Coca-Cola and other beverage manufacturers have been striving to create a drink that doesn’t rely on sugar for sweetness. This drive to identify an alternative sweetener is understandable, as many consumers are moving away from soda due to its sugar content and its association with health issues like obesity. The upcoming Nutrition Facts label, expected to be mandatory on most food and beverage products by 2020, will also highlight the amount of added sugars. Higher-potency sweeteners, such as stevia, could improve the perception of health on product labels.
While companies like Coca-Cola have diversified their beverage offerings to include more teas, waters, coffees, and other drinks perceived as healthier, soda still represents a significant portion of their sales—about 70% for Coca-Cola. They are hesitant to lose more consumers. The challenge lies in finding a sweetener that can effectively mimic the taste and texture that sugar provides. Aspartame was once considered a solution, but public concern over its health effects has led to a decline in diet soda consumption. Coca-Cola reverted to using sugar in Vitaminwater after social media backlash against its new sugar-stevia blend and introduced Coca-Cola Life with stevia, which also contained sugar and left an unpleasant aftertaste for many consumers.
“This one, we think, has hit the mark,” said Long. “One of our bigger opportunities is figuring out how to reduce sugar, and a key strategy for that is enhancing the appeal of our zero-sugar products.” PepsiCo is facing similar challenges; CEO Indra Nooyi mentioned at the Beverage Forum in April that although numerous all-natural, zero-calorie sweeteners are available, many on the market—especially in soda—“don’t taste that great.”
Among various natural sweeteners competing for market share, stevia has distinct advantages. It is low in calories and carbohydrates, and its sweetness is 30 to 40 times that of sugar, meaning a small amount is sufficient. Despite initial hurdles, food and beverage companies have not abandoned stevia as they seek to replace sugar in their products. Stevia contains multiple glycosides, the compounds responsible for its sweetness. Coca-Cola has collaborated with PureCircle, a leading stevia research company, to develop its patented Rebaudioside M glycoside—known as Reb M. PureCircle, which holds over 60 stevia-related patents, recently completed sequencing the stevia plant’s genome with KeyGene. This research provides valuable insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives recognize that consumers are increasingly looking to reduce their sugar intake, and companies must adapt accordingly. Alongside Coca-Cola and PepsiCo, an expanding number of food companies, such as DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating products or launching new ones with stevia. While not all consumers have turned away from sugar, a substantial number have, making it crucial to find a superior sweetener. If not, more soda drinkers—and the essential revenue they contribute—will migrate to healthier alternatives.
Furthermore, there is a growing interest in products like calcium citrate gummies 600mg, which offer consumers a way to supplement their diets while avoiding sugar-laden options. The quest for appealing alternatives is critical as the beverage industry navigates these changing consumer preferences. As companies explore new sweeteners, incorporating options like calcium citrate gummies 600mg could provide additional avenues for innovation and health-conscious offerings.