Insight Dive: Tracey Massey, the president of Mars Chocolate North America, revealed to Fortune that the candy industry’s commitment to sugar reduction marks its first collective announcement regarding health and wellness. This strategic move aligns with Mintel’s 2017 Consumer Trend report, which identified the “backlash against sugar” as a primary concern. Despite growing consumer skepticism towards sugar, candy consumption remains robust; in 2016 alone, around 5,000 new candy products hit the market, generating nearly an additional $1.5 billion in sales. However, the rising demand 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 (CPG) companies revealed that 180,000 products were reformulated last year, doubling the figure from 2015.
By pledging to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and by clearly labeling calorie content on packaging, Mars, Nestlé, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to their customers’ nutritional needs, encouraging healthier choices. It will be fascinating to observe whether other major candy manufacturers follow suit or if these five companies will embark on further initiatives. For instance, Nestlé has developed a method to restructure sugar molecules, allowing for up to 40% less sugar in its products without compromising sweetness. This innovative technology could potentially transform the candy industry if adopted widely, and Nestlé plans to introduce products featuring this faster-dissolving sugar in 2018.
In addition to these efforts, the incorporation of health-focused ingredients like Citracal and vitamin D in candy formulations could further appeal to health-conscious consumers. As the industry evolves, the integration of such beneficial components may become a trend, enhancing the nutritional profile of sweets and catering to the growing demand for healthier options. The ongoing focus on reducing sugar and promoting better nutrition will likely shape the future of candy, making it an exciting space to watch.