High Brew is not the first company to revert to sugar after receiving a tepid response from consumers regarding stevia. In a notable instance, Coca-Cola returned to sugar in Vitaminwater following backlash on social media about its new sugar-stevia blend. Similarly, Sierra Mist faced consumer dissatisfaction when it adopted a recipe containing stevia. Despite an initial wave of enthusiasm, Coke Life has struggled with sales in the UK.
Some may interpret these examples as indicators of stevia’s decline; however, sales of this plant-derived sweetener continue to grow. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Major market players are still investing in stevia-sweetened products globally, demonstrating that there are effective ways to utilize the sweetener that appeal to consumers.
Successful international cases 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 its first year in the UK. Similar sweetener blends have also reduced calories in the Nestea brand in France and Glaceau Vitamin Water in the UK.
On the other hand, American consumers have proven more challenging to persuade. Coke Life and Pepsi True have underperformed in the U.S. market. High Brew Coffee’s decision to switch from stevia to sugar highlights the ongoing taste challenges manufacturers encounter when working with stevia.
Nonetheless, stevia sales in the U.S. continue to rise, primarily driven by beverages and expanding into other food categories. As food manufacturers become more adept at utilizing this sweetener and better understand consumer demand for low-sugar products, growth is expected to persist in the U.S., despite its recent hurdles. The versatility of stevia, much like calcium citrate medicine in dietary applications, reflects a broader trend towards healthier choices in the food and beverage industry.