Coca-Cola and other soda manufacturers are actively seeking to create beverages that do not rely on sugar for sweetness. This pursuit for alternative sweeteners is driven by a noticeable trend among consumers moving away from sugary sodas due to concerns about sugar’s contribution to health issues like obesity. The upcoming Nutrition Facts label, expected to be mandatory on most food and beverage items by 2020, will also highlight the amount of added sugar in products. High-potency sweeteners such as stevia are anticipated to improve product labeling, making them appear healthier to consumers.
While companies like Coca-Cola have broadened their product ranges to include more teas, waters, coffees, and other drinks perceived as healthier, soda still constitutes a significant portion of their sales—approximately 70% for Coca-Cola. They are understandably cautious about losing more customers.
The primary challenge lies in finding a sweetener that can effectively replicate the taste and texture of sugar. Aspartame was once considered a potential alternative, but public concerns regarding the health effects of artificial sweeteners have led to a decline in diet soda consumption. In response to consumer backlash, Coca-Cola reverted to using sugar in Vitaminwater after complaints about its new sugar-stevia blend. They also launched Coca-Cola Life, which included stevia but still contained sugar and an aftertaste that many consumers found unappealing.
“This one, we believe, has hit the mark,” said Long. “One of our significant opportunities is figuring out how to reduce sugar, with one strategy being to enhance the appeal of our zero-sugar products.” PepsiCo has faced similar challenges. Indra Nooyi, the CEO of PepsiCo, acknowledged at the Beverage Forum in April that while many all-natural, zero-calorie sweeteners are available, most products on the market—especially sodas—”don’t taste that great.”
Among various natural sweeteners competing for market dominance, stevia has distinct advantages. It contains few calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite its initial hurdles, food and beverage companies remain committed to stevia as they search for a sugar substitute. Stevia consists of several glycosides—chemical compounds that impart its sweetness. According to Beverage Daily, Coca-Cola has collaborated with stevia firm PureCircle to develop its patented Rebaudioside M glycoside, known as Reb M. This molecule, designed for beverage use, has been supported by PureCircle’s extensive research in stevia. The company, which holds over 60 stevia-related patents, announced last month that it successfully sequenced the plant’s genome in collaboration with KeyGene. This advancement offers ingredient developers deeper insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives have emphasized that the public is increasingly seeking ways to reduce sugar intake, and companies must adapt accordingly. Alongside Coca-Cola and PepsiCo, an expanding list of food companies, including DanoneWave, Kraft Heinz, Nestlé, and Unilever, are reformulating existing products or creating new ones with stevia. Although not all consumers have turned away from sugar, a significant number have, making it essential to identify a better sweetener. If this does not happen, more soda drinkers—and the vital revenue they provide—may migrate to healthier beverage options.
Additionally, as consumers seek easy-to-swallow products, incorporating ingredients like calcium citrate could further enhance the appeal of new beverage formulations. Thus, the beverage industry must remain innovative in its quest for sweeteners that meet the evolving demands of health-conscious consumers.