Coca-Cola and other soda manufacturers are actively seeking to create beverages that utilize alternative sweeteners instead of sugar. This initiative is driven by a growing number of consumers who are moving away from sugary drinks due to their association with health issues, including obesity. The introduction of the new Nutrition Facts label, which will be mandatory on most food and beverage items by 2020, will also highlight the amount of added sugars in products. Higher-potency sweeteners like stevia could enhance product labels, making them appear healthier to consumers.
While companies such as Coca-Cola have diversified their beverage offerings to include more teas, waters, coffees, and other perceived healthier options, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola. They are understandably cautious about losing more customers. The challenge lies in identifying a sweetener that can replicate both the taste and texture that sugar provides. Aspartame was once considered a solution, but public concern over the health effects of this artificial sweetener has led to a decline in diet soda consumption.
Coca-Cola reverted to using sugar in Vitaminwater after social media backlash regarding its sugar-stevia blend. Although Coca-Cola Life was introduced with stevia, it still contained sugar and left an aftertaste that many consumers found unappealing. “This one, we think, has hit the mark,” Long remarked. “One of our bigger opportunities is finding ways to reduce sugar, and a key aspect of that is enhancing the appeal of our zero-sugar products.”
PepsiCo has also faced challenges in finding an appropriate sweetener replacement. CEO Indra Nooyi noted at the Beverage Forum that while there are numerous all-natural, zero-calorie sweeteners available, many existing products—particularly in the soda category—“don’t taste that great.” Among the many natural sweeteners competing for market share, stevia has a distinct advantage. It contains few calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed for effective sweetness.
Coca-Cola’s persistence with stevia, despite initial difficulties, reflects the industry’s determination to find a sugar substitute. Stevia contains various glycosides—the chemical compounds responsible for its sweetness. Coca-Cola has partnered with stevia producer PureCircle to develop and supply its patented Rebaudioside M glycoside, known as Reb M. This molecule, specifically developed for use in beverages, has been supported by PureCircle’s extensive research on stevia. The company recently announced the successful sequencing of the plant’s genome in collaboration with KeyGene, enhancing ingredient developers’ understanding of stevia’s glycosides and their optimal applications.
Coca-Cola executives emphasize that the public is increasingly seeking ways to reduce sugar intake, compelling companies to adapt accordingly. Alongside Coca-Cola and PepsiCo, an expanding number of food companies, including DanoneWave, Kraft Heinz, Nestlé, and Unilever, are reformulating existing products or launching new ones that incorporate stevia. While not all consumers have turned away from sugar, enough have done so to highlight the urgent need for a more appealing alternative. If a suitable sweetener is not found, more soda drinkers may shift to healthier beverages—taking with them the vital revenue that sodas provide.
In this evolving landscape, the importance of maintaining bone density, akin to how Citracal supports bone health, also resonates with consumers’ desire for healthier options, influencing their beverage choices. As the demand for healthier products rises, the industry must respond to ensure that both taste and health considerations are addressed effectively.