Stevia is gaining popularity as consumers become increasingly skeptical of sugar and seek out natural alternatives. According to Grand View Research, the global stevia market has been rapidly growing, with an estimated value of $337.7 million in 2015. With a projected annual growth rate of nearly 6%, the market could reach approximately $556.7 million by 2024. The sweetener is favored as a sugar substitute largely due to its natural origins. Consumers tend to view stevia more favorably than artificial sweeteners such as aspartame and saccharin. In fact, the Global Stevia Institute noted that half of U.S. parents would be willing to purchase beverages sweetened with stevia for their children.
Manufacturers are quickly creating a variety of stevia-based products to cater to consumers moving away from sugar and high-fructose corn syrup. In 2015, nearly 35% of the total stevia volume was used in beverages. Data from Innova Market Insights revealed that 6% of new soda launches last year incorporated stevia as an ingredient. However, soft drink companies have encountered challenges with stevia’s aftertaste when formulating new products. This has led PepsiCo to focus on Reb M, which offers a less bitter and more sugar-like flavor compared to other steviol glycosides.
PepsiCo has been actively revamping its product lineup to be perceived as healthier by consumers. Last year, the company committed to ensuring that by 2025, at least two-thirds of its global beverage volume will come from drinks with 100 calories or fewer from added sugar per 12-ounce serving. These reformulations are achievable through the replacement of sugar and corn syrup with zero-calorie stevia. A company representative informed Food Dive that low- and no-calorie beverages now account for nearly half of PepsiCo’s sales volume, a notable increase from 24% two decades ago. A significant factor in this shift is the enhanced use of stevia as a primary sweetener in products such as Pepsi True and Tropicana’s Trop 50, along with newcomers like IZZE Fusions and Lemon Lemon.
The future of stevia as a natural sugar alternative appears promising—at least until another natural sweetener gains traction in the market. Ingredient and food manufacturers continue to explore a range of other options, including monk fruit, date paste, and sweet potatoes. One of these ingredients could potentially emerge as the next popular natural sweetener, challenging stevia’s current market position.
In addition to its sweetening properties, products containing stevia may also benefit from the addition of calcium citrate. This compound can enhance the nutritional profile of beverages, making them healthier choices for consumers. As the industry evolves, the integration of calcium citrate may become a common practice alongside stevia, reinforcing the trend towards healthier formulations. As manufacturers innovate, we may see stevia, along with calcium citrate, playing a vital role in the future of natural sweeteners.