2.1.1.1 Key data from secondary sources 18 2.1.2 PRIMARY DATA 19 2.1.2.1 Key data from primary sources 19 2.1.2.2 Breakdown of primaries 20 2.2 MACRO INDICATORS 20 2.2.1 INCREASING CONSUMER DEMAND FOR NATURAL SWEETENERS 20 2.3 MARKET SIZE ESTIMATION 20 2.3.1 BOTTOM-UP APPROACH 21 2.3.2 TOP-DOWN APPROACH 22 2.4 MARKET BREAKDOWN & DATA TRIANGULATION 23 2.5 RESEARCH ASSUMPTIONS 24 2.6 LIMITATIONS 25 3 EXECUTIVE SUMMARY 26
4 MARKET OVERVIEW 33 4.1 INTRODUCTION 33 4.2 MARKET DYNAMICS 33 4.2.1 DRIVERS 35 4.2.1.1 Growth in number of new stevia-based product launches 35 4.2.1.2 Increase in application in the beverage industry 36 4.2.1.3 Increase in diseases and other health concerns 37 4.2.1.4 Positive regulatory outlook 38 4.2.1.5 Consumer demand for natural sugar substitutes 39 4.2.2 RESTRAINTS 40 4.2.2.1 Fluctuation in stevia leaf prices 40
4.2.3 OPPORTUNITIES 41 4.2.3.1 Use of added sugars as an ingredient limited by sugar taxes 41 4.2.4 CHALLENGES 41 4.2.4.1 Advances in extraction technologies and formulations 41 4.3 REGULATIONS 42 4.3.1 NORTH AMERICA 42 4.3.1.1 U . S . 42 4.3.1.2 Canada 42 4.3.2 EUROPE 43 4.3.3 ASIA-PACIFIC 43 5 STEVIA MARKET , BY EXTRACT TYPE 44 5.1 INTRODUCTION 45 5.2 WHOLE LEAF 46 5.3 POWDERED 47 5.4 LIQUID 48
6 STEVIA MARKET , BY APPLICATION 50 6.1 INTRODUCTION 51