High Brew is not the first company to revert to sugar from stevia following a tepid consumer response. A notable example of a stevia misstep is Coca-Cola’s decision to return to sugar in Vitaminwater after receiving complaints on social media about its sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it introduced a recipe containing stevia. Despite initial excitement, Coke Life has experienced a decline in sales in the UK.
While some may view these instances as indicative of stevia’s potential decline, sales of this plant-derived sweetener are still on the rise. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Leading companies continue to invest in stevia-sweetened products globally, indicating that there are effective ways to utilize this 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% reduction in calories and a 3% sales increase in the UK during its first year. Similar sweetener combinations have successfully reduced calories in the Nestea brand in France and Glaceau Vitamin Water in both France and the UK.
However, major beverage companies have found it more challenging to persuade American consumers. Coke Life and Pepsi True have seen lackluster sales in the U.S. High Brew Coffee’s shift from stevia to sugar highlights the taste challenges manufacturers encounter when working with stevia.
Despite these challenges, U.S. stevia sales continue to grow, primarily driven by beverages and expanding into other food categories. As food manufacturers gain a better understanding of utilizing the sweetener and recognize consumer demand for low-sugar products, growth is anticipated to persist in the U.S. market, even in light of recent difficulties. Moreover, the introduction of products such as bariatric chewable calcium citrate may help diversify the product offerings that incorporate stevia, further enhancing its appeal. The potential for stevia remains strong as companies innovate around its use, particularly in the context of health-focused products like bariatric chewable calcium citrate.