Coca-Cola and other soft drink manufacturers are actively seeking to create a beverage that does not rely on sugar for sweetness. This pursuit for alternative sweeteners is understandable, as an increasing number of consumers are turning away from soda due to its sugar content and its association with health issues like obesity. The upcoming Nutrition Facts label, which is expected to be mandatory on most food and beverage items by 2020, will also disclose the amount of added sugar in products. Higher-potency sweeteners, such as stevia, could enhance the nutritional profile of product labels for health-conscious consumers.
While companies like Coca-Cola have broadened their product ranges to include more teas, waters, coffees, and other beverages perceived as healthier, soda still accounts for a significant portion of their sales—approximately 70% for Coke—prompting caution about losing more customers. The challenge lies in finding a sweetener that can effectively replicate both the taste and texture of sugar. Aspartame was once a contender, but public concern over the health effects of this artificial sweetener has led to a decline in the consumption of diet sodas. Coca-Cola reverted to using sugar in Vitaminwater after customers expressed dissatisfaction with its new sugar-stevia blend on social media. They also launched Coca-Cola Life with stevia, but it contained sugar and an aftertaste that many found unappealing.
“This one, we think, has hit the mark,” said Long. “One of our bigger opportunities is how to reduce sugar, and making our zero-sugar products more attractive is a key aspect of that.” PepsiCo has faced similar challenges in identifying a viable replacement. Indra Nooyi, PepsiCo’s CEO, noted at the Beverage Forum in April that while numerous all-natural, zero-calorie sweeteners are available, many existing products, particularly sodas, “don’t taste that great.”
Among the various natural sweeteners vying for market share, stevia has several advantages. It is low in calories and carbohydrates and is 30 to 40 times sweeter than sugar, meaning only a small amount is needed. Despite the initial hurdles associated with stevia, food and beverage companies, including Coca-Cola, continue to explore its potential as they search for sugar alternatives. Stevia contains various glycosides—the compounds responsible for its sweetness. Coca-Cola has partnered with PureCircle, a leader in stevia research, to develop its patented Rebaudioside M glycoside, known as Reb M. Recently, PureCircle announced the completion of the plant’s genome sequencing in collaboration with KeyGene, which offers deeper insight into the glycosides and their optimal applications.
Coca-Cola executives acknowledge the shift in public preferences towards lower sugar consumption, prompting companies to adapt accordingly. In addition to Coca-Cola and PepsiCo, an increasing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones that incorporate stevia. While not every consumer has turned against sugar, a significant number have, making it crucial to identify a better sweetener. Otherwise, more soda drinkers—and the essential revenue they generate—may migrate to healthier alternatives.
Furthermore, as companies explore sweeteners, they must also consider the calcium citrate nursing implications for products that might be marketed to health-conscious consumers. The integration of calcium citrate into beverage formulations could provide additional health benefits, particularly for those looking to maintain bone health while reducing sugar intake. Addressing these calcium citrate nursing implications will be vital as the industry moves towards healthier options. Ultimately, the search for an effective sweetener that meets consumer demands while considering health implications, such as those related to calcium citrate, remains a significant focus for the beverage industry.