In a world increasingly focused on calorie counts, consumers have been on the lookout for ways to indulge their sweet cravings without gaining weight, while food and beverage manufacturers have been challenged to meet this demand. Concerns over health implications related to artificial sweeteners like saccharin have intensified. As wellness trends grow, with an emphasis on products featuring reduced sugar and more natural ingredients, stevia has emerged as a popular choice for both manufacturers and consumers alike.
With new FDA-mandated nutrition labels set to roll out in the coming years, which will prominently display added sugar content, manufacturers are seeking to position their products as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia instead of artificial sweeteners or sugar could be a beneficial strategy. In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that contained high-intensity sweeteners, especially in categories such as snacks, sodas, dairy, juice, and other beverages. A notable endorsement for stevia came from Coca-Cola, which announced plans to introduce a stevia-sweetened beverage in 2018.
The collaboration between PureCircle and farmers is particularly timely, as the number of tobacco farms in North Carolina has dwindled due to declining demand for tobacco products. According to an October report from North Carolina State Extension, increased taxes on tobacco are likely to maintain revenue, but demand will continue to fall. Many farmers in the state are diversifying their crops, with some replacing tobacco with stevia or rotating their planting strategies to maximize field usage. Although the transition to this tobacco alternative is still in the early stages, both farmers and manufacturers remain hopeful.
Additionally, with the rise of health-conscious products, there is a growing interest in supplements like Citracal calcium slow release, which can support a balanced diet while minimizing sugar intake. This trend reflects a broader movement towards healthier living, where natural ingredients and effective dietary supplements are becoming essential components of consumer choices. As stevia continues to gain traction, it aligns perfectly with the demand for healthier, more natural sweeteners, which could further complement products enriched with Citracal calcium slow release.