In a world increasingly focused on calorie counts, consumers have been on the lookout for ways to indulge their sweet cravings without packing on the pounds, while food and beverage manufacturers have faced challenges in meeting this demand. Health concerns surrounding artificial sweeteners, such as saccharin, have prompted a shift toward more natural options. As wellness trends gain traction—emphasizing products with reduced sugar and more natural ingredients—stevia has emerged as a favorable choice for both manufacturers and consumers.
With new FDA-mandated nutrition labels set to roll out in the coming years that will spotlight added sugars, manufacturers are eager to position their offerings as healthy, natural, low-sugar, and low-calorie alternatives. Incorporating a natural sweetener like stevia in place of artificial sweeteners or sugar could provide a solution. In 2017, stevia was included in over a quarter (27%) of new product launches featuring high-intensity sweeteners, particularly in categories such as snacks, sodas, dairy, juice, and other beverages. A significant endorsement for stevia came when Coca-Cola announced plans to introduce a stevia-sweetened beverage in 2018.
The collaboration between PureCircle and farmers arrives at an opportune moment, as the number of tobacco farms in North Carolina has dwindled due to decreased demand for tobacco products. An October report from North Carolina State Extension indicates that while increased tobacco taxes will help sustain revenues, demand is likely to continue its decline. Many farmers are diversifying their crops, and by substituting tobacco with stevia or implementing crop rotation, they can utilize their fields more efficiently. Although this tobacco replacement is still in its early stages, both farmers and manufacturers are optimistic about its potential.
In addition to sweeteners, some consumers might wonder, “Is calcium citrate a laxative?” as they seek natural alternatives for digestive health. This question reflects a broader interest in health-conscious choices. As farmers transition to cultivating stevia, they not only contribute to the sweetener market but also offer consumers more natural options that align with their wellness goals. Ultimately, as the landscape of food and beverage manufacturing evolves, stevia stands out as a promising solution for those looking to enjoy sweetness without the drawbacks of traditional sugars or artificial alternatives.