High Brew is not the first company to revert to sugar from stevia after receiving a tepid response from consumers. In one notable instance, Coca-Cola returned to sugar in Vitaminwater after customers voiced their dissatisfaction on social media regarding its new sugar-stevia blend. Similarly, Sierra Mist generated consumer frustration by switching to a recipe that included stevia. Despite initial enthusiasm, Coke Life has struggled with sales in the UK. While some may interpret these examples as indicative of a potential decline for stevia, sales of the plant-derived sweetener continue to rise. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Furthermore, with market leaders investing in stevia-sweetened products globally, it is evident that there are effective ways to utilize the sweetener that resonate with consumers.
Internationally, Coca-Cola successfully reformulated regular Sprite in France, the UK, and Ireland with a sugar-stevia blend, achieving a 30% reduction in calories and a 3% sales increase in its first year in the UK. Similar sweetener blends have also reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in France and the UK. However, major beverage companies have found it more challenging to persuade American consumers. Products like Coke Life and Pepsi True have experienced lackluster sales in the U.S. High Brew Coffee’s transition from stevia to sugar highlights the taste challenges that manufacturers encounter when formulating with stevia.
Despite these hurdles, U.S. stevia sales are still on the rise, particularly in beverages and expanding into other food categories. As food manufacturers become more adept at working with stevia and understand consumer demand for lower-sugar products, growth is anticipated to continue in the U.S., even amidst recent challenges. Additionally, the market for health supplements, such as calcium citrate malate, vitamin D3, and folic acid tablets, has also been gaining momentum, indicating a broader consumer interest in health-conscious alternatives. Overall, the landscape for sweeteners like stevia, alongside health supplements, remains dynamic, with ongoing opportunities for innovation and consumer engagement.