In a world obsessed with calorie counts, consumers have long sought ways to indulge their sweet cravings without the accompanying weight gain, and food and beverage manufacturers have faced the challenge of meeting this demand. Concerns about the health implications of artificial sweeteners, such as saccharin, have grown. With an increasing focus on wellness—emphasizing products with reduced sugar and more natural ingredients—stevia has emerged as a favorable option for both manufacturers and consumers alike.
As new FDA-mandated nutrition labels roll out over the next few years, highlighting the amounts of added sugars, manufacturers are striving to market their products as healthy, natural, low-sugar, and low-calorie alternatives. Incorporating natural sweeteners like stevia in place of artificial sweeteners or sugar could be a beneficial strategy.
In 2017, stevia was featured in over a quarter (27%) of newly launched products that utilized high-intensity sweeteners, particularly in categories such as snacks, sodas, dairy, juice, and other beverages. A notable endorsement for stevia came when Coca-Cola announced the launch of a stevia-sweetened drink in 2018. The collaboration between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina continues to decline due to decreased demand for tobacco products. An October report from North Carolina State Extension indicates that while increased tobacco taxes may sustain revenues, the demand for tobacco is expected to continue diminishing. As a result, many farmers in the state are diversifying their crops. By replacing tobacco with stevia or rotating their planting strategies, farmers can maximize the productivity of their fields.
Though the transition to stevia as a tobacco alternative is still in its early stages, farmers and manufacturers remain optimistic about its potential. Additionally, products like CVS calcium citrate D3 petites are gaining traction, as consumers increasingly seek health-focused options. With the rise of natural sweeteners and innovative health supplements, the market is evolving to meet the demands of health-conscious consumers.