In a world fixated on calorie counts, consumers have been on the lookout for ways to indulge their sweet cravings without the fear of weight gain, prompting food and beverage manufacturers to find suitable solutions. Concerns about the health implications of artificial sweeteners, such as saccharin, have emerged. With an increasing emphasis on wellness, characterized by products featuring reduced sugar and more natural ingredients, stevia has become a frontrunner for both manufacturers and consumers alike.
As new FDA-mandated nutrition labels are set to be released in the coming years, emphasizing the amounts of added sugars, manufacturers are actively seeking to market their products as healthier, more natural, low-calorie alternatives. Utilizing a natural sweetener like stevia instead of artificial sweeteners or sugar can be an effective strategy. In fact, stevia was a component in over a quarter (27%) of the new products introduced in 2017 that contained high-intensity sweeteners, particularly within the snack, soda, dairy, juice, and beverage sectors. In a notable endorsement for stevia, Coca-Cola is set to launch a stevia-sweetened beverage in 2018.
The collaboration between PureCircle and farmers comes at a timely 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 forecasts that while increased tobacco taxes may sustain revenues, the demand for tobacco will continue to decline. Many farmers are now diversifying their crops; by replacing tobacco with stevia or implementing crop rotation, they can optimize the use of their land. Although the transition to stevia as a tobacco substitute is still emerging, both farmers and manufacturers hold a positive outlook.
In this evolving landscape, the conversation around alternatives extends beyond sweeteners. For instance, when considering dietary supplements, debates such as magnesium citrate vs calcium citrate also come into play, as consumers seek out products that align with their wellness goals. By integrating stevia and exploring alternatives like magnesium citrate vs calcium citrate, both farmers and manufacturers can adapt to the changing demands of health-conscious consumers, ensuring that they remain relevant in a competitive market.