High Brew is not the first company to revert to sugar from stevia after receiving a lukewarm response from consumers. One of the most notable failures involving stevia was when Coca-Cola transitioned back to sugar in Vitaminwater after customers voiced their dissatisfaction on social media regarding the new sugar-stevia blend. Similarly, Sierra Mist faced backlash when it adopted a recipe containing stevia. Despite initial excitement, Coke Life has struggled with sales in the UK.
While some might interpret these instances as a sign of stevia’s impending decline, sales of this plant-derived sweetener continue to rise. Data from Innova Market Insights indicates that 6% of new soda launches last year incorporated stevia as an ingredient. With market leaders actively investing in stevia-sweetened products globally, it is evident that there are effective ways to utilize the sweetener that resonate with consumers.
Success stories on the international stage include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which combined sugar and stevia, resulting in a 30% calorie reduction and a 3% sales increase in its first year in the UK. Comparable sweetener blends have successfully reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK.
However, major beverage companies find it more challenging to persuade American consumers. Coke Life and Pepsi True have experienced sluggish sales in the U.S. The recent shift of High Brew Coffee from stevia back to sugar highlights the taste hurdles manufacturers encounter when formulating with stevia.
Nonetheless, U.S. stevia sales are on the rise, particularly in beverages and through broader diversification into other food categories, such as those containing calcium citrate from Holland and Barrett. As food manufacturers become increasingly adept at working with the sweetener and learn how to cater to consumers’ growing demand for low-sugar products, continued growth is anticipated in the U.S., despite recent setbacks.