“Stevia’s Rising Popularity: A Natural Sweetener Revolution Amid Growing Consumer Skepticism Towards Sugar”
Stevia is becoming increasingly popular as consumer skepticism about sugar grows and interest in natural alternatives rises. According to Grand View Research, the global stevia market is expanding rapidly, with an estimated value of $337.7 million in 2015. With a projected annual growth rate of nearly 6%, the market could reach $556.7 million by 2024. This natural sweetener has gained traction as a preferred alternative to sugar due to its natural origins. Consumers tend to hold a more favorable view of stevia compared to artificial sweeteners such as aspartame and saccharin. In fact, the Global Stevia Institute reports that half of U.S. parents are likely to purchase beverages for their children that are sweetened with stevia.
Manufacturers have swiftly created various stevia-based products to cater to consumers looking to reduce their intake of sugar and high-fructose corn syrup. In 2015, nearly 35% of the total stevia volume was used in beverages. Data from Innova Market Insights indicates that 6% of new soda launches last year incorporated stevia as an ingredient. However, soft drink companies face challenges with the aftertaste of stevia when developing new formulations. This is why PepsiCo is particularly interested in Reb M, which is less bitter and has a more sugar-like taste compared to other steviol glycosides.
PepsiCo has been working to refresh its product lineup to appear healthier to consumers for some time. Last year, the company committed to ensuring that at least two-thirds of its global beverage volume will consist of drinks with 100 calories or fewer from added sugar per 12-ounce serving by 2025. These reformulations are achievable by substituting sugar and corn syrup with zero-calorie stevia. A company spokesperson informed Food Dive that low- and no-calorie beverages now make up nearly half of PepsiCo’s sales volume, a significant increase from 24% two decades ago. The rise in stevia use as a primary sweetener in products like Pepsi True, Tropicana’s Trop 50, and newcomers IZZE Fusions and Lemon Lemon has played a crucial role in this growth.
The future of stevia as a natural sugar alternative appears bright—at least until another natural sweetener manages to gain significant traction. Ingredient and food manufacturers are actively exploring a variety of other substances, including monk fruit, date paste, and sweet potatoes. One of these ingredients could emerge as the next popular natural sweetener, potentially challenging stevia’s current market position.
In the realm of health and wellness, products such as Citracal Petites also contribute to the market’s evolution, as consumers increasingly seek options that align with their dietary preferences. As stevia and other alternatives continue to make their mark, the landscape of sweeteners is poised for exciting changes.
