Truvia Beats Equal Sales in Some Markets

After only 12 months on the market, sales of stevia-based Truvia have surpassed those of Equal sweetener in some U.S. markets, Cargill (Wayata, MN) reports.

According to Nielsen, Truvia is outperforming Equal in more than 10 U.S. sugar-substitutes markets: Minneapolis, Salt Lake City, Boise, Denver, Portland, San Francisco, Miami, San Diego, Boston, Philadelphia, Dallas, and Atlanta.

Overall, Truvia now holds a 7.9% dollar market share of U.S. sugar-substitute sales, reports Nielsen.

Cargill/Nielsen also report great potential for the sugar-substitutes category, which grew 7.7% in the 52 weeks ending January 23, a year during which stevia sweeteners began hitting the market.

'Since its launch, Truvia natural sweetener is driving new consumers'”including those who have not bought sweeteners before'”to the grocery and retail sweetener aisles,' says Cargill.

Cargill also claims per Nielsen that Truvia leads the stevia-based sweetener market, with 58% market share. Comparatively, Whole Earth Sweetener...s PureVia holds 9.8% market share, while Cumberland Packing...s Stevia in the Raw has 9.1% dollar market share.