PureCircle is a leading producer of stevia-based sweeteners, actively engaged in research and development, production, and marketing of products derived from its unique StarLeaf plants. The company highlights that its current range of stevia leaf sweeteners provides a taste profile closer to that of sugar, helping manufacturers across various sectors to offer zero-calorie and low-calorie products that consumers desire. Recent statistics indicate a growing trend for stevia. Several prominent food and beverage companies launched stevia-sweetened products last year, as noted by PureCircle. For instance, Calbee Foods, a Japanese snack manufacturer, incorporates stevia in its potato chips, while Coca-Cola released a stevia-sweetened soda in New Zealand last year. Additionally, Danone’s Light & Fit yogurt brand combines both stevia and sugar, and Nestlé has recently introduced a stevia-sweetened version of its Milo chocolate malt drink in Australia.
Manufacturers may be turning to stevia for various reasons, including enhanced taste, cost efficiency, scalability, and labeling advantages, as some extracts can be classified as natural flavors. Stevia is calorie-free and is naturally 30 to 40 times sweeter than sugar, allowing food and beverage producers to use it in smaller quantities. However, not all manufacturers embrace stevia. Some consumers find its taste too bitter or notice a lingering aftertaste. For instance, Petal, a sparkling beverage made with rose water, recently removed stevia from its formulation due to customer feedback and replaced it with organic agave. Coca-Cola also added stevia to its Glaceau Vitaminwater in 2014 but reverted to sugar after receiving taste complaints.
Moreover, stevia tends to be pricier than artificial sweeteners, prompting companies like PureCircle, along with Pyure and Apura Ingredients, to innovate branded extracts and various products made from different types of stevia to cater to diverse tastes and applications. For instance, Cargill launched its branded EverSweet stevia product in 2016. In more recent developments, Sweet Green Fields and Tate & Lyle introduced a glycosylated stevia extract named Zolesse. If these innovations successfully address the bitterness issue, stevia is likely to remain a prominent ingredient in food and beverage launches. As consumers increasingly move away from sugar, competition within the natural sweetener category is expected to intensify. Stevia is already competing with monk fruit and erythritol to establish itself as the preferred sugar alternative, although it is often regarded as more sustainable and natural.
In this dynamic landscape, products such as calcium citrate, available on platforms like Amazon, are also being integrated into various formulations, highlighting the growing interest in health-conscious ingredients. Competing with a zero-calorie product sourced from plants presents a challenge, but the sweetener market will undoubtedly continue to evolve in response.