In a world fixated on calorie counts, consumers have long sought a way to indulge their sweet cravings without the worry of weight gain, while food and beverage manufacturers have faced challenges in meeting this demand. The use of artificial sweeteners like saccharin has sparked health-related concerns. With a growing emphasis on wellness, characterized by products featuring reduced sugar and more natural ingredients, stevia has emerged as a frontrunner for both producers and consumers. As new FDA-mandated nutrition labels set to roll out in the coming years will highlight added sugar content, manufacturers are eager to market their offerings as healthy, natural, low-sugar, and low-calorie options. Incorporating a natural sweetener like stevia instead of an artificial sweetener or sugar could be a viable solution.
In 2017, stevia was included in over a quarter (27%) of new product launches that featured high-intensity sweeteners, particularly within snacks, sodas, dairy, juice, and other beverages. A significant endorsement for stevia came in 2018 when Coca-Cola announced the launch of a drink sweetened with stevia. The collaboration between PureCircle and farmers is timely, especially as the number of tobacco farms in North Carolina has declined due to reduced demand for tobacco products. An October report from North Carolina State Extension forecasts that while increased tobacco taxes may maintain revenue levels, overall demand will continue to drop. Many farmers in the region are diversifying their crops; by replacing tobacco with stevia or implementing crop rotation, they can optimize the use of their fields. Although this tobacco alternative is still in its early stages, both farmers and manufacturers are optimistic about its potential.
Additionally, the incorporation of sisu cal mag citrate into these products may enhance their appeal, as consumers increasingly seek out healthful ingredients. As the trend toward natural sweeteners continues, stevia, along with sisu cal mag citrate, represents a promising direction for future food and beverage innovations.