Europe Stevia Market Trends and Analysis by 2028

The Europe stevia market is expected to grow from US$ 109.88 million in 2021 to US$ 207.46 million by 2028; it is estimated to grow at a CAGR of 9.5% from 2021 to 2028.

With the increasing incidence of diabetes and obesity, consumers are progressively shifting toward natural sweetening products. Obesity is a prevalent disease that leads to diabetes along with other chronic diseases such as hypertension, metabolic syndrome, cardiovascular risk, and retinopathy. The authorities across the region are focusing on a healthier lifestyle, which includes a reduction in the number of calories consumed, especially added sugar. The World Health Organization (WHO) has recommended a decrease in added sugars in the daily lifestyle. To lower the amount of sugar intake, consumers prefer natural sweeteners such as stevia, which helps in weight management by reducing added sugar and calories. Along with this, in Europe, consumers are increasingly consuming products having no added sugar. According to the 2020 New Nutrition Business survey, two-thirds of European consumers are trying to lower their sugar intake due to the increasing rate of obesity and diabetes, which has led to an increased demand for stevia in Europe. Thus, an increase in consumer inclination toward natural sweeteners is driving the growth of the stevia market.

In Europe, Russia reported a huge number of COVID-19 cases, which led to the discontinuation of several business operations, including stevia production activities. Downfall of other food and beverage producing sectors negatively impacted the demand for stevia during the early months of 2020. However, the pandemic has been a reason for major shifts in consumer preferences with an increased awareness about having a healthy lifestyle. Consumers are substituting conventional ingredients with healthier alternatives, which is, in turn, increasing the demand for natural sweeteners such as stevia. With an increase in the diet preference for no added sugars and low carbohydrates among consumers during the pandemic has led to an increase in demand for stevia. During the pandemic, there has been a rapid surge in demand for low sugar and immunity-boosting products owing to people seeking solutions to improve their overall health and wellbeing. Hence, increasing health consciousness and high demand for low sugar alternatives among the Europeans has had a positive impact on the stevia market.

With the new advancements and technologies, vendors can attract new customers and expand their footprints in emerging markets. This factor is likely to drive the Europe stevia market. Traditional sugar continued to have a preference over stevia due to the latter’s bitter aftertaste, which was generally associated with the standard stevia products. Initially, the use of highly purified Rebaudioside A, which is one of the steviol glycosides present in the stevia extract, provided the bitter aftertaste. The increased utilization of advanced farming techniques, advancement in extraction technologies, and improved methods and optimizing solutions for new food and beverage applications provided better taste in stevia products with no bitter aftertaste. Along with scientific advances, manufacturers are now focusing on using rare variants of steviol glycosides such as Rebaudioside M, C, B, and D, as these have distinguished properties and individual taste profiles. Manufacturers are exploring the bitterness concentration threshold for individual molecules and are developing combinatory formulations to improve the taste of stevia.

Europe Stevia Market Segmentation

• Europe Stevia Market – By Type
  • Whole Leaf
  • Powder
  • Liquid

• Europe Stevia Market – By Application
  • Dairy and Frozen Dessert
  • Bakery and Confectionery
  • Tabletop Sweetener
  • Beverages
  • Others

• Europe Stevia Market – By Country
  • Germany
  • UK
  • France
  • Italy
  • Russia
  • Rest of Europe

Europe Stevia Report Scope