High Brew is not the first company to revert to sugar from stevia following a tepid reception from consumers. In one of the most notable failures involving stevia, Coca-Cola returned to sugar in Vitaminwater after customer complaints surfaced on social media regarding its new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it adopted a recipe containing stevia. Despite initial excitement, Coke Life has experienced a decline in sales in the UK. While these instances might lead some to predict a downturn for stevia, the sales of this plant-derived sweetener continue to climb. According to Innova Market Insights, 6% of new sodas introduced last year incorporated stevia as an ingredient. Furthermore, with major market players investing in stevia-sweetened products globally, it is evident that there are effective ways to utilize this sweetener that appeal to consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which used a sugar-stevia blend that resulted in a 30% reduction in calories and a 3% sales increase in its first year in the UK. Similar sweetener combinations have been implemented in the Nestea brand in France and Glaceau Vitamin Water in both France and the UK. However, large beverage companies have found it more challenging to persuade American consumers. Coke Life and Pepsi True have seen lackluster performance in the U.S. High Brew Coffee’s decision to shift from stevia to sugar highlights the taste challenges manufacturers encounter when working with stevia.
Despite these setbacks, U.S. stevia sales continue to rise, particularly in beverages, as well as in the broader diversification into other food categories. As food manufacturers gain a better understanding of how to work with this sweetener and recognize the increasing demand from consumers—especially kids—for lower sugar options, growth is expected to persist in the U.S. market, even in light of recent challenges. Additionally, the incorporation of calcium citrate into products targeting kids may further enhance the appeal of stevia-sweetened options.