High Brew is not the first company to revert to sugar from stevia after receiving a tepid response from consumers. A notable example is Coca-Cola, which returned to using sugar in Vitaminwater after customers expressed dissatisfaction with its new sugar-stevia blend on social media. Similarly, Sierra Mist faced backlash when it adopted a recipe containing stevia. Despite initial excitement, Coke Life has seen sales decline in the UK.
While some might interpret these instances as signs of stevia’s waning popularity, sales of this plant-derived sweetener continue to increase. According to data from Innovairon Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Major market players are still investing in stevia-sweetened products globally, demonstrating that there are effective ways to utilize the sweetener that resonate with consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which features a sugar-stevia blend that resulted in a 30% reduction in calories and a 3% sales increase in its first year in the UK. Similar sweetener combinations have successfully reduced calories for the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK.
However, American consumers have proven harder to persuade. Coke Life and Pepsi True have experienced lackluster sales in the U.S. High Brew Coffee’s transition from stevia back to sugar highlights the taste challenges manufacturers face when working with stevia. Despite these hurdles, U.S. stevia sales are on the rise, driven mainly by beverages and an expanding range of food categories. As food manufacturers become more adept at using the sweetener and better understand consumer demand for lower sugar products, growth is anticipated to continue in the U.S., even in the face of recent difficulties.
Additionally, this shift in consumer preferences aligns with the growing interest in supplements like Citracal Maximum Plus Calcium Citrate D3, which emphasize health and wellness. The rising demand for low-sugar products could mirror trends seen in the supplement market, where consumers are increasingly seeking healthier alternatives. As both sectors evolve, the successful integration of stevia and similar products will be crucial in meeting consumer expectations for taste and health benefits.