Truvia is #2 in the US sugar substitutes market at retail with a 13.1% share

In the US, revealed Brooks, Truvia is now used in almost 6 million households and is the clear #1 in the natural tabletop sweeteners market with a 51.6% share (ahead of Stevia in the Raw at 23.4%, Nectresse at 7.6%, and PureVia at 3.4%).

Meanwhile, Truvia is already #2 in the overall US sugar substitute retail market with a 13.1% share behind market leader Splenda at 37.4%, but ahead of Sweet N Low at 9.5% and Equal at 5.5% (Nielsen, all outlets combined, 4 weeks to April 13, 2013).

The aim, of course, is to be #1 in both segments.

And it’s only a matter of time should current trends continue, predicted Brooks. “There is still enormous potential in the US as well as overseas markets. More than 39 million households use the sugar substitute category - we’re only in 6 million of them.”​

Finally, Truvia is also seeing strong growth in the foodservice channel - especially in higher end restaurants that want to offer a natural alternative to Equal, Sweet N Low and Splenda with their after dinner coffee, along with hotels, cocktail bars, QSRs and coffee chains, he said.