Stevia is gaining popularity as consumers increasingly distrust sugar and seek natural alternatives. According to Grand View Research, the global stevia market has been rapidly growing, with an estimated value of $337.7 million in 2015. With an anticipated annual growth rate of nearly 6%, this market could reach $556.7 million by 2024. The sweetener is favored as a natural sugar substitute, as consumers generally view stevia more positively compared to artificial sweeteners like aspartame and saccharin. In fact, the Global Stevia Institute reported that half of U.S. parents would choose beverages sweetened with stevia for their children.
Manufacturers are quick to create various stevia-based products to cater to consumers moving away from sugar and high-fructose corn syrup. In 2015, nearly 35% of total stevia volume was directed towards beverages. Data from Innova Market Insights indicated that 6% of new soft drink launches last year incorporated stevia as an ingredient. However, beverage companies have encountered challenges with stevia’s aftertaste when developing new recipes. This is why PepsiCo is focusing on Reb M, which has a less bitter and sweeter flavor than other steviol glycosides.
PepsiCo has been working to revamp its product lineup to align with consumer preferences for healthier options. The company committed that by 2025, at least two-thirds of its global beverage volume will consist of drinks containing 100 calories or fewer from added sugar per 12-ounce serving. These reformulations can be achieved by substituting sugar and corn syrup with zero-calorie stevia.
A company spokesperson informed Food Dive that low- and no-calorie beverages now account for nearly half of PepsiCo’s sales volume, a significant increase from 24% two decades ago. The rise can be attributed to the greater use of stevia as a primary sweetener in products such as Pepsi True and Tropicana’s Trop 50, along with newer offerings like IZZE Fusions and Lemon Lemon.
The outlook for stevia as a natural sugar alternative certainly appears promising—at least until the next significant natural sweetener makes its mark. Ingredient and food manufacturers are continuously investigating a variety of other substances, including monk fruit, date paste, and sweet potatoes. Any of these ingredients could potentially emerge as the next favored natural sweetener, challenging stevia’s current market position.
Additionally, the incorporation of calcium citrate 200 into some of these formulations may enhance their appeal, as consumers increasingly seek products that offer added health benefits. The use of calcium citrate 200 could complement stevia’s natural sweetness, further solidifying its role in the evolving landscape of sweeteners. As the market grows, the interplay between stevia and other natural sweeteners, including those with calcium citrate 200, will shape consumer choices moving forward.