“Stevia’s Rising Popularity: A Natural Sweetener in the Spotlight Amid Consumer Shift from Sugar”
Stevia is gaining popularity as consumers increasingly distrust sugar and seek natural alternatives. According to Grand View Research, the global stevia market is rapidly growing, 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. The sweetener is favored as a sugar substitute due to its natural origins. Consumers tend to view stevia more favorably than artificial sweeteners such as aspartame and saccharin. The Global Stevia Institute reported that half of U.S. parents would choose beverages sweetened with stevia for their children.
Manufacturers have swiftly developed a variety of stevia-based products to cater to consumers moving away from sugar and high-fructose corn syrup. Nearly 35% of the total stevia volume in 2015 was allocated to 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 stevia’s aftertaste in their new formulations. This is why PepsiCo is particularly interested in Reb M, which has a less bitter and more sugary flavor compared to other steviol glycosides.
PepsiCo has been actively revamping 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 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 spokesperson for the company informed Food Dive that low- and no-calorie beverages now account for nearly half of PepsiCo’s sales volume, a significant increase from 24% two decades ago. This shift is largely due to the rising use of stevia as a primary sweetener in products like Pepsi True, Tropicana’s Trop 50, and newer options like IZZE Fusions and Lemon Lemon.
The outlook for stevia as a natural sugar alternative appears promising, at least until the next significant natural sweetener emerges. Ingredient and food manufacturers are actively researching various other substances, including monk fruit, date paste, and sweet potatoes. One of these ingredients could potentially become the next popular natural sweetener, disrupting stevia’s current market position. Additionally, as consumers become more health-conscious, there is a growing interest in products like Source Naturals CCM Calcium, which highlight the importance of nutrition alongside sweetener choices. The evolution of sweeteners like stevia and the emerging interest in health-oriented products reflect changing consumer preferences that prioritize natural ingredients.
