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Europe Stevia Market Analysis- Industry Size, Share, Research Report, Insights, Covid-19 Impact, Statistics, Trends, Growth and Forecast 2023-2030

Published Date: May, 2023
No of Pages: 159
Delivery Format: PDF+ Excel
Corporate User License


Market Overview

The Europe Stevia Market refers to the market for stevia, a natural sweetener derived from the Stevia rebaudiana plant. Stevia has gained significant popularity as a sugar substitute due to its natural origin and low-calorie content. It is widely used in various industries, including food and beverages, pharmaceuticals, and personal care products.


Stevia is a sweet-tasting plant that belongs to the sunflower family. It has been used for centuries in South America as a natural sweetener. The sweetness of stevia comes from its natural compounds called steviol glycosides. These compounds are extracted from the leaves of the Stevia rebaudiana plant and processed into a powdered or liquid form, which can be used as a sugar substitute.

Europe Stevia Market Report Scope and Segmentation
UNIT Value (USD Million/Billion)

Executive Summary

The Europe Stevia Market has been experiencing steady growth in recent years. The increasing consumer preference for natural and healthy food products, along with the rising demand for sugar-free alternatives, has been driving the market. Stevia offers a natural sweetening solution with zero calories, making it an attractive option for health-conscious consumers. The market is expected to witness further growth in the coming years as the demand for natural and low-calorie sweeteners continues to rise.

Key Market Insights

  • Growing health consciousness among consumers is driving the demand for natural and low-calorie sweeteners like stevia.
  • The food and beverage industry is the largest consumer of stevia, followed by the pharmaceutical and personal care sectors.
  • Stevia is gaining popularity as a sugar substitute in various applications, including beverages, confectionery, dairy products, and baked goods.
  • The European Union (EU) has approved the use of stevia as a food additive, which has further boosted its market growth in Europe.
  • Key players in the Europe Stevia Market are focusing on product innovation and expanding their distribution networks to cater to the increasing demand.

Market Drivers

Several factors are driving the growth of the Europe Stevia Market:

  1. Increasing Health Consciousness: With rising awareness about the harmful effects of excessive sugar consumption, consumers are seeking healthier alternatives. Stevia offers a natural and low-calorie option, making it an ideal choice for health-conscious individuals.
  2. Growing Obesity Concerns: The prevalence of obesity is on the rise in Europe, leading to an increased demand for sugar-free and low-calorie products. Stevia provides a sweet taste without adding extra calories, making it a suitable alternative for weight management.
  3. Government Regulations: The European Union’s approval of stevia as a food additive has played a significant role in driving market growth. The regulatory support has encouraged the use of stevia in various food and beverage applications.
  4. Rising Diabetic Population: As the number of individuals with diabetes continues to increase, there is a growing demand for sugar substitutes that do not impact blood glucose levels. Stevia offers a viable solution for diabetic consumers, as it does not raise blood sugar levels.

Market Restraints

Despite the positive market outlook, the Europe Stevia Market faces a few challenges:

  1. High Cost: Stevia is relatively more expensive than artificial sweeteners and traditional sugar. The higher production costs of stevia can limit its adoption, especially in price-sensitive markets.
  2. Taste Perception: While stevia is a natural sweetener, some consumers may perceive it to have a slightly different taste compared to sugar. Taste preferences vary among individuals, and this can be a barrier to widespread acceptance.
  3. Limited Awareness: Although the awareness of stevia has been growing, there is still a need for increased consumer education about its benefits and usage. Many consumers may not be familiar with stevia as a sugar substitute, limiting its market penetration.

Market Opportunities

The Europe Stevia Market presents several opportunities for growth:

  1. Product Innovation: There is immense scope for product innovation in the stevia market. Manufacturers can develop new formulations, blends, and flavor profiles to cater to different consumer preferences and application requirements.
  2. Expansion in Food and Beverage Sector: The food and beverage industry offers significant opportunities for stevia manufacturers. With the increasing demand for healthier food options, stevia can be incorporated into a wide range of products, including beverages, snacks, and condiments.
  3. Expansion in Pharmaceutical and Personal Care Industries: Stevia has applications beyond the food and beverage sector. It can be used as a natural sweetener in pharmaceuticals, oral care products, and cosmetics. Exploring these industries can open new avenues for stevia manufacturers.

Market Dynamics

The Europe Stevia Market is characterized by dynamic trends and factors that influence its growth:

  1. Consumer Preference for Natural Products: Consumers are increasingly opting for natural and clean-label products. Stevia’s natural origin and low-calorie content align well with this trend, driving its demand in the market.
  2. Shift towards Healthy Lifestyles: The growing focus on health and wellness is driving the demand for healthier food and beverage options. Stevia, being a natural and low-calorie sweetener, caters to the needs of health-conscious consumers.
  3. Partnership and Collaborations: Key players in the market are forming partnerships and collaborations to strengthen their market presence and expand their product portfolios. These strategic alliances help in leveraging each other’s strengths and reaching a wider customer base.
  4. Technological Advancements: Advances in stevia extraction and purification technologies are improving the quality and taste of stevia-based products. These advancements contribute to the market growth by enhancing the overall consumer experience.

Regional Analysis

Europe is a significant market for stevia, and its demand is distributed across various countries in the region. Some of the key countries contributing to the growth of the Europe Stevia Market include Germany, France, the United Kingdom, Spain, and Italy. The market in Europe is driven by factors such as increasing health consciousness, stringent regulations on sugar consumption, and the growing demand for natural and low-calorie sweeteners.

Competitive Landscape

The Europe Stevia Market is highly competitive, with several key players operating in the region. These companies are actively engaged in product development, strategic partnerships, and expanding their distribution networks to gain a competitive edge. Some of the leading players in the market include:

  1. PureCircle Ltd.
  2. Cargill, Incorporated
  3. Tate & Lyle PLC
  4. Ingredion Incorporated
  5. Stevia Corp.
  6. GLG Life Tech Corporation
  7. Steviva Brands, Inc.
  8. Stevia First Corporation
  9. Wisdom Natural Brands
  10. Sunwin Stevia International, Inc.


The Europe Stevia Market can be segmented based on various factors:

  1. By Type:
    • Powdered Stevia
    • Liquid Stevia
  2. By Application:
    • Food and Beverages
    • Pharmaceuticals
    • Personal Care Products
    • Others
  3. By Distribution Channel:
    • Supermarkets and Hypermarkets
    • Convenience Stores
    • Online Retail
    • Others

Category-wise Insights

  1. Food and Beverages: The food and beverage industry is the largest consumer of stevia in Europe. Stevia is used in a wide range of food and beverage products, including soft drinks, dairy products, baked goods, and confectionery. The increasing demand for healthier food options and reduced sugar content has driven the adoption of stevia in this category.
  2. Pharmaceuticals: Stevia is also used as a sweetener in the pharmaceutical industry. It is used in the formulation of various medicines, syrups, and oral care products. Stevia’s natural origin and low-calorie content make it suitable for diabetic-friendly and health-focused pharmaceutical products.
  3. Personal Care Products: In the personal care industry, stevia is used in oral care products, cosmetics, and skincare products. It provides a natural and sweet taste without adding extra calories. Stevia’s antibacterial properties also make it beneficial for oral care formulations.

Key Benefits for Industry Participants and Stakeholders

The Europe Stevia Market offers several benefits for industry participants and stakeholders:

  1. Growing Market Demand: The increasing consumer preference for natural and low-calorie sweeteners presents a significant market opportunity for stevia manufacturers. By catering to this demand, industry participants can achieve substantial growth and profitability.
  2. Health and Wellness Trend: Stevia aligns with the prevailing health and wellness trend, making it a valuable addition to product portfolios. By incorporating stevia into their offerings, companies can appeal to health-conscious consumers and strengthen their brand image.
  3. Regulatory Support: The European Union’s approval of stevia as a food additive provides a regulatory framework for its usage. This support enhances the market prospects for stevia manufacturers and facilitates market entry and expansion.
  4. Sustainability and Environmental Benefits: Stevia is a natural sweetener that is cultivated from plants. Its production has a lower environmental impact compared to conventional sugar production, making it a sustainable choice for industry participants.

SWOT Analysis


  • Natural and low-calorie sweetener
  • Increasing consumer awareness and preference for healthy alternatives
  • Regulatory support for stevia usage


  • Higher cost compared to artificial sweeteners and traditional sugar
  • Taste perception and preference variability among consumers
  • Limited consumer awareness and education about stevia


  • Product innovation and diversification
  • Expansion in the food and beverage, pharmaceutical, and personal care industries
  • Growing demand for clean-label and natural products


  • Intense competition from other natural and artificial sweeteners
  • Stringent regulations and standards in the food industry
  • Fluctuating prices of raw materials and supply chain challenges

Market Key Trends

  1. Rising Demand for Clean-Label Products: Consumers are increasingly seeking clean-label products that contain natural and recognizable ingredients. Stevia, being a natural sweetener, aligns well with this trend and is experiencing higher demand in the market.
  2. Growing Preference for Low-Calorie Options: The rising prevalence of obesity and lifestyle diseases has led to a growing demand for low-calorie food and beverage options. Stevia, with its zero-calorie content, offers a suitable alternative to sugar in addressing this consumer need.
  3. Product Portfolio Expansion: Key players in the market are expanding their product portfolios by introducing new stevia-based formulations and blends. These offerings cater to specific applications and taste preferences, enhancing the versatility of stevia in various industries.
  4. Increasing Market Penetration in Different Applications: Stevia is finding applications beyond traditional food and beverages. It is being used in pharmaceuticals, oral care products, and cosmetics, broadening its market reach and potential.

Covid-19 Impact

The Covid-19 pandemic has had both positive and negative effects on the Europe Stevia Market:

Positive Impact:

  • Increasing Focus on Health and Immunity: The pandemic has heightened consumer awareness about health and the importance of a strong immune system. This has led to a higher demand for healthier food and beverage options, including those sweetened with stevia.

Negative Impact:

  • Disruption in Supply Chain: The pandemic has caused disruptions in the global supply chain, impacting the availability of raw materials and finished products. This has affected the production and distribution of stevia-based products.

Key Industry Developments

  1. Product Launches and Innovations: Stevia manufacturers are continuously launching new products and formulations to meet evolving consumerdemands. They are focusing on improving taste profiles, enhancing solubility, and expanding application possibilities to cater to a wide range of industries.
  2. Partnerships and Collaborations: Companies in the Europe Stevia Market are forming strategic alliances to strengthen their market position. Collaborations between stevia manufacturers, food and beverage companies, and retailers are facilitating product development, distribution, and marketing efforts.
  3. Sustainability Initiatives: Stevia manufacturers are increasingly focusing on sustainability practices and promoting environmentally friendly production methods. This includes responsible sourcing, reducing water and energy consumption, and minimizing waste generation throughout the supply chain.
  4. Expansion in Emerging Markets: Stevia manufacturers are expanding their presence in emerging markets within Europe to capitalize on the growing demand for natural sweeteners. These markets offer untapped potential and provide opportunities for market penetration and growth.

Analyst Suggestions

Based on market trends and dynamics, analysts suggest the following strategies for industry participants:

  1. Invest in Research and Development: Continued investment in research and development is crucial to improve the taste, functionality, and application possibilities of stevia-based products. This will help address taste perception challenges and expand the market potential.
  2. Focus on Product Differentiation: With increasing competition in the market, companies should focus on product differentiation. This can be achieved through unique formulations, blends, and value-added features that cater to specific consumer needs and preferences.
  3. Strengthen Distribution Networks: Building strong distribution networks is essential to reach a wider consumer base. Companies should collaborate with distributors, retailers, and e-commerce platforms to enhance product availability and visibility in the market.
  4. Consumer Education and Awareness: Industry participants should invest in consumer education and awareness campaigns to highlight the benefits of stevia as a natural sweetener. This will help overcome taste perception challenges and drive consumer acceptance and demand.

Future Outlook

The future outlook for the Europe Stevia Market appears promising. The market is expected to witness steady growth driven by factors such as increasing health consciousness, the demand for low-calorie alternatives, and regulatory support. As consumer preferences shift towards natural and clean-label products, the demand for stevia is likely to rise across various industries.

However, industry participants should address challenges such as taste perception, high production costs, and limited consumer awareness. By focusing on innovation, expanding product portfolios, and strengthening distribution networks, companies can capitalize on the market opportunities and establish a strong foothold in the Europe Stevia Market.


The Europe Stevia Market is witnessing significant growth due to increasing consumer awareness about health, wellness, and the demand for natural and low-calorie alternatives. Stevia, with its natural origin and zero-calorie content, has emerged as a popular sugar substitute in various industries, including food and beverages, pharmaceuticals, and personal care products.

The market offers numerous opportunities for industry participants, including product innovation, expansion in different sectors, and leveraging regulatory support. However, challenges such as taste perception and higher production costs need to be addressed. By investing in research and development, strengthening distribution networks, and educating consumers about the benefits of stevia, companies can thrive in the competitive market and drive future growth in the Europe Stevia Market.

By Form
By Application
Dairy Food Products
Dietary Supplements
  1. Cargill Inc.

  2. Ingredion Inc.

  3. ADM

  4. PureCircle

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