Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to reducing sugar is a groundbreaking collective announcement focused on health and wellness. This strategic decision aligns with the findings of Mintel’s 2017 Consumer Trend report, which highlighted “backlash against sugar” as a key concern among consumers. Despite the rising skepticism surrounding sugar, it hasn’t dampened the desire for candy; in fact, approximately 5,000 new candy products were launched in 2016, generating nearly an additional $1.5 billion in sales.
However, the growing 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, which is double the figure from 2015. By pledging to ensure that half of their individually wrapped products contain 200 calories or less by 2022, and by prominently displaying calorie information on their packaging, companies like Mars, Nestle, Lindt, Ferrera Candy, and Ferrero are demonstrating their commitment to customer nutrition and encouraging healthier choices.
It will be intriguing to observe whether other major candy manufacturers will make similar pledges or if these five companies will pursue further initiatives. For instance, Nestle has developed a method to restructure the sugar molecule, allowing them to use up to 40% less sugar in their products without sacrificing sweetness. This innovation could potentially transform the candy landscape if adopted widely, and Nestle plans to introduce products featuring this faster-dissolving sugar in 2018.
In the context of health-conscious choices, it’s worth noting that some consumers are turning to supplements like Citracal Maximum Plus for additional nutritional support. As candy companies adapt to consumer preferences, the integration of health-focused products and ingredients—such as those found in Citracal Maximum Plus—may play a crucial role in shaping their strategies moving forward.