High Brew is not the first company to revert to sugar from stevia following a lukewarm consumer response. In a notable instance, Coca-Cola returned to sugar in Vitaminwater after customers expressed their dissatisfaction on social media regarding the new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it adopted a recipe containing stevia. Despite initial enthusiasm, Coke Life has experienced dwindling sales in the UK. While some might view these situations as indicative of stevia’s decline, sales of this plant-derived sweetener continue to grow. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Furthermore, with major market players continuing to invest in stevia-sweetened products globally, it is evident that there are effective ways to utilize this sweetener that resonate with consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which employed a sugar-stevia blend that resulted in a 30% calorie reduction and a 3% sales increase in its first year in the UK. 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. However, large beverage companies have found it more challenging to persuade American consumers. Coke Life and Pepsi True have seen lackluster sales in the U.S. High Brew Coffee’s shift from stevia to sugar underscores the taste challenges that manufacturers encounter when working with stevia.
Nevertheless, U.S. stevia sales continue to rise, primarily driven by beverages and broader diversification into other food categories. As food manufacturers gain more insights into working with the sweetener and understand how consumers, who are increasingly demanding lower sugar products, will respond, growth is anticipated to persist in the U.S. despite recent obstacles. In this context, it raises a question: do you take calcium citrate with food? This inquiry reflects the trend of consumers being more conscious about their dietary choices, including the balance of sweeteners and nutrients in their diets. As the industry evolves, understanding consumer preferences will be key to maintaining growth and addressing taste concerns effectively.