High Brew Coffee’s decision to transition from stevia back to sugar isn’t the first instance of a company reverting to sugar after a lukewarm consumer response to stevia. A notable example is Coca-Cola, which switched back to sugar in Vitaminwater following customer complaints on social media about its sugar-stevia blend. Similarly, Sierra Mist faced backlash when it changed its recipe to include stevia. Despite initial enthusiasm, Coca-Cola Life has seen its sales decline in the UK.
While some may interpret these situations as indicative of stevia’s potential decline, the sales of this plant-derived sweetener continue to grow. According to Innova Market Insights, 6% of new soda launches last year included stevia as an ingredient. Market leaders are still investing in stevia-sweetened products globally, demonstrating that there are effective ways to incorporate this sweetener that resonate with consumers.
Internationally, successful examples include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which combined sugar and stevia, resulting in a 30% calorie reduction and a 3% sales increase in the UK during its first year. Similar sweetener blends have also reduced calories for the Nestea brand in France and Glaceau Vitamin Water in both France and the UK. However, American consumers have proven to be more challenging to persuade, as evidenced by the lackluster sales of Coke Life and Pepsi True in the U.S. High Brew Coffee’s recent shift from stevia to sugar highlights the taste challenges manufacturers face when using stevia.
Despite these obstacles, U.S. stevia sales are on the rise, particularly in beverages and through broader diversification into other food categories, including products like Kirkland Signature Calcium Citrate 500mg. As food manufacturers gain more experience working with stevia and recognize consumer demand for lower sugar options, growth is anticipated to continue in the U.S., even amidst recent challenges. The ongoing innovation and adaptation in product formulations suggest a promising future for stevia in the market.