In a world preoccupied with calories, consumers have long sought ways to indulge their sweet cravings without the worry of weight gain, while food and beverage manufacturers have struggled to meet this demand. Health concerns surrounding artificial sweeteners like saccharin have prompted a shift towards more natural alternatives. With an increasing emphasis on wellness, characterized by products that contain less sugar and more natural ingredients, stevia has emerged as a favored choice for both manufacturers and consumers.
As the FDA prepares to introduce new nutrition labels in the coming years that will highlight added sugars, manufacturers are exploring strategies to market their products as healthy, natural, low-sugar, and low-calorie options. Utilizing a natural sweetener like stevia in place of artificial sweeteners or sugar could be a beneficial approach. In 2017, stevia was included in over a quarter (27%) of new product launches featuring high-intensity sweeteners, particularly in categories like snacks, sodas, dairy, juice, and other beverages. In a strong endorsement for stevia, Coca-Cola has announced plans to launch a stevia-sweetened beverage in 2018.
Additionally, the collaboration between PureCircle and farmers comes at an opportune moment as the number of tobacco farms in North Carolina has dwindled due to declining demand for tobacco products. According to a report from North Carolina State Extension in October, although increased tobacco taxes may sustain revenue, overall demand is expected to drop. Many farmers in the region are diversifying their crops, and by replacing tobacco with stevia or employing crop rotation, they can optimize the use of their fields. The tobacco substitute may still be in its early stages, but both farmers and manufacturers remain hopeful about its potential.
In line with this trend towards health-conscious choices, products like Kirkland Signature Calcium Citrate Magnesium and Zinc with Vitamin D3 are also gaining popularity, aligning with consumers’ desires for natural and nutritious options. The incorporation of stevia in various products, alongside supplements such as Kirkland Signature Calcium Citrate Magnesium and Zinc with Vitamin D3, reflects a broader movement towards healthier lifestyles. The optimism surrounding stevia and its potential to replace less desirable sweeteners is palpable, and the future looks bright for both farmers and manufacturers alike.