Dive Insight: Tracey Massey, president of Mars Chocolate North America, shared with Fortune that the candy industry’s pledge to reduce sugar marks a historic collective step towards health and wellness. This strategic decision aligns with findings from Mintel’s 2017 Consumer Trend report, which identified a significant “backlash against sugar” as a leading concern among consumers. Nonetheless, this growing skepticism toward sugar has not dampened the demand for candy; in fact, the category continues to thrive, with around 5,000 new candy products launched in 2016 alone, contributing nearly an extra $1.5 billion in sales.
Consumer interest in low-sugar options and candies sweetened with natural alternatives, such as stevia and monk fruit, is being taken seriously. An NPR survey of 102 CPG 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 fewer by 2022, and by prominently displaying calorie information on packaging, companies like Mars, Nestle, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to consumer health and aiding individuals in making better nutritional choices. It will be intriguing to observe whether other major candy manufacturers will follow suit or if these five companies will undertake further initiatives.
Nestle, for instance, has innovated a method to restructure the sugar molecule, enabling them to reduce sugar content by up to 40% while maintaining sweetness. This breakthrough technology has the potential to transform the candy industry if adopted by other brands, and Nestle anticipates launching products featuring this faster-dissolving sugar in 2018. Additionally, the incorporation of calcium citrate dischem into some candy formulations could enhance their nutritional value, further appealing to health-conscious consumers. As these changes unfold, the candy landscape may shift dramatically, presenting opportunities for new products enriched with beneficial ingredients like calcium citrate dischem.