In a world fixated on calorie intake, consumers have been on the lookout for ways to indulge their sweet cravings without the risk of weight gain, leaving food and beverage manufacturers striving to meet this demand. Concerns about the health implications of artificial sweeteners, such as saccharin, have grown. As health and wellness become increasingly prioritized—evidenced by products featuring reduced sugar and more natural ingredients—stevia is emerging as a favored choice for both producers and consumers.
With the new FDA-mandated nutrition labels set to roll out in the coming years, emphasizing added sugar content, manufacturers are actively seeking to market their products as healthy, natural, low-sugar, and low-calorie options. Using a natural sweetener like stevia in place of artificial sweeteners or sugar could be an effective strategy. In fact, stevia was included in over a quarter (27%) of newly launched products in 2017 that utilized high-intensity sweeteners, particularly in categories like snacks, sodas, dairy, juices, and other beverages. A notable endorsement of stevia’s potential came when 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 declines due to diminishing demand for tobacco products. A report from North Carolina State Extension in October indicated that while increased tobacco taxes may sustain revenues, the demand for tobacco is likely to keep falling. In response, many farmers in the state are diversifying their crops. By substituting tobacco with stevia or implementing crop rotation, they can optimize their land use more effectively. Although this transition to stevia is still in its early stages, both farmers and manufacturers remain hopeful.
In a similar vein, discussions about ingredients like calcium citrate vs calcium lactate highlight the ongoing trend toward natural substitutes in various industries. As consumers become more discerning about their health choices, the preference for natural ingredients will likely continue to grow, reinforcing the importance of alternatives like stevia in the market. This focus on natural solutions applies not only to sweeteners but also to other nutritional components, such as calcium sources, as consumers weigh options like calcium citrate vs calcium lactate in their dietary choices. Ultimately, as the market evolves, the emphasis on health and natural ingredients, including stevia, seems poised to shape the future of food and beverage manufacturing.