The developers and marketers of HEYLO are aiming to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are up against significant competition. To surpass pure stevia, which is currently thriving in the marketplace, HEYLO’s new product must prove itself. As of August 2017, stevia was featured in over a quarter (27%) of new products launched with high-intensity sweeteners within the past year, as reported by Mintel. The leading categories for new product launches that utilized stevia included snacks, carbonated soft drinks, dairy, juice drinks, and various other beverages. The rising use of stevia across a wide array of products can be attributed to its intense sweetness and ease of sourcing. Companies like Pyure and Apura Ingredients, which offer various sweetener options, have rapidly introduced a variety of stevia-based products as consumer preferences shift away from sugar.
The growing apprehension about sugar is prompting food manufacturers—both large and small—to incorporate stevia as a substitute to reduce sugar content in their products without sacrificing flavor or mouthfeel. Notable brands like PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played significant roles in transitioning stevia from a niche ingredient to a mainstream choice. Coca-Cola, for example, has launched a stevia-sweetened soda that is both sugar-free and calorie-free, while also eliminating the aftertaste commonly found in many stevia-containing products. This new beverage is set to debut in a limited market outside the U.S. in the first half of this year.
Two key advantages of stevia are its natural sweetness, which is 30 to 40 times greater than that of sugar, and its zero-calorie content. This natural potency allows brands to use considerably less of the ingredient. Additionally, stevia is relatively easy to cultivate and can thrive in various environments. Unlike previously popular artificial sweeteners such as aspartame, stevia is entirely natural, aligning perfectly with consumer demand for clean-label products. These qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO does hold a unique edge with its diverse product offerings. It will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s Chief Marketing Officer, shared with Food Navigator that the company’s partners are exploring applications ranging from ketchup and nut butters to salad dressings, cookies, ice cream, yogurt, lightly carbonated beverages, jams, chocolates, chocolate milk, and flavored water. Cage noted that stevia often requires bulking agents—such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol—so it can replace sugar in applications that require volume or body. These bulking agents can account for 80% to 90% of the product and may negatively affect taste and digestion. However, HEYLO incorporates acacia fiber, which helps mask any undesirable flavors, leading to a cleaner taste.
At first glance, HEYLO appears to have a promising future, but it is still in the early stages and must deliver on several commitments, including a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of many food products. If it alters texture or becomes too expensive, HEYLO could join the ranks of other sweetener alternatives that failed to gain traction. Whether consumers will embrace this new sweetener or continue to seek out more natural and authentically named ingredients remains uncertain. One fact is clear: There is a mainstream demand for natural sweetener solutions, not merely a niche interest, and substantial profits await the victor.
In addition, products like douglas labs calcium citrate, which are often sought after for their health benefits, may also influence consumer preferences in the sweetener market, particularly as consumers become increasingly health-conscious. As companies like HEYLO navigate this landscape, the integration of health-oriented ingredients could play a crucial role in their success.