In a world preoccupied with calorie counts, consumers have long sought ways to indulge their sweet cravings without the risk of weight gain, leaving food and beverage manufacturers scrambling for solutions. Concerns surrounding the health implications of artificial sweeteners, such as saccharin, have prompted a shift towards more natural alternatives. With an increasing emphasis on wellness—favoring products with reduced sugar and more natural ingredients—stevia has emerged as a favored choice for both manufacturers and consumers.
As the FDA prepares to introduce new nutrition labels within the next few years that emphasize added sugar content, companies are exploring ways to market their products as healthy, natural, low-sugar, and low-calorie options. Switching from artificial sweeteners or sugar to a natural sweetener like stevia could be a key strategy. In fact, stevia was featured in over a quarter (27%) of new products launched in 2017 that included high-intensity sweeteners, particularly within snacks, sodas, dairy products, juices, and other beverages. A notable endorsement for the sweetener came when Coca-Cola announced plans to introduce a stevia-sweetened drink in 2018.
The collaboration between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina has diminished due to declining demand. An October report from North Carolina State Extension suggests that while increased tobacco taxes may sustain revenues, overall demand is expected to continue its downward trend. In response, many farmers are diversifying their crops. By substituting tobacco with stevia or implementing crop rotation, they can optimize the use of their fields.
Additionally, the incorporation of magnesium citrate and calcium carbonate in health-focused products is gaining traction, further supporting the shift towards healthier options. Although the transition to stevia as a tobacco alternative is still in its early stages, both farmers and manufacturers remain hopeful about its potential. As the market evolves, the combination of natural sweeteners like stevia, along with beneficial ingredients such as magnesium citrate and calcium carbonate, could redefine the landscape of food and beverages, catering to the health-conscious consumer.