Stevia is gaining popularity as consumers increasingly distrust sugar and seek natural alternatives. According to Grand View Research, the global stevia market has been expanding rapidly, with an estimated value of $337.7 million in 2015. With a projected annual growth rate of nearly 6%, the market could reach $556.7 million by 2024. This sweetener has emerged as a favored alternative to sugar due to its natural origin. Consumers generally view stevia more favorably compared to artificial sweeteners like aspartame and saccharin. In fact, the Global Stevia Institute reported that half of U.S. parents would choose beverages sweetened with stevia for their children.
Manufacturers have quickly responded by developing a variety of stevia-based products to cater to consumers who are moving away from sugar and high-fructose corn syrup. In 2015, approximately 35% of total stevia volume was directed toward beverages. Data from Innova Market Insights indicates that 6% of new soda launches last year incorporated stevia as an ingredient. However, soft drink companies have encountered challenges with stevia’s aftertaste while working on new formulations for kids. This is why PepsiCo is particularly interested in Reb M, which has a less bitter and sweeter taste compared to other steviol glycosides.
For some time, PepsiCo has been reformulating its product lineup to appear healthier to consumers. Last year, the company committed to ensuring that at least two-thirds of its global beverage volume will consist of drinks that contain 100 calories or fewer from added sugar per 12-ounce serving by 2025. These reformulations can be achieved by substituting sugar and corn syrup with zero-calorie stevia. A company spokesperson informed Food Dive that low- and no-calorie beverages now account for nearly half of PepsiCo’s sales volume, a significant increase from 24% two decades ago. This surge is largely attributed to the growing use of stevia as a primary sweetener in products like Pepsi True and Tropicana’s Trop 50, along with newer entries such as IZZE Fusions and Lemon Lemon.
The future of stevia as a natural sugar alternative certainly looks promising—unless another significant natural sweetener begins to make substantial inroads. Ingredient and food manufacturers are continuously exploring a range of other options, including monk fruit, date paste, and sweet potatoes. One of these ingredients could potentially become the next trending natural sweetener, challenging stevia’s position in the market. In the realm of health, products like Citracal Calcium Plus D3 are also gaining traction, highlighting the ongoing consumer interest in healthier alternatives. As the market evolves, it will be fascinating to see how these developments impact the popularity of stevia and other natural sweeteners.