Analysis Of The Business Potential Of Stevia In Indonesia: Opportunities, Challenges, And Market Prospect

Abstract

This study explores the commercial viability of stevia in Indonesia, emphasizing the prospects, obstacles, and future market potential of this natural sweetener. The research integrates both qualitative and quantitative approaches, such as literature reviews, analysis of primary data, and inferences based on regional clusters, to offer an all-encompassing insight into the stevia sector. Indonesia's expansive fertile territory and growing health-oriented consumer population offer a considerable market for stevia as a sugar substitute. Nonetheless, issues like low output from local stevia varieties, ineffective post-harvest handling, and rivalry from other sweeteners must be tackled. The study highlights important demand clusters in Java, North Sulawesi, and Central Java, emphasizing prospects for both Business-to-Business (B2B) and Business-to-Consumer (B2C) marketplaces. Moreover, it highlights the significance of advancing farming methods and processing technologies to boost competitiveness. The results indicate that through effective policies, investments, and innovations, Indonesia can leverage the increasing worldwide demand for stevia and position itself as a key supplier. The research ends with tactical suggestions for stakeholders to enhance the business opportunities of stevia in Indonesia