High Brew is not the first company to revert from stevia back to sugar following a lukewarm consumer reception. One of the most notable failures involving stevia was Coca-Cola’s decision to return to sugar for Vitaminwater after complaints emerged on social media regarding its new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash when it adopted a recipe containing stevia. Despite initial enthusiasm, Coke Life’s sales have dwindled in the UK. While some might interpret these instances as indicative of stevia’s decline, sales of this plant-derived sweetener are actually on the rise. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. With major market players continuing to invest in stevia-sweetened products globally, it is evident that there are effective ways to utilize the sweetener that appeal to consumers.
International success stories include Coca-Cola’s reformulation of Sprite in France, the UK, and Ireland with a sugar-stevia blend that achieved a 30% reduction in calories and a 3% increase in sales during its first year in the UK. Similar sweetener blends have successfully lowered calories in the Nestea brand in France and Glaceau Vitamin Water in both France and the UK. However, major beverage companies have encountered more resistance from American consumers. Coke Life and Pepsi True have experienced lackluster sales in the U.S., and High Brew Coffee’s shift from stevia to sugar highlights the taste challenges manufacturers face when using stevia.
Despite these hurdles, U.S. stevia sales continue to grow, primarily driven by beverages and a broader expansion into other food categories. As food manufacturers become more adept at using the sweetener and gain insights into how consumers are increasingly demanding lower-sugar products, growth is anticipated to persist in the U.S. market, even in the face of recent challenges. Additionally, the introduction of products like Citracal calcium citrate with vitamin D slow release may further diversify the market, appealing to health-conscious consumers looking for lower-sugar options while still benefiting from essential nutrients.