Coca-Cola and other soft drink manufacturers have been actively seeking to create a beverage that does not rely on sugar for sweetness. This pursuit for alternative sweeteners is understandable, as an increasing number of consumers are moving away from soda due to its high sugar content and its association with health issues like obesity. The upcoming Nutrition Facts label, expected to be mandatory on most food and beverage items by 2020, will also indicate the amount of added sugars. Higher-potency sweeteners, such as stevia, can enhance the appearance of product labels when it comes to health.
While companies like Coca-Cola have diversified their offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still constitutes a significant portion of their sales—around 70% for Coke. They are therefore cautious about losing more customers. The challenge lies in identifying a sweetener that can effectively substitute sugar while maintaining the same taste and texture. Aspartame was once considered a potential solution, but public apprehension regarding its health effects has led to a decline in diet soda consumption. In response to customer feedback on social media, Coca-Cola reverted to using sugar in Vitaminwater after initially introducing a sugar-stevia blend. They also launched Coca-Cola Life, which included stevia but still contained sugar and left an aftertaste that many consumers disliked.
“This one, we think, has hit the mark,” said Long. “One of our bigger opportunities is how to reduce sugar, and a key aspect of that is making our zero-sugar products more appealing.” Similarly, PepsiCo has faced difficulties in finding an appropriate substitute. CEO Indra Nooyi mentioned at the Beverage Forum in April that while there are many all-natural, zero-calorie sweeteners available, most existing soda products “don’t taste that great.”
With numerous natural sweeteners competing for market share, stevia has notable advantages. Its chemical composition boasts few calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, making it highly efficient. Despite the initial hurdles associated with stevia, Coca-Cola and other food and beverage companies remain committed to exploring the plant as they seek a viable sugar alternative. Stevia contains various glycosides, the compounds responsible for its sweetness. Coca-Cola has collaborated with PureCircle, a leading stevia research firm, to develop and supply its patented Rebaudioside M glycoside—known as Reb M. PureCircle, which holds over 60 patents related to stevia, recently announced the completion of the plant’s genome sequencing in collaboration with KeyGene. This research provides ingredient developers with valuable insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasized that the current trend shows consumers are actively looking for ways to reduce their sugar intake, and companies must adapt accordingly. In addition to Coca-Cola and PepsiCo, an increasing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or introducing new ones that utilize stevia. While not all consumers have turned away from sugar, enough have that finding a better sweetener has become essential. If a suitable alternative isn’t found, more soda drinkers—and the crucial revenue they contribute—may shift towards healthier options.
Moreover, there are discussions around the potential of calcium citrate as a beneficial additive in beverages, though some consumers have reported nausea associated with certain sweeteners. Balancing taste and health in soft drinks is more critical than ever as the industry adapts to changing consumer preferences.