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 groundbreaking announcement focused on health and wellness. This strategic move is particularly astute for the confectionery sector, especially since Mintel’s 2017 Consumer Trend report highlighted “backlash against sugar” as a primary concern among consumers. Despite growing skepticism surrounding sugar, consumer enthusiasm for candy remains intact. In fact, the category saw around 5,000 new candy products launched in 2016, contributing nearly an additional $1.5 billion in sales.
However, the rising demand for low-sugar confections or those sweetened with natural alternatives, such as stevia and monk fruit, is being taken seriously. A survey conducted by NPR involving 102 CPG companies revealed that 180,000 products were reformulated last year—twice the figure 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, companies like Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to consumer nutrition and supporting healthier choices.
It will be intriguing to observe whether other significant candy manufacturers will make similar commitments or if these five companies will introduce additional initiatives. For instance, Nestlé has developed a method to restructure the sugar molecule, allowing them to reduce sugar content by up to 40% without sacrificing sweetness. This innovation has the potential to transform the candy industry if adopted more widely, and Nestlé plans to launch products with this faster-dissolving sugar in 2018. The impact of such innovations, particularly concerning the ph of calcium citrate in formulations, could play a crucial role in enhancing product appeal while addressing consumer health concerns.