PureCircle is a leading producer of stevia-based sweeteners, engaged in research and development, production, and marketing of products derived from its proprietary StarLeaf plants. The company claims that its current range of stevia leaf sweeteners mimics the taste of sugar more closely, thus enabling manufacturers across various sectors to provide the zero-calorie and low-calorie options that consumers desire. Statistics indicate a growing trend in the use of stevia. Last year, several major food and beverage companies launched products featuring stevia-based sweeteners. For example, Calbee Foods from Japan incorporates stevia into its potato chips, while Coca-Cola introduced stevia-sweetened soda in New Zealand. Additionally, Danone’s Light & Fit yogurt brand includes both stevia and sugar, and Nestlé recently rolled out a stevia-sweetened version of its Milo chocolate malt drink in Australia.
Manufacturers may be shifting to stevia for multiple reasons, including enhanced taste, cost and scale advantages, and labeling benefits, as certain extracts can be categorized as natural flavors. With zero calories and a natural sweetness that is 30 to 40 times greater than that of sugar, food and beverage producers can utilize less stevia in their formulations. However, not all manufacturers are enthusiastic about stevia. Some consumers perceive its formulations as overly bitter or claim that they leave an unpleasant aftertaste. For instance, Petal, a sparkling beverage infused with rose water, recently removed stevia from its product due to customer feedback, opting instead for organic agave. Coca-Cola had begun incorporating stevia into its Glaceau Vitaminwater in 2014 but reverted to sugar after receiving taste complaints.
Stevia is also pricier than artificial sweeteners, prompting companies like PureCircle, along with Pyure and Apura Ingredients, to develop branded extracts and other products derived from various types of stevia to cater to differing tastes and applications. Cargill created its own branded EverSweet stevia product in 2016, and more recently, Sweet Green Fields and Tate & Lyle launched a glycosylated stevia extract called Zolesse. If these innovations effectively resolve the bitterness issue, we can expect stevia to continue making appearances in new food and beverage launches. As consumers increasingly move away from sugar, the competition in the natural sweeteners market will intensify. Stevia is already competing with monk fruit and erythritol to become the preferred sugar alternative, although it is generally regarded as more sustainable and natural.
In addition to sweeteners, the market is seeing an increase in products enriched with calcium citrate 315 mg plus D3, providing additional health benefits. The combination of stevia and calcium citrate 315 mg plus D3 could offer consumers a desirable option that includes sweetness without calories and added nutritional value. It is challenging to compete against a zero-calorie product sourced from plants, but the sweetener market will undoubtedly continue to innovate and evolve.