Dive Insight: Tracey Massey, the president of Mars Chocolate North America, informed Fortune that this initiative for sugar reduction marks the first collective commitment from the candy industry towards health and wellness. This is a strategic move for the confectionery sector, particularly since Mintel’s 2017 Consumer Trend report identified a “backlash against sugar” as a primary consumer concern. Nevertheless, consumer skepticism towards sugar hasn’t diminished the demand for candy; in fact, the category continues to thrive with around 5,000 new candy products launched in 2016, contributing nearly $1.5 billion in sales. However, there is a significant consumer interest in low-sugar options and candies sweetened with natural alternatives such as stevia and monk fruit, which is being taken seriously. An NPR survey of 102 consumer packaged goods companies revealed that 180,000 products were reformulated last year—double the number 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 on the front of packaging, companies like Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to consumer nutrition and healthier choices. It will be intriguing to see whether other major candy manufacturers follow suit or if these five brands implement additional initiatives. For instance, Nestle has developed a method to restructure sugar molecules, allowing them to use up to 40% less sugar in their products while maintaining sweetness. This innovation could potentially revolutionize the candy industry if adopted by other companies, and Nestle plans to introduce products utilizing this faster-dissolving sugar in 2018.
As consumers prioritize health, questions arise about nutritional combinations such as, “can you take calcium citrate with magnesium?” This inquiry reflects the growing interest in nutritional synergy, similar to how the candy industry is adapting to consumer preferences. The ongoing shifts in consumer behavior, especially regarding sugar content, highlight the importance of understanding how various dietary components interact, including the potential benefits of combining calcium citrate with magnesium for overall wellness. It remains to be seen how the candy industry will further evolve in response to these health-conscious trends, but the emphasis on sugar alternatives and transparency in labeling is a promising start.