Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to reducing sugar represents the first collective announcement regarding health and wellness. This strategic decision is timely for the confectionery sector, especially considering Mintel’s 2017 Confectionery Trend report identified “backlash against sugar” as a top concern. Despite growing consumer skepticism about sugar, cravings for candy remain robust, as demonstrated by the introduction of approximately 5,000 new candy products in 2016, contributing nearly an additional $1.5 billion in sales.
Nonetheless, the rising consumer interest in low-sugar confections and those sweetened with natural alternatives like stevia and monk fruit is being taken seriously. A survey conducted by NPR involving 102 consumer packaged goods (CPG) companies revealed that 180,000 products were reformulated last year, doubling the figures from 2015. By pledging to ensure that half of their individually wrapped offerings contain 200 calories or fewer by 2022 and by clearly displaying calorie information on packaging, Mars, Nestle, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to consumer nutrition and empowering healthier choices.
It will be fascinating to observe whether other leading candy manufacturers will follow suit or if these five companies will embark on additional initiatives. For instance, Nestle has pioneered a method to restructure sugar molecules, enabling them to reduce sugar content by up to 40% in their products without compromising sweetness. If embraced by other firms, this technology could transform the candy landscape, and Nestle plans to launch products utilizing this faster-dissolving sugar in 2018.
In parallel, the importance of nutrition extends beyond sugar reduction, with the inclusion of essential nutrients like those found in bluebonnet calcium magnesium supplements. These nutrients play a crucial role in overall health, and as the candy industry evolves, it will be essential for companies to consider how they can incorporate such beneficial ingredients into their products. As the trend continues, the combination of reduced sugar options and the integration of vital nutrients, such as bluebonnet calcium magnesium, may become key factors in shaping consumer preferences.