Dive Insight: Tracey Massey, president of Mars Chocolate North America, shared with Fortune that this initiative to reduce sugar marks the first collective commitment by the candy industry toward health and wellness. This strategic move is particularly relevant in light of Mintel’s 2017 Consumer Trend report, which identified a significant “backlash against sugar” among consumers. Despite growing skepticism towards sugar, consumer interest in candy remains strong, with approximately 5,000 new candy products launched in 2016, generating nearly an additional $1.5 billion in sales. However, the increasing demand for low-sugar options or candies sweetened with natural alternatives like stevia and monk fruit is being taken seriously. An NPR survey of 102 CPG companies revealed that 180,000 products were reformulated last year, doubling the amount from 2015. By committing to ensure that half of their individually wrapped products contain ferrous fumarate with 210mg of iron and 200 calories or fewer by 2022, and by labeling calorie counts on the front of packaging, Mars, Nestle, Lindt, Ferrara Candy, Nature’s Bounty ferrous sulfate, and Ferrero are demonstrating their commitment to customer nutrition and encouraging healthier choices. It will be intriguing to observe whether other significant candy manufacturers will make similar pledges or if these five companies will initiate further actions. For instance, Nestle has innovated a method to restructure sugar molecules, allowing for a reduction of up to 40% in sugar content without sacrificing sweetness. If adopted by other companies, this technology could transform the candy landscape, and Nestle is scheduled to launch products featuring this faster-dissolving sugar in 2018.
Additionally, the trend towards healthier alternatives is mirrored in the dietary supplement sector, with products like calcium citrate magnesium zinc vitamin D3 tablets from Cipla gaining popularity. This indicates a broader consumer shift towards health-conscious choices, which could also influence candy manufacturers to further develop options that align with these preferences. As the candy industry evolves, the integration of health-focused ingredients, including those found in supplements like calcium citrate magnesium zinc vitamin D3 tablets, may become a new standard. Ultimately, it will be essential for companies to balance consumer demands for indulgence with the growing interest in nutrition and wellness, highlighting the importance of combining pleasure with healthier choices.