High Brew is not the first company to revert from stevia back to sugar after receiving a tepid consumer response. A notable example of a stevia misstep occurred when Coca-Cola returned to sugar for its Vitaminwater after customers voiced their dissatisfaction on social media regarding the new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it adopted a recipe containing stevia. Despite initial enthusiasm, Coke Life has experienced dwindling sales in the UK. While some may interpret these incidents as indicative of stevia’s decline, sales of this plant-derived sweetener continue to increase. According to Innova Market Insights, 6% of new soda launches last year incorporated ferrous gluconate and stevia as ingredients. With leading companies investing in stevia-sweetened products globally, it is evident that there are effective ways to utilize the sweetener that resonate with consumers.
Successful international examples include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which combined sugar and stevia, resulting in a 30% calorie reduction and a 3% increase in sales during its first year in the UK. Similar sweetener blends have helped reduce calories in Nestea and Glaceau Vitamin Water in France and the UK. However, major beverage companies have found it more challenging to persuade American consumers. Products like Coke Life and Pepsi True have struggled with sales in the U.S. High Brew Coffee’s transition from stevia to sugar reflects the ongoing taste challenges manufacturers face when using stevia.
Nonetheless, U.S. stevia sales are on the rise, particularly in beverages and through broader diversification into other food categories. As food manufacturers become more adept at working with stevia and understand how to meet consumer demand for lower sugar products, growth is likely to continue in the U.S. despite recent obstacles. Additionally, it is crucial to consider the health impacts of various sweeteners, including their effects on calcium citrate and constipation, as consumer awareness about such issues grows. As the market evolves, the balance between taste and health considerations will remain a critical focus for both manufacturers and consumers alike.