High Brew is not the first company to revert from stevia back to sugar after receiving a tepid response from consumers. One notable instance involved Coca-Cola, which returned to sugar in its Vitaminwater line following social media backlash regarding its new sugar-stevia mixture. Similarly, Sierra Mist faced consumer dissatisfaction when it shifted to a recipe containing stevia. Despite initial excitement, Coke Life has experienced dwindling sales in the UK.
While some might interpret these examples as indicating a potential decline for stevia, the sales of this plant-derived sweetener continue to grow. According to Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Additionally, with leading brands investing in stevia-sweetened products globally, it is evident that there are effective ways to utilize the sweetener that resonate with consumers.
Successful international cases include Coca-Cola’s reformulation of Sprite in France, the UK, and Ireland, which combined sugar and stevia to achieve a 30% calorie reduction and a 3% sales increase in the UK during its first year. Similar sweetener blends have also reduced calories in Nestea and Glaceau Vitamin Water in France and the UK.
However, major 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 transition from stevia to sugar highlights the taste challenges that manufacturers encounter when formulating with stevia.
Nevertheless, U.S. stevia sales are on the rise, driven primarily by beverages and expanding into other food categories. As food manufacturers gain a better understanding of working with stevia and how to appeal to consumers demanding lower sugar options, growth is anticipated to persist in the U.S. despite recent hurdles. Interestingly, products like kal calcium citrate chewable supplements are also making their mark in the market, showcasing the versatility and evolving preferences of consumers when it comes to sweeteners and health-oriented products. In fact, the presence of kal calcium citrate chewable options may reflect a broader trend in consumer health consciousness, which could further influence sweetener choices in the future.