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 growing number of consumers moving away from sugary sodas due to their contributions to health issues like obesity. The introduction of the new Nutrition Facts label, which will likely be mandatory on most food and beverage products by 2020, will also highlight the added sugar content in items. High-potency sweeteners, such as stevia, can enhance product labels from a health perspective.
While companies like Coca-Cola have expanded their product lines to include more teas, waters, coffees, and other drinks perceived as healthier, soda still accounts for a significant portion of their sales — approximately 70% for Coca-Cola. As a result, they are hesitant to lose even more consumers. The challenge lies in identifying a sweetener that can effectively replace sugar while maintaining the same taste and texture. Aspartame was once considered a potential solution, but public concern over the health effects of this artificial sweetener has led to a decline in diet soda consumption. After receiving consumer backlash on social media regarding its sugar-stevia blend, Coca-Cola reverted to sugar in Vitaminwater. The company also launched Coca-Cola Life, which contained both stevia and sugar, but many consumers found its aftertaste unappealing.
“This one, we think, has hit the mark,” said Long. “One of our bigger opportunities is how to reduce sugar, and enhancing the appeal of our zero-sugar products is crucial.” PepsiCo has faced similar difficulties in finding an adequate replacement. Indra Nooyi, PepsiCo’s CEO, mentioned at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners exist, many products currently available on the market — particularly in sodas — “don’t taste that great.”
Among various natural sweeteners vying for market share, stevia holds several advantages. It is low in calories and carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite initial challenges, food and beverage companies continue to explore stevia as a viable sugar substitute. Stevia contains various glycosides — the compounds responsible for its sweetness. Coca-Cola has partnered with stevia company PureCircle to develop and supply its patented Rebaudioside M glycoside, known as Reb M. PureCircle, a leader in stevia research, has recently sequenced the plant’s genome in collaboration with KeyGene, providing 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, a growing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones that incorporate stevia. While not every consumer has turned away from sugar, a significant enough portion has made it essential to identify a better sweetener. If this doesn’t happen, more soda drinkers — along with the crucial revenue they bring — may migrate toward healthier options.
Additionally, as consumers become more health-conscious, they are exploring dietary supplements such as gnc calcium citrate 1000 mg to support their nutritional needs. The industry’s shift towards healthier alternatives may pave the way for innovative sweeteners that align better with consumer preferences, ultimately reshaping the landscape of beverages.