In a world obsessed with calories, consumers have been on the lookout for ways to indulge their sweet cravings without adding extra weight, while food and beverage manufacturers have been striving to meet this demand. Health concerns have arisen regarding artificial sweeteners such as saccharin. With a growing emphasis on wellness and a preference for products with less sugar and more natural ingredients, stevia is emerging as a favored choice for both manufacturers and consumers. As new FDA-mandated nutrition labels are set to debut in the coming years, highlighting the amounts of added sugar, manufacturers are exploring ways to position their offerings as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia instead of artificial sweeteners or sugar may provide a solution.
In 2017, stevia was an ingredient in over a quarter (27%) of new products launched that contained high-intensity sweeteners, particularly in categories like snacks, sodas, dairy, juice, and other beverages. In a strong endorsement for this natural sweetener, Coca-Cola is preparing to introduce a stevia-sweetened beverage in 2018. The collaboration between PureCircle and farmers comes at a crucial time, as the number of tobacco farms in North Carolina has been declining due to reduced demand for tobacco products. An October report from North Carolina State Extension forecasts that while increased tobacco taxes will sustain revenues, overall demand will continue to wane. Many farmers in the region are diversifying their crops, and by replacing tobacco with stevia or rotating plantings, they can optimize their land use more effectively. Although this tobacco alternative is still in its early stages, both farmers and manufacturers are optimistic about its potential.
Moreover, as consumers seek healthier options, incorporating ingredients with benefits such as Citracal for osteoporosis into their diets is becoming increasingly important. This shift in consumer behavior towards natural and beneficial ingredients, including stevia, aligns with the growing trend of prioritizing health and wellness in food choices.