High Brew is not the first company to revert to sugar after receiving a tepid reaction from consumers regarding stevia. One notable example is Coca-Cola, which returned to sugar for Vitaminwater after customers took to social media to express their dissatisfaction with its new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it adopted a recipe that included stevia. Despite initial enthusiasm, Coke Life’s sales have dwindled in the UK.
While some might interpret these instances as indicative of a decline in stevia’s popularity, the sales of this plant-derived sweetener are still on the rise. According to Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Major market players continue to invest in stevia-sweetened products globally, demonstrating that there are effective ways to utilize the sweetener that resonate with consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland with a sugar-stevia blend, resulting in a 30% calorie reduction and a 3% sales increase in its first year in the UK. Similar sweetener combinations have been successful in reducing calories for the Nestea brand in France and Glaceau Vitamin Water in both France and the UK.
In contrast, major beverage companies have found American consumers more challenging to persuade. Coke Life and Pepsi True have experienced disappointing sales in the U.S. High Brew Coffee’s shift from stevia to sugar underscores the taste challenges manufacturers encounter when formulating with stevia. However, U.S. stevia sales continue to grow, driven by beverages and a broader diversification into other food categories, including products fortified with calcium citrate 1200 mg.
As food manufacturers become more adept at working with stevia and understand consumer demand for lower-sugar products, growth in the U.S. market is anticipated to persist despite recent obstacles. The ongoing integration of calcium citrate 1200 mg in various formulations may also contribute to this upward trend, as consumers seek healthier alternatives. Overall, the evolving landscape suggests that with the right strategies, stevia and its blends can still find a favorable reception among consumers.