Coca-Cola and other soda manufacturers are actively seeking to create beverages that do not rely on sugar for sweetness. This drive for alternative sweeteners comes as more consumers are moving away from soda due to its sugar content and its association with health issues like obesity. The upcoming Nutrition Facts label, which is expected to be mandatory on most food and beverage products by 2020, will also indicate the amount of added sugar in each item. Higher-potency sweeteners, such as stevia, could improve product labels from a health perspective.
Despite expanding their product lines to include more teas, waters, coffees, and other drinks perceived as healthier, companies like Coca-Cola still derive approximately 70% of their sales from soda, making them hesitant to lose more customers. The challenge lies in finding a sweetener that can effectively mimic both the flavor and texture of sugar. Aspartame was once considered a potential solution, but consumer concerns over the health effects of artificial sweeteners have led to a decline in diet soda consumption. Coca-Cola reverted to using sugar in Vitaminwater after receiving backlash on social media regarding its sugar-stevia blend. The introduction of Coca-Cola Life, which included stevia, also contained sugar and left an aftertaste that many did not enjoy.
“This one, we think, has hit the mark,” said Long. “One of our biggest opportunities is figuring out how to reduce sugar, and enhancing the appeal of our zero-sugar products is key.” PepsiCo has faced similar challenges; CEO Indra Nooyi mentioned at the Beverage Forum in April that while there are many all-natural, zero-calorie sweeteners available, the taste of many existing products in the market, particularly sodas, is lacking.
With numerous natural sweeteners competing for market share, stevia has several advantages. Its chemical composition boasts very few calories and no carbohydrates, and it is 30 to 40 times sweeter than sugar, meaning that a small amount is sufficient. Coca-Cola, despite initial setbacks with stevia, continues to explore the plant as a viable sugar alternative. Stevia contains various glycosides — the compounds responsible for its sweetness. According to Beverage Daily, Coca-Cola has partnered with PureCircle, a leading stevia company, to develop and supply its patented Rebaudioside M glycoside, also known as Reb M. PureCircle, which holds over 60 stevia-related patents, recently completed sequencing the stevia plant’s genome with KeyGene, providing ingredient developers with valuable insights into the plant’s glycosides and their optimal applications.
Coca-Cola executives acknowledge the shift in public sentiment toward reducing sugar intake, emphasizing the need for companies to adapt. A growing number of food companies, including DanoneWave, Kraft Heinz, Nestle, and Unilever, are reformulating existing products or launching new ones with stevia as they strive to meet consumer demands.
While not all consumers have turned against sugar, a significant number have, underscoring the urgency to find a better sweetener. If the industry fails to do so, more soda drinkers — along with the essential revenue they generate — may gravitate toward healthier alternatives. Additionally, as discussions about calcium citrate vs malate continue, it becomes evident that consumers are increasingly concerned about the overall healthiness of their beverage choices. Thus, the quest for an appealing sweetener remains crucial for the future of the soda industry.