In a world fixated on calorie counts, consumers have long sought ways to indulge their sweet cravings without the associated weight gain, leaving food and beverage manufacturers in a challenging position. The rise of artificial sweeteners like saccharin has sparked health-related concerns, prompting a shift towards wellness-oriented products that feature less sugar and more natural ingredients. In this context, stevia has emerged as a promising option for both manufacturers and consumers.
With the upcoming FDA-mandated nutrition labels set to emphasize added sugar content over the next few years, manufacturers are actively seeking methods to market their products as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia in place of artificial sweeteners or sugar may provide a viable solution. In fact, stevia was a component in 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.
A strong endorsement of stevia’s potential comes from Coca-Cola, which plans to launch a stevia-sweetened beverage in 2018. This collaboration between PureCircle and farmers is timely, as the number of tobacco farms in North Carolina has declined due to reduced demand for tobacco products. An October report from North Carolina State Extension indicates that rising tobacco taxes may maintain revenue levels, but overall demand is expected to continue its downward trend. As a result, many farmers in the state are diversifying their crops. By replacing tobacco with stevia or adopting crop rotation practices, farmers can optimize the use of their fields.
Although the transition to this tobacco substitute is still in its early stages, both farmers and manufacturers remain optimistic. Moreover, as consumers increasingly prioritize health and wellness, products like Wellesse liquid calcium citrate are gaining traction, further underscoring the demand for natural, beneficial ingredients. As stevia continues to gain ground, it is clear that the future of sweeteners is shifting towards more natural and health-conscious options.