Dive Insight: Tracey Massey, the president of Mars Chocolate North America, informed Fortune that their commitment to sugar reduction marks the first time the candy industry has united to address health and wellness. This strategic move aligns with Mintel’s 2017 Consumer Trend report, which highlighted a significant “backlash against sugar” as a top concern. Although consumer skepticism toward sugar persists, it hasn’t diminished the demand for candy. In fact, the category continued to thrive, with around 5,000 new candy products launched in 2016, generating nearly an additional $1.5 billion in sales. However, the growing demand for low-sugar options or candies sweetened with natural alternatives like stevia and monk fruit is being taken seriously. An NPR survey of 102 consumer packaged goods companies revealed that 180,000 products were reformulated last year, double the number from 2015.
By pledging to make half of their individually wrapped products contain 200 calories or fewer by 2022 and to display calorie information prominently on packaging, companies like Mars, Nestle, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to consumer nutrition and helping people make healthier choices. It will be intriguing to observe whether other major candy manufacturers will follow suit or if these five will embark on further initiatives. For instance, Nestle has created a method to restructure the sugar molecule, allowing them to use up to 40% less sugar in their products without sacrificing sweetness. This innovation could potentially transform the candy industry if embraced by other brands, with Nestle planning to launch products utilizing this faster-dissolving sugar in 2018.
Incorporating health-conscious alternatives, like calcium citrate, could also play a role in addressing consumer concerns about reflux and overall well-being. As the industry evolves, it will be essential for these companies to continue adapting to changing consumer preferences, including the integration of beneficial ingredients such as calcium citrate to support digestive health and alleviate reflux issues.