In a world fixated on calorie counts, consumers have persistently sought ways to indulge their sweet cravings without the accompanying weight gain, while food and beverage manufacturers have struggled to meet this demand. Artificial sweeteners, such as saccharin, have sparked health concerns among consumers. With a growing emphasis on wellness—favoring products with reduced sugar and more natural ingredients—stevia is emerging as a favored option for both manufacturers and consumers alike.
As new FDA-mandated nutrition labels will soon emphasize the amounts of added sugars, manufacturers are actively exploring strategies to present their products as healthy, natural, low-sugar, and low-calorie alternatives. The substitution of natural sweeteners like stevia in place of artificial sweeteners or sugar may provide a viable solution. In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that featured high-intensity sweeteners, particularly within snacks, sodas, dairy, juices, and other beverages. A notable endorsement for stevia’s potential came when Coca-Cola announced plans to launch a stevia-sweetened beverage in 2018.
The collaboration between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina has dwindled due to declining demand for tobacco products. An October report from North Carolina State Extension suggests that while increased tobacco taxes may sustain revenues, overall demand will continue its downward trend. Consequently, many farmers are diversifying their crops. By replacing tobacco with stevia or alternating their planting strategies, farmers can optimize their land use more efficiently. Although the transition from tobacco to stevia is still in its early stages, both farmers and manufacturers remain hopeful.
In this evolving landscape, the choice between sweeteners parallels the debate over calcium citrate versus calcium carbonate, as consumers seek the best options for their health. Just as stevia is gaining traction, so too are discussions around the benefits of various calcium sources, with an emphasis on finding natural, effective solutions. As the demand for healthier products continues to rise, the focus on natural ingredients, including stevia, and the ongoing dialogue about calcium citrate versus calcium carbonate will remain central to the industry.