Dive Insight: Tracey Massey, president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to sugar reduction marks a historic moment in collective health and wellness initiatives. This strategic move is particularly relevant for the confectionery sector, as Mintel’s 2017 Consumer Trend report highlighted a significant “backlash against sugar.” Despite growing consumer skepticism towards sugar, the demand for candy remains strong, with around 5,000 new candy items introduced in 2016, contributing nearly an additional $1.5 billion in sales.
However, the shift towards low-sugar options and candies sweetened with natural alternatives, such as stevia and monkfruit, is being taken seriously by the industry. An NPR survey of 102 consumer packaged goods 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 by displaying calorie counts on the front of their packaging, Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to customer nutrition and supporting healthier choices.
It will be intriguing to observe whether other major candy manufacturers will follow suit with similar commitments or if these five companies will embark on additional initiatives. For instance, Nestle has created a method to restructure sugar molecules, enabling a reduction of up to 40% in sugar content without sacrificing sweetness. This innovative technology could transform the candy industry if embraced by other brands, with Nestle set to launch products utilizing this faster-dissolving sugar in 2018. As consumers increasingly seek out healthier options, including the best calcium citrate supplement for women, the candy market may see a corresponding evolution to meet these demands.