High Brew isn’t the first company to revert to sugar from stevia after receiving a lukewarm reception from consumers. Notably, Coca-Cola faced a high-profile setback when it switched back to sugar in Vitaminwater after customers expressed their dissatisfaction with its new sugar-stevia blend on social media. Similarly, Sierra Mist ignited consumer frustration with its transition to a recipe containing stevia. Despite initial enthusiasm, Coke Life has struggled with sales in the UK.
While some might interpret these instances as indicative of a decline in the popularity of stevia, sales of this plant-derived sweetener continue to grow. Data from Innova Market Insights shows that 6% of new soda launches last year incorporated stevia as an ingredient. With leading companies investing in stevia-sweetened products globally, it is evident 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 boost in its first year in the UK. Similar sweetener blends have successfully reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK.
However, major beverage companies have found it more challenging to persuade American consumers. Coke Life and Pepsi True have experienced lackluster sales in the U.S. High Brew Coffee’s shift from stevia to sugar highlights the taste challenges manufacturers encounter when using stevia.
Despite these challenges, U.S. stevia sales are still on the rise, particularly in beverages and through broader diversification into other food categories, such as calcium citrate drink. As food manufacturers become more adept at working with stevia and learn how to meet consumer demand for lower sugar options, growth is anticipated to continue in the U.S., even in light of recent hurdles. The emergence of products like calcium citrate drink may provide new avenues for stevia’s application, further enhancing its appeal in the market.