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

Date: April 22, 2010
Pages: 109
Price:
US$ 3,835.00
Publisher: Business Insights
Report type: Strategic Report
Delivery: E-mail Delivery (PDF)
ID: F5EEDE2D475EN
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The Future of High-Potency Sweeteners: Natural sweeteners innovations, and developments in sweetness potentiators
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 focussed 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?
    The Future of High-Potency Sweeteners
    Executive summary
    Introduction
    Market drivers
    Innovations in high-potency sweeteners
    NPD in natural high-potency sweeteners
    Future outlook

    CHAPTER 1 INTRODUCTION

    Summary
    Introduction
    Development of the high-potency sweeteners market
    High-potency sweetener profiles

    CHAPTER 2 MARKET DRIVERS

    Summary
    Introduction
    Nutrition and health
    Obesity
    Diabetes
    Taste
    Convenience
    Food safety and demand for “natural”
    Regulation
    Other countries
    Competitive innovation
    Cost-of-sweetness
    Future market drivers

    CHAPTER 3 INNOVATIONS IN HIGH-POTENCY SWEETENERS

    Summary
    Introduction
    Artificial sweetener innovations
    Neotame
    Advantame
    Natural sweetener innovations
    Stevia
    Luo han guo
    Brazzein
    Monatin
    Sweetness potentiators
    Future impact

    CHAPTER 4 NPD IN NATURAL HIGH-POTENCY SWEETENERS

    Summary
    Introduction
    Tabletop sweeteners
    Developments in the US
    Truvia
    PureVia
    Stevia in the Raw
    SweetLeaf Sweetener
    Sun Crystals
    Developments in Europe
    Naturally sweetened foods and drinks
    Soft drinks
    Dairy
    Confectionery
    Bakey and cereals
    Other categories
    Conclusions

    CHAPTER 5 FUTURE OUTLOOK

    Summary
    Introduction
    Key technical innovations
    Sweetness potentiators
    Bitter blockers
    Next generation sweeteners
    Health as a future driver
    Natural nutrition
    The future potential of Reb-A
    Market projections
    Taste modification
    The future potential of Monatin
    “Blending” to manage costs
    Category trends
    Conclusions
    Risk versus reward
    Index
    References

    LIST OF FIGURES

    Figure 1.1: Global high-potency sweetener use (million tones sugar equivalent), 19 -2005
    Figure 1.2: Relative sweetness to sucrose, stability and taste quality of high-potency sweeteners
    Figure 2.3: Drivers of the high-potency sweeteners market
    Figure 2.4: Percentage of clinically obese adults by US state (%), 2008
    Figure 2.5: Prevalence of diabetes in OECD countries (% of population), 2009
    Figure 2.6: The impact of taste on purchase decision in the US
    Figure 2.7: Development of US portion sizes, 1980-2000
    Figure 2.8: Internet anti-aspartame campaigns
    Figure 2.9: Which is the best description to read on a label? (%), 2009
    Figure 2.10: Natural vs. artificial sweeteners costs (S/kg sugar equivalent
    Figure 3.11: Key technical characteristics of neotame and Advantame
    Figure 3.12: Low/no sugar products sweetened with neotame
    Figure 3.13: Chemical structure of stevia derived sweeteners
    Figure 3.14: Luo han guo fruit
    Figure 3.15: Chemical structure of monatin
    Figure 4.16: Truvia tabletop sweetener from Cargill
    Figure 4.17: PureVia tabletop sweetener from Whole Earth Sweetener
    Figure 4.18: Stevia In the Raw from Cumberland Packing Corporation
    Figure 4.19: SweetLeaf Sweetener from Wisdom Natural Brands
    Figure 4.20: Sun Crystals from McNeil Nutritionals LLC
    Figure 4.21: Recent launches of “light sugar” tabletop products in Europe
    Figure 4.22: Category share of natural high-potency sweeteners product launches (%), 2006-2009
    Figure 4.23: Trop 50 from PepsiCo
    Figure 4.24: SoBe Lifewater from PepsiCo
    Figure 4.25: G2 from PepsiCo,
    Figure 4.26: Aquafina plus from PepsiCo
    Figure 4.27: Odwalla and Sprite Green from The Coca-Cola Company
    Figure 4.28: Crystal Light Pure Fitness Powder from Kraft Foods
    Figure 4.29: Supplement Water from Frucor
    Figure 4.30: B+ Placenta Drink from Morishita Jintan
    Figure 4.31: TeaZazz Naturalz ready- to-drink green tea from TeaZazz LLC
    Figure 4.32: Soft drinks mixes sweetened with luo han guo
    Figure 4.33: Bliss drinkable yogurt and Yoco yogurt from Nestlé
    Figure 4.34: YoCrunch from Breyers
    Figure 4.35: Lightfull Satiety Smoothie from Lightfull Foods
    Figure 4.36: Silk Chocolate Light soya milk from White Wave Foods
    Figure 4.37: Noir 70% from Villars Maître Chocolatier S.A
    Figure 4.38: Lotte-X Cube Gum from Lotte Confectionery Ltd
    Figure 4.39: Puredent from the Madison Company
    Figure 4.40: Teicalo Xylicrystal - Mint Nodoame from Sansei Foods
    Figure 4.41: CulturedCare Probiotic Gum with BLIS K12 from CulturedCare Probiotics
    Figure 4.42: Jasmine Rosquinas Integrais Light Ring Cookies from Jasmine Cormecio
    Figure 4.43: Free Cereal from Alimentos Granix
    Figure 4.44: Protein+ Cookie Bites from Kay’s Naturals
    Figure 4.45: Delicias Capani Mermelada from Capani
    Figure 4.46: Ottogi Half Tomato Ketchup from Ottogi Co, Ltd
    Figure 4.47: Oshisha Cooking Sauce from S and B Foods
    Figure 4.48: Well-Being Five Grain Snack from Barungil Ltd
    Figure 4.49: Koikeya Potato Chips from Koikeya
    Figure 5.50: Change in sweetener consumption by region (kcals/capita/day), 1970-2001
    Figure 5.51: Consumer awareness of high intensity sweeteners (% ), 2009
    Figure 5.52: Sweetener costs (average cents/kg), 2009

    LIST OF TABLES

    Table 2.1: Percentage of obese adults by country (%), 1995-2015
    Table 2.2: Product claims in new product launches (%), 2008-2009
    Table 2.3: The natural (excluding organic) food and drinks market in Europe and US, by key product categories, ($bn), 2000-2010
    Table 2.4: Proposed uses levels of reb- A
    Table 2.5: Sweetener type share of new product launches (%), 2006-2009
    Table 2.6: Growth in stevia derived sweetener sales to US food and drinks manufacturers ($m), 2007-2009
    Table 3.7: Approved categories and maximum use levels for neotame in EU
    Table 4.8: Approximate cost per sachet of table top sweeteners ($), 2009
    Table 4.9: Approved use levels for Reb-A in France
    Table 4.10: Regional share of natural high-potency sweeteners product launches (%), 2006-2009
    Table 5.11: Consumer ratings for sugar and artificial sweeteners, 2009
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