Stevia Powder Market Size, Share, Growth, Forecast and Outlook (2024-2031)

Global Stevia Powder Market is segmented By Type (Pure Stevia Extract, Stevia Blends) By Application (Beverages, Bakery, Confectionery, Tabletop Sweeteners, Others) By End-User (Household Consumers, Food and Beverage Industry, Others) By Distribution Channel (Supermarkets/Hypermarkets, Convenience Stores, E-Commerce, Others) and By Region (North America, Europe, South America, Asia Pacific, Middle East, and Africa) – Share, Size, Outlook, and Opportunity Analysis, 2024-2031

Market Overview

Global Stevia Powder Market reached US$ 512.2 million in 2023 and is expected to reach US$ 1,035.6 million by 2031, growing with a CAGR of 9.2% during the forecast period 2024-2031.

The global trend towards healthier lifestyles and growing concerns about obesity and diabetes have driven the demand for natural, low-calorie sweeteners. The Diabetes Atlas 10th edition 2021 published by the International Diabetes Federation (IDF) estimates that 537 million adults between the ages of 20 and 79 had diabetes. By 2030, there will be 643 million individuals worldwide with diabetes, and by 2045, there will be 783 million.

Stevia powder, being a natural alternative to artificial sweeteners like aspartame and sucralose, has witnessed a surge in demand. Consumers are actively seeking products with reduced sugar content, prompting food and beverage manufacturers to incorporate stevia powder into their formulations. As consumer preferences continue to shift towards healthier options, the use of stevia powder as a sweetening agent in these products is expected to grow further.

The beverage segment accounts largest market share in the global stevia powder market. Similarly, Asia-Pacific dominates the stevia powder market, capturing the largest market share due to the growing stevia production and rising consumer awareness about natural ingredients.

Market Scope

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Market Dynamics

Rising Obesity Rates

According to FAO, 2.5 billion adults (18 years of age and above) were overweight in 2022. 890 million of them were obese at the time. In 2022, 16% of adults over the age of 18 were obese, and 43% of overweight people. With obesity becoming a prevalent health concern worldwide, individuals are becoming more conscious of their dietary choices, including the consumption of sugary foods and beverages.

Stevia powder, derived from the leaves of the stevia plant, presents an appealing solution for those looking to manage their weight or reduce their sugar intake. Unlike sugar, stevia powder is calorie-free, making it an attractive option for individuals aiming to control their calorie consumption and maintain a healthier lifestyle. Health-conscious consumers are increasingly turning to stevia as a natural, plant-based alternative that allows them to enjoy sweetness without the negative health consequences associated with sugar.

Expansion of Application Areas

Stevia powder can be used to replace sugar in a variety of food and beverage products, including beverages, dairy products, bakery items, confectionery, and dietary supplements. Its ability to provide sweetness without the added calories or adverse health effects associated with sugar makes it particularly appealing to manufacturers looking to reformulate their products to meet evolving consumer preferences for healthier options.

Furthermore, as consumers become more health-conscious and seek out products with cleaner labels and fewer artificial ingredients, stevia powder has emerged as a natural and plant-based sweetening solution. Compared to ordinary sugar (sucrose) and non-nutritive sweeteners, stevia is almost 250–300 times sweeter and has no calories or other drawbacks. As a result, food and beverage manufacturers are increasingly incorporating stevia powder into their formulations to appeal to health-conscious consumers.

Taste Profile Concerns

While stevia powder is prized for being a natural, zero-calorie sweetener, its taste profile can sometimes present challenges. Some consumers find that stevia has a distinct aftertaste, often described as bitter or licorice-like. This taste profile can deter certain consumers from choosing products sweetened with stevia powder, limiting its market penetration, particularly in applications where taste is a critical factor.

Manufacturers strive to create products that not only meet consumers' health and wellness preferences but also deliver a satisfying sensory experience. However, formulating products with stevia powder while mitigating its characteristic aftertaste poses a significant challenge. Despite advancements in formulation techniques and flavor masking strategies, achieving a taste profile that appeals to a broad consumer base remains a persistent obstacle to the widespread adoption of stevia-sweetened products.

Segment Analysis

The global stevia powder market is segmented based on type, application, end-user, distribution channel, and region.

Increasing Demand for Healthier Alternatives to Sugar-Sweetened Beverages

Beverages hold a significant share due to the widespread adoption of stevia as a natural sweetener in the beverage industry. As consumer preferences shift towards healthier alternatives to sugar-sweetened beverages, manufacturers are turning to stevia powder as a natural, zero-calorie sweetening solution.  This trend is driven by growing concerns about obesity, diabetes, and other health issues associated with excessive sugar consumption, prompting beverage companies to reformulate their products to meet evolving consumer demands for healthier options.

In November 2023, Ocean Spray, a producer and marketer of fruit-based beverages, launched Ocean Spray Zero Sugar Juice Drinks are sweetened with stevia. The company's signature cranberry flavor and mixed berry are the two flavors of Ocean Spray Zero Sugar drinks that are currently offered. They're both "made with real fruit juice and stevia for sweetness and are a good source of vitamin C.

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Geographical Penetration

Growing Health-Conscious Consumers in Asia-Pacific

With rising incomes and improved access to information, consumers across Asia-Pacific are becoming more health-conscious. Concerns about lifestyle-related diseases such as obesity and diabetes are driving individuals to seek healthier alternatives to sugar. According to the National Centre, China holds the top position globally with 140.9 million people affected by diabetes and India ranks 2nd with 74.2 million. Stevia powder's zero-calorie nature and perceived health benefits appeal to this demographic, fueling its adoption in various food and beverage products.

Asia-Pacific is a significant hub for stevia production, with countries like China leading the way in cultivation and processing. According to the Journal of Medicinal Plants Studies, 32,000 hectares of stevia are grown worldwide, with China accounting for the majority of the 75% of that total. This creates a great source for stevia powder contributing to the region's dominance in the market

COVID-19 Impact Analysis

The pandemic disrupted supply chains worldwide, affecting the sourcing and transportation of raw materials used in stevia powder production. Lockdown measures, restrictions on movement, and temporary closures of manufacturing facilities led to delays in production and distribution. Additionally, labor shortages and logistical challenges further hampered the supply chain, causing disruptions in the availability of stevia powder.

However, the pandemic prompted a shift in consumer behavior, with heightened awareness of health and wellness driving demand for natural and healthier food and beverage options. As consumers became increasingly health-conscious and sought products with reduced sugar content, the demand for stevia powder surged. Stevia's status as a natural, zero-calorie sweetener appealed to health-conscious consumers looking to maintain a balanced diet and manage their weight during the pandemic.

Russia-Ukraine War Impact Analysis

The conflict in the region has disrupted agricultural activities, such as planting, harvesting, and transportation, leading to uncertainties in the availability and pricing of raw materials used in the production of stevia powder and other food products. The war disrupted trade flows and logistics networks, affecting the movement of goods and commodities including stevia-based products.

Key Developments

• In June 2023, Icon Foods launched SteviaSweet RM95.  SteviaSweet RM95 is a powdered stevia extract that contains at least 95% Rebaudioside M (Reb M) and has no bitter flavors.
• In July 2021, Layn Natural Ingredients, a Botanical extracts company, announced to invest $148 million to construct a new production facility that can process 4,000 mt of stevia leaf extract annually.
• In June 2023, Wisdom Natural Brands, a sugar substitute brand in the natural channel, launched three 50% reduced calorie sugars and two zero-calorie sweeteners to its SweetLeaf product range. SweetLeaf Indulge Zero Calorie All-Purpose Sweeteners, one of the product lines, a sugar substitute, which comes in granular and powder form, are manufactured entirely of natural substances such as stevia leaf extract, allulose, inulin, and monk fruit extract.

Competitive Landscape

The major global players in the market include SOPURE STEVIA, RITS Lifesciences Private Limited, Organic Gyaan, Organic India Pvt. Ltd., Magicleaf Stevia, Zanducare, Jhanil Healthcare Pvt. Ltd., Stevia World, AUM AGRI FREEZE FOODS, Jaishreenath Herbals

Why Purchase the Report?

• To visualize the global stevia powder market segmentation based on type, application, end-user, distribution channel, and region as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of stevia powder market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as Excel consisting of key products of all the major players.

The global stevia powder market report would provide approximately 62 tables, 53 figures, and 209 Pages.

Target Audience 2024

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies