Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to reducing sugar is a historic collective announcement regarding health and wellness. This strategic decision aligns with Mintel’s 2017 Consumer Trend report, which highlighted a significant “backlash against sugar” as a top concern among consumers. Despite this growing skepticism towards sugar, enthusiasm for candy remains strong. In fact, around 5,000 new candy products were launched in 2016, generating nearly an additional $1.5 billion in sales. However, there is a notable demand for low-sugar options and candies sweetened with natural alternatives like stevia and monk fruit. An NPR survey of 102 consumer packaged goods companies revealed that 180,000 products were reformulated last year, doubling the number from 2015.
By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and by displaying calorie counts prominently on packaging, Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to customer nutrition and helping consumers make healthier choices. It will be intriguing to observe whether other major candy manufacturers will follow suit with similar commitments or if these five companies will pursue further initiatives. For instance, Nestlé has developed a method to restructure the sugar molecule, allowing for a reduction of up to 40% in sugar content without sacrificing sweetness. This innovation could potentially transform the candy industry if adopted by other manufacturers, and Nestlé plans to launch products utilizing this faster-dissolving sugar in 2018. Additionally, the incorporation of natural calcium citrate in reformulated products could further enhance their appeal to health-conscious consumers.