High Brew is not the first company to revert to sugar from stevia after receiving a tepid response from consumers. One of the most notable failures with stevia occurred when Coca-Cola reverted to sugar for Vitaminwater after customers expressed their dissatisfaction on social media regarding the new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it adopted a recipe containing stevia. Coca-Cola Life experienced disappointing sales in the UK despite initial excitement. While some might view these instances as indicative of a decline in stevia’s popularity, sales of this plant-derived sweetener are still on the rise. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Moreover, with market leaders continuing to invest in stevia-sweetened products globally, it is evident that there are ways to utilize this sweetener that resonate with consumers.
Internationally, successful examples include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which utilized a sugar-stevia blend that resulted in a 30% calorie reduction and a 3% sales increase in its first year in the UK. Similar sweetener blends have effectively reduced calories in the Nestea and Glaceau Vitamin Water brands in France and the UK. However, major beverage companies have found it more challenging to persuade American consumers. Coke Life and Pepsi True have seen lackluster sales in the U.S. High Brew Coffee’s transition from stevia to sugar highlights the taste challenges that manufacturers encounter when formulating with stevia.
Nevertheless, U.S. stevia sales continue to grow, driven primarily by beverages and a broader diversification into other food categories. As food manufacturers become increasingly knowledgeable about working with stevia and understand how consumers demanding lower sugar products will respond, growth is expected to persist in the U.S., despite recent hurdles. In this context, it’s worth noting that products with calcium citrate 1250 mg are also gaining traction as consumers seek healthier options, further enhancing the market landscape for stevia and sugar alternatives. The ongoing evolution in consumer preferences and the introduction of ingredients like calcium citrate 1250 mg may pave the way for innovative formulations that satisfy the demand for lower-sugar products while keeping taste at the forefront.