• New survey research shows 74% of UAE participants would be likely to choose a naturally-sourced sweetener as a sugar replacement
• UAE 5th highest incidence of diabetes among Middle Eastern countries

A new YouGov Middle East survey taken last week in the UAE, reported the majority of people in the UAE would choose a naturally sourced sweetener, like stevia, as a sugar replacement. PureCircle, the world’s leading producer and innovator of great-tasting stevia sweeteners for the global beverage and food industry, recognizes the need for further education around stevia in the region, with well over half (55%) of those surveyed still unaware of stevia’s benefits.

The survey reported 55% of participants admitted they were not aware of stevia as a sweetener. Of those 55%, 39% were male and 24% were aged 25-34 – an age group generally considered to be well informed on subjects such as health, diet and wellness.

When given information on stevia, a zero-calorie alternative to sugar and artificial sweeteners, extracted from the leaves of the stevia plant, almost three quarters (74%) of all those surveyed said they would be likely to use stevia. Also, the overwhelming majority of all those surveyed – 75% agreed that they would prefer a naturally sourced sweetener to an artificially sourced sweetener.

According to the Food Security Index, the UAE United Arab Emirates is ranked fifth in global obesity index, with 40% of 11 to 16 year olds and 20% of children under the age of 11 classified as obese.* Moreover, the UAE has the fifth most incidence of diabetes among Middle Eastern countries, with 19% or a fifth of the population suffering from the disease.** The Middle East and North Africa region has the highest rate of increase in diabetes in the world and is projected to almost double (96.2%) by 2035.**

Commenting on the survey results,  Olivier Kutz, Director of EMEA Region Sales at PureCircle, said: “Food and beverage companies operating in UAE have an enormous opportunity to meet consumer and healthcare professionals’ demand to reduce sugar content and overall calories in their products, without sacrificing taste, by utilizing great-tasting, zero-calorie stevia ingredients. Given the high incidence of diabetes and obesity in the UAE – a figure that is set to double to almost 96% of the population by 2035 – there is a real opportunity for stevia in this market. Food and beverage products formulated with naturally-sourced stevia allow consumers to maintain a more balanced diet, whilst still enjoying the products they love.”