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Stevia Offers Marketing Opportunities For Beverage Makers

February 15, 2014: 12:00 AM EST
Beverage makers that want to substitute the natural sweetener stevia for sugar in their product formulas should be aware of a key marketing advantage. Stevia-based beverages can have a significant impact on overweight and obese populations, because a person who drinks two cans of a stevia soft drink a day could cut their annual calorie consumption by 6,132 calories. Companies looking to reformulate with stevia should focus on carbonated beverages, flavored water, fruit and vegetable juices and RTD teas, Euromonitor advises. They should target markets where those types of beverages – especially reduced-sugar varieties – are already consumed heavily.
Diana Cowland, "Stevia: Adding Value Through Natural - The Resurgence of Reduced Sugar", Euromonitor International, February 15, 2014, © Euromonitor International
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