High Brew isn’t the first company to revert to sugar from stevia after receiving a tepid response from consumers. One of the most notable failures involving stevia occurred when Coca-Cola returned to sugar in Vitaminwater after customers voiced their dissatisfaction on social media regarding its new sugar-stevia blend. Similarly, Sierra Mist faced backlash when it adopted a recipe that included stevia. Although Coke Life experienced initial enthusiasm, its sales have since dwindled in the UK.
While some may interpret these instances as a sign of stevia’s impending decline, the sales of this plant-derived sweetener continue to increase. 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 use this sweetener that appeal to consumers.
Successful international examples include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which featured a sugar-stevia blend that resulted in a 30% calorie reduction and a 3% sales increase in the UK during its first year. Similar sweetener combinations have also reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in both France and the UK.
In contrast, major beverage companies have found it more challenging to persuade American consumers. Coke Life and Pepsi True have seen lackluster sales in the U.S. High Brew Coffee’s transition from stevia to sugar highlights the taste challenges that manufacturers encounter when working with stevia.
Nevertheless, U.S. stevia sales continue to grow, primarily driven by beverages and a broader diversification into other food categories, including those fortified with calcium citrate and cholecalciferol. As food manufacturers become more knowledgeable about utilizing this sweetener and respond to consumer demand for lower-sugar products, growth in the U.S. market is anticipated to persist despite recent hurdles.