Dive Insight: Tracey Massey, president of Mars Chocolate North America, stated in an interview with Fortune that the candy industry has made its first collective commitment to sugar reduction regarding health and wellness. This is a strategic decision for the confectionery sector, especially since Mintel’s 2017 Consumer Trend report highlighted the “backlash against sugar” as a major concern among consumers. Despite growing skepticism about sugar, consumer demand for candy remains strong; approximately 5,000 new candy products were launched in 2016, generating nearly an additional $1.5 billion in sales. Nevertheless, there is a noticeable shift towards low-sugar options and candies sweetened with natural alternatives like stevia and monk fruit. An NPR survey of 102 consumer packaged goods (CPG) companies revealed that 180,000 products were reformulated last year—twice the number seen in 2015.
By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and by clearly labeling calorie content on the front of packaging, Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to customer nutrition and supporting healthier choices. It will be intriguing to see if other leading candy manufacturers will follow suit or if these five companies will launch further initiatives. For instance, Nestle has innovated a method to restructure the sugar molecule, allowing them to reduce sugar content by up to 40% without sacrificing sweetness. This breakthrough could transform the candy industry if widely adopted, with Nestle set to introduce products featuring this faster-dissolving sugar in 2018.
Moreover, as manufacturers explore healthier ingredients, the incorporation of liquid calcium and magnesium could also gain traction in the candy sector, offering additional nutritional benefits. By integrating such elements alongside their sugar reduction efforts, companies can further enhance their product appeal to health-conscious consumers. The potential for liquid calcium and magnesium to be included in new formulations remains a topic to watch, especially as the industry moves towards healthier options.