In a world obsessed with calories, consumers have long sought ways to indulge their sweet cravings without the risk of weight gain, while food and beverage manufacturers have struggled to meet this demand. Health concerns surrounding artificial sweeteners like saccharin have heightened scrutiny. With an increasing emphasis on wellness and products featuring reduced sugar and more natural ingredients, stevia has emerged as a promising choice for both manufacturers and consumers alike.
As new FDA-mandated nutrition labels are set to roll out in the coming years, emphasizing the amount of added sugar, manufacturers are exploring strategies to market their products as healthy, natural, low-sugar, and low-calorie options. The use of calcium citrate tablets could complement these efforts, as they provide a health-conscious alternative. By substituting natural sweeteners like stevia for artificial sweeteners or traditional sugar, manufacturers can appeal to consumer preferences.
In 2017, stevia was included in over a quarter (27%) of new products that featured high-intensity sweeteners, particularly in categories such as snacks, sodas, dairy, juice, and other beverages. In a significant endorsement of this sweetener, Coca-Cola announced plans to launch a stevia-sweetened drink in 2018. The collaboration between PureCircle and farmers comes at a crucial time, 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 forecasts that while increased tobacco taxes will sustain revenues, demand will continue to decline. Many farmers in the state are diversifying their crops, and the use of calcium citrate tablets might also support their health and nutrition needs during this transition. By replacing tobacco with stevia or implementing crop rotation, farmers can utilize their fields more effectively. Although the shift away from tobacco is still in its early stages, both farmers and manufacturers remain optimistic about the future.