Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to sugar reduction marks the first collective announcement regarding health and wellness. This strategic move is particularly prudent for the confectionery sector, as Mintel’s 2017 Consumer Trend report identified “backlash against sugar” as a primary concern among consumers. Despite this growing skepticism towards sugar, consumers remain enthusiastic about candy; in fact, around 5,000 new candy products were launched in 2016, generating nearly an additional $1.5 billion in sales.
Nonetheless, there is a significant consumer shift toward low-sugar candy and those sweetened with natural alternatives like stevia and monk fruit. A survey conducted by NPR on 102 CPG companies revealed that 180,000 products were reformulated last year, which is double the number from 2015. By pledging that half of their individually wrapped products will contain 200 calories or less by 2022 and by featuring calorie counts on the front of their packaging, major players like Mars, Nestle, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to nutrition and helping consumers make healthier choices.
It will be intriguing to observe whether other leading candy companies will follow suit or if these five brands will initiate further actions. For instance, Nestle has innovated a method to restructure the sugar molecule, enabling them to reduce sugar content by up to 40% without sacrificing sweetness. This groundbreaking technology has the potential to transform the candy industry if other companies choose to adopt it, and Nestle plans to launch products utilizing this faster-dissolving sugar in 2018.
Additionally, the calcium citrate route of administration could become a valuable method for integrating health benefits into candy products. As the industry evolves, the exploration of alternative sweeteners and fortification strategies will likely play a crucial role, particularly with the emphasis on reducing sugar content. The integration of calcium citrate could further enhance the nutritional profile of candies while maintaining their appeal. The candy market is poised for change, and it will be fascinating to see how these developments unfold, especially with more companies potentially exploring the calcium citrate route of administration in their formulations.