Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that this initiative for sugar reduction marks the first collective commitment made by the candy industry towards health and wellness. This strategic move comes at a crucial time, as Mintel’s 2017 Consumer Trend report identified “backlash against sugar” as a leading consumer concern. Despite growing consumer skepticism regarding sugar, the demand for candy remains strong; in 2016 alone, around 5,000 new candy products were launched, contributing nearly an additional $1.5 billion in sales. Nevertheless, there is a significant shift towards low-sugar options, with many consumers favoring candies sweetened with natural alternatives such as stevia and monk fruit. An NPR survey of 102 CPG companies revealed that 180,000 products were reformulated last year, a figure that has doubled since 2015.
By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and by displaying calorie counts prominently on packaging, Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to consumer nutrition and 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, Nestlé has innovated a method to restructure sugar molecules, allowing them to reduce sugar content by up to 40% without compromising sweetness. This breakthrough technology could transform the candy industry if adopted by other brands, with Nestlé set to launch products featuring this faster-dissolving sugar in 2018.
In a related note, the focus on health extends beyond just candy, as pet owners are also increasingly concerned about their pets’ nutrition. For example, products like calcium citrate for dogs have gained popularity as owners look to improve their pets’ health, paralleling trends seen in the candy sector. As the market evolves, it will be fascinating to see how these health-conscious initiatives unfold across various food categories, including both candy and pet nutrition, such as the inclusion of calcium citrate for dogs.