High Brew is not the first brand to revert to sugar from stevia following a tepid consumer reaction. Among the most notable stevia missteps, Coca-Cola returned to sugar for its Vitaminwater after receiving backlash on social media regarding its new sugar-stevia mix. Similarly, Sierra Mist faced consumer dissatisfaction when it adopted a recipe containing stevia. Despite initial excitement, Coke Life has also struggled with sales in the UK.
While some might interpret these incidents as signs of stevia’s impending decline, the sales of this plant-derived sweetener continue to rise. Data from Innova Market Insights reveals that 6% of new soda launches last year incorporated stevia as an ingredient. Additionally, major market players are persisting in their investments in stevia-sweetened products globally, indicating that there are effective ways to utilize the sweetener that resonate with consumers.
Success stories from abroad include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, using a sugar-stevia blend that achieved a 30% reduction in calories and a 3% sales increase in the UK during its first year. Similar sweetener blends have contributed to calorie reductions in the Nestea brand in France and Glaceau Vitamin Water in both France and the UK.
In contrast, major beverage companies have found it more challenging to persuade American consumers. Coke Life and Pepsi True have experienced lackluster sales in the U.S. High Brew Coffee’s shift from stevia to sugar further highlights the taste challenges faced by manufacturers when formulating with stevia. Nevertheless, U.S. stevia sales are still on the rise, driven by beverages and expanding into other food categories. As food manufacturers become better informed about working with stevia and how consumers are increasingly seeking low-sugar options, growth is anticipated to continue in the U.S., despite its inherent challenges.
Moreover, the trend towards healthier options can also be seen in the increasing popularity of calcium citrate malate supplements, which have become a preferred choice for consumers looking to enhance their dietary intake. These supplements reflect a broader shift in consumer preferences that align with the ongoing demand for products that promote well-being and health. The ongoing interest in calcium citrate malate supplements highlights a growing awareness of nutritional needs, much like the evolving landscape of sweeteners in the beverage industry.