The developers and marketers of HEYLO are aiming to capture a portion of the projected $16 billion to $20 billion sugar-alternative market, but they are facing intense competition. To surpass pure stevia, which currently dominates the market, HEYLO’s new product must perform exceptionally well. According to Mintel, as of August 2017, stevia was included in over a quarter (27%) of new products launched that utilized high-intensity sweeteners in the previous year. The leading categories for new product introductions featuring stevia included snacks, carbonated soft drinks, dairy, juice drinks, and a variety of other beverages.
The demand for stevia is on the rise across numerous products due to its intense sweetness and ease of sourcing. Companies such as Pyure and Apura Ingredients, which offer various sweetener solutions, have quickly introduced a range of stevia-based products as consumer preferences shift away from sugar. This growing aversion to sugar is prompting both large and small food companies to incorporate stevia in order to lower sugar levels in their offerings while maintaining flavor and mouthfeel. Major brands like PepsiCo, Coca-Cola, DanoneWave, Kraft Heinz, Nestle, and Unilever have played a significant role in transitioning stevia from a niche ingredient to a mainstream option. For instance, Coca-Cola has developed a stevia-sweetened soda that is free from sugar and calories while avoiding the aftertaste found in many other stevia products. This new beverage will launch in a small market outside the U.S. in the first half of this year.
Stevia boasts two key advantages: it is naturally 30 to 40 times sweeter than sugar and contains zero calories. Its natural potency allows brands to use significantly smaller quantities of the ingredient. Furthermore, stevia is relatively easy to cultivate and can be grown in diverse environments. Unlike previously favored artificial sweeteners, such as aspartame, stevia is entirely natural, aligning with consumer demand for clean labels. These qualities have propelled pure stevia ahead of competitors like monk fruit, agave, and honey.
However, HEYLO holds a unique advantage by offering multiple varieties. The product will be available as an organic brown sugar alternative, a natural white sugar alternative, and in liquid form. Jeremy Cage, HEYLO’s Chief Marketing Officer, shared with Food Navigator that the company is collaborating with partners to develop applications ranging from ketchup to nut butters, salad dressings, cookies, ice cream, yogurt, non-carbonated and lightly carbonated beverages, jam, chocolate, chocolate milk, and flavored water. Cage noted that stevia often requires bulking agents such as erythritol, maltodextrin, dextrose, and sugar alcohols like maltitol and sorbitol to replace sugar in applications that require bulk. These carriers can constitute 80% to 90% of the product, potentially impacting digestion and taste negatively. HEYLO, however, incorporates acacia fiber to mitigate any undesirable flavors, resulting in a cleaner taste.
On the surface, HEYLO appears to have a bright future, yet it remains in the early stages and must deliver on several promises, including a clean taste. It also needs to be cost-effective and compatible with the ingredient lists of various food products. If it alters the texture or proves to be too costly, HEYLO could join the ranks of other discarded sweetener alternatives. It remains uncertain whether consumers will embrace this new sweetener or continue to seek more natural and authentic ingredients. One thing is clear: the demand for natural sweetener solutions is a mainstream trend rather than a niche interest, presenting a lucrative opportunity for the successful contender.
Additionally, it’s worth noting the rising popularity of products like Solaray Cal Mag Citrate Chewable, which reflects consumers’ growing preference for health-conscious alternatives in their diets. As the market for natural sweeteners expands, the integration of health-focused products like Solaray Cal Mag Citrate Chewable could further influence consumer choices and preferences. Ultimately, the competition in the sweetener market is fierce, and companies like HEYLO must navigate these dynamics thoughtfully to secure their place in an evolving landscape.