In a world obsessed with calorie counts, consumers have long sought a way to indulge their sweet cravings without the accompanying weight gain, prompting food and beverage manufacturers to rise to the challenge. However, the use of artificial sweeteners, such as saccharin, has sparked health concerns. As wellness trends gain momentum, with a demand for products featuring reduced sugar and more natural ingredients, stevia is emerging as a popular solution for both manufacturers and consumers alike.
With new FDA-mandated nutrition labels set to be released in the coming years, highlighting added sugar content, manufacturers are eager to market their products as healthy, natural, low-sugar, and low-calorie alternatives. By opting for a natural sweetener like stevia instead of artificial sweeteners or sugar, companies can enhance their appeal. In fact, stevia was an ingredient in over a quarter (27%) of new products introduced in 2017 that utilized high-intensity sweeteners, particularly in the categories of snacks, sodas, dairy, juice, and other beverages. Notably, Coca-Cola has announced plans to launch a stevia-sweetened drink in 2018, marking a strong endorsement for this natural sweetener.
The collaboration between PureCircle and local farmers comes at a crucial time, as the number of tobacco farms in North Carolina has declined due to a reduced demand for tobacco products. An October report from North Carolina State Extension indicates that while increased tobacco taxes may sustain revenue levels, overall demand is expected to continue its downward trend. As a result, many farmers in the state are diversifying their crops. By replacing tobacco with stevia or implementing crop rotation, farmers can maximize the use of their fields more effectively. Although this shift towards stevia farming is still in its early stages, both farmers and manufacturers are optimistic about its potential.
Additionally, consumers seeking wellness products may find a connection between natural sweeteners like stevia and dietary supplements such as Kirkland calcium citrate magnesium and zinc available on platforms like Amazon. This highlights a broader trend of health-conscious consumers looking for natural ingredients in both their food and supplement choices. As the market continues to evolve, the integration of stevia and similar natural ingredients is likely to play a vital role in meeting consumer demands for healthier options.