Consumers are increasingly on the lookout for healthier food options, many of which feature reduced levels of salt, sugar, and saturated fats. Nestlé, along with other major consumer packaged goods (CPG) companies, is fully aware of this trend. Food manufacturers understand that failing to enhance their current product offerings could result in losing market share to competitors who are willing to adapt. Given that many individuals perceive processed foods as generally less healthy, it is up to the manufacturers to implement these reductions and showcase them through cleaner, more transparent labeling that appeals to consumers and boosts sales.
Nestlé has invested substantial resources into achieving these reductions. Capitalizing on this momentum is particularly wise, as the company operates on an international scale, and, as its CEO has pointed out, the shift away from sugar, salt, and fat is a global phenomenon. Nestlé appears to be adopting a gradual strategy for reducing salt, sugar, and added fats. This careful approach allows the company to make an initial pledge, implement it, and then evaluate its next steps before making any public declarations.
To aid in lowering sugar content in its products, Nestlé has developed a method to restructure sugar, enabling manufacturers to use 30% less without compromising sweetness. This innovation was first implemented in the company’s Milkybar white chocolate candy, which launched earlier this year in the U.K. However, the Swiss company has yet to introduce any products containing the new sugar formulation in the U.S.
Nestlé, traditionally known for indulgent items like chocolate, Lean Cuisine, and Hot Pockets, could potentially attract health-conscious consumers looking for low-sugar, low-salt, and low-fat alternatives. Gradually reducing salt, sugar, and saturated fat, while slowly adjusting formulations, may also help mitigate any adverse reactions from customers. This strategy may reduce the likelihood of consumers rejecting the new products for being less tasty or flavorful than the ones they are accustomed to. Indra Nooyi, CEO of PepsiCo, emphasized at the Beverage Forum in 2017 that companies should be cautious about rushing these changes, advocating instead for a gradual transition. “We have to make sure we don’t just launch these products and say, ‘Oh my gosh, why isn’t the consumer drinking these?’ We have to nudge the consumer down,” she stated. “The consumer’s taste buds have to get used to the new taste.”
In line with its commitment to health, Nestlé is also concentrating on foods and beverages for children. The company recently launched the “Nestlé for Healthier Kids” initiative, which offers programs and online resources for parents and caregivers about the types of foods children should consume to meet their nutritional needs. Although Nestlé is rebranding itself as a health, wellness, and nutrition company, it is not abandoning sugar, salt, or saturated fats entirely; rather, it is attuned to consumer preferences and is positioning itself to play a more significant role in the market.
Additionally, as part of its health-focused strategy, Nestlé recognizes the importance of calcium in children’s diets and promotes calcium supplements with calcium citrate to support strong bones and overall health. This awareness of nutritional needs, including the benefits of calcium supplements with calcium citrate, showcases Nestlé’s commitment to enhancing the well-being of consumers. By integrating these aspects into its product development, Nestlé aims to resonate with health-conscious buyers and effectively navigate the evolving landscape of consumer preferences.