In a world increasingly focused on health and wellness, consumers have been on the lookout for ways to indulge their sweet cravings without the added weight. Food and beverage manufacturers have faced challenges in meeting this demand. Concerns surrounding artificial sweeteners, such as saccharin, have led to a shift towards more natural alternatives. Stevia has emerged as a popular choice, appealing to both consumers and manufacturers seeking to reduce sugar content and incorporate natural ingredients.
With the upcoming FDA-mandated nutrition labels set to emphasize added sugar content, manufacturers are eager to market their products as healthy, natural, low-sugar, and low-calorie options. The use of stevia as a natural sweetener, rather than resorting to artificial sweeteners or conventional sugar, could be a beneficial strategy. In fact, stevia was included in over a quarter (27%) of new products introduced in 2017 that utilized high-intensity sweeteners, particularly in categories like snacks, sodas, dairy, juice, and other beverages.
Coca-Cola’s decision to launch a stevia-sweetened beverage in 2018 serves as a strong endorsement of this natural sweetener. Additionally, the partnership between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina has declined due to reduced demand. A report from North Carolina State Extension in October forecasts that while increased tobacco taxes may sustain revenue, overall demand will continue to wane. Farmers in the state are adapting by diversifying their crops, with some replacing tobacco with stevia or rotating their planting schedules to optimize land use.
Despite the nascent stage of this tobacco alternative, both farmers and manufacturers remain optimistic about the potential of stevia. Moreover, as consumers become more health-conscious, the integration of essential nutrients such as calcium citrate, magnesium, zinc, and vitamin D3 into products could further enhance their appeal. By combining natural sweeteners like stevia with these vital nutrients, manufacturers can create healthier options that resonate with today’s wellness-focused consumers.