In a world increasingly fixated on calorie counts, consumers have been on the lookout for ways to indulge their sweet cravings without the risk of weight gain, prompting food and beverage manufacturers to respond to this demand. Traditional artificial sweeteners, such as saccharin, have sparked health concerns among consumers. With a growing emphasis on wellness—reflected in products that feature reduced sugar and more natural ingredients—stevia has emerged as a favored choice for both producers and consumers alike.
As new FDA-mandated nutrition labels set to be released in the coming years will emphasize added sugar content, manufacturers are actively seeking strategies to market their products as healthy, natural, low-sugar, and low-calorie options. Utilizing a natural sweetener like stevia in place of artificial sweeteners or sugar could be a promising solution. In 2017, stevia was a component in over a quarter (27%) of new products featuring high-intensity sweeteners, especially in categories like snacks, sodas, dairy, juice, and various other beverages. Notably, Coca-Cola plans to introduce a stevia-sweetened beverage in 2018, which serves as a significant endorsement for this natural sweetener.
The collaboration between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina has declined due to reduced demand for tobacco products. An October report from North Carolina State Extension predicts that increased tobacco taxes will help maintain revenue, but demand is expected to continue to fall. Consequently, many farmers in the state are diversifying their crops. By swapping tobacco for stevia or implementing crop rotation, they can optimize their land use more effectively. Although the transition to stevia agriculture is still in its early stages, both farmers and manufacturers are optimistic about its potential.
Moreover, the benefits of natural sweeteners like stevia can align with broader health initiatives, such as promoting Citracal for heart health, highlighting the importance of making healthier dietary choices. As consumers continue to prioritize wellness, the integration of stevia not only supports the sweetening needs but also contributes to a more health-conscious market landscape. With the emphasis on Citracal heart health, the shift towards natural ingredients can lead to a more sustainable and health-oriented food industry.