Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry’s pledge to reduce sugar marks a historic first in collective health and wellness announcements. This proactive approach is particularly strategic for the confectionery sector, especially since Mintel’s 2017 Consumer Trend report identified “backlash against sugar” as the leading concern among consumers. Despite this growing skepticism towards sugar, candy consumption remains robust; approximately 5,000 new candy products were launched in 2016, contributing nearly an additional $1.5 billion in sales. Nonetheless, there is a significant demand for low-sugar options and candies sweetened with natural alternatives like stevia and monk fruit.
A survey conducted by NPR involving 102 consumer packaged goods companies revealed that last year alone, 180,000 products were reformulated—double the amount from 2015. By committing to ensure that half of their individually wrapped products contain 200 calories or fewer by 2022 and by placing calorie information on the front of packaging, companies like Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their dedication to customer nutrition and supporting healthier choices. It will be intriguing to see if other leading candy manufacturers will follow suit with similar commitments or if these five companies will initiate further changes.
Nestlé, for instance, has pioneered a method to restructure sugar molecules, allowing for a reduction of up to 40% in sugar content without sacrificing sweetness. This breakthrough could potentially transform the candy industry if widely adopted, and Nestlé plans to introduce products featuring this faster-dissolving sugar by 2018. Furthermore, as discussions about health-conscious ingredients continue, the calcium citrate price may also play a role in how companies formulate candy products moving forward. The focus on nutritional improvements, including the potential cost implications of ingredients like calcium citrate, is likely to shape future offerings in the candy market.