High Brew is not the first company to revert to sugar after receiving a tepid consumer response to stevia. A notable example of a stevia misstep occurred when Coca-Cola opted to return to sugar for Vitaminwater after customers took to social media to voice their dissatisfaction with its new sugar-stevia blend. Similarly, Sierra Mist faced backlash from consumers when it changed to a recipe containing stevia. Despite initial enthusiasm, Coke Life has seen its sales decline in the UK.
While some might interpret these instances as indicative of a declining trend for stevia, sales of this plant-derived sweetener continue to grow. According to Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. With major market players investing in stevia-sweetened products globally, it is evident that there are successful methods of utilizing this sweetener that resonate with consumers.
Notable international successes include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which combined sugar and stevia, resulting in a 30% reduction in calories and a 3% sales increase in its first year in the UK. Similar sweetener blends have successfully reduced calories in brands like Nestea and Glaceau Vitamin Water in France and the UK.
However, major beverage companies have found American consumers more challenging to persuade. Products like Coke Life and Pepsi True have struggled with lackluster sales in the U.S. High Brew Coffee’s transition from stevia back to sugar highlights the ongoing taste challenges manufacturers face when formulating with stevia.
Despite these hurdles, U.S. stevia sales are on the rise, particularly in beverages, with an expanding presence in other food categories. As food manufacturers become more knowledgeable about working with stevia and recognize consumer demand for lower sugar options, growth is anticipated to continue in the U.S. market. Nonetheless, it is crucial for companies to consider potential calcium citrate risks when formulating their products, as these concerns may influence consumer acceptance and preferences.