Organic Innovation Stevia Cultivation: October 2015

Stevia (STEVIA REBAUDIANA) leaves have functional and sensory properties superior to those of many other high potency sweeteners. Stevia is likely to become a major source of high potency sweetener for the growing natural food market in the future. Although Stevia can be helpful to anyone, there are certain groups who are more likely to benefit from its remarkable sweetening potential. These include diabetics, those interested in decreasing caloric intake, and children.

Origin of Stevia Rebaudiana is in central Paraguay where it grows near the ponds and streams in wild conditions. Native Paraguayans have been consuming this herb in large quantities for many centuries. It was only during early fifties that Japanese stumbled upon this unique herb and took it to Japan where they have developed many varieties of this wonderful herb for large scale cultivation The leaves of this plant are 30 times sweeter than sugar , with zero calories. Where as pure extract is 300 times sweeter than sugar.

Stevia Rebaudiana is a small perennial growing up to 65-80 cm tall, with sessile, oppositely arranged leaves. Different species of Stevia contain several potential sweetening compounds, with Stevia Rebaudiana being the sweetest of all. Stevia is a semi-humid subtropical plant that can be grown easily like any other vegetable crop even in the kitchen garden. The soil should be in the pH range of 6.5- 7.5; well-drained red soil and sandy loam soil. Saline soils should be avoided to cultivate this plant.

STEVIA IS SAFE FOR HEALTH

Stevia is a natural origin, zero calorie, sustainable sweeter. The safety of high purity stevia extract for human consumption has been established through rigorous peer-reviewed research. All major global regulatory organizations, including the Food and Agriculture Organization/World Health organization’s Joint Expert Committee on Food Additive (JECFA), the European Food Safety Authority (EFSA), the Food and Drug Administration (FDA), and Food Standards Australia New Zealand (FSANZ), have determined high purity stevia extract to be safe for use by the whole family.

Consumer Group	Safe?	Explanation
Adults	Yes	More than 200 studies attesting to the safety of high purity stevia extract for subjects of all ages.1
Children	Yes	Major global regulatory organizations including JECFA, EFSA, FDA and FSANZ have determined that high purity stevia extract is safe for consumption by the general population, which includes children when consumed within the recommended levels. 2
Women who are pregnant or nursing	Yes	Major global regulatory organizations including JECFA, EFSA, FDA and FSANZ have determined that high purity stevia extract is safe for consumption by the general population, which includes pregnant women when consumed within the recommended levels. 2
People with or concerned about diabetes	Yes	High purity stevia extract has no effect on blood glucose levels. It contributes no carbohydrate or glycemic load (a measure of the effect of a carbohydrate on blood sugar) so may help people with diabetes enjoy sweetness while managing dietary carbohydrates. EFSA, JECFA, and the FDA recognize stevia as safe for people with diabetes. 1, 2
People with or concerned about cancer	Yes	High purity stevia extract is non-carcinogenic.1
People concerned about weight management	Yes	High purity stevia extracts provide no calories and has no known association with increased fat tissue in the body.1
Food allergies	Yes	There are no known allergies associated with high purity stevia extract used in foods and beverages.1
1,EFSA Panel on Food Additives and Nutrient Sources, Food (ANS) European Food Safety Authority (EFSA), Parma, Italy, 2010 2 Safety Evaluation on Certain Food Additives Prepared by 69th Meeting of Joint FAO / WHO Expert Committee on Food Additives (JECFA), 2.2.5

THE GLOBAL STEVIA INSTITUTE

The Global Stevia Institute (GSI) provides science-based information about stevia, nature’s zero Calorie sustainable sweetener. The GSI is advised by an international board of leading scientists and health professionals. The GSI is supported by PureCircle, Ltd, a global leader in purified stevia leaf extract production.

NATURALLY SOURCED STEVIA

SWEETENS A REDUCED CALORIE DIET

With rising rates of overweight and obesity across the globe, health recommendations encourage people to reduce their energy intake to better manage their weight. Stevia is a safe, naturally sourced zero calorie sweetener suitable for use by the whole family. Foods and beverages with stevia can be a sensible part of a healthful dietary approach.

The food and health industry is rapidly changing, and many analysts are making their predictions for the trends that will dominate the food industry in 2015.

Whilst these predictions vary dramatically across the board, one trend that crops up time and time again is the health drive towards reducing calorie intake, especially from sugar. This health drive seems set to continue for a long time, as maintaining a healthy diet and lifestyle remains high on the public health agenda.

Despite a desire to reduce calorie intake, there is still a demand for sweetened food and drink products, suggesting an increased role for zero-calorie sweeteners in 2015 as further manufacturers are expected to adopt plant-based sweeteners into their products.

In 2012 the Truvia business kick started the trend in the UK by launching the first ever stevia based sweetener, a new category of sweetener offering calorie-free sweetness from a leaf. The introduction of stevia to the market was a significant breakthrough at a time of growing health concerns over obesity and diabetes. It was seen as the perfect answer to consumers’ desire for sweet tasting foods and beverages without the calories, and is derived from a natural plant source, which many consumers prefer to artificial alternatives. Since its introduction to the UK market three years ago, stevia is now worth over £4m and is growing at a rate of 18% year on year; it is the only area of sweeteners showing growth.

While the value of stevia as an additive for use in food and beverage manufacture totalled $110 million in 2013, Mintel and Leatherhead Food Research forecasts this to grow to $275 million by 2017. They comment: “Post EU regulations, improved tastes and textures and increased consumer buy in and demand, stevia has been quietly gaining traction with consumers – and alongside that, usurping the traditional pecking order of more established sweeteners.” Healthcare professionals and consumers alike are acknowledging the benefits of stevia and appreciate its natural plant origin.

This is increasingly important as obesity continues to rise and cause significant health problems for many adults and children across Europe. Simple tweaks to the diet can make a significant difference. For example, zero and low-calorie sweeteners can play a useful role as part of a healthy, balanced diet as they can help patients to control their calorie intake. Research has shown that overweight patients consuming sweet foods are more likely to stick to their diets with the use of zero and low-calorie sweeteners in the initial phase following weight loss,. In addition, research has shown that the consumption of zero-calorie sweeteners neither stimulates the appetite nor results in increased food intake,. Stevia also has the potential to help alleviate the global burden of diabetes as people with Type 2 diabetes may find zero and low-calorie sweeteners useful in helping to manage the calories and carbohydrates in their diet. People with diabetes can safely consume stevia-based products and they have no effect on the glycaemic index,. Over the past few months the UK has seen an expansion in the number of food manufacturers offering reduced calorie product ranges, sweetened with stevia. As calorie reduction remains high on the agenda, it’s likely that 2015 will see stevia continue to become more mainstream

Today let’s talk about Stevia’s current trend in the global market and its future prospects.

The below studies by different international market research companies talk about Stevia’s exponential growth.

The Nielsen based data shows that stevia is a rapidly growing industry and that stevia is developing into a broadly mainstream ingredient in foods and beverages.

Global market for stevia will reach 11,000 tons by 2014 requiring tripling (three times) of stevia leaf production at the farm level.

Indian Market: An estimated 10 to 20 per cent people in India have diabetes; the market for low-calorie sweeteners is at least 25 per cent if one combines the obese and weight conscious consumers with diabetics. At 50.8 million, India had one of the largest diabetic populations in FY10. With an improvement in health awareness, the diagnostic and usage rates are likely to increase, leading to a rise in the number of diabetics consuming artificial sweeteners from 2.96 million FY10 to 9.6mn in FY15.

WHY STEVIA IS BETTER THAN SUGAR

Comparison: Stevia v/s Sugar

Per 2 Teaspoons of Sugar	Stevia	Sugar	Nut******* (Aspartame	Sp***** (Sucralose)	S** N’ * (Saccharin)
Natural vs. Artificial	Natural	Natural	Artificial	1g	Artificial
Calories	0	32	0	0	0
Net Grams	0	8g	1g	1g	1g
Gylcemic Index	0	70	0	0

Big Players Roping In: For stevia, as it is showing very fast growth and huge investments pouring in millions of dollars by multinational companies and very huge projects already in progress in R&D area and hundreds of new products launching worldwide, they are trying to capture market as soon as possible. It is estimated that sugar substitute market (Stevia, Sorbitol, Tagatose, Aspartame, Saccharine, Sucralose, Xylitol) would be $13.7 Billion by 2018 by Markets and Markets with Stevia taking major chunk of it and having an edge for its natural sweetness over other artificial sweeteners.