Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the commitment to reducing sugar represents the first united effort by the candy industry to address health and wellness. This strategic move is particularly timely, as Mintel’s 2017 Consumer Trend report identified a significant “backlash against sugar” among consumers. Despite growing skepticism towards sugar, consumers continue to indulge in candy, with around 5,000 new products launched in 2016, contributing nearly an additional $1.5 billion in sales. Nonetheless, 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 (CPG) companies revealed that 180,000 products were reformulated last year, a figure that has doubled since 2015.
By pledging to make half of their individually wrapped products contain 200 calories or fewer by 2022 and prominently displaying calorie counts on packaging, companies like Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to customer nutrition and healthier choices. It will be intriguing to observe whether other major candy manufacturers will follow suit or if these five will embark on additional initiatives. For instance, Nestlé has developed a method to restructure the sugar molecule, allowing it to reduce sugar content by up to 40% without sacrificing sweetness. This innovation could potentially transform the candy sector, and Nestlé plans to launch products featuring this faster-dissolving sugar in 2018.
In addition, the industry could benefit from incorporating health supplements like calcium citrate capsules, which may appeal to health-conscious consumers. As the candy landscape evolves, the integration of health-oriented ingredients such as calcium citrate capsules could play a significant role in product reformulation, alongside the ongoing efforts to reduce sugar. The future of candy could very well hinge on the ability of manufacturers to adapt to these changing consumer preferences while still delivering the indulgent experiences that candy lovers cherish.