In a world preoccupied with calories, consumers have been on the lookout for ways to indulge their sweet cravings without adding weight, prompting food and beverage manufacturers to respond. However, the use of artificial sweeteners, such as saccharin, has sparked health-related concerns. With a growing emphasis on wellness—focusing on products that contain less sugar and more natural ingredients—stevia has emerged as a leading choice for both manufacturers and consumers.
As the new FDA-mandated nutrition labels are set to roll out in the coming years, highlighting added sugar levels, manufacturers are seeking ways to market their offerings as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia in place of artificial sweeteners or sugar could be a beneficial strategy. In fact, stevia was featured in over 27% of new products launched in 2017 that contained high-intensity sweeteners, particularly within snacks, sodas, dairy, juice, and other beverages. A significant endorsement for stevia is Coca-Cola’s plan to introduce a stevia-sweetened drink in 2018.
The collaboration between PureCircle and farmers comes at a crucial moment, as the number of tobacco farms in North Carolina has dwindled due to reduced demand for tobacco products. An October report from North Carolina State Extension indicates that while increased tobacco taxes will help maintain revenues, demand is expected to continue its decline. Consequently, many farmers in the region are diversifying their crops. By replacing tobacco with stevia or implementing crop rotation, farmers can optimize the use of their fields. Although this tobacco alternative is still in its early stages, there is a sense of optimism among farmers and manufacturers alike.
Moreover, the growing interest in wellness extends beyond sweeteners to include dietary supplements such as calcium citrate malate, magnesium, zinc, and vitamin D3 tablets. These supplements are gaining traction as consumers become more health-conscious, paralleling the trend toward natural ingredients like stevia. As the industry evolves, the integration of stevia and these nutritional supplements could play a pivotal role in catering to health-focused consumers.