In a world fixated on calorie counts, consumers have long sought ways to indulge their sweet cravings without the risk of weight gain, prompting food and beverage manufacturers to find suitable solutions. The emergence of artificial sweeteners like saccharin has sparked health-related concerns among the public. As the emphasis on wellness grows, with an increasing number of products featuring reduced sugar and more natural ingredients, stevia has emerged as a prominent choice for both manufacturers and consumers alike.
With new FDA-mandated nutrition labels expected to roll out in the coming years, spotlighting added sugar content, manufacturers are actively seeking ways to market their products as healthy, natural, low-sugar, and low-calorie options. Incorporating a natural sweetener like stevia instead of artificial sweeteners or sugar could be a beneficial strategy. In 2017, stevia was featured in over a quarter (27%) of newly launched products that contained high-intensity sweeteners, particularly in categories such as snacks, sodas, dairy, juice, and other beverages.
In a notable endorsement of stevia, Coca-Cola announced plans to introduce a stevia-sweetened beverage in 2018. The collaboration between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina has dwindled due to reduced demand for tobacco products. A report from North Carolina State Extension in October indicates that while increased tobacco taxes may sustain revenues, overall demand will likely continue to decline. Many farmers in the state are exploring crop diversification. By substituting tobacco with stevia or implementing crop rotation, farmers can optimize their land use. Although the transition to this tobacco alternative is still in its early stages, both farmers and manufacturers are optimistic about its potential.
Additionally, as consumers become more health-conscious and explore natural supplements like calcium citrate, often found on platforms like Amazon, the market for stevia may continue to expand. By strategically positioning stevia alongside products that promote health benefits, manufacturers can tap into the growing demand for natural alternatives that cater to the wellness trend.