High Brew is not the first company to revert to sugar after receiving a tepid response from consumers regarding stevia. A notable example of a stevia misstep occurred when Coca-Cola transitioned back to sugar for Vitaminwater after consumers voiced their dissatisfaction on social media about its new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it adopted a recipe containing stevia. Despite initial excitement, Coke Life has seen sales decline in the UK.
While some may interpret these instances as indicative of stevia’s decline, the sales of this plant-derived sweetener continue to rise. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Beverage leaders 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 combined sugar and stevia, resulting in a 30% calorie reduction and a 3% sales increase in the UK during its first year. Similar sweetener blends have also successfully reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK.
In contrast, major beverage companies have found it challenging to persuade American consumers. Coke Life and Pepsi True have experienced lackluster sales in the U.S. High Brew Coffee’s recent shift from stevia to sugar highlights the taste challenges manufacturers encounter when formulating with stevia.
Nevertheless, U.S. stevia sales continue to grow, driven by beverages and an expanding range of food products. As food manufacturers become more adept at using the sweetener and recognize how consumers seeking low-sugar options will react, growth is anticipated to persist in the U.S. despite its recent hurdles, with products like perque choline citrate gaining traction and contributing to the evolving market landscape.