Truvia The best sweetness comes from nature Truvia sweetener

Truvia: The best sweetness comes from nature. Truvia sweetener is natural, great-tasting sweetness born from the leaves of the stevia plant. Identify 1 positive trend (something that could impact Truvia sales positively) and 1 negative trend (something that could impact Truvia sales negatively) in the: 1. Social Environment 2. Economic Environment 3. Technological Environment 4. Competitive Environment 5. Regulatory Environment

Solution

The World is now trending towards health conscious eating and the major trend that is going to stay long and forever is adapting a healthy lifestyle that includes consuming natural food, limiting aerated drinks etc. So the positive trend that is going to positively impact Truvia sales is going to be the health choices people make to stay fit and healthy. So the demand is going to be positive as many are adopting to use an almost zero calorie sweetener which has no effect on blood sugar. Moreover people are now more informed about the harmful effects of consuming soft drinks which has no nutritive content and is loaded with calories which can steep your blood sugar. So relishing the taste without consuming extra calories is a smarter way to healthy living .Increasing cases of diabetics in emerging and developing economy can boost the sale of these products globally.

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The negative trend would be lifestyle choices people adopting by using natural   sweeteners like honey or dates syrup which has abundant minerals, vitamins and enzymes vs natural sweetner without any nutrients. Aggressive promotion of natural sweeteners’ like honey can affect the health conscious young population around the world. Side effects   like glucose intolerance and metabolic disorders when used regularly can also affect business

Economic environment that effect would be taxation of natural sweetners in developed and emerging economies. Many adopting sugar tax in substitutes can negatively affect the demand of these products.

Technological environment threats that can effect would be a discovery of a wonder herbs in future or incidents of harmful side effects that arise after the prolonged use

Competive environment threat would be from emerging markets like china which is the worlds largest stevia exporter and their market include EU and US. The price fluctuation of stevia can drastically effect the bottom line of business.

Regulatory threat would be the use of stevia as it is not recognized as food , the use , production and the application will be subjected to change time to time. The cultivation of stevia has impacted the environment since a large cultivation is used and due this reported cases of soil erosion , deforestation of rain forest , water pollution etc cannot be ignored. Any break through research regarding the ill effects or govt policy changes in economies for the total ban can pose as a threat.