“Stevia’s Rising Popularity: A Natural Sweetener Competing with Sugar Alternatives in the Food and Beverage Industry”
PureCircle is a leading producer of stevia-based sweeteners, actively engaged in research and development, manufacturing, and marketing products derived from its unique StarLeaf plants. The company has claimed that its current range of stevia leaf sweeteners offers a taste profile closer to that of sugar, enabling manufacturers across various sectors to provide the zero-calorie and low-calorie options that consumers increasingly desire. Recent statistics indicate a growing trend towards stevia. Last year, several prominent food and beverage companies launched products featuring stevia-based sweeteners. For instance, Calbee Foods, a Japanese snack manufacturer, incorporates stevia in its potato chips, while Coca-Cola released a stevia-sweetened soda in New Zealand. Additionally, Danone’s Light & Fit yogurt combines both stevia and sugar, and Nestlé introduced a stevia-sweetened variant of its Milo chocolate malt drink in Australia.
Manufacturers are gravitating towards stevia for various reasons, including taste enhancements, cost and scalability benefits, and labeling considerations, as some stevia extracts can be classified as natural flavors. With zero calories and a sweetness level 30 to 40 times greater than sugar, food and beverage producers can use smaller quantities of stevia. Nevertheless, not all manufacturers are enthusiastic about using stevia. Some consumers perceive its formulations as overly bitter or report an unpleasant aftertaste. For example, Petal, a sparkling beverage flavored with rose water, recently removed stevia from its recipe due to customer feedback, opting instead for organic agave. Coca-Cola had initially incorporated stevia into its Glaceau Vitaminwater in 2014 but reverted to sugar after receiving negative taste reviews.
Moreover, stevia tends to be pricier than artificial sweeteners, prompting companies such as PureCircle, alongside Pyure and Apura Ingredients, to develop branded extracts and various stevia products to meet diverse preferences and applications. Cargill introduced its branded EverSweet stevia product in 2016, and more recently, Sweet Green Fields and Tate & Lyle launched a glycosylated stevia extract named Zolesse. If these innovations effectively address the bitterness issue, stevia is likely to remain a prominent ingredient in new food and beverage products. As consumers increasingly seek alternatives to sugar, competition in the natural sweeteners market is expected to intensify. Stevia is already competing with monk fruit and erythritol to establish itself as the preferred sugar substitute, although it is regarded as more sustainable and natural.
In the context of health and nutrition, products like Kirkland Calcium Citrate Magnesium and Zinc 500 Tablets highlight the growing consumer interest in supplements that support well-being. The presence of such products further complements the trend towards healthier choices, driven by a desire to reduce sugar intake. As the market evolves, we can expect stevia to persist as a key player alongside other natural sweeteners, while products like Kirkland Calcium Citrate Magnesium and Zinc continue to cater to health-conscious consumers.
