- In May 2024, HOWTIAN introduced SoPure Andromeda, a new addition to its SoPure stevia line. This innovative product features unique stevia blends specifically enhanced for optimal performance in various beverage applications, catering to the increasing demand for natural sweeteners in the Europe region.
- In April 2024, QNET Germany initiated a vibrant social media campaign titled "Healthy Living with Natose Stevia." The campaign aims to highlight the importance of minimizing sugar intake and embracing healthier alternatives like stevia, reflecting the growing health consciousness among German consumers.
- In June 2024, Ingredion announced that UK food safety regulators authorized the use of its PureCircle steviol glycosides produced via bioconversion. This approval opens new opportunities for incorporating flavorful stevia molecules into a wide range of food and beverage products, potentially influencing markets in the Europe region.
- In January 2024, Avansya, the joint venture between Cargill and DSM-Firmenich, announced that its EverSweet stevia sweetener received safety approval from both the European Food Safety Authority (EFSA) and the UK's Food Standards Agency (FSA), moving closer to commercial availability in the EU and potentially influencing markets in the Europe region.
- In April 2024, Natural sweeteners like stevia are gaining traction in sports and functional drinks across the Europe region. Companies are incorporating stevia into protein shakes, electrolyte beverages, and meal substitutes to provide clean-label, sugar-free products that appeal to health-conscious consumers in countries such as Japan, South Korea, and Australia.
