High Brew is not the first company to revert to sugar from stevia following a tepid consumer response. A notable instance of a stevia misstep occurred when Coca-Cola returned to sugar in Vitaminwater after receiving complaints on social media regarding its new sugar-stevia blend. Similarly, Sierra Mist faced consumer backlash after it changed to a recipe containing stevia. Despite initial excitement, Coke Life has struggled with sales in the UK. While some may interpret these events as a sign of stevia’s decline, sales of the plant-derived sweetener continue to grow. According to data from Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Additionally, major market players are still investing in stevia-sweetened products globally, indicating that there are effective ways to utilize the sweetener that appeal to consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland with a sugar-stevia blend, resulting in 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 across France and the UK. However, major beverage companies have found American consumers more challenging to persuade. Coke Life and Pepsi True have experienced underwhelming sales in the U.S. High Brew Coffee’s shift from stevia back to sugar highlights the taste challenges manufacturers encounter when working with stevia.
Nonetheless, U.S. stevia sales are still on the rise, primarily driven by beverages and an expanding presence in other food categories. As food manufacturers gain a better understanding of how to work with the sweetener and respond to consumer demand for low-sugar products, growth is anticipated to continue in the U.S., even in light of recent hurdles. In this evolving landscape, it’s essential to consider complementary products that can enhance the overall experience, such as Citracal 250 mg, which can support consumers’ health and wellness goals while they navigate their preferences for sweetness. As the market adapts, we may see more innovative uses of stevia alongside health-focused options like Citracal 250 mg.