“Sweet Solutions: The Rise of Stevia in a Health-Conscious Market”
In a world increasingly preoccupied with calorie counts, consumers have been on the lookout for ways to indulge their sweet cravings without the associated weight gain, prompting food and beverage manufacturers to seek solutions. Traditional artificial sweeteners, such as saccharin, have sparked health concerns among consumers. As the emphasis on wellness grows—with a focus on products that contain less sugar and more natural ingredients—stevia has emerged as a popular choice for both manufacturers and consumers alike.
With new FDA-mandated nutrition labels set to roll out in the coming years, which will prominently feature added sugar content, manufacturers are eager to market their products as healthy, natural, low-sugar, and low-calorie options. Utilizing a natural sweetener like stevia in place of artificial sweeteners or sugar could be an effective strategy.
In 2017, stevia was included in over a quarter (27%) of newly launched products featuring high-intensity sweeteners, particularly within the categories of snacks, sodas, dairy, juice, and other beverages. A significant endorsement for stevia came when Coca-Cola announced plans to introduce a stevia-sweetened beverage in 2018.
The collaboration between PureCircle and farmers is particularly timely, as the number of tobacco farms in North Carolina has declined due to decreasing demand for tobacco products. An October report from North Carolina State Extension indicates that while increased tobacco taxes might sustain revenues, the overall demand is expected to continue its downward trend. In response, many farmers are diversifying their crops. By replacing tobacco with stevia or implementing crop rotation, farmers can utilize their fields more efficiently. Although the transition to stevia cultivation is still in its early stages, both farmers and manufacturers remain optimistic about its potential.
Moreover, as consumers seek out nutritious supplements, products like GSK calcium citrate malate vitamin D3 and folic acid tablets are gaining traction, reflecting a broader trend of health-conscious choices. The rise of stevia and similar health-oriented products aligns with the growing demand for options that support overall wellness, showcasing a shift towards more mindful consumption.
