Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that this initiative to reduce sugar is 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 “backlash against sugar” as a top concern. Interestingly, despite growing consumer skepticism towards sugar, the demand for candy remains strong. In fact, approximately 5,000 new candy products were introduced in 2016, generating nearly an additional $1.5 billion in sales. However, there is a noticeable shift towards low-sugar options and candies sweetened with natural alternatives like stevia and monk fruit. A survey conducted by NPR of 102 CPG companies revealed that 180,000 products were reformulated last year, doubling the figure from 2015.
By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and providing calorie information on the front of packaging, Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to their customers’ nutrition and supporting healthier choices. It will be intriguing to see if other major candy manufacturers follow suit or if these five companies embark on further initiatives. For instance, Nestlé has innovated a method to restructure the sugar molecule, allowing for a reduction of up to 40% in sugar content while maintaining sweetness in its products. This breakthrough could potentially transform the candy industry if embraced by other producers, with Nestlé planning to launch products featuring this faster-dissolving sugar in 2018.
Additionally, with the growing demand for healthier options, products like Country Life Chewable Calcium Citrate may become more appealing to consumers looking for nutritious alternatives. As the industry evolves, it will be essential for candy manufacturers to address these trends and consumer preferences, perhaps integrating more health-conscious ingredients akin to those found in Country Life Chewable Calcium Citrate. The commitment to reformulate products to align with consumer health concerns is a critical step forward, and the candy industry may witness a significant transformation in response to these challenges and opportunities.