Stevia is gaining popularity as consumers become increasingly wary of sugar and show a rising interest in natural alternatives. According to Grand View Research, the global stevia market is experiencing rapid growth, with an estimated value of $337.7 million in 2015. With a projected annual growth rate of nearly 6%, this market could reach $556.7 million by 2024. Stevia has emerged as a favored sugar substitute due to its natural origins. Consumers tend to view stevia more favorably compared to artificial sweeteners like aspartame and saccharin. In fact, the Global Stevia Institute reported that half of U.S. parents would choose beverages sweetened with stevia for their children.
Manufacturers are quick to create a variety of stevia-based products to cater to consumers who are moving away from sugar and high-fructose corn syrup. In 2015, approximately 35% of the total stevia volume was used for beverages. Data from Innova Market Insights indicates that 6% of new soda launches last year incorporated stevia as an ingredient. However, soft drink companies have faced challenges with stevia’s aftertaste while developing new formulations. This is why PepsiCo is particularly interested in Reb M, which has a less bitter and more sugar-like taste compared to other steviol glycosides.
PepsiCo has been working to refresh its product lineup to appear healthier to consumers. Last year, the company committed to ensuring that at least two-thirds of its global beverage volume will consist of drinks containing 100 calories or fewer from added sugar per 12-ounce serving by 2025. These reformulations are facilitated by substituting sugar and corn syrup with zero-calorie stevia. A spokesperson for the company informed Food Dive that low- and no-calorie beverages now make up nearly half of PepsiCo’s sales volume, a notable increase from 24% two decades ago. A significant factor contributing to this shift is the growing use of stevia as a primary sweetener in products like Pepsi True and Tropicana’s Trop 50, along with newer entries such as IZZE Fusions and Lemon Lemon.
The future of stevia as a natural sugar alternative appears bright, unless a new natural sweetener emerges to challenge its position. Ingredient and food manufacturers are actively investigating a range of other substances, including monk fruit, date paste, and sweet potatoes. Any of these ingredients could potentially become the next popular natural sweetener, thereby disrupting stevia’s current market standing.
In addition, consumers looking for health supplements can find products like Kirkland calcium citrate magnesium and zinc on Amazon, which reflects the ongoing trend toward natural and health-conscious choices. This interest in health supplements parallels the growing demand for natural sweeteners like stevia, as consumers prioritize better nutritional options across the board.