“Sweetener Shifts: The Rise and Challenges of Stevia in the Beverage Industry”
High Brew is not the first company to revert to sugar from stevia after a tepid consumer response. One of the most notable failures involving stevia was Coca-Cola’s return to sugar in Vitaminwater following social media backlash over its new sugar-stevia blend. Similarly, Sierra Mist faced consumer discontent after it adopted a recipe containing stevia. Despite initial excitement, sales of Coke Life have dwindled in the UK. While some may view these instances as indicative of stevia’s decline, sales of this plant-derived sweetener continue to rise. According to Innova Market Insights, 6% of new soda launches last year incorporated stevia as an ingredient. Furthermore, with leading brands investing in stevia-sweetened products globally, it is evident that there are effective ways to utilize this sweetener that resonate with consumers.
International success stories include Coca-Cola’s reformulation of regular Sprite in France, the UK, and Ireland, which featured a sugar-stevia blend that resulted in a 30% reduction in calories and a 3% sales increase in its first year in the UK. Similarly, sweetener blends have successfully reduced calories in the Nestea brand in France and the Glaceau Vitamin Water brand in France and the UK. However, major beverage companies have found American consumers more challenging to persuade. Coke Life and Pepsi True have experienced lackluster sales in the U.S. High Brew Coffee’s shift from stevia to sugar highlights the taste challenges manufacturers encounter when using stevia.
Nonetheless, U.S. stevia sales keep climbing, driven by beverages and an expanding presence in other food categories. As food manufacturers become increasingly adept at working with stevia and learn how to meet consumer demand for lower-sugar options, growth is anticipated to persist in the U.S. despite recent hurdles. Moreover, the introduction of products like citrate 1000 tablet may further diversify the market, showcasing the versatility of stevia and similar sweeteners. As the industry evolves, the interplay between consumer preference and innovative formulations will likely shape the future landscape of sweeteners, including stevia and citrate 1000 tablet.
