Sugar substitute on course for growth

THE demand for low-sugar soft drinks shows no sign of slowing, but while concerns about sugar consumption are well-documented, there also appear to be a growing number of consumers who are becoming concerned about the use of artificial sweeteners.

As a result, several big companies and brands such as Coca Cola added Stevia-based alternatives to their soft drinks ranges in 2014.


“Stevia is a natural sweetener that is 250-300 times sweeter than sugar and contains zero calories,” explained Lisa Marraffa, marketing director at iPro Sport.

“In terms of the energy and sports drinks market, iPro Sport has been using Stevia since its launch in 2013 and is the only isotonic sports drink that uses the sweetener.

“The reduction of sugar content helps to promote good dental health and prevent diabetes and obesity – attributes that benefit both sports people and the regular consumer.”

Quoting research from Mintel, Marraffa added: “73% of consumers are interested in sports drinks made with all natural ingredients, with iPro Sport currently being the only isotonic sports drink to achieve this.

“Retailers should consider dedicating shelf space to Stevia-based drinks, as the trend is more than likely to grow in 2015.”