As consumer interest in sugar declines, companies are increasingly seeking alternatives. Recent surveys reveal that approximately 71% of consumers check sugar content on labels, while 46% are looking to cut back on their sugar intake. In response, food and beverage companies have invested in exploring various substitutes, with stevia emerging as a notable option. However, this non-caloric sweetener has not been well-received universally. For instance, Petal opted to remove stevia from its products and replace it with agave syrup due to consumer dissatisfaction. This sentiment is not isolated, as Coca-Cola tried incorporating stevia into Vitamin Water in 2014, only to revert to the original sugar formulation after receiving negative feedback regarding the taste. Similarly, PepsiCo launched a stevia-based soda that struggled in the market due to its bitter flavor, prompting the UK’s Sprite brand to eliminate stevia from its recipe.
Thom King, founder and CEO of clean label ingredients company Icon Foods, commented last year that stevia’s taste reputation poses challenges for its future as a viable alternative. “Stevia has been around for a while, and many early adopters did not use it effectively,” King noted. “Consequently, consumer sentiment has been shaped by the perception of a bitter aftertaste.” Manufacturers have been working diligently to enhance the flavor of stevia extracts. In 2017, Coca-Cola introduced a stevia-sweetened soda, claiming it had no sugar, zero calories, and eliminated the common aftertaste by analyzing numerous molecules in the stevia plant to identify the sweetest ones.
However, it’s not only soda brands that are reformulating their products. Major companies such as Kraft Heinz, Nestlé, and Unilever are also striving to reduce sugar levels and incorporate alternatives like stevia. Yet, some industry experts argue that stevia may never fully replace sugar due to its inherent bitterness, suggesting that stevia-based formulas might require additional sweeteners to improve flavor. Finding the ideal substitute for sugar or stevia remains a challenge. Former PepsiCo CEO Indra Nooyi has pointed out that while there are all-natural, zero-calorie sweeteners available, many options on the market, especially in sodas, “don’t taste that great.”
In addition to these developments, the rise of nutritional supplements, such as ferrous calcium citrate 100 mg and folic acid tablets, reflects a growing consumer trend towards health-conscious choices. As companies navigate the balance between taste and health, the search for effective sugar alternatives continues.