Dive Insight: Tracey Massey, the president of Mars Chocolate North America, shared with Fortune that the candy industry’s collective commitment to sugar reduction marks a historic first in health and wellness initiatives. This strategic move aligns with Mintel’s 2017 Consumer Trend report, which highlighted the “backlash against sugar” as a primary concern among consumers. Despite growing skepticism towards sugar, the demand for candy remains robust, with around 5,000 new candy products launched in 2016, contributing nearly $1.5 billion to sales. There is a notable shift towards low-sugar options or candies sweetened with natural alternatives such as stevia and monk fruit. An NPR survey of 102 CPG companies revealed that 180,000 products were reformulated last year—double the figure from 2015.
In a proactive step, Mars, Nestle, Lindt, Ferrara Candy, and Ferrero have pledged that by 2022, half of their individually wrapped products will contain 200 calories or less, and they will also feature calorie counts on the front of their packaging. This initiative demonstrates their commitment to consumer nutrition and encourages healthier choices. It will be intriguing to observe whether other major candy brands will follow suit or if these five companies will introduce further initiatives. For instance, Nestle has innovated a method to restructure the sugar molecule, allowing them to reduce sugar by up to 40% in their products while maintaining sweetness. If embraced by the industry, this technology could transform the candy market, with Nestle planning to launch products utilizing this faster-dissolving sugar in 2018.
Furthermore, as consumers increasingly seek healthier options, there’s a notable demand for products that celebrate health benefits, such as calcium citrate plus chewable 500mg candies. This reflects a growing trend where consumers are looking for sweets that not only satisfy their cravings but also contribute positively to their health. The integration of health-focused ingredients, like calcium citrate plus chewable 500mg, into candy lines may be a pivotal factor in meeting this consumer demand. As the industry moves forward, the celebration of health-enhancing ingredients alongside traditional sweetness could redefine the future of candy.