Consumer products: Truvia is #1 in natural sweeteners with a 51.6% share
Next on the agenda was a chat with Truvia business director Mark Brooks for an update on Truvia consumer products (which combine stevia leaf extract with erythritol for zero calorie products, and with sugar for reduced calorie bakery blends).
What’s exciting about these products is not just that they are stealing market share from category stalwarts such as Splenda and Equal, but more importantly, they are adding significant incremental sales to the category by bringing new people into the market and revitalizing a previously stagnant retail segment, claimed Brooks.
“It’s not just that people are switching from, say, artificial sugar substitutes to natural; people that weren’t in the category at all are now shopping in it.
“There are people doing home baking, for example, that are switching from sugar to Truvia baking blend, which is 50:50 sugar and Truvia, so that’s purely incremental growth. Some people also bake with the zero calorie product [Truvia and erythritol] which is ideal if you are diabetic, or watching calories very closely.”