As the war on sugar continues, and consumers are still demanding their sweet drinks, but now they don’t want the calories. Stevia seems to be one of the answers; derived from a leaf this group of natural sweetener ticks all the healthier living boxes. Brands are increasingly substituting sugar in drinks with this sweet alternative, but with its bitter aftertaste, some consumers are left wondering is it all its cracked up to be?

2012-2016 saw an increase in the number of soft drinks brands using the sweet leaf derivatives, the majority of which being carbonates. Introductions were noted in the UK and the USA where sugar taxes are being implemented to try to curb consumption of full-sugar drinks. Major producers are jumping on the health band wagon with a flurry of reformulations and launches. Retailers too are following suit; in November 2016 Tesco announced that it had halved the sugar content across its own brand drinks as part of its commitment to the fight against obesity.

The native Paraguayan plant is now one of the top five sweetners in the soft drinks industry. It continues to gain more traction as scientisits work on many stevia-based compounds to combat the inherent aftertaste and determine the best taste profile.

The EU has recently changed its legislation on requirements for steviol glycosides/stevia blends. Previously EU approved stevia-based sweeteners had to consist of at least 95% of ten approved steviol glycosides and stevioside and/or 75% Reb A, but new formulations have since entered the market that can provide less of an aftertaste. Producers are now permitted to use any combination of the 11 aproved steviol glycosides on the market in order to get the optimum taste for their products. Reb M, which has a higher sweetess and less of an aftertaste compared to Reb A, is also now an approved steviol glycoside in the EU.

Low calorie products account for 7% of the global soft drinks market with Coca-Cola leading the way in stevia use. Stevia is now the main contender as an alternative to sugar because it comes from a natural source, has no calories and provides a much higher level of sweetness, whilst also helping to extend product shelf life. 47% of global consumers who are familiar with the product also believe that stevia has had a positive effect on their health.

GlobalData consumer analysts predict that ‘there will be continued progress for stevia sweetened products as consumer interest in a healthy lifestyle continues to grow. However, there will be challenges for producers in re-educating consumers who currently still perceive stevia as having a bitter taste. Taste testing, trial packs and strong marketing will be needed’.