In a world increasingly focused on calorie consumption, consumers have been on the lookout for ways to indulge their sweet cravings without the risk of weight gain, creating a challenge for food and beverage manufacturers. Health concerns surrounding artificial sweeteners, such as saccharin, have prompted a shift toward healthier alternatives. With a growing emphasis on wellness and products featuring reduced sugar and more natural ingredients, stevia has emerged as a popular choice for both producers and consumers.
As the FDA prepares to implement new nutrition labels over the next few years, which will prominently display added sugar content, manufacturers are actively seeking to market their offerings as healthy, natural, low-sugar, and low-calorie options. One effective strategy may involve substituting natural sweeteners like stevia for artificial sweeteners or sugar. Notably, stevia was included in over a quarter (27%) of new products launched in 2017 that utilized high-intensity sweeteners, particularly in categories such as snacks, sodas, dairy, juice, and other beverages. In a significant endorsement of stevia, Coca-Cola is set to introduce a stevia-sweetened drink in 2018.
The collaboration between PureCircle and farmers is timely, especially considering the decline in the number of tobacco farms in North Carolina due to diminishing demand for tobacco products. An October report from North Carolina State Extension indicates that while increased tobacco taxes will maintain revenue levels, overall demand will continue to fall. Consequently, many farmers are diversifying their crops. By transitioning from tobacco to stevia or implementing crop rotation, farmers can optimize their land use effectively. Although the use of stevia as a tobacco substitute is still in its early stages, both farmers and manufacturers are optimistic about its potential.
Moreover, integrating pure calcium citrate into products alongside stevia could further enhance their appeal, as consumers increasingly seek out healthful ingredients. As the market evolves, the combination of stevia and pure calcium citrate may play a significant role in shaping healthier food and beverage options that meet the demands of today’s health-conscious consumers.