Post on 28-Sep-2020
©PureCircle 2016
THE STEVIA Advantage
23rd November 2016
©PureCircle 2016
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Stevia is the first natural-origin, zero-calorie, mainstream sweeter.
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STEVIA IS A PLANT ORIGINALLY FROM SOUTH AMERICA
THE STEVIA LEAF IS NATURALLY SWEET
STEVIA IS A PART OF A WELL BALANCED DIET
Discovered more than 200 years ago
in Paraguay.
Originally used to sweeten
beverages, like tea.
Today PureCircle grows stevia in South America, Africa, China and soon
India.
It is a member of the sunflower family.
It is up to 400 times sweeter than
sugar.
11 main steviol glycosides within
the leaves.
About 3 stevia leaves to replace
25% of the sugar in one can of soda.
400x
Stevia is 0 calories.
PureCircle stevia is Non-GMO.
Sweetens more than 10,000 F&B products
around the world.
Over 5 billion people around the world have
access to stevia products.
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For more information on the
science of stevia, visit
www.globalsteviainstitute.com
• Sign up to newsletter
• Like on Facebook
• Follow on Twitter @steviainstitute
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Context
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So… Sugar today
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Which can lead to this?
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In Europe – the “sweet” debate!
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prop
• Global obesity crisis • Sugar tax
(passed/proposed) • Activist advocacy groups
• Good for me • Good for others • Good for the planet
• Caloric • Non Caloric
Rising Public Health Concerns
Consumers redefine Health & Wellness and
Sustainability Needs
Sweeteners Under Fire
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Impact
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73% 72% 69%
58% 58%
52% 49%
43%
61% 60%
55%
42%
38%
33% 31%
24%
32% 33%
38% 38% 41%
43% 46%
44%
22% 24% 23%
19% 18% 17%
13% 12% 13% 15%
13% 13% 12% 10% 9% 10%
0% 2% 2%
17% 21%
23% 25% 24%
2009 2010 2011 2012 2013 2014 2015 2016 YTD
Europe, High Intensity Sweetener as % of all HIS launches, Food & Beverage
Acesulfame Potassium
Aspartame
Sucralose
Saccharins
Cyclamates
Stevia
Stevia New-Product Launches Increase While Aspartame and Ace-K Launches Decrease, Indicating Sugar Substitutes in Food and Beverage is Shifting
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• Near 25% of new products sweetened with a high intensity sweetener use stevia • Stevia and Aspartame are now equally introduced in NPD in Europe
Source: Mintel GNDP
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50% 50% 49%
45% 44%
39% 37%
42%
49%
41%
36%
31% 29%
23%
45%
40%
50%
45%
51% 50% 52%
0% 0% 0%
8% 9%
16%
23%
2009 2010 2011 2012 2013 2014 2015
UK, High Intensity Sweetener as % of all HIS launches, Food & Beverage
Acesulfame Potassium
Aspartame
Sucralose
Stevia
The proportion of Stevia in new product launches is increasing, as sweetener usage is shifting in most Food & Beverage categories.
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• Aspartame introductions have halved to 23% of HIS introductions in the space of 5 years. • 22% of new products sweetened with a high intensity sweetener use stevia. • Stevia is fastest growing HIS – and currently the only naturally sourced mainstream sweetening option available.
Source: Mintel GNDP
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60%
55% 55%
50% 52%
45%
41%
32%
41%
36% 36% 34%
36%
30% 27%
12%
22%
14% 14%
22% 25%
21%
29%
45%
40%
48%
53%
36%
28%
44%
28%
23% 24% 27%
31%
27%
19%
23%
19% 17%
0% 1% 3%
22% 22% 19%
26% 27%
2009 2010 2011 2012 2013 2014 2015 2016 YTD
Germany, High Intensity Sweetener as % of all HIS launches, Food & Beverage
Acesulfame Potassium
Aspartame
Sucralose
Saccharins
Cyclamates
Stevia
Stevia New-Product Launches Increase While Aspartame and Ace-K Launches Decrease, Indicating Sugar Substitutes in Food and Beverage is Shifting
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• Sucralose has become sweetener of choice for many launches • 27% of new products sweetened with a high intensity sweetener use stevia • Stevia has overtaken Aspartame in Germany • Stevia is nearing 30% of launches, and is now 3rd sweetener of choice
Source: Mintel GNDP
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68%
52%
56%
61% 59%
47%
38%
30% 29% 26%
30%
13%
34% 36%
43%
51%
47% 44%
11% 10% 12%
8%
3%
10% 8% 12%
10% 9% 6%
9%
0%
6% 8% 7% 8%
19%
2011 2012 2013 2014 2015 2016 YTD
Spain, High Intensity Sweetener as % of all HIS launches, Food & Beverage
Acesulfame Potassium
Aspartame
Sucralose
Saccharins
Cyclamates
Stevia
Stevia New-Product Launches Increase While Aspartame and Ace-K Launches fluctuate, Indicating Sugar Substitutes in Food and Beverage is Shifting
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• Ace K and Sucralose have been holding up, but show a decline over the last 3 years • Nearly 20% of new products sweetened with a high intensity sweetener use stevia • Stevia has overtaken Aspartame in NPD in Spain (a scenario similar to German market)
Source: Mintel GNDP
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Stev
ia a
ide
d a
war
en
ess
(%
)
United Kingdom
All EU markets are experiencing similar awareness growth.
Source: PureCircle Insights Group
France Germany
Poland Italy Spain
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21%
36%
26%
11%
6%
21%
34%
27%
11%
7%
Very concerned Somewhat concerned Neutral Not very concerned Not at all concerned
Sugar Artificial sweeteners
How concerned are you about the amount of sugar and artificial sweeteners in the food and beverage products you, personally, consume?
Question Type: Scaled Single Matrix | Total Respondents: 1017 | Jul 11, 2015
In UK, sweeteners play a significant role when deciding what foods and beverages to consume. Avoiding artificial is also one of the key concerns.
57% are concerned about their sugar intake (top 2 box)
55% are concerned about their artificial sweeteners intake
(top 2 box)
Concern for sugar & artificial sweeteners, UK
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Overall, consumers prefer natural sweeteners. Those aware of stevia view it more positively than other mainstream sweetener options.
Q: What is your overall impression of each of the following sweeteners?
Sweetener Impression Among Aware Consumers, UK
3%
5%
9%
6%
8%
9%
8%
12%
31%
9%
13%
10%
22%
23%
17%
30%
21%
37%
30%
45%
27%
44%
44%
44%
35%
36%
22%
22%
18%
24%
13%
12%
12%
10%
20%
4%
28%
8%
23%
5%
4%
3%
4%
7%
1%
8%
11%
7%
10%
8%
15%
13%
4%
5%
Aspartame
Sucralose
Acesulfame-K
Fructose
Glucose
SteviolGlycosides
Stevia
Sugar
Honey
Very positive Somewhat positive Neither positive nor negative
Somewhat negative Very negative Don't know
- Sucralose carries less positives than negatives, as most artificial sweeteners. - Stevia information increases positives significantly vs. “steviol glycosides”
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While Stevia’s natural origin is appealing
Natural origin, like sugar, gives stevia positive attributes in the mind of the consumer.
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Market
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Some recent launches in UK
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BIG BRAND EXAMPLES CATEGORY INNOVATION
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Stevia Adoption
After early adoption by major F&B manufacturers, penetration of big brands continues & in more diverse categories.
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Global New-Product Launches with Stevia, 2009-2015
# o
f la
un
ches
2009 2010 2011 2012 2013 2014 2015
477
636
1162
1843
2276
2558
280
5-year CAGR 32%
+31%
+26%
+56%
+117%
+73%
MEA
APAC
LATAM
NTAM
Europe
Source: Mintel GNDP
• over 10,000 launches,
• of which >70% in last 30 months (2.5y)
Growth in stevia products has remained strong over the past 5 years, across all regions.
Beverage
43%
Food
57%
2016, as from last night @22.43: 3,333 launches (+30%)
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Europe is an active stevia market, across most its territories.
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• Europe has seen 2,733 stevia launches since EU approval 5 years ago (2016 to 22/11). • Germany is the most active market, followed by UK and France. • But in “launches per capita”, Netherlands is the most active in the region.
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016
EU stevia launches by country
Germany
UK
France
Spain
Netherlands
Norway
Finland
Poland
Belgium
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Stevia’s penetration of geographies and products
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86 products
27 countries
Stevia’s geographic and category penetration have grown rapidly over the past 5 years.
Over 5 billion customers worldwide now have regulatory access to stevia
4 products
3 countries
CSDs – Colas CSDs – Lemon / Lime RTD Teas Yogurt
(spoonable / drinkable)
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10
2
01
5
25 products
14 countries
1 product
1 country
392 products
43 countries
19 products
4 countries
420 products
32 countries
19 products
3 countries
©PureCircle 2016
Reformulated standard
Adult enhanced water New adult soft drink
Natural positioning
There is more to it than meets the eye… UK example.
20 facings on this fixture contain stevia… … of course, more are in active development … … but ALL (main soft drinks) have launched in other markets, under their main brand.
Special edition
Mainstream Cola
Juicy water
source: PureCircle Insights Group / Mintel GNPD 2016
Sparkling flavoured water
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Stevia is contributing to the growth of a strong, cross category, better for you offering for the whole family, led by some of the most trusted brands in the industry.
source: PureCircle Insights Group 2016
Natural Origin Indulgence Everyday Consumption Whole Family
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Stevia is a unique platform, bringing together the positive attributes of zero calorie, naturally sourced, ‘sweet taste’.
Sugar Stevia Artificial NNS Natural
origin Non-Caloric
Full flavour
From nature
Social
Happy
Less Calories
A Healthier Option
Everyday consumption
Safe for entire family
Source: PureCircle Insights Group
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What to do?
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Reformulations: Portfolio re-position, better control, long term benefits.
« net » reduction
- Less sweet, or - Flavour Modulation work = accepted, only to a certain % level
«artificial sweetener» reduction
- Diet, Zero positioning. - Using traditional HIS, = segmenting, some consumers actively avoid
«natural origin» reduction
- Cal moderation, indulgence - New choice of sweet = everyday positioning, whole family, kids
Sugar reduction
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Government pressure • From Soda Tax in France to Sugar Levy in UK • Spain is now advertising for Sugar reduction
Portugal (expected for March 17) : The Portuguese government has recently announced plans to ban products with high sugar, salt and/or fat content (including beverages) sold in vending machines located in healthcare facilities
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UK sugar tax: manufacturers are already reformulating, others unsure which route to take – many consumers avoid artificials
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Why stevia fits
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PureCircle’s unique supply chain control: from seedling to sweetener
Ensuring quality through
vertical integration
TASTE
CONSISTENCY
SCALE
CAPACITY
TRACEABILITY
TESTING
Great products
Applications
Extraction & Purification
Harvesting
Plant Breeding & Agronomy Program 1
2
3
4
5
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To enable next phase growth : Stevia from the leaf
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Stevia Expertise From Seed to Leaf
The science of naturally developing
new stevia leaf varieties with more of the best tasting steviol glycosides.
Sustainable Expansion for Commercial Viability
Growing and scaling the best stevia
varieties to support food and beverage needs.
We combine our science and passion for understanding stevia to produce the best tasting steviol glycosides
Our suite of technical services designed to
reduce development time and
improve in-market success
SCIENCE & RESEARCH SCALING NATURALLY FARMERS
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Our PureCircle Stevia Agronomy Program was created to fully understand the performance of
the stevia leaf and provide commercial scale.
Our Commitments
Livelihood + Community Enhancement
The commitment to grow high-
quality stevia leaf while contributing positively to the
farming communities.
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Copyright © Global Stevia Institute 2014. All Rights Reserved.
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PureCircle farmers in the Meru area
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- Small farms base with diverse commercial cultures (tea, coffee, stevia..), also food crops for own / local consumption (sugar cane, peas, bananas etc.)
- Very positive impact locally, with spontaneous comments form farmers, on price, payment terms, revenue and harvest frequency (stevia generates a more regular cash income than other crops).
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Copyright © Global Stevia Institute 2014. All Rights Reserved.
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PureCircle people – Technical Advisors
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My name is Jecinta Mwendawa,
My work is to supervise and advise farmers on how they farm, how they take care of their nursery, irrigate... Each week I have 94 farmers , each day I make sure I have attended to 18 or 19 farmers. What makes me happy is when I visit my farmers like those I started with have now money, they have harvested 3 times. Others have bought cows, have built houses, educated their children, they are always happy when they see me, when I go home I feel grateful
PureCircle operates a unique network of technical advisors, whose
role is to act as agronomists – advising and sharing best practise, ensuring PureCircle agricultural standards & policy are met. But also, critically, they are responsible for finding new farmers willing to partner for the long term – securing new leaf volume and ensuring the growth in demand for stevia is met, for the shared benefit of our entire supply chain – starting with the farmer.
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PureCircle at the forefront of leaf supply diversification.
Burundi
CAR
Malawi
Mozambique
Rwanda
Swaziland
Tanzania
Uganda
Zambia
Ecuador
Guatemala
Mexico
Nicaragua
India
Macedonia
Romania
Turkey
USA
Beyond current agricultural operations in Kenya and Paraguay, actively pursuing stevia plantation development with local partners in:
PureCircle 2020 Plans: Tens of thousands of hectares, yielding thousands
of metric tons of novel glycosides.
AFRICA LATIN AMERICA
OTHER REGIONS
ON-GOING TESTS AND ACTUAL PLANTATIONS
OTHER REGIONS
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Vertical integration allows us to take sustainability to the next level
LOWEST CARBON FOOTPRINT
30-80% Less carbon than the next stevia sweetener or other natural sweeteners
At least
92% Less water than other natural sweeteners
Source: PureCircle lifecycle assessment FY2011
HOW WE GROW IT
LOWEST WATER FOOTPRINT LOWEST LAND FOOTPRINT
1/5 the land of cane sugar
uses
Size of Delaware = Amount of stevia needed to replace 20% of today’s sugar consumption
KgCo2-e/kg SE* Comparative Carbon Footprints
Liters/Kg SE* Comparative Water Footprints
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©PureCircle 2016
Thank you.
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