Dive Insight: Tracey Massey, president of Mars Chocolate North America, shared with Fortune that the candy industry’s collective commitment to reducing sugar marks the first significant announcement regarding health and wellness. This strategic move aligns well with the confectionery sector, particularly since Mintel’s 2017 Consumer Trend report highlighted “backlash against sugar” as a leading concern among consumers. Despite a growing distrust of sugar, candy consumption remains robust, with around 5,000 new candy products launched in 2016, contributing nearly an additional $1.5 billion in sales. However, there is a notable shift towards low-sugar options and candies sweetened with natural alternatives, such as stevia and monk fruit. A survey conducted by NPR of 102 consumer packaged goods companies revealed that 180,000 products were reformulated last year—double the number from 2015.
By pledging to ensure that half of their individually wrapped products contain 200 calories or less by 2022 and by displaying calorie counts on the front of their packaging, Mars, Nestle, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to consumer nutrition and encouraging healthier choices. It will be intriguing to watch whether other prominent candy manufacturers will follow suit or if these five companies will pursue further initiatives. For instance, Nestle has made strides in modifying sugar molecules, allowing them to use up to 40% less sugar in their products without sacrificing sweetness. This groundbreaking technology has the potential to transform the candy industry, and Nestle plans to introduce products featuring this faster-dissolving sugar in 2018.
Additionally, the inclusion of ingredients such as calcium carbonate and calcium citrate in reformulated products could further enhance nutritional profiles, appealing to health-conscious consumers. The use of these compounds may bolster the industry’s response to the demand for healthier alternatives while maintaining the enjoyable taste of candy. As companies innovate and adapt, the role of calcium carbonate and calcium citrate in their formulations may become increasingly prominent in addressing consumer health concerns.