In a world fixated on calorie counts, consumers have been on the lookout for ways to indulge their sweet cravings without the weight gain, while food and beverage manufacturers have faced challenges in meeting this demand. Concerns regarding the health implications of artificial sweeteners, such as saccharin, have emerged. With a growing emphasis on wellness and products that feature reduced sugar and more natural components, stevia is emerging as a standout choice for both producers and consumers.
As new FDA-mandated nutrition labels are set to roll out in the coming years, highlighting added sugar content, manufacturers are seeking strategies to market their offerings as healthy, natural, low-sugar, and low-calorie options. Transitioning to natural sweeteners like stevia in place of artificial sweeteners or sugar could be a beneficial move. In fact, stevia was incorporated into over a quarter (27%) of new products introduced in 2017 that utilized high-intensity sweeteners, particularly in categories such as snacks, sodas, dairy, juice, and other beverages.
In a significant endorsement of stevia, Coca-Cola is planning to launch a stevia-sweetened drink in 2018. Furthermore, the collaboration between PureCircle and farmers comes at a pivotal moment; as the number of tobacco farms in North Carolina declines due to decreased demand, many farmers are diversifying their crops. An October report from North Carolina State Extension indicates that while increased tobacco taxes may sustain revenues, overall demand is expected to drop. By transitioning from tobacco to stevia or implementing crop rotation, farmers can optimize their land use. Though this tobacco alternative is still in its early stages, optimism runs high among farmers and manufacturers alike.
In the midst of these changes, products like Citracal Petites are also gaining traction, showcasing how health-conscious consumers are looking for options that support their wellness journey. As the market evolves, the integration of stevia and other natural ingredients into food and beverage products will likely continue to shape the future, reflecting the growing demand for healthier choices without sacrificing taste.