The Future of High-Potency Sweeteners: Natural Sweeteners Innovations, and Developments in Sweetness Potentiators

NEW YORK, July 7 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

The Future of High-Potency Sweeteners: Natural sweeteners innovations, and developments in sweetness potentiators

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Of the three key trends driving the food and drinks market (health, convenience and indulgence), sweeteners deliver consumer benefits in the health arena. Sweeteners are integral to the development of many foods and drinks products marketed on the basis of their ingredients being altered to become "diet", "light", "sugar-reduced" or "sugar-free". The high-potency sweeteners market is driven by the consumer attraction of consuming foods and drinks with reduced calorie contents while still delivering the full sensory experience of sugared products, particularly when evaluated in the context of the global rise in obesity.

Recent regulatory approvals for the stevia-derived sweetener rebaudioside-A (reb-A) and an extract of the Chinese fruit luo han guo have provided opportunities to manufacturer products that can be marketed on a 'naturally sweetened' platform. These developments are driving much of the innovation in new product development in countries where approvals have been granted.

Future development of other natural sweeteners, such as monatin, and innovative effective sweet taste enhancers will continue to shape new product development to ensure that consumer demands for naturally sweetened products are met.

Key features of this report

• Analysis of the key trends that are shaping the developments in high potency sweeteners, particularly in the context of growing obesity levels and obesity related diseases.

• Evaluation of new sweetener developments, including:

new synthetic, super-potent sweeteners;

newly approved natural high potency sweeteners;

sweet taste potentiators under development.

• Insight into new product development and innovations utilizing new natural potent sweeteners across multiple food categories.

• Analysis of the key technical innovations that will drive future developments within the sweetener sector, including sweetness potentiators, bitter blockers, next generation sweeteners

Scope of this report

• •Gain insight into the role of high intensity sweeteners within today's food and drink industry

• Assess the innovation trends in both artificial and natural high-potency sweeteners

• Evaluate the suitability of the emerging natural sweeteners in terms of applications across different food and drinks categories.

• Understand which natural sweeteners have been given approval for use by country and learn about the legislative challenges facing the high-intensity sweeteners market

• Learn about the latest developments in sweetness potentiators and which industry players are at the forefront of innovation

Key Market Issues

• •Low calorie sweeteners account for approximately 10% of total sweeteners consumed globally. The rise in obesity levels globally and the consumer demand for healthier products will ensure that high-potency sweeteners will continue to be vital tools for effective new product development.

• •The majority of mainstream sweeteners currently in use in developed markets are synthetic. As such, they are subject to high, but disproportionate levels of consumer concerns with regards to their safety.

• Government legislation has increased scrutiny on the use of sweeteners in foods, although in the US in particular, acceptance of the GRAS-affirmation process by the FDA is streamlining the process of bringing innovative ingredients to market

Key findings from this report

• Calorie-free sweetener markets continue to grow steadily, demonstrating the strength and longevity of calorie control as a driver of consumer choice.

• Calorie free sweeteners account for around 10% global sweeteners consumption, measured in terms of sucrose equivalent sweetness.

• New developments of super-potent sweeteners will ensure that low-calorie sweetness is economically attractive for food manufacturers.

• Newly approved natural potent sweeteners are in response to consumer demands for the removal of artificial additives from foods and beverages.

• Current naturally sweetened new product developments are mainly focused on sugar-reduction, rather than calorie-free, reflecting the technical limitations of the newly approved natural sweeteners.

Key questions answered

• How has the market for high-potency sweeteners developed during the last 30 years?

• What new potent sweeteners and sweetness potentiator technologies are under development and which ones have recently been commercialized?

• How have consumers embraced natural sweeteners in those markets where they have been approved?

• What has been the impact of natural sweeteners on the tabletop sweeteners market in the US and how is this driving innovation within the category?

List of Tables

The Future of High-Potency Sweeteners

Executive summary 8

Introduction 8

Market drivers 9

Innovations in high-potency sweeteners 10

NPD in natural high-potency sweeteners 11

Future outlook 12

Chapter 1 Introduction 14

Summary 14

Introduction 15

Development of the high-potency sweeteners market 15

High-potency sweetener profiles 16

Chapter 2 Market drivers 22

Summary 22

Introduction 23

Nutrition and health 24

Obesity 24

Diabetes 27

Taste 31

Convenience 32

Food safety and demand for "natural" 34

Regulation 38

EU 38

US 39

Other countries 41

Competitive innovation 42

Cost-of-sweetness 44

Future market drivers 45

Chapter 3 Innovations in high-potency sweeteners 48

Summary 48

Introduction 49

Artificial sweetener innovations 50

Neotame 50

Advantame 52

Natural sweetener innovations 53

Stevia 54

Luo han guo 56

Brazzein 57

Monatin 57

Sweetness potentiators 59

Future impact 61

Chapter 4 NPD in natural high-potency sweeteners 64

Summary 64

Introduction 65

Tabletop sweeteners 65

Developments in the US 65

Truvia 65

PureVia 66

Stevia in the Raw 67

SweetLeaf Sweetener 68

Sun Crystals 69

Developments in Europe 71

Naturally sweetened foods and drinks 74

Soft drinks 75

Dairy 82

Confectionery 85

Bakey and cereals 88

Other categories 91

Conclusions 94

Chapter 5 Future outlook 96

Summary 96

Introduction 97

Key technical innovations 97

Sweetness potentiators 97

Bitter blockers 98

Next generation sweeteners 98

Health as a future driver 99

Natural nutrition 100

The future potential of Reb-A 102

Market projections 102

Taste modification 104

The future potential of Monatin 105

"Blending" to manage costs 105

Category trends 106

Conclusions 107

Risk versus reward 107

Index 108

References 109

List of Figures

Figure 1.1: Global high-potency sweetener use (million tones sugar equivalent), 1975-2005 16

Figure 1.2: Relative sweetness to sucrose, stability and taste quality of high-potency sweeteners 17

Figure 2.3: Drivers of the high-potency sweeteners market 24

Figure 2.4: Percentage of clinically obese adults by US state (%), 2008 26

Figure 2.5: Prevalence of diabetes in OECD countries (% of population), 2009 28

Figure 2.6: The impact of taste on purchase decision in the US 32

Figure 2.7: Development of US portion sizes, 1980-2000 33

Figure 2.8: Internet anti-aspartame campaigns 34

Figure 2.9: Which is the best description to read on a label? (%), 2009 36

Figure 2.10: Natural vs. artificial sweeteners costs (S/kg sugar equivalent 44

Figure 3.11: Key technical characteristics of neotame and Advantame 50

Figure 3.12: Low/no sugar products sweetened with neotame 51

Figure 3.13: Chemical structure of stevia derived sweeteners 54

Figure 3.14: Luo han guo fruit 56

Figure 3.15: Chemical structure of monatin 58

Figure 4.16: Truvia tabletop sweetener from Cargill 66

Figure 4.17: PureVia tabletop sweetener from Whole Earth Sweetener 67

Figure 4.18: Stevia In the Raw from Cumberland Packing Corporation 68

Figure 4.19: SweetLeaf Sweetener from Wisdom Natural Brands 69

Figure 4.20: Sun Crystals from McNeil Nutritionals LLC 69

Figure 4.21: Recent launches of "light sugar" tabletop products in Europe 73

Figure 4.22: Category share of natural high-potency sweeteners product launches (%), 2006-200974

Figure 4.23: Trop 50 from PepsiCo 75

Figure 4.24: SoBe Lifewater from PepsiCo 76

Figure 4.25: G2 from PepsiCo, 76

Figure 4.26: Aquafina plus from PepsiCo 77

Figure 4.27: Odwalla and Sprite Green from The Coca-Cola Company 77

Figure 4.28: Crystal Light Pure Fitness Powder from Kraft Foods 78

Figure 4.29: Supplement Water from Frucor 79

Figure 4.30: B+ Placenta Drink from Morishita Jintan 79

Figure 4.31: TeaZazz Naturalz ready- to-drink green tea from TeaZazz LLC 80

Figure 4.32: Soft drinks mixes sweetened with luo han guo 81

Figure 4.33: Bliss drinkable yogurt and Yoco yogurt from Nestlé 83

Figure 4.34: YoCrunch from Breyers 83

Figure 4.35: Lightfull Satiety Smoothie from Lightfull Foods 83

Figure 4.36: Silk Chocolate Light soya milk from White Wave Foods 84

Figure 4.37: Noir 70% from Villars Maitre Chocolatier S.A 85

Figure 4.38: Lotte-X Cube Gum from Lotte Confectionery Ltd 86

Figure 4.39: Puredent from the Madison Company 87

Figure 4.40: Teicalo Xylicrystal - Mint Nodoame from Sansei Foods 87

Figure 4.41: CulturedCare Probiotic Gum with BLIS K12 from CulturedCare Probiotics 88

Figure 4.42: Jasmine Rosquinas Integrais Light Ring Cookies from Jasmine Cormecio 89

Figure 4.43: Free Cereal from Alimentos Granix 90

Figure 4.44: Protein+ Cookie Bites from Kay's Naturals 90

Figure 4.45: Delicias Capani Mermelada from Capani 91

Figure 4.46: Ottogi Half Tomato Ketchup from Ottogi Co, Ltd 92

Figure 4.47: Oshisha Cooking Sauce from S and B Foods 92

Figure 4.48: Well-Being Five Grain Snack from Barungil Ltd 93

Figure 4.49: Koikeya Potato Chips from Koikeya 93

Figure 5.50: Change in sweetener consumption by region (kcals/capita/day), 1970-2001 100

Figure 5.51: Consumer awareness of high intensity sweeteners (% ), 2009 103

Figure 5.52: Sweetener costs (average cents/kg), 2009 106

List of Tables

Table 2.1: Percentage of obese adults by country (%), 1995-2015 25

Table 2.2: Product claims in new product launches (%), 2008-2009 35

Table 2.3: The natural (excluding organic) food and drinks market in Europe and US, by key product categories, ($bn), 2000-2010 36

Table 2.4: Proposed uses levels of reb- A 41

Table 2.5: Sweetener type share of new product launches (%), 2006-2009 42

Table 2.6: Growth in stevia derived sweetener sales to US food and drinks manufacturers ($m), 2007-2009 43

Table 3.7: Approved categories and maximum use levels for neotame in EU 51

Table 4.8: Approximate cost per sachet of table top sweeteners ($), 2009 71

Table 4.9: Approved use levels for Reb-A in France 72

Table 4.10: Regional share of natural high-potency sweeteners product launches (%), 2006-2009 75

Table 5.11: Consumer ratings for sugar and artificial sweeteners, 2009 101

Companies mentioned

Biovottoria, PepsiCo, Purac, PurceCircle, Senomyx, Sun Crystals, Sunwin International, Symrise, The Coca Cola Company

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Food Ingredient Industry: The Future of High-Potency Sweeteners: Natural sweeteners innovations, and developments in sweetness potentiators

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