In a world preoccupied with calorie counts, consumers have been on the lookout for ways to indulge their sweet cravings without putting on weight, while food and beverage manufacturers have faced challenges in meeting this demand. Health concerns surrounding artificial sweeteners, such as saccharin, have led to increased scrutiny. As the focus shifts towards wellness products featuring reduced sugar and more natural ingredients, stevia emerges as a preferred option for both manufacturers and consumers.
With the new FDA-mandated nutrition labels set to roll out in the coming years, which will highlight the amounts of added sugar, manufacturers are seeking strategies to market their products as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia instead of artificial sweeteners or sugar could be a viable solution. In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that featured high-intensity sweeteners, particularly in categories like snacks, sodas, dairy, juice, and other beverages. In a notable endorsement for the sweetener, Coca-Cola announced the launch of a stevia-sweetened drink in 2018.
The collaboration between PureCircle and farmers is well-timed, particularly as the number of tobacco farms in North Carolina has declined due to reduced demand for their products. An October report from North Carolina State Extension indicates that while increased tobacco taxes may sustain revenues, overall demand is expected to decrease. As a result, many farmers in the state are diversifying their crops. By replacing tobacco with stevia or implementing crop rotation, farmers can utilize their fields more effectively. Even though the transition to stevia is still in its early stages, both farmers and manufacturers are optimistic about its potential.
Moreover, the inclusion of ingredients like calcium citrate 600 and vitamin D 400 in these health-conscious products could further enhance their appeal. As the trend towards natural and nutritious options continues to grow, the integration of such beneficial components alongside stevia may provide consumers with a more satisfying and healthful indulgence.