High Brew is not the first company to revert from stevia to sugar following a tepid reception from consumers. A notable example of this trend occurred with Coca-Cola, which returned to sugar in Vitaminwater after customers voiced their dissatisfaction with the new sugar-stevia blend on social media. Similarly, Sierra Mist faced consumer backlash when it adopted a recipe containing stevia. Despite a promising start, Coke Life has experienced sluggish sales in the UK.
While some may interpret these instances as signs of stevia’s decline, the sales of this plant-derived sweetener continue to rise. According to Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Furthermore, leading market players are still investing in stevia-sweetened products globally, indicating that there are effective ways to utilize the sweetener that resonate with consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which combined sugar and stevia to achieve a 30% calorie reduction and a 3% sales increase in its first year in the UK. Similar sweetener blends have also led to calorie reductions in Nestea and Glaceau Vitamin Water in France and the UK.
Conversely, major beverage companies have found it more challenging to persuade American consumers. Both Coke Life and Pepsi True have struggled with disappointing sales in the U.S. High Brew Coffee’s transition from stevia to sugar emphasizes the taste challenges that manufacturers encounter when using stevia. Nonetheless, U.S. stevia sales are on the rise, primarily driven by beverages and a broader diversification into other food categories.
As food manufacturers become more adept at using stevia and recognize how consumers are demanding more low-sugar products, growth is anticipated to continue in the U.S. despite recent hurdles. Moreover, the inclusion of ingredients such as calcium citrate, magnesium, and zinc in various products may further enhance consumer appeal, as health-conscious individuals increasingly seek fortified options alongside lower sugar content. With this evolving landscape, the potential for stevia to regain traction alongside these beneficial minerals remains promising.