EU, U.S., and Third World Country Regulations and Japanese Legislation - Sweeteners: Nutritional Aspects, Applications, and Production Technology - page 324

10.14 the UNIteD StateS

More than 4000 products containing artiicial sweeteners have been launched in the United
Statesbetween2000and2005.However,thenumberofnewproductlaunchesforhigh-intensity
sweeteners worldwide has fallen by 5% in 2008 according to Tate and Lyle. For each variety of
sweeteners,theregulatorystatusdiffersaccordingtotheregionandcountry.Forexample,inthe
U.S.,steviausehasincreasedoverthelast5yearsfollowingregulatoryapproval,whereasCYCis
bannedafterapoorhealthimage(LeatherheadFoodResearch2010).In2009,theglobalmarketfor
intensesweetenersusedinthemanufacturingoffoodandbeveragesamountedtomorethan1.27
billionU.S.dollarsintermsofvalue;ASPisworthanestimated345millionU.S.dollars(27%of
theglobalmarket),followedbySCL(26%),SAC,andCYC,stevia,andneotame.
Byvolume,CYCistheleader,accountingfor53%ofmarketvolumein2009,followedbySAC
andASP.ThesedifferencesbetweenvalueandvolumearearesultofthelowcostofCYCandSAC
(LeatherheadFoodResearch2010).
In the U.S., approximately 194 million consumers eat low-calorie and low-sugar foods.
Noncarbonateddrinks(fruit-basedbeverages)andcarbonatedsoftdrinksshowthehighestpenetra-
tionofapproximately60%,followedbyicecreamsandchewinggums.TheNorthAmericanmarket
forintensesweetenerswasworth485millionU.S.dollarsin2009,withtheleadersbeingASP,ACS
K,SCL,andstevia.
TheNutritionLabelingandEducationActof1990(21CFR101.9)(FDA1990)establishedthe
principles and format for the nutrition labeling of foods. This act is complemented by a number
ofadditionalentriesintheCodeofFederalRegulations(CFR)relatingtonutrientcontentclaims.
Someexamplesarelistedasfollows:

• “Reducedcalorie”isdeinedas25%fewercaloriesthanafull-calorieequivalentproduct(21CFR

101.60)(FDA2001).

• “Lowcalorie”isdeinedasfoodsthatcontribute<40cal/RACCor<120cal/100goffood.

• “Light”isdeinedasfollows(21CFR101.56):

• Forfoodsthatderivemorethan50%oftheircaloriesfromfat,thefatcontentisreducedbyat

least50%comparedtoafull-fatequivalentproduct.

• Forfoodsthatderivelessthan50%oftheircaloriesfromfat,thefatcontentisreducedbyat

least50%,andthecaloriecontentisreducedbyatleastone-third.

In2004,theCalorieControlCouncil( www.caloriecontrol.org ) enteredintoadialoguewiththe
U.S.FDAonthesubjectofpermissibleclaimsrelatingtolow-caloriefoods.TheFDAconirmedthe
acceptanceofthefollowing:“Lowcalorie[nameoffood]maybeusefulinweightcontrol.Obesity
increasestheriskofdevelopingdiabetes,heartdisease,andcertaincancers.”
Labelingoffoodswithregardtosweeteneringredientsandclaimsisacomplexsubject.Manycoun-
triesnowhavetheirownnutritionlabelingregulations,anditisimportantwhenevercontemplatingthe
launchofanewfoodproducttoobtainlocalexpertopinionsastolabelingimplications(Stowell2006).

10.15 LeGISLatION IN eUrOpe

TheEuropeanmarketforintensesweetenerswasworthanestimated255millionU.S.dollars
in2009(LeatherheadFoodResearch2010).Thishasrisenoverthelast2years.TheU.K.,France,
andGermanyarethelargestmarketsintheEU.ASPaccountsforthelargestmarketintheU.K.
viaCanderel(tabletopsweetener).SCLisanothersuccessfulsweetener(Splenda),followedbySAC.
Steviaisapromisingsweetener.
TheU.K.accountsforthelargestWesternEuropeanmarketfordietorlightcarbonatedbever-
ageswithvolumesalesof2.2billionLin2009.