High Brew is not the first brand to revert to sugar from stevia following a tepid consumer response. A notable example is Coca-Cola, which switched back to sugar in Vitaminwater after receiving complaints on social media about its new sugar-stevia blend. Similarly, Sierra Mist faced backlash when it adopted a recipe containing stevia. Despite initial excitement, Coke Life has seen its sales decline in the UK.
While some might interpret these instances as indicative of stevia’s potential decline, sales of this plant-derived sweetener continue to rise. According to data from Innova Market Insights, 6% of new soda products launched last year incorporated stevia as an ingredient. Moreover, with market leaders consistently investing in stevia-sweetened products globally, it’s evident that there are successful methods of utilizing the sweetener that resonate with consumers.
Noteworthy international successes include Coca-Cola’s reformulation of Sprite in France, the UK, and Ireland, which combined sugar and stevia to achieve a 30% reduction in calories, resulting in a 3% sales increase in the UK during its first year. Similar sweetener combinations have successfully reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK.
On the other hand, major beverage companies have encountered challenges in convincing American consumers. Coke Life and Pepsi True have experienced lackluster sales in the U.S. High Brew Coffee’s transition from stevia to sugar highlights the taste issues manufacturers face when working with stevia.
Nonetheless, U.S. sales of stevia continue to rise, driven by the beverage sector and an expanding presence in other food categories. As food manufacturers become more adept at working with stevia and recognize consumer demand for lower sugar products, growth in the U.S. market is anticipated to persist, despite recent obstacles. Additionally, products fortified with calcium citrate, such as those providing 1000 mg equivalent to elemental calcium, may also gain traction among health-conscious consumers, further bolstering the industry’s growth.