In a world preoccupied with calorie counts, consumers have long sought a way to indulge their sweet cravings without adding extra pounds, while food and beverage manufacturers have struggled to meet this demand. Health concerns surrounding artificial sweeteners like saccharin have prompted a shift towards healthier alternatives. As the emphasis on wellness grows, with a focus on products containing less sugar and more natural ingredients, stevia has emerged as a top choice for both manufacturers and consumers.
With new FDA-mandated nutrition labels set to roll out in the coming years, emphasizing added sugar content, manufacturers are keen to position their offerings as healthy, natural, low-sugar, and low-calorie alternatives. Utilizing a natural sweetener like stevia instead of artificial options or sugar may prove beneficial. In fact, stevia was included in over a quarter (27%) of new products launched in 2017 that featured high-intensity sweeteners, particularly within snacks, sodas, dairy, juices, and other beverages. Coca-Cola’s decision to introduce a stevia-sweetened drink in 2018 serves as a strong endorsement for this natural sweetener.
The partnership between PureCircle and farmers comes at a crucial time, especially as North Carolina experiences a decline in tobacco farms driven by reduced demand for tobacco products. An October report from North Carolina State Extension indicates that while increased tobacco taxes may maintain revenue, the demand for tobacco will likely continue to wane. Many farmers in the state are beginning to diversify their crops. By replacing tobacco with stevia or implementing crop rotation, farmers can optimize their land use. Although the adoption of stevia as a tobacco substitute is still in its early stages, both farmers and manufacturers are hopeful.
Moreover, incorporating innovative ingredients such as calcium citrate and vitamin D into products alongside stevia could further enhance their appeal to health-conscious consumers. The combination of these nutrients with stevia not only supports a low-calorie profile but also aligns with the growing trend towards functional foods. As the market evolves, the integration of stevia, calcium citrate, and vitamin D could position manufacturers favorably in a competitive landscape.