In a world obsessed with calorie counts, consumers have long sought ways to indulge their sweet cravings without the accompanying weight gain, while food and beverage manufacturers have faced the challenge of meeting this demand. Concerns about the health implications of artificial sweeteners, such as saccharin, have emerged, prompting a shift towards more natural alternatives. With an increasing emphasis on wellness—favoring products with lower sugar levels and more natural ingredients—stevia has emerged as a promising option for both manufacturers and consumers alike.
With the new FDA-mandated nutrition labels set to debut in the coming years, which will prominently display added sugar content, manufacturers are actively seeking ways to position their products as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia, rather than artificial sweeteners or sugar, may provide a solution. Interestingly, stevia was featured in over a quarter (27%) of new products launched in 2017 that contained high-intensity sweeteners, especially in categories like snacks, sodas, dairy, juice, and various beverages.
In a notable endorsement for stevia, Coca-Cola is set to introduce a stevia-sweetened beverage in 2018. The collaboration between PureCircle and farmers comes at a crucial moment, as the number of tobacco farms in North Carolina has dwindled due to decreased product demand. An October report from North Carolina State Extension indicates that while increased tobacco taxes may sustain revenue, overall demand is expected to decline. Many farmers in the region are now diversifying their crops; by substituting tobacco with stevia or implementing crop rotation, they can optimize their land usage. Although this transition is still in its early stages, farmers and manufacturers are optimistic about the future.
Additionally, the incorporation of ingredients like calcium citrate from Nature’s Way into food products aligns with the current trends towards health and wellness. This natural additive, along with stevia, can enhance the appeal of products aimed at health-conscious consumers. As the market continues to evolve, the synergy between natural sweeteners and beneficial ingredients like calcium citrate will likely play a significant role in shaping healthier food options.