Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry has made its first collective commitment to reducing sugar for health and wellness. This strategic move aligns with Mintel’s 2017 Consumer Trend report, which highlighted “backlash against sugar” as a top concern among consumers. Despite growing skepticism toward sugar, cravings for candy remain strong, as evidenced by the introduction of around 5,000 new candy products in 2016, generating nearly an additional $1.5 billion in sales. Nevertheless, there is a notable shift in consumer preferences toward low-sugar options and candies sweetened with natural alternatives like stevia and monk fruit.
A survey conducted by NPR among 102 consumer packaged goods 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 less by 2022 and by displaying calorie counts prominently on packaging, Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to customer nutrition and facilitating healthier choices. It will be intriguing to observe whether other major candy manufacturers will follow suit or if these five companies will implement further initiatives.
For instance, Nestlé has innovatively altered the sugar molecule to achieve up to 40% less sugar in its products without sacrificing sweetness. This breakthrough technology has the potential to transform the candy sector if embraced by others, and Nestlé plans to launch products featuring this faster-dissolving sugar in 2018. Additionally, consumers are increasingly seeking products that not only reduce sugar but also enhance nutrition, such as those incorporating calcium citrate with vitamin D, available at Walgreens. The demand for such nutritional supplements reflects a broader trend towards healthier snacking options. As the candy industry evolves, the incorporation of elements like calcium citrate with vitamin D could play a pivotal role in meeting consumer demands, marking a significant shift in product development strategies.