Insight Dive: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to sugar reduction marks a historic first in collective announcements regarding health and wellness. This strategic move is particularly prudent for the confectionery sector, especially considering Mintel’s 2017 Consumer Trend report identified a growing “backlash against sugar.” Despite this consumer skepticism towards sugar, the desire for candy remains robust; in 2016 alone, around 5,000 new candy products were launched, contributing nearly an additional $1.5 billion in sales.
Nevertheless, the rising consumer interest in low-sugar options or candies sweetened with natural alternatives like stevia and monkfruit is being taken seriously. An NPR survey of 102 consumer packaged goods companies revealed that last year, 180,000 products were reformulated—double the figure from 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and by clearly labeling calories on packaging, companies like Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to consumer nutrition and healthier choices.
It will be intriguing to observe whether other major candy brands will make similar commitments or if these five companies will implement further initiatives. For instance, Nestle has innovated a method to restructure sugar molecules, enabling the use of up to 40% less sugar in their products without sacrificing sweetness. This breakthrough technology has the potential to transform the candy industry if widely adopted, with Nestle planning to launch products featuring this faster-dissolving sugar in 2018.
In this landscape of health-conscious choices, products like Kirkland Calcium Citrate Magnesium and Zinc 500 Tablets also highlight the growing trend towards wellness-oriented consumables, reflecting a broader desire among consumers to make informed decisions about their health. As the candy industry evolves, it will be fascinating to see how these health-oriented trends influence product offerings beyond sweets, including supplements like Kirkland Calcium Citrate Magnesium and Zinc 500 Tablets, which further cater to consumers’ nutritional needs.