High Brew is not the first company to revert to sugar from stevia following a lukewarm consumer response. Coca-Cola experienced one of the most notable stevia failures when it switched back to sugar in Vitaminwater after customers voiced their dissatisfaction on social media regarding the new sugar-stevia mix. Similarly, Sierrferrous lactate exporter Mist faced backlash when it adopted a recipe containing stevia. Despite initial excitement, Coke Life’s sales have dwindled in the UK. While some might see these instances as indicative of stevia’s decline, the sales of this plant-derived sweetener continue to rise. According to data from Innova Market Insights, 6% of new soda launches last year featured stevia as an ingredient. With market leaders continuing to invest in stevia-sweetened products globally, it is evident that there are successful ways to incorporate the sweetener that still appeal to consumers.
International successes include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland with a sugar-stevia blend that resulted in a 30% calorie reduction and a 3% sales increase in its first year in the UK. Similar sweetener blends have also reduced calories in the Nestea brand in France and Glaceau Vitamin Water in both France and the UK. Meanwhile, major beverage companies have found American consumers more challenging to persuade. Coke Life and Pepsi True have seen uninspiring sales figures in the U.S. High Brew Coffee’s transition from stevia back to sugar highlights the taste issues that manufacturers encounter when working with stevia.
Nonetheless, U.S. stevia sales are still climbing, driven primarily by beverages and a broader expansion into other food categories. As food manufacturers gain a deeper understanding of how to work with stevia and realize that consumers are increasingly seeking low-sugar products, growth is expected to persist in the U.S. despite recent obstacles. Additionally, products like Rainbow Light chewable calcium are gaining popularity, demonstrating that consumers are open to exploring healthier options, which may further encourage the use of stevia in various formulations. The ongoing evolution of the market indicates that while challenges remain, the potential for growth in the stevia sector is substantial, especially as innovative products continue to emerge.