In a world fixated on calorie counts, consumers have long sought a way to indulge their sweet cravings without the unwanted weight gain, presenting a challenge for food and beverage manufacturers. Concerns about the health implications of artificial sweeteners like saccharin have only intensified this search. With a growing emphasis on wellness — focusing on products with reduced sugar and more natural ingredients — stevia is emerging as a preferred choice for both manufacturers and consumers alike.
With new FDA-mandated nutrition labels set to debut in the coming years, which will prominently feature added sugar content, manufacturers are eager to market their products as healthy, natural, low-sugar, and low-calorie options. Utilizing natural sweeteners such as stevia in place of artificial sweeteners or sugar may be a key strategy. In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that featured high-intensity sweeteners, particularly in snacks, sodas, dairy, juices, and other beverages. In a strong testament to stevia’s appeal, Coca-Cola plans to introduce a stevia-sweetened drink in 2018.
The collaboration between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina has diminished due to decreased demand for tobacco products. An October report from North Carolina State Extension indicates that while increased tobacco taxes may sustain revenues, overall demand will likely continue to decline. To adapt, many farmers in the region are diversifying their crops. By replacing tobacco with stevia or implementing crop rotation, farmers can optimize their land use effectively. Although this transition to stevia is still in its early stages, both farmers and manufacturers are hopeful about its potential.
In addition to stevia, another interesting development in the health sector is the use of calcium citrate. This compound is increasingly recognized for its benefits, particularly as it relates to improving the absorption of calcium in the body. Calcium citrate is for those looking to enhance their dietary calcium intake without the drawbacks of other calcium sources. As the focus on health and wellness continues to grow, the integration of ingredients like stevia and calcium citrate is likely to become more prevalent, offering consumers a wider array of options that align with their health goals.