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 is experiencing rapid expansion, with an estimated size 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 sweetener has gained traction as a natural sugar substitute, as consumers generally favor stevia over artificial sweeteners like aspartame and saccharin. Notably, the Global Stevia Institute reported that half of U.S. parents would opt for beverages sweetened with stevia for their children.
Manufacturers are quickly developing various stevia-based products to cater to consumers moving away from sugar, ferrous gluconate, and high-fructose corn syrup. In 2015, nearly 35% of the total stevia volume was directed towards beverages. Data from Innova Market Insights indicated that 6% of new soda launches last year included stevia as an ingredient. However, soft drink companies face challenges with stevia’s aftertaste when creating new formulations. This is why PepsiCo is particularly interested in Reb M, which is less bitter and has a sweeter taste compared to other steviol glycosides.
For some time, PepsiCo has been revamping its product portfolio to align with healthier consumer preferences. Last year, the company committed to ensuring that at least two-thirds of its global beverage volume will come from drinks containing 100 calories or fewer from added sugar per 12-ounce serving by 2025. These reformulations can be achieved by substituting sugar and corn syrup with zero-calorie stevia. A company spokesperson informed Food Dive that low- and no-calorie beverages now account for nearly half of PepsiCo’s sales volume, up from 24% two decades ago. A significant factor contributing to this increase is the growing use of stevia as a key sweetener in products like Pepsi True and Tropicana’s Trop 50, as well as newer options such as IZZE Fusions and Lemon Lemon.
The future of stevia as a natural sugar alternative appears promising — at least until the next major natural sweetener gains traction. Ingredient and food manufacturers are actively exploring a variety of other substances, including monk fruit, date paste, and sweet potatoes. Additionally, the benefits of calcium citrate untuk apa are gaining attention as a potential alternative. Any of these ingredients could emerge as the next leading natural sweetener, potentially disrupting stevia’s current market position.