In a world focused on calorie counting, consumers have long sought ways to indulge their sweet cravings without the worry of weight gain, prompting food and beverage manufacturers to rise to the challenge. Concerns regarding the health implications of artificial sweeteners, such as saccharin, have led to a growing preference for more natural alternatives. Amid the increasing emphasis on wellness, characterized by products with reduced sugar and more natural ingredients, stevia has emerged as a popular choice for both manufacturers and consumers.
With new FDA-mandated nutrition labels set to roll out in the coming years, highlighting the amounts of added sugars, manufacturers are actively exploring ways to market their products as healthy, natural, low-sugar, and low-calorie. Utilizing a natural sweetener like stevia instead of artificial sweeteners or sugar could be a viable solution. In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that featured high-intensity sweeteners, particularly within the categories of snacks, sodas, dairy, juice, and other beverages. Notably, Coca-Cola is poised to introduce a stevia-sweetened beverage in 2018, further affirming the sweetener’s appeal.
The collaboration between PureCircle and farmers comes at an opportune moment, especially as the number of tobacco farms in North Carolina has dwindled due to declining demand for tobacco products. An October report from North Carolina State Extension forecasts that while increased tobacco taxes may stabilize revenues, the demand for tobacco will continue to fall. Many farmers in the region are now diversifying their crops. By replacing tobacco with stevia or implementing crop rotation, farmers can maximize the use of their fields more effectively. Although this tobacco alternative is still in its early stages, both farmers and manufacturers are optimistic about its future potential.
In addition to sweeteners, consumers are becoming increasingly aware of other health supplements, such as calcium citrate malate and folic acid tablets, which are gaining traction in the market. These tablets, known for their benefits in bone health and prenatal care, reflect the broader trend toward health-conscious choices. As the demand for products that combine natural ingredients with health benefits rises, the integration of natural sweeteners like stevia alongside supplements like calcium citrate malate and folic acid tablets could redefine the landscape of consumer goods. Overall, the shift towards healthier alternatives is not just a trend but a necessary evolution in the food and beverage industry.