In a world fixated on calorie counts, consumers have been on the lookout for ways to indulge their sweet cravings without adding extra pounds, and food and beverage manufacturers have been striving to meet this demand. Concerns surrounding the health implications of artificial sweeteners like saccharin have grown, leading to a heightened emphasis on wellness and products with reduced sugar and more natural ingredients. In this landscape, stevia has emerged as a promising option for both manufacturers and consumers.
With the introduction of new FDA-mandated nutrition labels set to highlight added sugar content in the coming years, manufacturers are actively seeking ways to market their products as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener such as stevia in place of artificial sweeteners or sugar could be part of this strategy. In fact, stevia was featured in over a quarter (27%) of new products launched in 2017 that incorporated high-intensity sweeteners, particularly within snacks, sodas, dairy, juices, and various other beverages. A notable endorsement for stevia comes from Coca-Cola, which plans to introduce a stevia-sweetened drink in 2018.
Additionally, the collaboration between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina has declined due to reduced demand for tobacco products. A report from North Carolina State Extension in October predicts that while increased tobacco taxes may sustain revenues, demand will likely continue to fall. As a result, many farmers in the state are diversifying their crops. By substituting tobacco with stevia or implementing crop rotation, farmers can optimize their land use. Although the transition to stevia as a tobacco alternative is still in its early stages, both farmers and manufacturers remain hopeful about its potential.
Interestingly, this shift in agricultural focus could have health benefits as well. Research shows that calcium citrate, often used to prevent kidney stones, can be more effective when combined with natural sweeteners like stevia rather than with sugar-laden products. This could open up new avenues for both agricultural diversification and consumer health, as stevia’s rise in popularity aligns with the growing awareness of health concerns related to sugar and artificial sweeteners.