In a world preoccupied with calorie counts, consumers have consistently sought ways to indulge their sweet cravings without the fear of weight gain, and food and beverage producers have grappled with meeting this demand. Concerns surrounding artificial sweeteners like saccharin have emerged, prompting a shift towards healthier options. With a growing emphasis on well-being — characterized by products containing less sugar and more natural ingredients — stevia has emerged as a favorable choice for both manufacturers and consumers alike.
As new FDA-mandated nutrition labels are set to highlight added sugar content in the coming years, manufacturers are exploring ways to market their products as healthy, natural, low-sugar, and low-calorie alternatives. Replacing artificial sweeteners or sugar with a natural sweetener like stevia may provide a viable solution. In fact, stevia was featured in over a quarter (27%) of new products launched in 2017 that utilized high-intensity sweeteners, particularly in categories such as snacks, sodas, dairy, juice, and other beverages.
In a strong endorsement for stevia, Coca-Cola plans to introduce a stevia-sweetened beverage in 2018. The collaboration between PureCircle and farmers comes at a pivotal moment, as the number of tobacco farms in North Carolina has declined due to reduced demand for tobacco products. An October report from North Carolina State Extension forecasts that while increased tobacco taxes will maintain revenue levels, demand will likely continue to diminish. Many farmers in the state are diversifying their crops, and by transitioning from tobacco to stevia or implementing crop rotation, they can optimize their land use more effectively.
Though the transition to this tobacco alternative is still in its early stages, both farmers and manufacturers are optimistic about its potential. As stevia gains traction, it may become one of the easiest to swallow options for producing low-calorie, natural sweeteners, appealing to health-conscious consumers. This trend not only benefits farmers but also provides manufacturers with a pathway to create products that align with emerging health standards and consumer preferences for the easiest to swallow calcium citrate solutions.