In a world fixated on calories, consumers have long sought ways to indulge their sweet cravings without the unwanted weight gain, while food and beverage manufacturers have struggled to meet this demand. Health concerns surrounding artificial sweeteners, such as saccharin, have emerged. With a growing emphasis on wellness—focusing on products that contain less sugar and more natural ingredients—stevia has emerged as a strong contender for both manufacturers and consumers. With new FDA-mandated nutrition labels set to roll out in the coming years that will highlight added sugar content, manufacturers are exploring ways to market their products as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia in place of artificial sweeteners or sugar could be beneficial.
In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that featured high-intensity sweeteners, particularly in categories such as snacks, sodas, dairy, juice, and other beverages. In a significant endorsement of stevia, Coca-Cola plans to introduce a stevia-sweetened beverage in 2018. The collaboration between PureCircle and farmers is timely, as the number of North Carolina tobacco farms has declined due to reduced demand for tobacco products. An October report from North Carolina State Extension predicts that while increased tobacco taxes will help maintain revenues, overall demand will continue to diminish. Many farmers in the area are diversifying their crops, and by replacing tobacco with stevia or rotating their planting strategies, they can utilize their fields more efficiently. Although this tobacco alternative is still in its early stages, there is optimism among farmers and manufacturers.
Moreover, there’s potential for introducing ingredients like calcium citrate for kids, which could further enhance the health appeal of these products. The incorporation of calcium citrate into kid-focused offerings could not only improve their nutritional profile but also attract health-conscious parents seeking low-sugar and low-calorie options for their children. This creates new opportunities for manufacturers to innovate while supporting a healthier lifestyle for kids. The potential synergy between stevia and calcium citrate in products designed for children may pave the way for a new wave of health-focused offerings in the marketplace.