NPD: Acceptance of stevia in diet growing

by Eric Schroeder
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CHICAGO — Consumers’ acceptance of stevia in their diets is comparable to their acceptance of consuming products with aspartame and sucralose, according to The NPD Group.

In data collected as part of NPD’s Dieting Monitor, the number of U.S. adults who would consume products that contain stevia climbed to 35% in June 2010, up from 29% in September 2009 and compared with 39% who said the same for aspartame and sucralose in both June 2010 and September 2009.

Fifty-one per cent of consumers said they either already ate or would consider eating or drinking products or beverages that contain sucralose.

Stevia is sold under a variety of brands, including PureVia and Truvia. Aspartame, which is sold under such trade names as Equal and Nutrasweet, has been on the market for 15 years, while sucralose, which is sold under the brand name Splenda among others, has been available since 1999.
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