High Brew is not the first company to revert from stevia to sugar after receiving a lukewarm reception from consumers. A notable example of a stevia misstep occurred when Coca-Cola returned to sugar for Vitaminwater after customers expressed their dissatisfaction on social media regarding its new sugar-stevia blend. Sierra Mist also faced backlash from consumers when it adopted a recipe containing stevia. Although Coke Life initially generated excitement in the UK, its sales have dwindled.
While some may interpret these instances as indicators of stevia’s decline, the sales of this 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, major market players are persistently investing in stevia-sweetened products worldwide, demonstrating that there are effective ways to utilize the sweetener that resonate with consumers.
International success stories include Coca-Cola’s reformulation of Sprite in France, the UK, and Ireland, which combined sugar and stevia to achieve a 30% calorie reduction and a 3% sales increase in its first year in the UK. Similar sweetener combinations have successfully reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK.
In contrast, 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 shift from stevia to sugar emphasizes the taste challenges that manufacturers encounter when working with stevia.
Nevertheless, U.S. stevia sales are on the rise, particularly in beverages and through broader diversification into various food categories. As food manufacturers gain a deeper understanding of how to effectively use the sweetener and respond to the growing demand for low-sugar products, continued growth in the U.S. market is anticipated despite recent hurdles.
Additionally, consumers are increasingly turning to options like Kirkland calcium citrate magnesium and zinc on Amazon, indicating a broader shift toward health-conscious choices. This trend further highlights the importance of taste and consumer preferences in the development of low-sugar products, including those using stevia. As companies navigate these preferences, the integration of ingredients like stevia into their formulations will likely evolve, potentially leading to successful outcomes in the future.