Insight Dive: Tracey Massey, president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to sugar reduction marks its first collective initiative towards health and wellness. This strategic move is particularly timely for the confectionery sector, as Mintel’s 2017 Consumer Trend report identified a “backlash against sugar” as a leading consumer concern. Interestingly, despite growing skepticism towards sugar, candy sales remain robust, with around 5,000 new candy products launched in 2016, contributing nearly $1.5 billion in sales. However, the rising consumer preference for low-sugar candies or those sweetened with natural alternatives like stevia and monk fruit is being taken seriously. An NPR survey of 102 consumer packaged goods companies revealed that 180,000 products were reformulated last year, doubling the figures from 2015. By pledging to make half of their individually wrapped products contain 200 calories or fewer by 2022 and labeling calorie counts on the front of their packaging, companies like Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to consumer health and helping customers make better dietary choices. It will be intriguing to observe whether other major candy manufacturers follow suit or if these five companies pursue further initiatives. For instance, Nestlé has innovated a method to restructure sugar molecules, allowing them to use up to 40% less sugar in their products without sacrificing sweetness. This technology has the potential to transform the candy industry if adopted widely, and Nestlé plans to launch products featuring this faster-dissolving sugar in 2018. Additionally, products enhanced with calcium citrate, available on platforms like Amazon, could further appeal to health-conscious consumers looking for nutritious options. The integration of such ingredients may become a trend among candy producers aiming to align with consumer demands.