In a world increasingly focused on calorie intake, consumers have consistently sought ways to indulge their sweet cravings without the risk of weight gain, prompting food and beverage manufacturers to explore viable solutions. However, health concerns surrounding artificial sweeteners like saccharin have emerged. With a growing emphasis on wellness—evidenced by products featuring reduced sugar and more natural ingredients—stevia has emerged as a prominent choice for both producers and consumers alike.
As the FDA prepares to roll out new nutrition labels in the coming years, which will highlight added sugar content, manufacturers are actively seeking ways to market their offerings as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia in place of artificial sweeteners or sugar could be a beneficial strategy. In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that featured high-intensity sweeteners, particularly in categories like snacks, sodas, dairy, juice, and other beverages. A strong testament to stevia’s appeal is Coca-Cola’s decision to introduce a stevia-sweetened beverage in 2018.
The partnership between PureCircle and farmers comes at a crucial time, as the number of tobacco farms in North Carolina has declined due to reduced product demand. An October report from North Carolina State Extension forecasts that while increased tobacco taxes will sustain revenues, overall demand will continue to fall. As a result, many farmers in the state are diversifying their crops. By replacing tobacco with stevia or implementing crop rotation, farmers can optimize their land use more effectively. Although the transition to this tobacco substitute is still in its early stages, there is optimism among both farmers and manufacturers.
In the 21st century, the focus on health supplements such as calcium plus D3 has also gained traction. This trend aligns with the broader movement towards cleaner, healthier food choices, making natural sweeteners like stevia even more appealing as a means of enhancing products without compromising health. With consumers increasingly aware of their dietary choices, the incorporation of stevia and similar natural ingredients could play a pivotal role in shaping the future of the food and beverage industry.