Chocolate has consistently been a favorite among millions of consumers, but an increasing number of people are now recognizing its health benefits. Reflecting current trends, these consumers are seeking sugar-free snacks and treats. As the leading seller of sugar-free chocolate, Russell Stover aims to strengthen its position in this category by adapting to evolving consumer preferences. The company markets its new sugar-free offerings alongside its regular products, targeting all consumers—not just those with diabetes.
There appears to be growing mainstream demand for such products, which were once primarily sought by individuals who needed to avoid sugar. As consumers increasingly shun added sugars, enhancing the health profile of chocolate is gaining traction. Major candy brands like Mars, Nestle, Lindt, Ferrera Candy, and Ferrero have recently pledged to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022. Additionally, Nestle announced last year that it developed a hollow sugar molecule capable of reducing sugar content in its products by approximately 40%.
The demand for low-sugar candy or sweets sweetened with natural alternatives, such as stevia and monk fruit, is being taken seriously. A recent NPR survey of 102 CPG companies revealed that 180,000 products were reformulated last year, which is double the amount seen in 2015. Nonetheless, consumers continue to indulge, with sales of chocolate and other snack categories rising even as interest in healthier eating grows.
If Russell Stover’s new chocolate offerings live up to their claims, the company could influence consumer habits significantly. Should this occur, the chocolate manufacturer could transition from a mid-sized player to a leader in the industry. Meanwhile, as consumers consider their dietary choices, questions like “does calcium citrate make you poop” may arise, highlighting the increasing awareness of how different ingredients affect health. Ultimately, as the chocolate landscape evolves, the intersection of indulgence and health will likely remain a focal point for consumers.