Coca-Cola and other soda manufacturers are on a mission to create a beverage that doesn’t rely on sugar for sweetness. This search for alternative sweeteners is driven by a growing number of consumers who are moving away from soda due to its sugar content and its association with health issues like obesity. The new Nutrition Facts label, expected to be mandatory on most food and beverage items by 2020, will also highlight the amount of added sugar in products. Higher-potency sweeteners such as stevia may improve product labeling for consumers concerned about their health.
While companies like Coca-Cola have diversified their beverage offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still accounts for a significant portion of their sales—approximately 70% for Coca-Cola. They are hesitant to lose more customers in this competitive market. The challenge lies in finding a sweetener that can effectively replace sugar while maintaining the taste and texture that consumers expect. Aspartame was once a potential solution, but public apprehension about its health effects has led to a decline in diet soda consumption.
Coca-Cola faced backlash when it switched to a sugar-stevia blend in Vitaminwater, prompting a return to sugar after consumer complaints surfaced on social media. They also introduced Coca-Cola Life, which combined stevia and sugar, yet the aftertaste did not resonate well with many consumers. “This one, we believe, has hit the mark,” Long stated. “One of our significant opportunities is figuring out how to reduce sugar, and a key aspect of that is enhancing the appeal of our zero-sugar products.”
PepsiCo is also grappling with the search for an effective substitute. CEO Indra Nooyi mentioned at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners are available, many existing products, particularly in the soda category, “don’t taste that great.” Among various natural sweeteners vying for market share, stevia stands out due to its favorable attributes. With only a few calories and no carbohydrates, stevia is 30 to 40 times sweeter than sugar, meaning that a small amount can be quite effective.
Despite the initial challenges faced by stevia, food and beverage companies are committed to finding a sugar alternative in their products. Stevia contains a variety of glycosides—chemical compounds responsible for its sweetness. As reported by Beverage Daily, Coca-Cola has collaborated with stevia producer PureCircle on a development and supply agreement for its patented Rebaudioside M glycoside, known as Reb M. PureCircle, well-regarded in stevia research and holder of over 60 stevia-related patents, recently announced the completion of the plant’s genome sequencing in collaboration with KeyGene. This research enhances ingredient developers’ understanding of the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasize the need to adapt to the new reality where consumers are actively looking to reduce their sugar intake. A growing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, alongside Coca-Cola and PepsiCo, are reformulating their products or launching new ones featuring stevia. Although not every consumer has turned against sugar, a significant enough portion has, making it essential to identify a better sweetener. Otherwise, many soda drinkers—and the valuable revenue they generate—may shift to healthier beverage options. Additionally, the calcium citrate with vitamin D combination is becoming a popular choice among health-conscious consumers, further emphasizing the need for beverage companies to innovate and create healthier alternatives.