Stevia is becoming increasingly popular as consumers’ skepticism towards sugar rises and their interest in natural alternatives grows. According to Grand View Research, the global stevia market is expanding rapidly, with an estimated value 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 tend to favor stevia over artificial sweeteners like aspartame and saccharin. In fact, the Global Stevia Institute reported that half of U.S. parents would purchase stevia-sweetened beverages for their children.
Manufacturers have swiftly developed a variety of stevia-based products to cater to consumers who are moving away from sugar and high-fructose corn syrup. In 2015, almost 35% of total stevia consumption was directed towards beverages. Data from Innova Market Insights indicates that 6% of new soda launches in the previous year included stevia as an ingredient. However, soft drink companies are facing challenges with the aftertaste of stevia while working on new formulations. This has led PepsiCo to focus on Reb M, which has a less bitter and more sugary taste compared to other steviol glycosides.
PepsiCo has been actively revamping its product lineup to appear healthier to consumers. Last year, the company committed to ensuring that by 2025, at least two-thirds of its global beverage volume would come from drinks containing 100 calories or fewer from added sugar per 12-ounce serving. This reformulation is achievable by substituting sugar and corn syrup with zero-calorie stevia. A company representative informed Food Dive that low- and no-calorie beverages now account for nearly half of PepsiCo’s sales volume, a significant increase from 24% two decades ago. The growing use of stevia as a primary sweetener in products like Pepsi True, Tropicana’s Trop 50, and newer offerings such as IZZE Fusions and Lemon Lemon has played a major role in this shift.
The future of stevia as a natural sugar alternative appears bright—at least until the next significant natural sweetener makes its mark. Ingredient and food manufacturers are continuously investigating a range of other options, including monk fruit, date paste, and sweet potatoes. One of these ingredients might become the next popular natural sweetener, potentially disrupting stevia’s current standing in the marketplace.
Additionally, the trend toward healthier products is reflected in the growing popularity of soft chews calcium, which are being integrated into various health-focused snacks and supplements. As consumers seek out natural alternatives, products that combine stevia with soft chews calcium could further enhance this movement towards healthier choices. As the market evolves, we may see more innovations that blend stevia with functional ingredients like soft chews calcium, appealing to health-conscious consumers.