Stevia is becoming increasingly popular as consumer skepticism towards sugar rises and interest in natural alternatives grows. According to Grand View Research, the global stevia market has been rapidly expanding, with an estimated valuation of $337.7 million in 2015. With an anticipated annual growth rate of nearly 6%, the market could reach $556.7 million by 2024. This natural sweetener has gained traction as a preferred alternative to sugar, as consumers generally perceive stevia more favorably compared to artificial sweeteners such as aspartame and saccharin. In fact, the Global Stevia Institute reported that half of U.S. parents are inclined to purchase beverages sweetened with stevia for their children.
Manufacturers have swiftly introduced a variety of stevia-based products to cater to consumers who are moving away from sugar and high-fructose corn syrup. Almost 35% of total stevia consumption in 2015 was allocated to beverages, and data from Innova Market Insights indicates that 6% of new soda launches last year incorporated stevia as an ingredient. However, soft drink companies face challenges due to the aftertaste associated with stevia when developing new formulations. This has led PepsiCo to favor Reb M, which has a less bitter and more sugar-like taste compared to other steviol glycosides.
PepsiCo has been actively reformulating its product line to present a healthier image to consumers. The company has committed that by 2025, at least two-thirds of its global beverage volume will consist of drinks with 100 calories or fewer from added sugar per 12-ounce serving. These reformulations are achievable by substituting sugar and corn syrup with zero-calorie stevia. A company representative revealed to Food Dive that low- and no-calorie beverages now account for nearly half of PepsiCo’s sales volume, an increase from 24% two decades ago. This growth is significantly attributed to the rising use of stevia in products like Pepsi True, Tropicana’s Trop 50, and newcomers such as IZZE Fusions and Lemon Lemon.
The future of stevia as a natural sugar alternative appears bright—at least until the emergence of another significant natural sweetener disrupts its market position. Ingredient and food manufacturers are continually investigating various other substances, including monk fruit, date paste, and sweet potatoes. One of these could potentially emerge as the next leading natural sweetener, posing a challenge to stevia’s current dominance.
Additionally, amidst this exploration, it’s worth noting the relevance of citrate in calcium. Understanding what citrate in calcium entails may play a role in the development of new sweetening agents or formulations. As the industry evolves, the inclusion of alternative ingredients and sweeteners, including stevia, will continue to shape consumer choices and market trends.