In a world increasingly fixated on calorie counts, consumers have been on the lookout for ways to indulge their sweet cravings without the risk of weight gain, prompting food and beverage manufacturers to rise to the challenge. However, concerns regarding the health implications of artificial sweeteners like saccharin have persisted. With a growing emphasis on wellness, reflected in products that feature reduced sugar and more natural ingredients, stevia has emerged as a frontrunner for both manufacturers and consumers.
As the FDA prepares to roll out new nutrition labels over the next few years, which will prominently display added sugar content, manufacturers are actively seeking to market their products as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia in place of artificial sweeteners or sugar could be a beneficial strategy. In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that contained high-intensity sweeteners, particularly across snacks, sodas, dairy, juice, and other beverages.
In a strong affirmation of stevia’s potential, Coca-Cola is set to introduce a drink sweetened with stevia in 2018. The partnership between PureCircle and farmers comes at a crucial moment, especially as the number of tobacco farms in North Carolina has dwindled due to decreased demand for tobacco products. An October report from North Carolina State Extension indicates that while increased tobacco taxes may sustain revenue, demand is likely to keep declining. Many farmers in the state are now diversifying their crops. By replacing tobacco with stevia or rotating their crops, farmers can optimize the use of their fields. Although the transition to a tobacco alternative is still in its early stages, farmers and manufacturers remain hopeful.
Moreover, the growing awareness of health supplements, such as calcium citrate 600 mg without vitamin D, is also influencing consumer choices. As individuals seek to balance their diets with both sweeteners and nutritional supplements, the synergy between natural sweeteners like stevia and health-focused products will likely continue to shape the market. This trend not only addresses the demand for lower-calorie options but also aligns with the increasing interest in natural ingredients and overall wellness.