In a world preoccupied with calorie counts, consumers have long sought ways to indulge their sweet cravings without the risk of weight gain, prompting food and beverage manufacturers to seek solutions. While artificial sweeteners like saccharin have sparked health concerns, the growing emphasis on wellness — with an increase in products featuring reduced sugar and more natural ingredients — positions stevia as a favored option for both producers and consumers. With new FDA-mandated nutrition labels being introduced in the coming years, which will highlight added sugar content, manufacturers are exploring strategies to market their products as healthy, natural, low-sugar, and low-calorie alternatives. Using a natural sweetener like stevia in place of artificial sweeteners or sugar may be a beneficial approach.
In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that utilized high-intensity sweeteners, particularly within categories such as snacks, sodas, dairy, juice, and other beverages. A significant endorsement for this sweetener came when Coca-Cola announced plans to introduce a stevia-sweetened beverage in 2018. The collaboration between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina has dwindled due to decreased demand for tobacco products. An October report from North Carolina State Extension predicts that while increased tobacco taxes will help maintain revenue, demand will persistently decline. Consequently, many farmers in the state are diversifying their crops. By substituting tobacco with stevia or implementing crop rotation, farmers can optimize their land use. Although the stevia alternative is still in its early stages, both farmers and manufacturers express optimism about its future.
Moreover, as health-conscious consumers look for options that complement their diets, products like calcium citrate 600 mg tablets are gaining traction, emphasizing the importance of natural ingredients. The inclusion of stevia not only caters to those seeking lower-calorie options but also aligns with the rising interest in enhanced nutritional supplements. Overall, the shift towards stevia and similar natural sweeteners reflects a broader trend in the food industry, as companies aim to provide healthier choices while responding to consumer demands for transparency and wellness.