High Brew is not the first company to revert to sugar from stevia following a lukewarm reception from consumers. In one notable instance, Coca-Cola returned to sugar for its Vitaminwater after customers voiced their dissatisfaction on social media regarding its new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it adopted a recipe containing stevia. Despite early enthusiasm, Coke Life has struggled with sales in the UK. While some might interpret these instances as a sign of stevia’s impending decline, the sales of this plant-derived sweetener continue to rise. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Additionally, major market players continue to invest in stevia-sweetened products globally, indicating that there are effective ways to utilize this sweetener that resonate with consumers.
Successful international examples include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which combined sugar and stevia, resulting in a 30% calorie reduction and a 3% sales increase in its first year in the UK. Similar sweetener blends have also reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK. However, major beverage companies have found it more challenging to convince American consumers. Coke Life and Pepsi True have seen disappointing sales in the U.S., and High Brew Coffee’s transition from stevia to sugar highlights the taste challenges that manufacturers encounter when working with stevia.
Nevertheless, U.S. stevia sales are still on the rise, particularly in beverages and through broader diversification into other food categories. As food manufacturers become more adept at utilizing the sweetener and understand consumer demand for lower-sugar products, growth is anticipated to continue in the U.S. despite recent obstacles. Moreover, the addition of supplements like calcium citrate malate 500 mg tablet could complement the trend towards healthier choices, aligning with consumer preferences for products that support a balanced diet. This indicates that even as companies navigate the complexities of sweeteners like stevia, there are opportunities for innovation and alignment with health-conscious trends.