Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that this initiative to reduce sugar marks the first collective commitment made by the candy industry regarding health and wellness. This strategic move is timely for the confectionery sector, especially since Mintel’s 2017 Consumer Trend report highlighted a “backlash against sugar” as a primary concern among consumers. Despite the growing skepticism towards sugar, consumer enthusiasm for candy remains intact; in 2016 alone, approximately 5,000 new candy products were launched, contributing nearly an additional $1.5 billion in sales. Nevertheless, the increasing demand for low-sugar options or candy sweetened with natural alternatives like stevia and monk fruit is being taken seriously by manufacturers. An NPR survey of 102 CPG companies revealed that 180,000 products were reformulated last year, doubling the number from 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and displaying calorie counts on the front of packaging, companies such as Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to consumer nutrition and facilitating healthier choices.
It will be intriguing to observe whether other leading candy manufacturers will make similar commitments or if these five companies will undertake additional initiatives. For instance, Nestlé has innovated a method to restructure the sugar molecule, allowing it to reduce sugar content by up to 40% without sacrificing sweetness. This breakthrough technology could potentially transform the candy industry if adopted widely, with Nestlé planning to introduce products featuring this faster-dissolving sugar in 2018.
In light of these changes, it’s also worth considering how the industry can integrate ingredients like calcium citrate malate to enhance nutritional profiles. What is calcium citrate malate? It is a compound that not only provides calcium but also offers better absorption compared to traditional calcium sources. Incorporating what is calcium citrate malate into candy formulations could be an additional strategy for companies looking to cater to health-conscious consumers. As the industry evolves, the inclusion of such beneficial ingredients may become a standard practice, reinforcing the commitment to healthier options in the candy market.