Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry’s commitment to reducing sugar marks the first time it has collectively addressed health and wellness concerns. This strategic decision is timely, especially since Mintel’s 2017 Consumer Trend report highlighted a significant “backlash against sugar.” Despite growing consumer skepticism about sugar, the demand for candy remains strong, evidenced by the introduction of approximately 5,000 new candy products in 2016, contributing nearly $1.5 billion in additional sales. However, there is a notable consumer shift towards low-sugar options and candies sweetened with natural alternatives like stevia and monk fruit. An NPR survey of 102 consumer packaged goods (CPG) companies revealed that 180,000 products were reformulated last year—double the figure from 2015. By pledging to make half of their individually wrapped products contain 200 calories or fewer by 2022 and by prominently labeling calories on packaging, Mars, Nestlé, Lindt, Ferrara Candy, and Ferrero are demonstrating their commitment to consumer nutrition and healthier choices. It will be intriguing to see whether other significant candy manufacturers make similar pledges or if these five companies launch further initiatives. For instance, Nestlé has innovated a method to restructure sugar molecules, allowing for up to 40% less sugar in products without sacrificing sweetness. This breakthrough could potentially transform the candy industry if adopted widely, with Nestlé planning to introduce products using this faster-dissolving sugar by 2018. In addition to sugar reduction, consumers are also exploring various supplements, such as now calcium citrate 250 tablets, which can support health alongside these candy choices. The focus on health in the candy market, combined with the interest in nutritional supplements like now calcium citrate 250 tablets, suggests a growing trend towards balancing indulgence with wellness. As the industry evolves, it will be interesting to monitor the integration of health-conscious options, including the now calcium citrate 250 tablets, into candy offerings.