Truvia sweetener now #2 sugar substitute in US

Cargill’s Truvia brand continues to lead the way for natural sweeteners, now ranking as the number two sugar substitute in the US with a 12.8 percent share at retail within the sugar substitute category, a milestone achieved after just over two years on the market.  

Truvia’s moves mean it has surpassed Merisant’s Equal (aspartame) for the past 16 months and the 52 year-old brand, Cumberland’s Sweet’N Low for the past 12 weeks.*

“The rapid acceptance of Truvia natural sweetener since its launch, shows that consumers want a natural, great tasting, zero-calorie sweetener,” said Zanna McFerson, assistant vice president, Cargill Health & Nutrition and director, Truvia enterprise. “Now, more than ever, consumers are looking for new food and beverage products that help in sugar and calorie reduction.”

Truvia rebiana is used as an ingredient in over 30 food and beverage products today, including Glaceau vitaminwater zero, YoCrunch 100 Calorie Packs, Kraft Crystal Light Pure and Minute Maid Premium Pomegranate Tea.

Cargill reports it recently commissioned an independent study with more than 2 400 mothers in the US to answer the following question: “Are moms willing to give products made with Truvia natural sweetener to their family?”

The research** confirmed that yes, US mothers are already buying (or interested in buying) products made with the Truvia brand for the whole family, including their kids.

Key findings:

Current products made with Truvia brand are most often purchased for the entire family.

When mothers were asked about potential products that could be made with the Truvia brand in categories such as dairy, ready-to-eat cereal, confections and beverages, the findings were similar across all product categories:

  • Half to two-thirds of mothers who are current product purchasers in these categories, are interested in products made with the Truvia brand. These mothers also indicated they would purchase these products for the entire family, including the kids.
  • 90% of mothers would purchase juice drinks and 89% would purchase ready-to-eat cereal made with the Truvia brand for their kids.
  • Even mothers who currently don’t buy products in certain categories, were interested in buying products made with the Truvia brand and said they would buy these products for the entire family.

“Every day, Cargill works closely with food and beverage companies to find the right recipes for new products or for reducing calories and sugars in existing items,” added McFerson. “The Truvia brand provides a solution to create better-for-you products for the whole family.”

* ACNielsen Food/Drug/Mass+Wal-Mart, 4 weeks ending 3/19/11.)

** Source: Cargill/TNS Proprietary Research: Moms’ Acceptance Study. A study of 2,417 primary grocery shoppers, US moms age 18-59 with children age 1-18 in the household. Results reported are statistically significant at a 95% level of confidence. Study was fielded in October 2010.