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The Future of High-Potency Sweeteners: Natural Sweeteners Innovations, and Developments in Sweetness Potentiators Description:

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?

Contents:

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 EU US 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), 1975-2005 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 (%), 2006-200 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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