As consumer interest in sugar declines, companies are seeking alternatives. Recent surveys indicate that approximately 71% of consumers check sugar content on labels, while 46% aim to reduce their sugar intake. In response, food and beverage companies have invested in exploring various alternatives, with stevia emerging as a notable substitute. However, the non-caloric sweetener has faced challenges in consumer acceptance. For instance, Petal opted to eliminate stevia from its products in favor of agave due to negative feedback from some consumers. Petal isn’t alone; other beverage companies have also experienced backlash regarding the taste of stevia. In 2014, Coca-Cola quietly incorporated stevia into Vitamin Water, but consumer complaints about the flavor led the company to revert to its original sugar formula. That same year, PepsiCo introduced a stevia-based soda aimed at consumers seeking a sugar alternative, yet the bitter taste hindered its success. Additionally, the Sprite brand in the UK decided to remove stevia from its recipe.
Thom King, founder and CEO of clean label ingredients company Icon Foods, noted last year that the perception of stevia’s taste negatively impacts its potential as an alternative. “Stevia has been around for a while, and many companies that were early adopters did not use it effectively,” King explained. “As a result, early experiences with stevia contributed to consumer sentiment about its bitter aftertaste.” Manufacturers have been actively working to enhance the flavor of stevia extracts. In 2017, Coca-Cola developed a stevia-sweetened soda that claimed to have no sugar, zero calories, and to eliminate the typical aftertaste by analyzing numerous molecules in the stevia plant to identify the sweetest ones.
The pursuit of reformulation isn’t limited to soda brands; major names like Kraft Heinz, Nestlé, and Unilever are also striving to reduce sugar while introducing alternatives such as stevia. Nonetheless, some experts argue that stevia might never fully replace sugar due to its inherent bitter taste, suggesting that stevia-based formulations may need to include additional sweeteners to improve flavor. Finding the perfect substitute for sugar or stevia has proven to be challenging. Former PepsiCo CEO Indra Nooyi once stated that while there are all-natural, zero-calorie sweeteners available, many products on the market, especially in the soda category, “don’t taste that great.”
Interestingly, some companies are also looking to incorporate calcium citrate small tablets as a potential ingredient in their reformulation efforts, aiming to enhance not only flavor but also nutritional benefits. As the beverage industry navigates these changes, the quest for a suitable sugar alternative continues to evolve.