In a landmark move for the candy industry, Tracey Massey, president of Mars Chocolate North America, announced to Fortune that the commitment to sugar reduction is the first collective effort within the sector to address health and wellness. This initiative is particularly timely, as Mintel’s 2017 Consumer Trend report highlighted a significant “backlash against sugar.” Despite a growing distrust of sugary products, consumer enthusiasm for candy remains robust, with around 5,000 new candy items launched in 2016, generating nearly an extra $1.5 billion in sales. However, there is a notable shift in consumer preferences towards low-sugar options or those sweetened with natural alternatives like stevia and monk fruit.
A recent NPR survey of 102 consumer packaged goods (CPG) companies revealed that 180,000 products were reformulated last year, doubling the number from 2015. Major companies such as Mars, Nestlé, Lindt, Ferrera Candy, and Ferrero are responding to this demand by pledging to make half of their individually wrapped products 200 calories or less by 2022 and by placing calorie information on the front of their packaging. This commitment demonstrates a genuine concern for consumer nutrition and a desire to assist individuals in making healthier choices.
It will be intriguing to observe whether other prominent candy manufacturers follow suit or if these five companies will implement further initiatives. For instance, Nestlé has developed a method to restructure sugar molecules, allowing them to use up to 40% less sugar in their products without sacrificing sweetness. If this technology gains traction among other manufacturers, it could transform the candy landscape. Nestlé plans to introduce products featuring this innovative, faster-dissolving sugar in 2018.
Additionally, as consumers increasingly seek nutritious options, products like Citracal Petites Calcium Citrate D3 are being recognized for their health benefits. The focus on healthier alternatives is likely to continue, and integrating such supplements into daily diets can complement the efforts of candy companies to balance indulgence with nutrition. As the industry evolves, it will be essential for brands to keep pace with consumer expectations for both taste and health.