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Given that people have become more picky about sugar and its substitutes than ever before, Starbucks is not the only actor.At the end of August, 7Up also began to try to replace the sweetener with stevia, the first batch of products are being tested in the Indian market;Last year, Kraft Heinz released the organic version of Capri Sunshine Juice, which also uses stevia-based sucralose, it has lower calories than the more widely used Aspartame;Before that, Coca-Cola's Life series (the one with the green label) and Pepsi's Pepsi True series all used sweeteners containing stevia.
Actions at the R&D level started earlier. As early as 2008, PepsiCo and Whole Earth launched a stevia sweetener called PureVia. Its biggest competitor is Truvia, which was launched in the same year, and was developed in cooperation with the Coca-Cola Company and the American food trading giant Cargill. As of this year, Truvia's share of the US market can account for 9.2%, and PureVia's 2%.
These new healthy versions of sweeteners will compete with the old artificial sweetener brands Splenda, Sweet'N Low, Equal, etc., in a global market that will reach 95.9 billion U.S. dollars by 2020. Although the overall market share of the former is still far behind the latter, the growth rate is much faster. The report shows that from 2014 to 2020, the compound annual growth rate of the stevia sweetener market was 8.5%, while the overall sweetener market growth rate was only 5.7% during the same period.
In order to keep up with the trend, some traditional sugar companies are also expanding their stevia business.
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