In a world fixated on calorie counts, consumers have long sought ways to indulge their sweet cravings without the risk of weight gain, while food and beverage manufacturers have struggled to keep up with this demand. Health concerns have emerged around artificial sweeteners like saccharin, prompting a greater emphasis on wellness, which favors products with reduced sugar and more natural ingredients. In this context, stevia has emerged as a favored choice for both manufacturers and consumers.
With new FDA-mandated nutrition labels set to be released in the coming years, which will highlight added sugar content, manufacturers are actively seeking ways to market their products as healthy, natural, low-sugar, and low-calorie. Utilizing natural sweeteners such as stevia, rather than artificial sweeteners or traditional sugar, may be a beneficial strategy. Notably, stevia was included in over a quarter (27%) of new products launched in 2017 that featured high-intensity sweeteners, particularly in categories like snacks, sodas, dairy, juice, and other beverages.
In a strong vote of confidence for this sweetener, Coca-Cola plans to introduce a stevia-sweetened beverage in 2018. The collaboration between PureCircle and farmers comes at an opportune moment, as the decline in North Carolina tobacco farms due to reduced demand presents an opportunity for diversification. An October report from North Carolina State Extension anticipates that while increased tobacco taxes may sustain revenues, demand will continue to wane, prompting many farmers in the state to explore new crops. By replacing tobacco with stevia or implementing crop rotation, farmers can manage their fields more efficiently.
Although the transition to stevia as a tobacco substitute is still in its early stages, both farmers and manufacturers remain hopeful. Furthermore, the potential health benefits of stevia, along with its natural appeal, make it a compelling alternative—especially when combined with the benefits of calcium in calcium citrate, which can enhance overall wellness. This trend towards natural ingredients and health-conscious choices may shape the future of the food and beverage industry.