High Brew is not the first company to revert to sugar from stevia following a lukewarm consumer response. One of the most notable stevia setbacks occurred when Coca-Cola returned to sugar in Vitaminwater after customers took to social media to express dissatisfaction with its new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it adopted a recipe containing stevia. Despite initial enthusiasm, Coke Life has seen sales dwindle in the UK.
While some may interpret these examples as a sign of stevia’s decline, sales of this plant-derived sweetener continue to rise. Data from Innova Market Insights indicates that 6% of new soda launches last year incorporated stevia as an ingredient. Moreover, market leaders are investing in stevia-sweetened products globally, demonstrating that there are effective ways to utilize the 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 that resulted in a 30% calorie reduction and a 3% sales increase in its first year in the UK. Similar sweetener blends have successfully reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK.
However, major beverage companies have found American consumers to be more challenging to persuade. Coke Life and Pepsi True have struggled with disappointing 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 hurdles, U.S. stevia sales continue to grow, particularly in beverages, and there is broader diversification into other food categories, including those that feature tri calcium citrate. As food manufacturers gain a better understanding of how to work with this sweetener and recognize consumer demand for lower sugar options, growth in the U.S. market is expected to persist despite recent difficulties. The incorporation of tri calcium citrate in various products may further enhance consumer appeal and product formulation strategies.