Coca-Cola and other soda manufacturers have embarked on a mission to create a beverage that does not rely on sugar for sweetness. This pursuit for alternative sweeteners comes as many consumers are moving away from soda due to its sugar content and its association with health issues like obesity. The new Nutrition Facts label, expected to be mandatory on most food and beverage items by 2020, will also indicate the amount of added sugars in products. Higher-potency sweeteners, such as stevia, may improve product labels from a health perspective.
While companies like Coca-Cola have broadened their drink offerings to include more teas, waters, coffees, and other beverages perceived as healthier, soda still constitutes a significant portion of their sales—around 70% for Coke—prompting reluctance to lose more customers. The challenge lies in finding a sweetener that can replicate the taste and texture that sugar provides. Aspartame was initially considered a solution, but consumer skepticism regarding the health effects of this artificial ingredient has led to a decline in diet soda consumption. Coca-Cola reverted to sugar in Vitaminwater after customer backlash on social media over its sugar-stevia blend. Additionally, Coca-Cola Life, which included stevia, also contained sugar and an aftertaste that many consumers found unappealing.
“This one, we think, has hit the mark,” Long stated. “A significant opportunity for us is figuring out how to reduce sugar, and enhancing the appeal of our zero-sugar products is one way to achieve that.” PepsiCo has faced similar difficulties in identifying a suitable sugar substitute. Indra Nooyi, PepsiCo’s CEO, remarked at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners are available, many existing soda products “don’t taste that great.”
Among the various natural sweeteners competing for market share, stevia has significant advantages. It contains minimal calories and no carbohydrates while being 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite the initial hurdles stevia faced, food and beverage companies, including Coca-Cola, are committed to finding a viable sugar replacement. Stevia contains various glycosides, the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with PureCircle, a leader in stevia research, to develop and supply its proprietary Rebaudioside M glycoside, also known as Reb M. PureCircle, which holds over 60 stevia-related patents, recently announced the completion of its research on the plant’s genome with KeyGene, offering deeper insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives emphasized the new reality that consumers are increasingly seeking ways to reduce their sugar intake, and companies must adapt accordingly. Alongside Coca-Cola and PepsiCo, an expanding list of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating or launching products with stevia. While not all consumers have turned away from sugar, a sizable number have, making it crucial to identify a better sweetener. If not, more soda drinkers—and the essential revenue they provide—may shift to healthier alternatives.
Interestingly, in the context of health-conscious choices, products like Citracal calcium citrate petites are emerging in stores, appealing to consumers looking for beneficial supplements. This trend underscores the importance of catering to changing consumer preferences, as companies strive to keep pace with the demand for healthier options.