As a popular alternative sweetener, stevia has emerged as the industry’s favorite, witnessing remarkable growth in recent years. According to Mintel, in the second quarter of 2017, the launch of stevia-containing products surged by over 13% compared to the previous year. Notably, that same year marked the first time stevia products surpassed those sweetened with aspartame. Innova Market Insights reported that stevia was the primary sweetener in 27% of new products featuring high-intensity sweeteners, while aspartame was used in 22%. In a sugar-alternative market valued between $16 billion and $20 billion, the demand for stevia has led to a significant increase in its production.
However, the rapid growth of any product raises sustainability concerns. Stevia’s sweet compounds are naturally 30 to 40 times sweeter than sugar, allowing manufacturers to use much less of the ingredient. Yet, this does not necessarily translate to reduced agricultural requirements for producing the sweetener. Reb M, the most coveted steviol glycoside due to its mild taste, constitutes only 1% of the stevia leaf. Consequently, despite its intense sweetness, farmers need to cultivate large areas of the plant to extract enough Reb M for commercial products.
Stevia is relatively easy to grow and can thrive in various climates, with the majority currently produced in China, where sustainable farming practices often face scrutiny. Farming standards in China, covering everything from pork to fish to rice, may not align with those in America. An investigation into the stevia supply chain may reaffirm these concerns. While American consumers may welcome greater transparency, the ability of American companies to influence Chinese farming practices remains debatable.
Nevertheless, innovations like StarLeaf, which contains 20% more Reb M than standard stevia, offer hope that this higher concentration could reduce the land and water needed to meet the sweetener’s demand. In comparison to other alternative sweeteners such as monk fruit and erythritol, stevia maintains an edge in sustainability and naturalness—qualities increasingly sought after by consumers. While erythritol is natural, it is synthesized in a lab, which might deter some buyers. Monk fruit, a natural sweetener derived from a fruit-bearing tree, requires extensive land for large-scale cultivation. This leaves stevia as a leading option. Even without an in-depth examination of its supply chain sustainability, stevia stands out as an appealing sugar alternative due to its natural properties and lower environmental impact.
Interestingly, as consumers become more health-conscious, there is increasing interest in natural compounds like calcium citrate for kidney stones, which may also influence their preferences in sweeteners. With stevia’s natural credentials, it could potentially align with this health trend, encouraging consumers to choose it over other sweeteners. Thus, the future of stevia looks promising, particularly as it continues to meet consumer demands for sustainability and naturalness while possibly addressing health concerns such as calcium citrate for kidney stones.