An ever-growing demand for sugar and a global sugar supply shortfall greatly strengthens the opportunity for stevia-based sweeteners to gain valuable market share.Global consumption of sugar is forecast to rise by more than 50% to almost 260 million metric tonnes by 2030. Sugar is the second most common ingredient in food after water, with annual global sugar consumption estimated at 160 million metric tonnes per year; a $50 billion annual market. 

According to Mintel, the global market for stevia sweeteners has just hit $1 billion and could reach $10 billion by 2014.Asia will remain the biggest consumer of sugar, increasing its share of total consumption from around 40% in 2010, to 49% in 2030. India’s consumption will nearly double over the next 20 years, and Chinese consumption will overtake EU consumption in around 2014.WHO estimates stevia could replace 20% of that market; (32 million tons of sugar equivalent) – representing a global market for Reb A of $10 billion a year

Stevia crop has good potential in Kenya. There is low risk in this crop. The investment in stevia is also tax free as it is agriculture production. The return also starts to come early. As it is planted for five years so the cost of plantation also accrue one time in five in 5 years. There is high potential of return as compared to traditional crop.