PETpla.net Insider 04 / 2016

PRODUCTS 36 PET planet insider Vol. 17 No. 04/16 www.petpla.net gwk Gesellschaft Wärme Kältetechnik mbH Scherl 10 · D-58540 Meinerzhagen Tel. +49 2354 7060-0 Fax +49 2354 7060-156 info@gwk.com · www.gwk.com PERFECT COOLING AND TEMPERATURE CONTROL . Worldwide . Move from reduced sugar to sugar free When the EU followed the US in approving stevia use, back in 2011, naturally-sweetened, calorie-free products appeared very much within reach. Five years on, the anticipated revolu- tion has not quite happened. Stevia’s taste has been an issue, meaning manufacturers have had to combine it with sugars to try and mask off notes. Consequently, stevia has gravitated towards mid-calorie products, rather than ushering in a new wave of sugar-free food and beverages. This has dashed hopes of a revival in reduced-sugar products, which recorded a decline in value of almost US$900 million between 2010 and 2015. Now there are indications that stevia’s early promise could come to fruition. Coca-Cola recently announced a reduction in the sugar content of Coke Life, meaning the stevia-sweetened variety now has 45% fewer calories than the full-sugar version. As new developments promise even more pronounced change, stevia products look set to make the transition from reduced sugar to sugar free. Erythritol has emerged as an ideal foil for stevia, complement- ing the sweetness of stevia and ably masking any bitterness. Since stevia’s US approval in 2008, consumption of erythritol has increased by over 10,000t. The consumption in Western Europe has increased by 419t. This low level of consumption was due to the European Commission (EC) prohibiting the use of erythritol in beverages due to fears the polyol could have a laxative effect. In late 2015, the EC finally approved the use of erythritol as a flavour enhancer in beverages, and, with over 90% of high intensity sweetener use in Western Europe coming through beverages in 2014, this should open the doors for stevia. A big role in the shift towards calorie-free stevia products is this year’s launch of fermented stevia by Cargill and Evolva. This form of stevia uses steviol glycosides, which are less abun- dant in the leaf, but have a better taste compared to the more abundant glycosides of Reb. A and stevioside. The result is to replace 100% sugar with stevia. This method of manufacture ensures the large-scale production of desirable glycosides and does not require large swathes of land to be devoted to the growth of stevia plants. This will increase security and afford- ability for manufacturers and for consumers could erase the idea that inclusion of stevia necessitates a compromise on taste. So far the path to sugar free looks clear for stevia; how- ever, there are significant: Erythritol is found in many fruits; commercially, it is produced from corn through a combination of enzymatic hydrolysis and fermentation. Portraying products containing erythritol as natural is therefore risky. Fermented stevia faces similar obstacles to acceptance, with questions over whether the absence of the stevia leaf in the production process means the final product can be considered natural. These differences could see several varieties of stevia emerge as options for consumers. In both cases, question marks are present over the use of genetically modified yeast in the production process; suppliers may be forced to dip into large marketing budgets to reassure consumers. Stevia grew phenomenally between 2009 and 2014, at a global volume CAGR of 76%. This rate is set to fall to 2% between 2014 and 2019. Part of the problem may be that stevia’s status as neither here nor there, in terms of taste and calorie reduction, has forced consumers to look elsewhere. With concerns over the use of sugar and artificial additives at an all- time high, stevia suppliers must use the dawn of fer- mented stevia and the increased approval of erythritol to kick-start stevia consumption, and this may finally lead to stevia becoming the zero-calorie solution it has always promised to be. www.euromonitor.com BEVERAGE +ingredients