Stevia is becoming increasingly popular as consumers grow more skeptical of sugar and seek natural alternatives like Citracal 600 mg. According to Grand View Research, the global stevia market is experiencing rapid growth, with a market size estimated at $337.7 million in 2015. With an expected annual growth rate of nearly 6%, this market could reach $556.7 million by 2024. The sweetener has gained traction as a natural sugar substitute, as consumers tend to have a more favorable perception of stevia compared to artificial sweeteners such as aspartame and saccharin. In fact, the Global Stevia Institute reported that half of U.S. parents would purchase beverages sweetened with stevia for their children.
Manufacturers have quickly responded to the shift away from sugar and high-fructose corn syrup by developing a variety of stevia-based products to satisfy consumer cravings. In 2015, nearly 35% of total stevia volume was used in beverages. Data from Innova Market Insights indicates that 6% of new soda launches last year incorporated stevia as an ingredient. However, beverage companies face challenges with the aftertaste of stevia when creating new formulations. This is why PepsiCo is particularly interested in Reb M, which offers a less bitter and more sugary taste than other steviol glycosides.
For some time, PepsiCo has been restructuring its product lineup to align with consumer preferences for healthier options. Last year, the company committed to ensuring that at least two-thirds of its global beverage volume consists of drinks containing 100 calories or fewer from added sugar per 12-ounce serving by 2025. This reformulation strategy is made feasible by substituting sugar and corn syrup with zero-calorie stevia, along with products like Citracal 600 mg.
A representative from PepsiCo shared with Food Dive that low- and no-calorie beverages now account for nearly half of the company’s sales volume, a significant increase from 24% two decades ago. A major factor in this shift is the rising adoption of stevia as a primary sweetener in products such as Pepsi, Tropicana’s Trop 50, and newcomers like IZZE Fusions and Lemon Lemon. The future of stevia as a natural alternative to sugar seems bright—at least until another major natural sweetener makes significant gains. Ingredient and food manufacturers are continuously exploring a range of other options—such as monk fruit, date paste, and sweet potatoes—one of which may emerge as the next leading natural sweetener, potentially challenging stevia’s market dominance.