US Stevia Market Overview
US Stevia Market Size was estimated at 208.51 (USD Million) in 2023. The US Stevia Market Industry is expected to grow from 229.1(USD Million) in 2024 to 789.6 (USD Million) by 2035. The US Stevia Market CAGR (growth rate) is expected to be around 11.906% during the forecast period (2025 - 2035).
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Key US Stevia Market Trends Highlighted
The US Stevia market is experiencing notable trends driven by the growing demand for natural sweeteners as consumers seek healthier alternatives to sugar due to rising health awareness. With increasing incidence of obesity and diabetes in the US, many people are shifting their preferences towards low-calorie and zero-calorie sweetening options. This transition is further propelled by initiatives from health organizations promoting reduced sugar intake for better dietary habits. Additionally, the regulatory environment in the US has supported stevia usage, with the FDA recognizing certain stevia extracts as safe for consumption, enhancing the credibility of stevia products in the market.There are significant opportunities in the US Stevia market, including the potential for product innovation. Businesses are exploring new formulations and applications in various sectors like beverages, baked goods, and dairy products, responding to consumer demands for plant-based and natural ingredients. Moreover, the rise of food and beverage brands interested in clean label products provides a fertile ground for stevia as a viable ingredient. Companies can also capitalize on the trend towards sustainability by highlighting environmentally friendly farming practices associated with stevia cultivation. In recent times, there has been a noticeable increase in consumer awareness around ingredient sourcing and product transparency, leading to a preference for brands that share their sourcing ethics.This trend aligns with the growing movement towards clean eating and minimal processing, making stevia an attractive sweetener option given its natural origins. Overall, the US Stevia market is evolving rapidly, driven by health consciousness, innovation in product offerings, and shifting consumer preferences towards transparency and sustainability.
US Stevia Market Drivers
Growing Health Consciousness Among Consumers
The increasing awareness of the health risks associated with excessive sugar consumption has significantly driven the US Stevia Market Industry. According to the Centers for Disease Control and Prevention (CDC), about 34.2 million adults in the United States have diabetes, and it is projected that by 2030, this figure could rise considerably. This surge in diabetes prevalence is propelling consumers to seek healthier alternatives like stevia. The American Heart Association also recommends reducing added sugars, further encouraging the shift towards natural sweeteners.Moreover, as the US population becomes more health-conscious, there is a clear trend towards reducing sugar intake, underlining the potential for stevia as a viable option. Retailers have reported a notable increase in demands for stevia-based products, showcasing a market that is poised for growth due to consumer preferences aligning towards low-calorie and natural sweeteners.
Regulatory Support and Approval for Natural Sweeteners
The US Stevia Market Industry has been positively impacted by regulatory support for natural sweeteners. The Food and Drug Administration (FDA) has recognized steviol glycosides, the active compounds in stevia, as generally recognized as safe (GRAS). This designation allows manufacturers to develop and market stevia-sweetened products without extensive regulatory hurdles, resulting in an expansion of product offerings in various categories like beverages and snacks.The favorable regulatory environment has encouraged innovation in product formulations, as companies are more confident in utilizing stevia as a sugar alternative. As more products gain approval, the versatility of stevia in food applications enhances its penetration in the market, indicating a robust future for the US Stevia Market.
Rising Demand for Clean Label Products
The trend toward clean label products is significantly influencing the US Stevia Market Industry. A survey by the Clean Label Project found that over 70% of consumers actively seek products that are free from artificial ingredients and additives. As a result, food manufacturers are increasingly reformulating their products to meet consumer demands for transparency and simplicity in ingredients, leading to a heightened demand for natural sweeteners like stevia.The market for clean label products in the US is projected to reach nearly USD 180 billion by 2026, with stevia playing an integral role in helping brands achieve cleaner ingredient lists. The increasing number of health-conscious consumers prioritizing clean-label products further cements the growth trajectory of the stevia market.
US Stevia Market Segment Insights:
Stevia Market Type Insights
The US Stevia Market exhibits a diverse segmentation based on Type, reflecting a range of extraction methods and applications. The Liquid Extract segment, known for its high solubility and versatile usage in beverages and food products, has gained significant traction due to its ease of incorporation in both consumer and industrial applications. This form of stevia is particularly favorable for manufacturers seeking to enhance flavor profiles without adding calories, which aligns well with the growing consumer demand for healthier options. Meanwhile, the Powder Extract segment has also established a robust presence in the market, primarily utilized in baking and cooking, where it provides a concentrated sweetness without the calories associated with sugar.This segment caters to a wide audience, including those looking to reduce sugar intake for health reasons such as obesity or diabetes, thus driving the overall demand for stevia sweeteners. Additionally, Stevia Leaves remain an essential part of the market, serving both traditional and modern culinary practices. Their use is particularly popular among consumers seeking natural and unprocessed food options, which is a significant trend amid increasing health consciousness. The organic nature of Stevia Leaves aligns with the rising preference for clean labels and transparency in ingredient sourcing, providing opportunities for brands that emphasize sustainable practices.Each type offers distinctive advantages and has carved out its niche in the US Stevia Market, contributing to the broader shift towards low-calorie and naturally derived sweeteners as consumers increasingly prioritize health and wellness in their food choices. As the market continues to evolve, innovation in extraction and application methods will play a crucial role in catering to consumer preferences, thus impacting market growth and dynamics over the years.
Source: Primary Research, Secondary Research, MRFR Database and Analyst Review
Stevia Market Nature Insights
The Nature segment of the US Stevia Market is characterized by its focus on the natural characteristics of stevia as a non-caloric sweetener derived from the leaves of the Stevia rebaudiana plant. The market reflects growing consumer demand for healthier, plant-based alternatives to sugar, leading to an increase in interest around products classified as Organic. This segment has gained momentum due to rising awareness of health benefits and a preference for sustainably sourced ingredients. Furthermore, the Regular variety plays a significant role in the market by offering a more cost-effective option, appealing to a broader consumer base.The USDA’s initiatives on organic farming and sustainability further support this trend, fostering consumer confidence in organic ingredients. As consumers increasingly prioritize clean-label products, the push for transparency regarding sourcing and production in the US is vital to the segment's growth. The US Stevia Market revenue is projected to benefit from these trends, with an upward trajectory fueled by health-conscious behaviors. Notably, these categories are expected to shape the overall US Stevia Market segmentation, as players in the industry harness these opportunities to innovate and expand their offerings, ensuring alignment with consumer preferences and regulatory standards in the organic domain.
Stevia Market Application Insights
The Application segment of the US Stevia Market plays a pivotal role in driving the industry forward, reflecting the diverse utilization of stevia across various sectors. Predominantly, the Residential and Retail segment showcases the increasing consumer preference for natural, low-calorie sweeteners, fueled by health-conscious trends. Commercial applications encompass significant areas like Dairy and Frozen Desserts, Bakery and Confectionery, and Sweet and Savory Snacks, where stevia serves as a sugar substitute, contributing to product reformulations aimed at reducing calories and appealing to health-focused consumers.Furthermore, Tabletop Sweeteners and Packaged Food Products demonstrate remarkable growth, as they align with the demand for convenient and healthier alternatives. Beverages, including soft drinks and flavored waters, dominate the market due to the rising trend of wellness drinks, while Dietary Supplements see an uptick in use of stevia for flavor enhancement without added sugar. Other applications further illustrate how versatile stevia can be, marking its importance in diverse culinary and commercial environments. The overall US Stevia Market revenue is bolstered by these applications, reflecting the plant's adaptation and acceptance across various consumption patterns and preferences.
Stevia Market Distribution Channel Insights
The Distribution Channel segment of the US Stevia Market plays a crucial role in facilitating product accessibility and consumer reach. With the overall market expected to reach 229.1 million USD by 2024, the importance of effective distribution cannot be understated. The segment is broadly divided into Offline and Online channels, each serving distinct consumer preferences and shopping behaviors. Offline channels, including supermarkets, health food stores, and specialty shops, currently dominate the landscape, providing consumers with hands-on product experiences and instant availability.This channel is vital for building brand trust and loyalty, as many consumers still prefer to physically check the ingredients and quality of stevia products before purchasing. Meanwhile, the Online channel is emerging rapidly, fueled by increasing digital penetration and changing consumer shopping habits influenced by convenience and home delivery options. The rise of e-commerce platforms presents significant opportunities for reaching a wider audience and enables brands to share a variety of products and information readily. As the US continues to emphasize health and wellness trends, the alignment of distribution methods with these consumer values signals the importance of both channels in driving sales within the US Stevia Market.
US Stevia Market Key Players and Competitive Insights:
The US Stevia Market presents a dynamic landscape characterized by increasing consumer demand for natural sweeteners as health consciousness rises and sugar alternatives gain popularity. As a low-calorie, plant-based sweetener derived from the stevia plant, it has carved out a significant niche within the broader sugar substitutes market. The competitive insights reveal a diverse array of players who are actively involved in production and distribution, each employing distinct strategies to capture market share. Companies are focused on innovation in product development, emphasizing organic and non-GMO options to meet consumer preferences. This competitive environment is further influenced by regulatory developments, consumer trends leaning towards healthier lifestyles, and the rise of e-commerce channels that facilitate broader accessibility to consumers.Herbalife Nutrition Ltd has established a prominent presence in the US Stevia Market by integrating stevia-based products into its vast portfolio of health and wellness offerings. The company is renowned for its commitment to providing nutritional solutions and has successfully leveraged the benefits of stevia as a natural sweetener in various formulations. Herbalife Nutrition Ltd benefits from strong brand recognition and a robust distribution network, enabling it to effectively reach consumers through multiple channels, including direct selling and online platforms. The incorporation of stevia enhances the appeal of its product lines not only due to the health benefits but also aligns with the growing trend for clean label ingredients. By positioning itself as a leader in the health supplement market, Herbalife Nutrition Ltd leverages its extensive research and development capabilities to continually innovate and adapt to the preferences of health-conscious consumers.Stevia First Corporation is a notable player in the US Stevia Market, focusing on the production and commercialization of high-purity stevia extracts. The company emphasizes sustainability and advanced agricultural practices, which distinguish its offerings in a competitive field. Key products from Stevia First Corporation include various stevia-based sweeteners that cater to both food and beverage sectors, designed to deliver a natural sweetness without the calories associated with traditional sugars. The company's strengths lie in its commitment to quality and innovation, along with its strategic partnerships that enhance its market reach. Notably, Stevia First Corporation has engaged in mergers and acquisitions to consolidate its position and expand its product line, thereby increasing its operational capabilities. This strategic focus positions the company advantageously in a market characterized by evolving consumer preferences towards healthier alternatives.
Key Companies in the US Stevia Market Include:
Herbalife Nutrition Ltd
Stevia First Corporation
Tate and Lyle
Green Leaf Foods
SweeGen
Nutraceutical Corporation
AgriNutrition
Sunrise Nutraceuticals
Stonyfield Farm
Steviol Biosciences
Cargill
Now Foods
Pure Circle
US Stevia Market Industry Developments
The US Stevia Market has seen notable developments recently, with increasing demand for natural sweeteners amid health-conscious consumer trends. Companies like Herbalife Nutrition Ltd have continued to innovate in product offerings, while Stevia First Corporation is actively pursuing sustainable agriculture practices to foster industry growth. Alongside, Tate and Lyle announced their focus on expanding their stevia product line to meet rising consumer demand. Significant acquisitions include Cargill's acquisition of a minority stake in Pure Circle in June 2021, signifying a strategic partnership to bolster their stevia portfolio. The market valuation for US-based companies, including SweeGen and Nutraceutical Corporation, has increased due to enhanced marketing strategies and expanded distribution channels, positively impacting overall market dynamics. Stonyfield Farm introduced stevia-sweetened yogurt options, reflecting the ongoing commitment to healthier alternatives. Over the past two to three years, there has been continued investment in R&D to improve stevia extraction processes and product formulations, with notable advancements reported in August 2022 by AgriNutrition focused on efficient sourcing. These developments underscore a proactive approach by major players to meet consumer preferences and address regulatory challenges in the stevia segment.
US Stevia Market Segmentation Insights
Stevia Market Type Outlook
Liquid Extract
Powder Extract
Stevia Leaves
Stevia Market Nature Outlook
Organic
Regularaa
Stevia Market Application Outlook
Residential/Retail
Commercial
Dairy and Frozen Desserts
Bakery and Confectionery
Sweet and Savory Snacks
Tabletop Sweeteners
Packaged Food Products
Beverages
Dietary Supplements
Others
Stevia Market Distribution Channel Outlook
Offline
Online
Report Scope:| Report Attribute/Metric Source: | Details |
| MARKET SIZE 2018 | 208.51(USD Million) |
| MARKET SIZE 2024 | 229.1(USD Million) |
| MARKET SIZE 2035 | 789.6(USD Million) |
| COMPOUND ANNUAL GROWTH RATE (CAGR) | 11.906% (2025 - 2035) |
| REPORT COVERAGE | Revenue Forecast, Competitive Landscape, Growth Factors, and Trends |
| BASE YEAR | 2024 |
| MARKET FORECAST PERIOD | 2025 - 2035 |
| HISTORICAL DATA | 2019 - 2024 |
| MARKET FORECAST UNITS | USD Million |
| KEY COMPANIES PROFILED | Herbalife Nutrition Ltd, Stevia First Corporation, Tate and Lyle, Green Leaf Foods, SweeGen, Nutraceutical Corporation, AgriNutrition, Sunrise Nutraceuticals, Stonyfield Farm, Steviol Biosciences, Cargill, Now Foods, Pure Circle |
| SEGMENTS COVERED | Type, Nature, Application, Distribution Channel |
| KEY MARKET OPPORTUNITIES | Growing health-conscious consumer base, Demand for natural sweeteners, Expansion in food and beverage sector, Innovations in product formulations, Rising awareness on sugar alternatives |
| KEY MARKET DYNAMICS | health-conscious consumer preferences, rising demand for natural sweeteners, regulatory approvals and safety assessments, increased product innovation, competitive pricing strategies |
| COUNTRIES COVERED | US |
Frequently Asked Questions (FAQ) :
The US Stevia Market is expected to be valued at 229.1 million USD in 2024.
By 2035, the US Stevia Market is projected to reach a valuation of 789.6 million USD.
The expected CAGR for the US Stevia Market during the period from 2025 to 2035 is 11.906%.
The Powder Extract segment is anticipated to hold the largest value at 400.0 million USD by 2035.
Key players in the US Stevia Market include Herbalife Nutrition Ltd, Stevia First Corporation, and Cargill among others.
The Liquid Extract segment is estimated to be valued at 300.0 million USD by 2035.
The growing demand for natural sweeteners and health-conscious consumer behavior are significant growth opportunities.
The Stevia Leaves segment is expected to be valued at 89.6 million USD by 2035.
Key applications driving growth include food and beverages, nutraceuticals, and dietary supplements.
Current trends towards healthier diets and low-calorie options are positively impacting the growth of the US Stevia Market.
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