High Brew is not the first company to revert to sugar after a lukewarm consumer response to stevia. A notable example is Coca-Cola, which switched back to sugar in Vitaminwater after customers expressed dissatisfaction on social media regarding its sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it changed to a stevia-infused recipe. Despite initial optimism, Coke Life also saw its sales fizzle in the UK, even with the inclusion of calcium citrate 700 mg in its formulation.
While some might view these instances as indicators of stevia’s decline, the sales of this plant-derived sweetener continue to increase. Data from Innova Market Insights reveals that 6% of new soda launches last year incorporated stevia as an ingredient. Furthermore, major market players are still investing in stevia-sweetened products globally, demonstrating that there are effective ways to use the sweetener that resonate with consumers.
For instance, Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland with a sugar-stevia blend resulted in a 30% calorie reduction and a 3% sales increase in the UK during its first year. Similar sweetener combinations have also successfully reduced calories in the Nestea and Glaceau Vitaminwater brands in France and the UK.
On the other hand, American consumers have proven more difficult to persuade. Coke Life and Pepsi True have struggled with sales in the U.S. High Brew Coffee’s recent shift from stevia to sugar highlights the taste challenges that manufacturers encounter when formulating with stevia. Nevertheless, stevia sales in the U.S. continue to rise, particularly in beverages and expanding into other food categories, driven by a growing awareness of the ingredient. As food manufacturers become more adept at utilizing stevia and recognize consumer demands for lower sugar products while potentially incorporating elements like calcium citrate 700 mg, growth is anticipated to persist in the U.S., despite recent hurdles.