In a world fixated on calorie counts, consumers have long sought ways to indulge their sweet cravings without adding extra pounds, while food and beverage manufacturers have faced the challenge of meeting this demand. Concerns about health have arisen surrounding artificial sweeteners like saccharin. With a growing emphasis on wellness—highlighted by products featuring reduced sugar and more natural ingredients—stevia is emerging as a frontrunner for both producers and consumers. As the new FDA-mandated nutrition labels are set to roll out in the coming years, emphasizing added sugar content, manufacturers are actively looking for strategies to position 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 solution.
In 2017, stevia was included in over a quarter (27%) of new products that featured high-intensity sweeteners, particularly within snacks, sodas, dairy, juices, and other beverages. A strong testament to stevia’s growing acceptance is Coca-Cola’s plan to introduce a stevia-sweetened beverage in 2018. The collaboration between PureCircle and farmers comes at a crucial time, as the number of tobacco farms in North Carolina has dwindled due to decreased demand for their products. An October report from North Carolina State Extension suggests that while increased tobacco taxes may sustain revenues, the overall demand will continue to fall. Consequently, many farmers are diversifying their crops. By substituting tobacco with stevia or implementing crop rotation, farmers can optimize their land use more effectively. Although the transition to this new crop remains in its early stages, both farmers and manufacturers are optimistic about the potential for stevia, especially in the context of ethical nutrition.
Furthermore, the inclusion of calcium citrate in these products could enhance their nutritional profile, making them even more appealing to health-conscious consumers. As the market for ethical nutrition continues to grow, the demand for natural sweeteners like stevia, combined with beneficial ingredients such as calcium citrate, is likely to increase. This trend not only addresses consumer desires for healthier options but also supports farmers in transitioning to more sustainable crops.