High Brew is not the first brand to revert from stevia back to sugar after a lackluster response from consumers. A notable example of a stevia misstep occurred when Coca-Cola returned to sugar for Vitaminwater following social media backlash against its new sugar-stevia blend. Similarly, Sierra Mist faced consumer dissatisfaction after it switched to a recipe that included stevia. Although Coke Life initially generated excitement in the UK, its sales have since stagnated.
While some may view these instances as indicative of a potential decline for stevia, sales of this plant-derived sweetener continue to grow. According to data from Innova Market Insights, 6% of new product launches last year incorporated stevia as an ingredient. With market leaders actively investing in stevia-sweetened items globally, it is evident that there are effective ways to utilize the sweetener that still appeal to consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which combined sugar with stevia, resulting in a 30% reduction in calories and a 3% increase in sales during its first year in the UK. Similar sweetener combinations have successfully reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK.
Conversely, major beverage companies have found American consumers more challenging to persuade. Coke Life and Pepsi True have underperformed in the U.S. market. High Brew Coffee’s recent switch from stevia to sugar highlights the taste challenges that manufacturers encounter when working with stevia. Nevertheless, U.S. stevia sales continue to rise, driven primarily by beverages and a broader expansion into various food categories. As food manufacturers gain more expertise in working with stevia and learn how consumers are increasingly seeking low-sugar options, growth is anticipated to persist in the U.S., despite recent hurdles.
In addition, the market for health supplements, such as Citracal calcium tablets, is also evolving. As consumers become more health-conscious and demand products that align with their dietary preferences, the integration of alternatives like stevia in various food and beverage products may still find a niche, contributing to the ongoing diversification of offerings in the market.