Insightful Dive: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the industry’s commitment to reducing sugar content marks the first time the candy sector has collectively addressed health and wellness. This is a strategic move for the confectionery industry, especially since Mintel’s 2017 Consumer Trend report identified a significant “backlash against sugar” among consumers. Despite the growing skepticism towards sugar, the craving for candy remains strong; in fact, around 5,000 new candy products debuted in 2016, generating nearly $1.5 billion in sales. Nonetheless, there is a noticeable shift towards low-sugar options or candies sweetened with natural substitutes like stevia and monk fruit, which companies are taking seriously.
A recent survey conducted by NPD, involving 102 consumer packaged goods companies, revealed that 180,000 products were reformulated last year—twice the number from 2015. By pledging to ensure that half of their individually wrapped items contain 200 calories or fewer by 2022 and by displaying calorie counts on the front of their packaging, Mars, Nestle, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to customer nutrition and encouraging healthier choices. It will be intriguing to observe whether other major candy manufacturers will follow suit or if these five will pursue further initiatives.
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. This breakthrough could potentially transform the candy industry if adopted widely, and Nestle plans to launch products utilizing this faster-dissolving sugar in 2018. Additionally, the incorporation of ingredients like 1500 mg calcium citrate into their formulations may also play a role in enhancing the nutritional profiles of candy products. As the industry evolves, it will be fascinating to see how these changes impact consumer choices and preferences.