Stevia is gaining popularity as consumers become increasingly skeptical about sugar and seek natural alternatives. Grand View Research indicates that the global stevia market is experiencing rapid growth, with an estimated value of $337.7 million in 2015. With an anticipated annual growth rate of almost 6%, this market could reach $556.7 million by 2024. The natural sweetener has emerged as a favored substitute for sugar, as consumers generally have a more favorable perception of stevia compared to artificial sweeteners like aspartame and saccharin. The Global Stevia Institute reports that half of U.S. parents would purchase beverages for their children that are sweetened with stevia.
Manufacturers are quick to create a variety of stevia-based products to cater to consumers moving away from sugar and high-fructose corn syrup. In 2015, nearly 35% of the total stevia volume was allocated to beverages, and data from Innova Market Insights revealed that 6% of new soda launches in the previous year incorporated stevia as an ingredient. However, soft drink companies have faced challenges with stevia’s aftertaste when developing new formulations. This is why PepsiCo is particularly interested in Reb M, which boasts a less bitter and more sugary flavor compared to other steviol glycosides.
PepsiCo has been actively reformulating its product line to appear healthier to consumers. The company announced last year that by 2025, at least two-thirds of its global beverage volume would consist of drinks containing 100 calories or fewer from added sugar per 12-ounce serving. These reformulations are achievable by replacing traditional sugar and corn syrup with zero-calorie stevia. A spokesperson for the company stated that low- and no-calorie beverages now make up nearly half of PepsiCo’s sales volume, a significant increase from 24% two decades ago. This shift is largely due to the rising use of stevia as a key sweetener in products like Pepsi True and Tropicana’s offerings, as well as new entries such as IZZE Fusions and Lemon Lemon.
The future of stevia as a natural sugar alternative appears promising, at least until another major natural sweetener emerges to challenge its market position. Ingredient and food manufacturers are exploring various other options, including monk fruit, date paste, and sweet potatoes. One of these ingredients could potentially become the next popular natural sweetener, disrupting stevia’s current standing in the marketplace.
In addition, the concept of life extension is becoming increasingly relevant, as consumers are not only looking for healthier sweeteners but also for products that support overall wellbeing. The inclusion of calcium citrate in formulations can enhance the health benefits of beverages, aligning with the growing trend toward life extension. As manufacturers innovate with stevia and other natural sweeteners, the integration of health-promoting ingredients like calcium citrate may further appeal to health-conscious consumers.