In a world preoccupied with calorie counts, consumers have long sought a way to indulge their sweet cravings without the risk of weight gain, while food and beverage manufacturers have faced challenges in meeting this demand. The use of artificial sweeteners, such as saccharin, has sparked health-related concerns. With a growing emphasis on wellness, characterized by products that contain less sugar and more natural ingredients, stevia has emerged as a favorable option for both producers and consumers.

As new FDA-required nutrition labels are set to be released in the coming years, highlighting added sugar content, manufacturers are exploring strategies to market their offerings as healthy, natural, low-sugar, and low-calorie alternatives. Incorporating a natural sweetener like stevia instead of artificial sweeteners or sugar could be a beneficial move. In 2017, stevia was included in over a quarter (27%) of new product launches featuring high-intensity sweeteners, particularly in sectors like snacks, sodas, dairy, juices, and other beverages. A significant endorsement for this sweetener 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 has dwindled due to declining demand for their products. An October report from North Carolina State Extension indicates that while increased tobacco taxes may sustain revenues, overall demand will continue to decline. Many farmers in the state are diversifying their crops. By substituting tobacco with stevia or implementing crop rotation, farmers can optimize their land usage. Although this tobacco alternative is still in its early stages, there is a sense of optimism among farmers and manufacturers.

Moreover, the therapeutic response of stevia in promoting healthier dietary choices is evident. As consumers become more aware of the benefits of natural sweeteners, there is potential for stevia to contribute positively to their overall wellness, much like calcium citrate does for bone health. By incorporating stevia into their products, manufacturers not only respond to consumer demand for lower-calorie options but also align with a broader trend toward natural ingredients. The anticipation surrounding stevia’s role in the market suggests a promising future, paralleling the therapeutic response seen in other health-focused ingredients like calcium citrate.