Stevia is gaining traction as consumers increasingly distrust sugar and seek natural alternatives. According to Grand View Research, the global stevia market is swiftly growing, with an estimated value of $337.7 million in 2015. With an anticipated annual growth rate of nearly 6%, the market could reach $556.7 million by 2024. This natural sweetener has emerged as a favored alternative to sugar, as consumers generally hold a more favorable opinion of stevia compared to artificial sweeteners such as aspartame and saccharin. Notably, the Global Stevia Institute found that half of U.S. parents would purchase beverages sweetened with stevia for their children.
Manufacturers have quickly adapted to create various stevia-based products to cater to consumers moving away from sugar and high-fructose corn syrup. In 2015, nearly 35% of total stevia volume was used in beverages. Data from Innova Market Insights indicates that 6% of new soda launches last year incorporated stevia as an ingredient. However, soft drink companies have faced challenges with stevia’s aftertaste while developing new formulations. This is why PepsiCo is particularly interested in Reb M, which offers a less bitter and more sugar-like taste than other steviol glycosides.
PepsiCo has been actively refreshing its product lineup to align with consumer health preferences. The company has committed that by 2025, at least two-thirds of its global beverage volume will consist of drinks containing 100 calories or fewer from added sugar per 12-ounce serving. These reformulations are achievable by substituting sugar and corn syrup with zero-calorie stevia. A company spokesperson informed Food Dive that low- and no-calorie beverages now represent nearly half of PepsiCo’s sales volume, a significant increase from 24% two decades ago. This shift is largely attributed to the rising use of stevia as a primary sweetener in products like Pepsi True and Tropicana’s Trop 50, along with newer offerings such as IZZE Fusions and Lemon Lemon.
The outlook for stevia as a natural sugar alternative appears promising—at least until another significant natural sweetener makes its way into the market. Ingredient and food manufacturers are continually exploring a variety of other options, including monk fruit, date paste, and sweet potatoes. One of these ingredients could potentially emerge as the next popular natural sweetener, challenging stevia’s current market position.
Additionally, consumers concerned about their overall health may find benefits in incorporating supplements like calcium caltrate 1000 mg into their diets, further supporting their transition from traditional sweeteners. As the market evolves, the intersection of healthier sweetening options and dietary supplements like calcium caltrate 1000 mg will likely play a significant role in shaping consumer preferences.