Market Research of Stevia Industry in China

Report edition: 2015 edition(7)
Finished time: Apr. 2015
Document type: PDF
Total pages : 80
Language version: Chinese
Published by CCM

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CCM_sample_Market Research of Stevia Industry in China

Introduction
Main contents
List of tables
List of figures

Description:

Stevia industry in China, the world largest stevia sweetener supplier, with value chain covering stevia planting, stevia sweetener production and market, key players including suppliers of stevia seed and seedlings, planters of stevia crop, traders of stevia leaves, producers and traders of stevia sweeteners, and end users of stevia sweeteners, has witnessed great changes and several ups and downs since stevia crop was initially planted in this country from late 1970s, with Japan being the first country to commercialize stevia sweetener production in 1971. Its development in China has been driven mainly by overseas markets, initially Japan and South Korea, and having expanded by far, since around 2006/2007, to the US and European countries. The latest up, having started from 2007, is mainly driven by opening of markets in the US and Europe, which approved the use of steviol glycosides in food in late 2008 and late 2011 respectively.

This industry in China is highly fragmented throughout the whole chain, with each sector along the chain having their unique characteristics, challenges and opportunities.

China’s stevia planting, with each planter having very small planting area in general, has been highly scattered. It has experienced significant changes in recent years in the following aspects: planting area and major planting regions, species, price and costs, and planting pattern and sales mode. What’s the latest up and down for stevia planting in China? What are the changes in latest years? What’s behind the changes? How will these aspects continue to evolve and change in the coming years? What are the incentives for farmers to use their fields to grow stevia or to switch over to other crops such as soybeans, wheat and corn etc.? CCM’s study can bring answers to these questions to you.

Stevia sweetener supply in China, though currently sufficient enough to meet demand of both domestic and overseas markets, has been troubled by the scattered stevia planting mode, and has been largely subject to, while significantly influencing, the supply and price of stevia leaves, the key raw material for stevia sweetener production. However, demand from downstream industries, especially of major overseas markets, is the fundamental driver for China’s stevia sweetener production, including the product specification and output volume to be produced.

After the fast expansions from 2008 till 2010, how big are China’s current stevia sweetener output and capacity? How have they evolved in the past five years? What are the major reasons behind these changes? Who are the key suppliers and are they still suffering losses in recent years? What’s the trending gap among stevia leaf cost, stevia sweetener cost and stevia ex-factory price from 2010 to 2014? Is there room for Chinese producers to further lower their prices?

Different from its significance in world stevia sweetener supply, China’s market for stevia sweetener is relatively small and glutted with low grade stevia sweeteners. Why are Chinese consumers using low grades stevia sweeteners in recipes instead of high grades, or other popular or low price sweeteners, or sugar? What are the key factors affecting them to replace current low grade stevia sweeteners with/use other sweeteners such as Reb A 95? Who are using these grades, and in what applications, and how are they using them? What are their using habit, method and value orientation? What’s the business relationship between end users of each application and stevia sweeteners producers?

In this study, Market Research of Stevia Industry in China, you will find answers to all these questions.

Research scope of Market Research of Stevia Industry in China

This research covers the whole industry chain of stevia sweeteners from stevia planting, stevia sweeteners production and consumption.

Region scope: China

Time scope: 2010 to 2014

Source and methodology

Desk research

Site visits and telephone interviews to

   Stevia planters

   Stevia planting cooperatives

   Key stevia sweetener producers

   Stevia sweetener traders

   Key stevia sweetener consumers

   Associations involved

   Industry experts

Data compilation and crosscheck

The data obtained from various sources have been combined and cross-checked to ensure that this report is as accurate and methodologically sound as possible. Throughout the process, a series of discussions were organized within CCM's research team and with stevia industry experts to systematically analyze the data and draw appropriate conclusions.

Key points covered in this study:

  Stevia planting in China

  Current status and changes of stevia planting

  Cost breakdown of stevia planting

  Stevia sweeteners production in China

  Current production and changes of stevia sweeteners

  Analysis of major stevia sweeteners producers

  Viewpoints of stevia sweetener producers on industry future trends

  Market prices and changes of stevia sweeteners in China

  Cost analysis of high grade stevia sweeteners

  Consumption of stevia sweeteners in China

  Consumption of stevia sweeteners by end use

  Consumption of stevia sweeteners by product grade

  Purchasing prices of stevia sweeteners in China

  Major end users of stevia sweeteners in china

  Cost structure of each application

  Current role of government in China's stevia industry

  Assessment of current forces within China's stevia value chain

  Overview of industrial events in recent years

The report is helpful to anyone that is interested in any segment or the whole of China’s whole stevia industry chain, from stevia seed and seedling supply, stevia planting, stevia leave purchase, to stevia sweetener supply and market:

  Manufacturers of stevia sweeteners and other sweeteners looking forward to entering Chinese sweetener market or producing sweeteners products permitted to be used in China

  Investors planning to invest in Chinese stevia sweetener industry

  Analysts and consultants trying to gain insight into the world’s largest supplier of stevia sweetener

  Stevia planters in countries in and outside of China

  Trading companies of stevia sweeteners and other sweeteners targeting Chinese market

  Distributors wishing to keep up with the trend of China’s market of stevia sweeteners and other sweeteners

  Equipment suppliers targeting China with high-quality production and processing machinery and lines, and testing and quality control systems

  Research institutes expecting to know the market development of stevia sweeteners

Difference between this edition and previous edition

As the seventh edition of CCM’s study on stevia industry, Market Research of Stevia Industry in China 2015 has been greatly enhanced in the depth of analysis, compared to the previous edition. Besides, the accuracy has been greatly improved, as interviews for this edition are more comprehensive and thorough, with almost all the key players along the chain being interviewed via face-to-face and telephone interviews, some with more than once and to more than one people from the key players.

Newly added parts in the 7th edition of CCM’s Market Research of Stevia Industry in China are as follows

Stevia planting

  Geographic distribution of stevia planting in China, 2010-2014

  Geographic distribution transfer of stevia planting and reason analysis

  Changes of stevia species planted and reason for the change

  Difference in unit yield of stevia leaves by region and reason analysis on the difference

  Price of dried stevia leaves in China, 2010-2014 reasons analysis on price changes

  Prices of stevia leaves by different impurity levels in China in 2014

  Detailed cost breakdown of stevia planting in China's northern provinces and factor analysis

  Cost factor analysis on stevia planting in China’s southern provinces

  Comparison of planting revenue of stevia with other crops, 2010-2014

  Comparison of planting profit of stevia with other crops, 2010-2014

  Stevia planting revenue, cost and profit changes in China, 2010-2014

Stevia sweetener production

  Output of different grades of stevia sweeteners in China, 2010-201

  Price changes of different grades of stevia sweeteners in China, 2010-2014

  Capacity utilization rate of high purity RA stevia sweeteners in China, 2010-2014

  Rough estimates on major producers’ stevia sweeteners output breakdown by product grade, 2010-2014

  Cost and price changes of RA 95% in China, 2010-2014

Stevia sweetener consumption

  Consumption structure of stevia sweetener by end use in China

  Consumption structure of stevia sweetener by product grade in China

  Purchasing prices of stevia sweeteners in different end uses in China

  Cost structure of each application

Overview of industrial events in recent years

Main contents:

(The price of report chapters below is for single user license, please contact us if you want to update to corporate license.)

No.	Content	Page	Price
5	Executive summary	1	$ 130
6	Methodology, source and definition	2	$ 130
7	Stevia planting in China	7	$ 4,550
7-1	Current status and changes of stevia planting	7	$ 2,600
7-1-1	Stevia leaves supply and planting area	7	$ 520
7-1-2	Geographic distribution of stevia planting	8	$ 780
7-1-3	Stevia planting pattern and sales model of stevia leaves	12	$ 1,040
7-1-4	Switch of stevia planting with other crops in major planting regions	16	$ 260
7-2	Cost breakdown of stevia planting	16	$ 2,600
7-2-1	Stevia leaves price changes in recent years	16	$ 650
7-2-2	Detailed cost breakdown of stevia planting and planting factor analysis	18	$ 650
7-2-3	Changes and trend of stevia planting cost in recent years	20	$ 780
7-2-4	Incentives and problems analysis for farmers to plant stevia	21	$ 390
7-2-5	Benefit contrast between planting of stevia and other crops	22	$ 650
7-2-6	Channels and ways for farmers to obtain stevia information	24	$ 130
8	Stevia sweeteners production in China	26	$ 4,550
8-1	Current production and changes of stevia sweeteners	26	$ 1,040
8-1-1	Production volume changes of stevia sweeteners by different grades	26	$ 650
8-1-2	List of major stevia sweetener producers	31	$ 650
8-2	Analysis of major stevia sweeteners producers	35	$ 1,560
8-2-1	PureCircle (Jiangxi) Co., Ltd.	36	$ 260
8-2-2	Sunwin Stevia International Inc.	38	$ 260
8-2-3	Guangxi Guilin Layn Natural Ingredients Corp.	40	$ 260
8-2-4	GLG Life Tech Corporation	41	$ 260
8-2-5	Ganzhou Julong High-tech Industrial Co., Ltd.	42	$ 260
8-2-6	Qufu Haigen Stevia Products Co., Ltd.	44	$ 260
8-2-7	Shandong Huaxian Stevia Co., Ltd.	44	$ 260
8-2-8	Heilongjiang Land Reclamation Huiju Hailin Stevioside Co., Ltd.	45	$ 260
8-3	Viewpoints of stevia sweetener producers on industry future trends	46	$ 390
8-4	Market prices and changes of stevia sweeteners in China	46	$ 1,300
8-4-1	Overview of market prices of high grade stevia sweeteners	46	$ 650
8-4-2	Dominant factors driving their price changes in the past and future trends	47	$ 650
8-4-3	Projection for future development of high grade stevia sweeteners' ex-factory price	47	$ 260
8-5	Cost analysis of high grade stevia sweeteners	48	$ 1,300
8-5-1	Cost price composition for high grade stevia sweeteners in 2014	48	$ 520
8-5-2	Trending gap among stevia leave cost, high grade stevia sweeteners' cost and their ex-factory price	49	$ 650
8-5-3	Profit strategy from stevia cost price to ex-works price	49	$ 390
9	Consumption of stevia sweeteners in China	51	$ 4,550
9-1	Consumption of stevia sweeteners by end use	51	$ 1,040
9-1-1	Consumption of stevia sweeteners in food	52	$ 390
9-1-2	Consumption of stevia sweeteners in beverage	53	$ 390
9-1-3	Consumption of stevia sweeteners in pharmaceuticals	54	$ 390
9-2	Consumption of stevia sweeteners by product grade	54	$ 1,040
9-2-1	Stevia sweeteners consumption by grade in China	54	$ 390
9-2-2	Current consumption status and trends of high grade stevia sweeteners	56	$ 390
9-2-3	Current consumption status and trends of low grade stevia sweeteners	59	$ 390
9-3	Purchasing prices of stevia sweeteners in China	59	$ 650
9-4	Major end users of stevia sweeteners in China	62	$ 1,300
9-4-1	Major end-users in different industries	62	$ 650
9-4-2	Using habit in different industries	65	$ 390
9-4-3	Business relationships between end users and suppliers in each application	65	$ 520
9-5	Cost structure of each application	65	$ 1,300
9-5-1	Cost structure of stevia sweetener use in food industry	65	$ 520
9-5-2	Cost structure of stevia sweetener use in beverages industry	66	$ 520
9-5-3	Cost structure of stevia sweetener use in pharmaceutical industry	66	$ 520
10	Current role of government in China's stevia industry	67	$ 650
10-1	Existing policies on stevia/sweetener industry in China and their influences	67	$ 390
10-2	Upcoming policies on stevia/sweetener industry in China and their influences	68	$ 260
10-3	Assessment of government's role in stevia industry	69	$ 390
11	Assessment of current forces within China's stevia value chain	71	$ 650
12	Overview of industrial events in recent years	72	$ 260

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List of tables:

Table No.	Table Title
Table 2-1	Exchange rate of USD against RMB, Jan. 2006–Feb. 2015
Table 2-2	Explanations on products of stevia sweeteners
Table 3.1.2-1	Geographic distribution of stevia planting in China, 2010-2014, ha
Table 3.1.3-1	Producers with stevia planting bases and their purchasing volume from planting bases in China, 2014
Table 3.2.1-1	Prices of dried stevia leaves in China, 2010-2014
Table 3.2.1-2	Prices of stevia leaves by different impurity levels in China in 2014
Table 3.2.1-3	Water content in dried stevia leaves
Table 3.2.2-1	Detailed cost breakdown of stevia planting in China's southern provinces, 2014
Table 3.2.2-2	Detailed cost breakdown of stevia planting in China's northern provinces, 2014
Table 3.2.5-1	Planting revenue comparison between stevia and other crops, 2013
Table 4.1.1-1	Output of different grades of stevia sweeteners in China, 2010-2014, tonne
Table 4.1.2-1	Basic info of major active stevia sweetener producers in China, 2015
Table 4.1.2-2	Capacity and output changes of major producers of stevia sweeteners in China, 2010-2014
Table 4.1.2-3	Capacity utilization rate of stevia sweeteners in China, 2010-2014
Table 4.1.2-4	Capacity utilization rate of high purity RA stevia sweeteners in China, 2010-2014
Table 4.2.1-1	Stevia sweetener capacity and output of PureCircle Jiangxi, 2010-2014
Table 4.2.1-2	Financial situation of PureCircle, 2011-2014, USD
Table 4.2.2-1	Stevia sweetener capacity and output of Sunwin, 2010-2014
Table 4.2.2-2	Financial situation of Sunwin, FY 2011-2014, USD
Table 4.2.2-3	Rough estimate on Sunwin’s stevia sweeteners output breakdown, 2010-2014, tonne
Table 4.2.3-1	Stevia sweetener capacity and output of Guilin Layn , 2010-2014
Table 4.2.3-2	Rough estimate on Guilin Layn’s stevia sweeteners output breakdown, 2010-2014, tonne
Table 4.2.3-3	Financial situation of Guilin Layn, 2011-2014, USD
Table 4.2.3-4	Export revenue of Guilin Lay's stevia sweetener and revenue from Cargill
Table 4.2.4-1	Stevia sweetener capacity and output of GLG, 2010-2014
Table 4.2.4-2	Rough estimate on GLG’s stevia sweeteners output breakdown, 2010-2014, tonne
Table 4.2.4-3	Financial situation of GLG, 2010-2013, USD
Table 4.2.5-1	Stevia sweetener capacity and output of Ganzhou Julong, 2010-2014
Table 4.2.5-2	Rough estimate on Ganzhou Julong’s stevia sweeteners output breakdown, 2010-2014, tonne
Table 4.2.5-3	Financial situation of Ganzhou Julong, 2012-2013, USD
Table 4.2.6-1	Stevia sweetener capacity and output of Qufu Haigen, 2010-2014
Table 4.2.6-2	Rough estimate on Qufu Haigen’s stevia sweeteners output breakdown, 2010-2014, tonne
Table 4.2.7-1	Stevia sweetener capacity and output of Shandong Huaxian, 2010-2014
Table 4.2.7-2	Rough estimate on Shandong Huaxian’s stevia sweeteners output breakdown, 2010-2014, tonne
Table 4.2.8-1	Stevia sweetener capacity and output of Huiju Hailin , 2010-2014
Table 4.4.1-1	Market prices of different grades of stevia sweeteners in China, 2010-2014, USD per kg
Table 4.5.1-1	Cost breakdown of RA 95% in China, 2014
Table 5.2.1-1	China stevia sweeteners consumption structure by grade and by end use, 2014, tonne
Table 5.4.1-1	Major users of stevia sweeteners in food industry in China, 2014
Table 5.4.1-2	Not so big users of stevia sweeteners in food industry in China, 2014
Table 5.4.1-3	Major users of stevia sweeteners in beverage industry in China, 2014
Table 5.4.1-4	Not so big users of stevia sweeteners in beverage industry in China, 2014
Table 5.4.1-5	Major users of stevia sweeteners in pharmaceutical industry in China, 2014
Table 5.4.1-6	Not so big users of stevia sweeteners in pharmaceutical industry in China, 2014
Table 5.4.2-1	Use habit in different industries
Table 5.4.3-1	Relationship between end users and suppliers
Table 5.5.1-1	Adding proportion of stevia sweeteners in preserved plum
Table 5.5.2-1	Adding proportion of stevia sweeteners in carbonated drinks
Table 5.5.3-1	Adding proportion of steviosin in compound zine gluconate and ibuprofen granules
Table 6.1-1	Existing policies on stevia sweetener use in China
Table 6.2-1	Upcoming polices on stevia sweetener use in China
Table 6.2-2	Newly added applications of stevia sweetener in 2014 version National Food Safety Standards of Food Additives Using Standard

List of figures:

Figure No.	Figure Title
Figure 3.1.1-1	Stevia planting area in China, 2010-2014, ha
Figure 3.1.1-2	Price of stevia leaves in China, 2010-2014, USD/t
Figure 3.1.2-1	Geographic distribution of stevia planting in China, 2014
Figure 3.2.3-1	Stevia planting cost changes in China, 2010-2014
Figure 3.2.5-1	Planting revenue of stevia and other crops, 2010-2014
Figure 3.2.5-2	Planting profit of stevia and other crops, 2010-2014
Figure 3.2.5-3	Stevia planting revenue, cost and profit changes in China, 2010-2014, USD per Ha
Figure 3.2.5-4	Stevia planting revenue, cost and profit changes in China, 2010-2014, USD per kg
Figure 4.1.1-1	Output of different grades of stevia sweeteners in China, 2010-2014
Figure 4.1.1-2	Prices of different grades of stevia sweeteners in China, 2010-2014
Figure 4.1.1-3	Output and price changes of low grade stevia sweeteners in China, 2010-2014
Figure 4.1.1-4	Output and price changes of RA40-60 sweeteners in China, 2010-2014
Figure 4.1.1-5	Output and price changes of high grade stevia sweeteners in China, 2010-2014
Figure 4.5.2-1	Cost and price changes of RA 95% in China, 2010-2014
Figure 5-1	Stevia sweeteners consumption volume changes in China, 2010-2014, tonne
Figure 5.1-1	Consumption structure of stevia sweetener by end use in China, 2014
Figure 5.1-2	Consumption structure of stevia sweetener by end use in China by share, 2014
Figure 5.1.1-1	Breakdown of stevia sweetener consumption in food industry in 2014, tonne
Figure 5.1.2-1	Breakdown of stevia sweetener consumption in beverage industry in 2014, tonne
Figure 5.1.3-1	Breakdown of stevia sweetener consumption in pharmaceutical industry in 2014,tonne
Figure 5.2.1-1	China stevia sweeteners consumption volume changes by grade, 2010-2014, tonne
Figure 5.2.2-1	Consumption volume breakdown of high grade stevia sweeteners in China by volume, 2014
Figure 5.2.2-2	Consumption volume breakdown of high grade stevia sweeteners in China by share, 2014
Figure 5.2.3-1	Consumption volume breakdown of low grade stevia sweeteners into food industry, 2014
Figure 5.2.3-2	Consumption breakdown of low grade stevia sweeteners into beverage industry, 2014
Figure 5.2.3-3	Consumption breakdown of low grade stevia sweeteners into pharmaceutical industry, 2014, tonne
Figure 5.3-1	Stevia sweeteners purchasing price by grade in China, 2010-2014, USD per kg
Figure 5.3-2	Average purchasing price of different grades of stevia sweeteners in food industry, 2014, USD per kg
Figure 5.3-3	Average purchasing price of different grades of stevia sweeteners in beverage industry in China, 2014, USD per kg
Figure 5.3-4	Average purchasing price of different grades of stevia sweeteners in pharmaceutical industry in China, 2014, USD per kg

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