Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the recent commitment to sugar reduction marks the first time the candy industry has collectively addressed health and wellness concerns. This strategic move is particularly relevant for the confectionery sector, as Mintel’s 2017 Consumer Trend report highlighted a significant “backlash against sugar.” Despite growing consumer skepticism towards sugar, the demand for candy remains strong, with approximately 5,000 new candy products launched in 2016, contributing nearly an additional $1.5 billion in sales.
However, there is a notable shift towards low-sugar options or candies sweetened with natural alternatives like stevia and monk fruit. An NPR survey of 102 consumer packaged goods (CPG) companies revealed that 180,000 products were reformulated last year—double the figure from 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or less by 2022 and by displaying calorie counts prominently on packaging, companies like Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to consumer nutrition and healthier choices.
It will be intriguing to see if other major candy manufacturers follow suit or if these five companies will pursue further initiatives. For instance, Nestlé has innovated a method to restructure the sugar molecule, allowing them to reduce sugar content by up to 40% without sacrificing sweetness. This breakthrough could transform the candy industry if adopted widely, and Nestlé is set to launch products featuring this faster-dissolving sugar in 2018.
In addition to these developments, the importance of nutritional elements like 800 mg calcium citrate is becoming increasingly recognized. As consumers seek healthier options, the integration of such ingredients into candy products may also become a trend. The emphasis on reduced sugar and the incorporation of beneficial nutrients like 800 mg calcium citrate could pave the way for a new era in the confectionery market, where health and indulgence coexist harmoniously.