Coca-Cola and other soda manufacturers are actively seeking to create beverages that do not rely on sugar for sweetness. This pursuit is driven by a growing number of consumers who are moving away from sugary sodas due to concerns about health issues like obesity. By 2020, new Nutrition Facts labels will be mandatory on most food and beverage items, clearly indicating added sugar content. Higher-potency sweeteners such as stevia are expected to improve product labels from a health perspective.
While companies like Coca-Cola are diversifying their offerings to include teas, waters, coffees, and other drinks that consumers perceive as healthier, soda still comprises a significant portion of their sales—approximately 70% for Coca-Cola. These companies are hesitant to lose more customers. The primary challenge lies in finding a sweetener that can effectively substitute sugar while maintaining the desired taste and texture. Aspartame was once considered a solution, but public health concerns have led to a decline in diet soda consumption. After receiving backlash on social media regarding its sugar-stevia blend in Vitaminwater, Coca-Cola reverted to using sugar. They also launched Coca-Cola Life, which included stevia, yet it still contained sugar and an aftertaste that many consumers found unappealing.
Coca-Cola’s Long commented, “This one, we think, has hit the mark. One of our bigger opportunities is how we can reduce sugar, with a focus on making our zero-sugar products more attractive.” PepsiCo is facing similar challenges in identifying a suitable sugar alternative. CEO Indra Nooyi mentioned at the Beverage Forum that while there are numerous all-natural, zero-calorie sweeteners available, many existing products—especially sodas—“don’t taste that great.”
Among the various natural sweeteners contending for market dominance, stevia presents several advantages. It has minimal calories, no carbohydrates, and is 30 to 40 times sweeter than sugar, meaning that only a small quantity is needed. Despite initial hurdles, food and beverage companies, including Coca-Cola, continue to explore the potential of stevia in their quest for a sugar substitute. Stevia contains various glycosides, which are the compounds responsible for its sweetness. Coca-Cola has partnered with PureCircle, a leader in stevia research, to develop its patented Rebaudioside M glycoside, known as Reb M. Recently, PureCircle completed the sequencing of the stevia plant’s genome with KeyGene, providing valuable insights for ingredient developers regarding the best use of its glycosides.
Coca-Cola executives recognize that consumers are increasingly looking for ways to reduce sugar intake, and companies must adapt accordingly. In addition to Coca-Cola and PepsiCo, an expanding 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, enough have done so to necessitate the search for a better sweetener. If an effective alternative cannot be found, more soda drinkers—and the vital revenue they generate—may continue to migrate toward healthier beverage options.
In the context of health and nutrition, it’s essential to consider the best way to take calcium citrate as well, as it plays a crucial role in overall well-being. As consumers become more health-conscious, the demand for both effective sweeteners and dietary supplements like calcium citrate will only grow, emphasizing the need for companies to innovate continuously.