 성분이나 에리스리톨과 같은 당알코올을 전혀 사용하지 않았습니다. 이와는 별도로 2024년 2월, 인도의 설탕 대체품 카테고리에서 시장 선두주자 중 하나인 슈가 프리(Sugar Free)는 새로운 제품인 슈가 프리 그린(Sugar Free Green)을 전국적으로 출시하였습니다. 스테비아 잎으로 만든 이 제품은 일반적으로 펠릿과 분말의 두 가지 형태로 판매되고 있습니다. 또한 2024년 5월, 인그리디언은 PureCircle 브랜드 클린 플레이버 용해 솔루션용 드롭인 스테비아 감미료를 개발했습니다.
규제 지원
헬스케어 당국의 유리한 정책 발표는 시장 성장에 중요한 역할을 하고 있습니다. 미국 식품의약국(FDA)은 이용 가능한 정보를 평가하여 잠재적 위험을 식별하고 안전한 노출 수준을 결정함으로써 감미료의 안전성을 평가합니다. 스테비올 배당체의 경우, 일일섭취허용량(ADI)은 국제연합식량농업기구/세계보건기구 식품첨가제전문가위원회(JECFA)에 의해 설정되었습니다. FSSAI에 따르면 세계보건기구(WHO)의 가이드라인은 '올바른 식습관 캠페인'을 통해 소비자를 교육하고 인공감미료에 대한 인식을 개선하기 위한 노력을 기울이고 있습니다. 소비자를 교육하고 인공감미료를 사용한 제품을 적당히 섭취하도록 개인의 인식을 높이는 데 활용될 수 있습니다. 이와 더불어, 규제 당국의 승인은 식품 및 음료 제조업체들이 스테비아를 첨가할 수 있는 자신감을 주었고, 이는 향후 수년간 스테비아 시장 가격 분석에 박차를 가할 것으로 보입니다. 예를 들어 2024년 2월, dsm-firmenich와 Cargill의 합작회사인 Avansya는 스테비아 감미료 EverSweet가 영국 식품표준청과 유럽식품안전청(EFSA)으로부터 긍정적인 안전성 의견을 받았다고 밝혔습니다.
The global stevia market was valued at USD 818.69 Million in 2024. Looking forward, IMARC Group estimates the market to reach USD 1,478.57 Million by 2033, exhibiting a CAGR of 6.73% from 2025-2033. Asia Pacific currently dominates the market, holding a market share of over 33.3% in 2024. The rising preference among individuals for natural sweeteners, coupled with the elevating applications of stevia in the food and beverage industry, are boosting the market.
The stevia market share is undergoing massive growth due to several factors. Consumer demand for natural, plant-based sweeteners is being driven forward by rising awareness of health concerns from excessive sugar consumption. For example, in July 2024, Tate & Lyle launched Optimizer Stevia 8.1, offering a taste closest to sugar and lower costs, aligning with global trends as sugar reduction tops consumer dietary priorities. Furthermore, regulatory actions such as sugar reduction and usage of natural ingredients are leading to faster adoption. Low-calorie and specialty diets, including keto and low-carb lifestyles, are becoming favourably popular, further adding to the stevia market value. The growing uses in pharmaceuticals and personal care are also amplifying its market scope. In addition to this, more availability through retail networks and e-commerce platforms is improving access, while manufacturers focus on enhancing taste profiles to adapt to changing consumer preferences.
Stevia market growth in the US is expanding due to health consciousness and a move towards natural low-calorie sweeteners. Heightened awareness about the adverse effects of excessive sugar intake has made consumers look for healthier alternatives, and hence they are shifting to stevia because of its plant-based origin and zero-calorie profile. The U.S. F&B industry is intensely integrating stevia into beverages, snacks, and dairy products in order to keep pace with evolving consumer demand. For instance, in April 2024, Ingredion Incorporated launched PURECIRCLE(TM) CTSS, a groundbreaking stevia solution 100x more soluble than Reb M, delivering unmatched clean-label sugar reduction with a natural, additive-free formulation. Moreover, the government support of sugar reduction initiatives and regulatory encouragement for natural ingredients are augmenting the stevia market demand. Stevia also benefits from the trend of health-focused diets like keto and low-carb lifestyles. Its wider availability through retail and online channels and its use in pharmaceuticals and personal care products are further driving market growth.
Increasing Health-Consciousness
The growing focus among consumers on prioritizing health and wellness is strengthening the market. The report published by one of the leading consulting firms in January 2024, which surveyed more than 5,000 individuals across the United Kingdom, China, and the United States, showcased that approximately 60% of customers surveyed considered it "very" or "extremely" important to purchase products or services that help with healthy aging and longevity. Moreover, roughly 70% of people in the United Kingdom and the United States and about 85% in China indicated that they bought more in this category in prior years. These results were similar across age groups, thereby suggesting that the rising inclination toward healthy aging is spurred both by the millennial population seeking preventive solutions and older generations seeking to improve their longevity. Consequently, there is an escalating demand for natural and low-calorie sweeteners as alternatives to traditional sugar, which is expanding the stevia market scope across the globe. According to the IMARC, the global natural sweeteners market size reached USD 3.5 Billion in 2023. Looking forward, IMARC Group expects the market to reach USD 5.9 Billion by 2032, exhibiting a growth rate (CAGR) of 6.2% during 2024-2032. Apart from this, the rising prevalence of diabetes, obesity, and dental issues is encouraging consumers to reduce their sugar intake, which is also catalyzing the stevia market outlook. As per the International Food Information Council's Food and Health Survey conducted in December 2023, about 1,000 respondents in the U.S. sought out products with zero-sugar claims to limit or avoid sugar altogether.
Numerous Product Innovations
Advancements in the formulations of products, coupled with the introduction of new stevia-based products, are acting as a significant growth-inducing factor. For instance, in March 2023, Splenda, the low-calorie sweetener brand, and its parent company, Heartland Food Products Group, announced the opening of Splenda Stevia Farm to produce superior-tasting stevia sweeteners and minimize environmental impact by eliminating unnecessary CO2 emissions caused by global stevia supply chain operations. In order to develop better-tasting stevia extracts that lessen the bitter aftertaste that is typically associated with stevia, businesses are also heavily investing in research and development. This, in turn, is increasing the stevia market revenue. For example, in July 2023, Tate & Lyle, one of the key players specializing in ingredient solutions for healthier food and beverages, introduced TASTEVA SOL stevia sweetener with additional functionality and processing benefits. As per stevia market forecast, improvements in purification and extraction technology lead to high-purity products, which are more palatable. In December 2023, Domino Sugar and C&H Sugar launched product offerings that are an all-natural blend of pure cane sugar and stevia, with half the calories of sugar. Moreover, they are prepared with no artificial ingredients or sugar alcohols like erythritol. Apart from this, in February 2024, Sugar-Free, one of the market leaders in the sugar substitute category in India, launched its new variant, Sugar-Free Green, across the country. Made from Stevia leaves, it is commonly available in two formats, namely, pellets and powder. Furthermore, in May 2024, Ingredion created a drop-in stevia sweetener for its PureCircle brand's clean flavor solubility solution.
Regulatory Support
The launch of favorable policies by healthcare authorities plays a crucial role in the market's growth. The Food and Drug Administration (FDA) assesses the safety of a sweetener by evaluating the available information to identify potential hazards and determine a safe level of exposure. In the case of steviol glycosides, an acceptable daily intake (ADI) was established by the Joint Food and Agricultural Organization/World Health Organization Expert Committee on Food Additives (JECFA). Moreover, government bodies across several countries are also taking initiatives to reduce sugar consumption and combat related health issues, which is elevating the stevia market dynamics. According to the FSSAI, the guideline by the World Health Organization (WHO) can be used to educate consumers through the Eat Right India movement and create awareness among individuals to consume artificially sweetened products in moderation. Besides this, regulatory approvals provide food and beverage manufacturers with the confidence to include stevia in their formulations, which, in turn, will continue to fuel the stevia market price analysis in the coming years. For instance, in February 2024, Avansya, the joint venture between dsm-firmenich and Cargill, revealed that EverSweet stevia sweetener received a positive safety opinion from both the UK Food Standards Agency and the European Food Safety Authority (EFSA).
According to the report, powder represented the largest market segmentation, holding 67.3% share. Powdered stevia is gaining significant popularity as a natural, zero-calorie sweetener, appealing to consumers seeking healthier alternatives to sugar. As per the stevia industry overview, this extract type offers a convenient form for use in various culinary applications, from baking to beverage preparation. As per stevia industry insights, advancements in processing techniques have improved the taste profile of powdered stevia, reducing the bitter aftertaste traditionally associated with earlier versions. This form of stevia is also favored for its long shelf life and ease of storage, further enhancing its appeal in both domestic kitchens and commercial food production. As consumers continue to prioritize health and wellness, powdered stevia will continue to augment the segment's growth. For example, in June 2023, Wisdom Natural Brands expanded its SweetLeaf product line in powdered form. Additionally, in April 2024, the Moon Store introduced Moon Lunar Hydration Powder, which is made with artificial sweeteners, such as stevia.
Beverages represented the largest market segmentation with a share of 36.1% share. It includes a diverse range of liquid products, such as soft drinks, flavored water, teas, and juices, where stevia serves as a natural sweetener. Apart from this, the impact of beverages on the market is significant and varied. Additionally, as consumers increasingly look for healthier and lower-calorie alternatives to traditional sugary drinks, beverage manufacturers are opting for stevia as a preferred sweetening option. Stevia's natural origin, zero-calorie content, and ability to replicate the taste of sugar make it a perfect choice to satisfy these evolving consumer preferences. As a result, it is anticipated to propel the segment's expansion during the anticipated time frame. For instance, in July 2023, Ingredion launched PureCircle Clean Taste Solutions, a range of stevia solutions tailored to specific applications in the preparation of beverages.
According to the report, Asia-Pacific accounted for the largest market share, holding a 33.3% share. The Asia Pacific stevia market is experiencing robust growth, driven by increasing health consciousness and a shift towards natural sweeteners. The stevia market research report states that countries such as China, India, Japan, and South Korea are leading this trend, with a rising number of consumers seeking healthier alternatives to sugar. For example, in April 2024, QNET India launched a vibrant social media initiative labeled Healthy Living with Natose Stevia. This campaign aims to highlight the importance of minimizing sugar intake and embracing healthier alternatives like stevia, a natural sweetener. The demand for stevia is bolstered by the region's growing diabetic population and government initiatives promoting reduced sugar intake. According to the Global Nutrition Report, in 2022, approximately 6.0% of adult men and about 4.3% of adult women aged 18 years and over in Japan were obese. Additionally, as per the stevia market growth analysis, the region's strong tradition of plant-based ingredients is acting as another significant growth-inducing factor. As the market expands, the Asia Pacific region is set to become a significant player in the global stevia industry, reflecting broader trends toward health and wellness. The report published by McKinsey in January 2024 showed that approximately 85% of individuals in China bought products that help with healthy aging and longevity.
North America Stevia Market Analysis
The market for stevia is very big in North America, fueled by a large demand from the consumer base for natural and low-calorie sugar alternatives. As health consciousness grows, people are highly preferring stevia for the fact that it is plant-based, zero-calorie, and compatible with diverse forms of diet. Used throughout the F&B industries like beverages, snacks, dairy products, and confectionery, it helps tackle the amplifying demand for a healthier and reduced sugar alternative. This is also from the heightened awareness of lifestyle disorders due to excessive consumption of sugar, which propels consumers to choose more of natural sweeteners. Its formulation flexibility makes stevia an attractive choice for manufacturers trying to keep up with the shifting preferences of the consumer. Moreover, there are various regulatory measures supporting the reduction of sugar in F&B products, and its adoption in the region is being spurred by such policies. Stevia has become a part of the F&B innovations of North America, representing a wider movement toward lifestyles that are oriented toward health.
United States Stevia Market Analysis
The main drivers of the stevia market in the United States are consumer demand for natural sweeteners, the incidence of lifestyle diseases, and increasing health consciousness. According to the data from Centre for Disease Control and Prevention, over 40% of adults suffer from obesity and 23% of U.S. adults with obesity have diabetes, customers are actively seeking low-calorie and sugar-reducing options. This trend is further bolstered by the increased use of stevia as a zero-calorie sweetener that is more frequently used in beverages, snack foods, and desserts. Large beverage companies like PepsiCo and Coca-Cola also included stevia in their portfolios, for example, Pepsi True and Diet Coke. Product innovation is also being boosted by the FDA (Food and Drug Administration) approval of steviol glycosides as GRAS. Stevia-based products today fill a large portion of the natural sweeteners market in the United States. Low-carb diets, vegan diets, ketogenic diets, and other similar dietary regimes have increased the demand for using stevia as a sugar substitute. Not only that, but greater access to e-commerce because of the growing industry means over 20% of natural sweetener sales are based online. Improved flavor profiles are guaranteed from increased investment into more advanced types of stevia derivatives including Reb M and Reb D, which will propel acceptance at a much faster pace in the U.S.
Europe Stevia Market Analysis
The sales of stevia in the European market are primarily inspired by stringent legislation governing sugar levels, rising prevalence of people with diabetes, and intense demand from the consumers' side for more natural consumables. Manufacturers are using stevia as an alternative because the European Union issued a mandate to cut by 10% of more added sugar across all categories by 2025. The main countries where this is happening are Germany, UK, and France. German is the leading region within this area in terms of how it introduces stevia products. According to the data by European Federation of Pharmaceutical Industries and Associations, more than 60 million people live with diabetes. The region's rising prevalence of diabetes is encouraging consumers to opt for low-calorie sweeteners. About 15% of protein powders and energy drinks use stevia as a sweetener, showing the increasing demand for stevia in sports nutrition. Since the carbon footprint of growing stevia is much lower than that of growing sugarcane, focus on sustainability has increased its acceptance even more. The applications of Stevia are increasing in Europe due to inventions of taste-enhancing mixtures.
Asia Pacific Stevia Market Analysis
Due to health awareness, growing disposable incomes, and high sugar consumption, Asia-Pacific region is the largest producer and consumer of Stevia. About 537 million people in the world and 90 million in South-East Asia have diabetes, and the statistics from the International Diabetes Federation say the figure will be about 151.5 million by 2045. The largest producer of stevia is China, where over 80% of China's stevia is exported as the government promotes its growth as a way of expanding the country's agricultural-based economy. Growing rates of diabetes and obesity fuel the demand for natural sweeteners in countries like India and Japan; for instance, stevia has been commercially embraced as a sweetener in Japanese food products since the 1970s. Stevia is being consumed in the region's rapidly expanding beverage industry, especially in China and India, flavored water, iced teas, and diet sodas. Stevia is also used in South Korean and Australian dairy products, and this drives the growth of the market. In addition, the rising demand for plant-based and herbal products in Asia-Pacific helps support the acceptance of stevia.
Latin America Stevia Market Analysis
The market for stevia in Latin America is influenced by health consciousness within the region and its importance as a key production base. The world's top stevia producer and exporter is Paraguay, the plant's native nation. The demand is being driven by growing awareness of diabetes control, and Brazil and Mexico are the major users. The fact that 14 million Mexicans and over 15 million Brazilians suffer from diabetes, according to data by International Diabetes Federation, fuels interest in low-calorie sweeteners. Due to regional product offerings by companies such as PepsiCo and Coca-Cola, stevia is increasingly used in soft drinks and sweets. Regional acceptance of natural products along with increasing partnerships between food manufacturers and stevia farmers support market growth.
Middle East and Africa Stevia Market Analysis
The market for stevia is growing throughout the Middle East and Africa due to increased obesity rates, a shift towards better diets, and growing knowledge of diabetes treatment. According to the International Diabetes Federation, most GCC nations have a high prevalence rate of prediabetes above 15% and diabetes above 20%. Stevia is frequently used to replace sugar in baked goods and beverages. The adoption of natural sweeteners like stevia is encouraged by the region's increased emphasis on diet and wellness. International companies are also expanding their market share by launching stevia-based goods that are suited to regional tastes.
The market is experiencing steady growth as key players are actively innovating to meet evolving consumer demands and expand their product offerings. The creation of sweeteners based on stevia that have better flavor profiles is one noteworthy advance. Several leading companies are investing in research and development (R&D) to overcome the lingering aftertaste associated with stevia, creating formulations that closely mimic the taste of sugar. Additionally, there has been a heightened focus on expanding the applications of stevia beyond tabletop sweeteners and into a broader range of food and beverage (F&B) products. This contains developments in baked items, dairy products, condiments, and beverages sweetened with stevia. Furthermore, as per the stevia market insights, sustainable sourcing and production methods have gained attention, with companies exploring environmentally friendly cultivation practices and supply chain transparency to meet the escalating demand for responsibly sourced stevia. These developments demonstrate the industry's dedication to meeting consumer demands for natural, sustainable, and healthier substitutes for conventional sugar.