The Rise of High-Intensity Sweeteners in the Beverage Sector

High-intensity sweeteners market is projected to reach $5.37 billion and 110,871 tons by 2034, with a compound annual growth rate (CAGR) of 5% in value and 2.9% in volume between 2024 and 2034.

The demand for sugar-free beverages is rapidly accelerating, driven by increasing consumer awareness of health benefits, especially for individuals with diabetes, alongside the rising popularity of flavored soft drinks and innovative product development. With a growing focus on health-conscious consumption, low-sugar and sugar-free beverages, particularly in the health and sports drink categories, are witnessing heightened global demand. This surge is contributing to the widespread adoption of high-intensity sweeteners in the beverage industry.

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Millions of people worldwide consume juices and soft drinks regularly. However, this growing consumption has raised concerns about its impact on public health, including rising rates of obesity, cardiovascular diseases, and diabetes—conditions closely tied to excessive sugar intake through beverages. In response, high-intensity sweeteners are increasingly being used as a sugar substitute in beverages such as juices, helping reduce overall sugar consumption while maintaining flavor.

One of the most significant shifts in the beverage industry is the increasing use of stevia as a preferred sweetening ingredient. Known for its low caloric content and low glycemic response, stevia has become a popular choice for manufacturers aiming to reduce sugar levels while also mitigating the risk of dental issues. Stevia components such as Reb D and Reb M are widely recognized for their potent sweetness, clean taste profile, and lack of bitter aftertaste, making them ideal for use in various beverage formulations.

The global trend toward healthier beverage options is expected to boost the demand for stevia and other high-intensity sweeteners in the coming years. In alignment with national health and nutrition guidelines that emphasize the importance of healthy beverage consumption, many companies have already begun introducing stevia-sweetened beverages to the market. For example, in June 2021, Virgil’s, a brand under Reed’s Inc. (U.S.), launched three new zero-sugar, ketogenic-certified beverage varieties: Grapefruit, Dr. Better, and Ginger Ale, all sweetened with a blend of erythritol and stevia. Similarly, in February 2020, Uncle Matt’s Organic (U.S.) released its no-sugar lemonade line, also sweetened with stevia.

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Leading beverage companies have recognized this growing trend and are actively launching stevia-based products to cater to the demand for healthier alternatives. For instance, in September 2019, PotonGuler introduced a stevia-sweetened condensed milk product, while The Coca-Cola Company launched a stevia-sweetened soda with no bitter aftertaste in May 2019, specifically designed to appeal to health-conscious consumers. Nestlé Australia followed suit in April 2019 with its stevia-sweetened Milo chocolate malt beverage. According to Purecircle, 2019 saw a 36% increase in launches of stevia-sweetened products compared to the previous year—a trend that is expected to continue throughout the forecast period.

Beyond soft and carbonated beverages, the sports and energy drinks sectors are also embracing high-intensity sweeteners as a strategy to reduce sugar content. Growing awareness about healthy living has driven the demand for natural sports and energy drinks, which are typically enriched with minerals, vitamins, and proteins. High-intensity sweeteners, such as sucralose, are being used to create these beverages with fewer calories and carbohydrates than traditional sugar-based products. These drinks are especially targeted at consumers seeking performance-enhancing benefits from minerals like iron and potassium.

The sports drinks market has also seen an influx of new product launches utilizing high-intensity sweeteners. For example, in December 2022, Applied Nutrition Ltd. (U.K.) introduced a low-calorie, sugar-free electrolyte water, sweetened with sucralose, designed for sports recovery.

The adoption of high-intensity sweeteners across various beverage categories continues to fuel the growth of the global high-intensity sweeteners market. With the increasing demand for sugar-free alternatives and the rise of health-focused beverage products, the market is poised for significant expansion in the coming years.

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