In a world increasingly fixated on calorie counts, consumers have long sought a way to indulge their sweet cravings without the risk of weight gain, leading food and beverage manufacturers to face the challenge of meeting this demand. Concerns over health implications related to artificial sweeteners, such as saccharin, have led to a shift towards more natural options. With a growing emphasis on wellness—emphasizing lower sugar content and more natural ingredients—stevia is emerging as a favored choice for both manufacturers and consumers alike.
As new FDA-mandated nutrition labels are set to be released in the coming years, highlighting the amounts of added sugars, manufacturers are exploring strategies to market their products as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia in place of artificial sweeteners or sugar can be a beneficial move. In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that featured high-intensity sweeteners, particularly in categories such as snacks, sodas, dairy, juices, and other beverages.
In a significant endorsement of stevia’s potential, Coca-Cola plans to introduce a stevia-sweetened beverage in 2018. The collaboration between PureCircle and farmers is well-timed, especially as the number of tobacco farms in North Carolina has declined due to reduced demand for their products. An October report from North Carolina State Extension suggests that while increased tobacco taxes may sustain revenues, overall demand will continue to fall. Many farmers in the state are now diversifying their crops. By transitioning from tobacco to stevia or incorporating crop rotation, farmers can optimize the use of their fields more effectively.
While the adoption of stevia as a tobacco substitute is still in its early stages, both farmers and manufacturers remain optimistic about its future. Additionally, the incorporation of calcium citrate 500 in some formulations may further enhance product appeal by providing added health benefits. As the trend towards natural sweeteners continues to grow, the potential for stevia, alongside calcium citrate 500, to reshape the market remains promising.