Consumers Want Stevia as Much as Aspartame, Sucralose

September 22, 2010

Thirty-five percent of consumers have already eaten or would consider consuming products containing stevia, according to consumer data tracked by The NPD Group since last August.

Thirty-five percent of consumers have already eaten or would consider consuming products containing stevia, according to consumer data tracked by The NPD Group since last August. This level of consumer acceptance is similar with acceptance of aspartame and sucralose, says the market researcher.

By comparison, 39% of consumers said they have or would eat or drink products with aspartame (sold under the trade names Equal and Nutrasweet). Approximately 51% of consumers said they would eat or have eaten sucralose, sold under the trade name Splenda, among others.

According to NPD, such numbers indicate that since being approved Generally Recognized as Safe (GRAS) by the Food and Drug Administration (FDA) two years ago for use in food and beverages, stevia is finding growing popularity with consumers and gaining a stronger foothold in the sweeteners market.

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