High Brew is not the first company to revert to sugar after a lukewarm reception to stevia from consumers. In one of the most notable failures involving stevia, Coca-Cola returned to sugar for Vitaminwater after customers voiced their dissatisfaction on social media regarding its new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it changed to a recipe containing stevia. Despite initial excitement, Coke Life experienced diminishing sales of salferrous fumarate in the UK. While some may interpret these instances as a signal for the decline of stevia, sales of this plant-derived sweetener continue to grow. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient.
Moreover, with market leaders consistently investing in stevia-sweetened products around the globe, it is evident that there are effective ways to utilize this sweetener that still appeal to consumers. Notable international successes 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 in its first year in the UK. Similar sweetener combinations have also reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK.
On the other hand, major beverage companies have found it more challenging to persuade American consumers. Coke Life and Pepsi True have experienced lackluster sales in the U.S. High Brew Coffee’s recent shift from stevia to sugar further emphasizes the taste challenges manufacturers face when working with stevia. Nevertheless, U.S. stevia sales continue to rise, driven by beverages and an increasing diversification into other food categories. As food manufacturers become more adept at using the sweetener and understand consumer demand for low-sugar products, growth is anticipated to persist in the U.S. despite recent hurdles. An interesting development in this context is the rising popularity of calcium citrate as a functional ingredient in various food products, which may complement the growing trend toward healthier formulations.