High Brew is not the first company to revert to sugar from stevia after receiving a tepid response from consumers. One notable stevia failure occurred when Coca-Cola returned to sugar for Vitaminwater after customers voiced their dissatisfaction on social media regarding its new sugar-stevia blend. Sierra Mist also incited consumer frustration when it changed to a recipe containing stevia. Despite an initial wave of enthusiasm, Coke Life has seen its sales dwindle in the UK. While some may interpret these instances as signs of stevia’s decline, the sales of this plant-derived sweetener continue to rise. Data from Innova Market Insights indicates that 6% of new soda launches last year incorporated stevia as an ingredient. Furthermore, with market leaders investing in stevia-sweetened products globally, it’s evident that there are effective ways to utilize the sweetener that resonate with consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, where it switched to a sugar-stevia blend that resulted in a 30% calorie reduction and a 3% sales increase in its first year in the UK. Similar sweetener blends have also helped reduce calories in Nestea and Glaceau Vitamin Water in both France and the UK.
Meanwhile, major beverage companies have found it more challenging to persuade American consumers. Coke Life and Pepsi True have experienced lackluster sales in the U.S. High Brew Coffee’s shift from stevia to sugar highlights the taste challenges manufacturers encounter when using stevia in formulations. However, U.S. stevia sales continue to grow, driven by beverages and an increasing diversification into other food categories, including calcium citrate gummy vitamins. As food manufacturers become better equipped to work with this sweetener and understand how consumers are increasingly demanding lower sugar options, growth is anticipated to persist in the U.S. despite recent hurdles. In fact, the incorporation of calcium citrate gummy vitamins into various products might further enhance consumer interest in healthier options, showcasing the adaptability of stevia in meeting market demands.