Beverage Makers Aim for Ideal Sweetness Levels

Natural sweeteners like stevia, monk fruit, allulose and erythritol gain popularity as consumers seek reduced sugar and clean labels

Published on Feb. 21, 2026

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As consumer preferences shift toward functional, health-forward beverages, beverage makers are adjusting their formulations to utilize natural sweetener solutions that provide the ideal level of sweetness. Trends like rising interest in glycemic index, CGMs, and phrases like 'blood sugar friendly' are impacting the sweeteners market, as ingredients are now evaluated not just by sweetness potency or calorie contribution, but by metabolic behavior over time. Beverage brands are increasingly engaging in product renovations to reduce sugar and remove artificial ingredients, seeking to balance fewer grams of sugar, clean labels, and great taste without relying on artificial sweeteners.

Why it matters

This shift in the beverage industry highlights the growing consumer demand for healthier, more natural sweetening options that don't compromise taste. As consumers become more label-savvy and cost-conscious, beverage brands must adapt their formulations to meet these evolving preferences and expectations around sugar reduction and clean labeling.

The details

Beverage makers are gravitating toward natural, zero-calorie sweeteners like stevia, monk fruit, allulose and erythritol in new formulations. Stevia-based solutions, including leaf-based and fermentation-derived Reb M, are among the most widely used sweeteners in new beverage launches due to their sweet taste, zero-calorie profile and artificial-free status. Monk fruit and erythritol are also showing up in new beverage formulations, often paired with stevia in 'hybrid sweetening systems' that can balance complex flavor challenges and replicate the mouthfeel of traditional sugar. Formulators must consider factors like sweetness decay rate, flavor integration, and thermal processing stability when working with these natural sweeteners.

  • Cargill's proprietary research found that 'naturally sweetened' and 'no artificial sweeteners' claims perform equally well with consumers in 2025.
  • NielsenIQ data for the 52 weeks ending Dec. 6, 2025 showed reduced-calorie soft drink products were up 33.9% year-over-year, while full-calorie soft drink unit sales were down slightly.

The players

Thom King

Chief innovations officer at Portland, Ore.-based Icon Foods, who describes how consumer trends are changing the sweeteners market.

Emily Berg

Marketing manager at Cargill, Minneapolis, who shares insights on consumer demand for reduced sugar and clean label beverages.

Becca Henrickson

Senior beverage category manager at Tate & Lyle, Hoffman Estates, Ill., who notes consumers are balancing cost, taste, health and functionality when making purchasing decisions.

Leanna Pinsonneault

Senior food scientist at Cargill, who discusses the growing popularity of stevia, erythritol, allulose and monk fruit in new beverage formulations.

Erica Campbell

Technical solutions manager at ADM, Chicago, who highlights the need for beverage makers to align sweetener choices with drink format and nutritional objectives.

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What they’re saying

“Consumers are no longer optimizing for 'zero calories' in isolation. They're paying attention to blood sugar, insulin response, energy crashes and satiety. That's why you see rising interest in glycemic index, CGMs and phrases like 'blood sugar friendly' entering mainstream language.”

— Thom King, Chief innovations officer (bevindustry.com)

“While demand for sweet taste remains high, three-quarters of Americans say they're trying to limit or avoid sugar in their diet. For most of these consumers, the goal is moderation, shaped by broader health and wellness goals and the growing influence of GLP-1 medications.”

— Emily Berg, Marketing manager (bevindustry.com)

“Essentially, how much 'bang for the buck' are they getting with each individual purchase?”

— Becca Henrickson, Senior beverage category manager (bevindustry.com)

What’s next

Beverage makers will continue to experiment with natural sweetener blends and hybrid sweetening systems to deliver the ideal balance of sweetness, cost-effectiveness, and clean label appeal for consumers.

The takeaway

The beverage industry's shift toward natural, reduced-sugar sweeteners reflects a broader consumer demand for healthier, more transparent products. By embracing innovative sweetening solutions, brands can meet these evolving preferences without compromising taste or affordability.