In a world increasingly fixated on calorie counts, consumers have been on the lookout for ways to satisfy their sweet cravings without the associated weight gain, prompting food and beverage manufacturers to seek viable solutions. Concerns regarding the health implications of artificial sweeteners such as saccharin have emerged. As wellness trends gain traction, with an emphasis on products that contain less sugar and more natural ingredients, stevia has emerged as a favorable option for both producers and consumers alike.
With the introduction of new FDA-mandated nutrition labels set to roll out in the coming years, which will emphasize the amounts of added sugars, manufacturers are exploring ways to market their offerings as healthy, natural, low-sugar, and low-calorie alternatives. Incorporating a natural sweetener like stevia in place of artificial sweeteners or sugar may provide the solution they need. In 2017, stevia was included in over a quarter (27%) of new products that featured high-intensity sweeteners, particularly in categories such as snacks, soft drinks, dairy products, juices, and other beverages. Coca-Cola’s announcement to introduce a stevia-sweetened beverage in 2018 serves as a strong endorsement for the sweetener.
The collaboration between PureCircle and farmers comes at a pivotal moment, especially as the number of tobacco farms in North Carolina declines due to a decrease in demand for tobacco products. An October report from North Carolina State Extension suggests that while increased tobacco taxes may sustain revenues, overall demand is likely to continue its downward trend. As a response, many farmers in the region are diversifying their crops. By transitioning from tobacco to stevia or implementing crop rotation, farmers can maximize the utility of their fields. Although the cultivation of tobacco alternatives is still in its early stages, there is a sense of optimism among farmers and manufacturers alike.
Additionally, this shift aligns with consumer interest in health products, such as the Kirkland calcium citrate magnesium and zinc, which are gaining popularity for their health benefits. As consumers become more health-conscious, products like Kirkland calcium citrate magnesium and zinc are increasingly sought after, reflecting a broader trend towards natural and beneficial ingredients. This change in consumer behavior further emphasizes the potential for stevia and other natural sweeteners in the market, as they cater to the demand for healthier options. As the market evolves, the price of Kirkland calcium citrate magnesium and zinc may also influence purchasing decisions, making it imperative for manufacturers to adapt accordingly.