Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the company’s commitment to reducing sugar marks the first unified declaration by the candy industry regarding health and wellness. This strategic move is particularly timely, as Mintel’s 2017 Consumer Trend report identified “backlash against sugar” as a primary consumer concern. Despite growing skepticism toward sugar, consumers still crave candy, as evidenced by the introduction of around 5,000 new candy products in 2016, generating nearly an additional $1.5 billion in sales. Nonetheless, the rising consumer interest in low-sugar candies or those sweetened with natural alternatives like stevia and monk fruit is being acknowledged. An NPR survey of 102 CPG 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 less by 2022 and prominently displaying calorie counts on packaging, companies like Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to nutrition and empowering consumers to make healthier choices. It will be intriguing to observe whether other major candy manufacturers will follow suit or if these five companies will implement further initiatives. For instance, Nestle has developed a method to restructure the sugar molecule, allowing for a reduction of up to 40% in sugar content without sacrificing sweetness. This innovative technology could potentially transform the candy industry if it gains traction among other brands, with Nestle planning to introduce products featuring this faster-dissolving sugar in 2018.
Additionally, the concern over excessive sugar consumption is not only linked to health issues but may also have implications for other conditions, such as kidney stones, which can be influenced by dietary factors like calcium citrate levels. As the industry moves toward healthier products, the intersection of sweet treats and health considerations will be a significant area of focus.