Dive Insight: Tracey Massey, the president of Mars Chocolate North America, revealed to Fortune that the company’s commitment to reducing sugar marks the first collective health and wellness initiative from the candy industry. This strategic decision is timely, considering that Mintel’s 2017 Consumer Trend report highlighted a significant “backlash against sugar.” Despite rising consumer skepticism about sugar, demand for candy remains strong; in 2016 alone, around 5,000 new candy products were launched, contributing to nearly an additional $1.5 billion in sales. However, the growing consumer preference for low-sugar options or candies sweetened with natural alternatives like stevia and monk fruit is being acknowledged.
A survey conducted by NPR involving 102 CPG companies found that 180,000 products were reformulated last year, which is double the amount 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 nutrition and helping consumers make healthier choices. It will be intriguing to see whether other major candy manufacturers will follow suit or if these five companies will undertake additional initiatives.
Nestle, for instance, has developed a method to restructure the sugar molecule, allowing for up to 40% less sugar in its products without sacrificing sweetness. This innovative approach could potentially transform the candy industry if adopted by other brands, with Nestle set to launch products using this faster-dissolving sugar technology in 2018. As the industry moves towards healthier options, the introduction of products like ultra cal citrate plus could play a vital role in addressing consumer health concerns while maintaining the enjoyment of sweets. That said, the ongoing evolution of candy offerings, including the integration of ultra cal citrate plus, will be a significant trend to watch in the coming years.