SweetLeaf Releases First “State of Sweeteners” Report, Finding Consumer Perceptions of Stevia Are a Decade Behind the Aisle

New research from the original plant-based stevia sweetener finds that even among people who already use stevia, 1 in 3 can’t name a single everyday product it’s in, and the No. 1 reason they don’t buy more is that they can’t find it

GILBERT, Ariz., Nov. 10, 2026 — SweetLeaf®, the original plant-based stevia sweetener, today released The State of Sweeteners 2026, a new report finding that the sweetener aisle has changed far faster than consumer perceptions of it. The report combines a survey of 304 stevia users, U.S. retail data, a review of regulatory and ingredient-science milestones, and dietitian perspective.

The survey found that people who already use stevia trust it: 97% correctly identify it as a natural, plant-derived sweetener. But that trust hasn’t translated into awareness. One in three couldn’t name a single everyday product that typically contains stevia, and another 15% weren’t sure. Asked what keeps them from choosing stevia more often, respondents’ No. 1 answer was “not available where I shop,” ahead of taste, price and brand confusion.

“The people who know stevia best still can’t see how far it has spread, or how much it has improved,” said Aaron Henderson, CEO, Wisdom Natural Brands, parent company to SweetLeaf. “Most people formed their opinion of stevia more than a decade ago. The ingredients, the science and the shelf have all moved on since then. We’re not asking anyone to take our word for it. We’re inviting them to try it again.”

A Taste Problem That Was Solved Quietly

According to the survey, 43% of stevia users weren’t sure whether its taste or formulation has changed in the last 5–10 years. In fact, a decade of ingredient science, from bioconversion to fermentation-derived Reb M and Reb D, has steadily reduced the bitter aftertaste that defined early stevia. 

Stevia is now common in categories many shoppers wouldn’t expect, including coffee creamers, high-protein yogurt, protein bars and flavored waters, and major brands including Coca-Cola Zero Sugar, vitaminwater Zero and Red Bull Zero have reformulated with stevia or monk fruit in the last three years.

A Category at an Inflection Point

The report points to several forces reshaping how Americans sweeten:

• Retail: Stevia holds the second-largest share of U.S. SS Sweeteners Low & No Calorie sales, at 26%, according to SPINS data. U.S. sales of products containing stevia grew from $12B in 2023 to $16B in 2025 (SPINS)

• GLP-1s: 23% of U.S. households had a GLP-1 user as of fall 2025, according to Circana, raising interest in low-glycemic, gut-friendly options.

• Regulation: In July 2026, a federal appeals court ruled that allulose legally counts as a “sugar” on nutrition labels, and FDA’s proposed front-of-package labeling rule, expected to take effect around 2028, would rate added sugars Low, Medium or High.

"Three years ago, most of my clients had never heard of GLP-1s. Now, I see them all the time in my practice. With smaller appetites, every bite and sip needs to work harder to help them hit their nutrient targets. Yet many people still judge foods by what they knew 10 years ago, and stevia is a great example," said Hailey Gorski, RD and creator behind @thetipsykale_dietitian on social media. "Today's options taste much better than most people remember. Some, like SweetLeaf, even add prebiotic fiber, so you get sweetness with a little gut support, without using up calories meant for nutrient-rich foods."

About The State of Sweeteners 2026

The State of Sweeteners 2026 draws on more than a dozen sources to examine how the sweetener category has changed over the past decade, and whether consumer perceptions have kept pace. The report combines:

• Consumer survey: The SweetLeaf Sweetener Check-In, fielded online September 9–18, 2026, among more than 300 stevia users reached through SweetLeaf's email and social channels

• Retail data: SPINS sales data on low- and no-calorie sweeteners, [full-year 2023 through 2025 and year-to-date 2026 through September 6], Mulo, natural, and specialty retail channels.

• Market and consumer research: Circana, Fact.MR, Coherent Market Insights and published category forecasts

• Regulatory and legal records: The U.S. Food and Drug Administration, the World Health Organization's International Agency for Research on Cancer (IARC), the Joint FAO/WHO Expert Committee on Food Additives (JECFA) and federal court filings

• Ingredient science: Published milestones from leading stevia ingredient suppliers, including Cargill, DSM and Ingredion/PureCircle

• Nutrition research: Peer-reviewed studies in Advances in Nutrition and the Journal of Nutrition, and Stanford Medicine guidance

• Expert perspective: Registered dietitian Hailey Gorski, RD

Survey findings reflect an engaged audience of stevia users and are directional rather than nationally representative.

For the latest news, launches, and information about where to shop, visit sweetleaf[dot]com.

About SweetLeaf®

SweetLeaf is the original plant-based stevia sweetener, trusted by consumers for over 40 years. As the only stevia brand made with prebiotic inulin fiber from chicory root, SweetLeaf delivers clean, zero-calorie sweetness with added gut health benefits — no erythritol, no artificial ingredients, no compromises. 

From the iconic green packet to liquid drops, shaker jars, and squeezable bottles, SweetLeaf helps Balance Seekers make smarter choices, one cup at a time. SweetLeaf is a brand of Wisdom Natural Brands, headquartered in Gilbert, Arizona.

To learn more, follow @sweetleaf on Instagram.