When I first moved in with my future husband, one of the biggest “growing pains” of our cohabitation didn’t involve cleaning habits or closet space, or even the introduction of my massive Labrador retriever into the mix.
Nope, our biggest tiffs in those early days centered on my husband’s utter disgust over the copious amounts of diet soda I consumed starting first thing in the morning.
“Have you looked at the ingredients?” he’d berate me. “There’s so much processed crud in there! Can’t you drink something more natural, like coffee?” (Ah, my husband—a bearded, bespectacled, Brooklyn, N.Y.-based trend watcher.)
Four years later, seemingly everyone is focused not on the calories they’re consuming, but what they’re consuming. Words such as “clean,” “natural,” “organic” and “additive-free” are permeating all areas of foodservice, even the candy aisle.
In February 2015, Nestlé USA pledged to remove all artificial flavors and coloring from its chocolate products. Days later, The Hershey Co. said it was beginning to transition to simpler and easier-to-understand ingredients. And most recently, earlier this year, Mars Inc. said it too would remove artificial colors.
This is certainly welcome news for my husband, but what does your average c-store candy consumer think about it? Here’s what manufacturers, the data and consumers say.
WHAT CONSUMERS SAY*
Do People Care About What’s in Their Candy?
- “I don’t pay enough attention (but) if I have a choice that presents healthier and around the same price, I will go for it.” -Jason, a Generation X parent in Oregon
- “When purchasing candy for myself, I look for high-quality ingredients. … When purchasing for kids, I just buy what would be familiar to them.” -Andy, a retired baby boomer in New York
- “I definitely feel better about purchasing candy with vegetable dyes and ‘simple’ ingredients. Mostly I try to go with quality over quantity on candy and sweets in general.” -Madeleine, a millennial parent in Massachusetts
- “When I eat candy, I already know it’s unhealthy. If I’m going to take in that much sugar, I’m going to pick a brand I already know and love.” -Carly, a Generation Z student in Colorado
* Completely unscientific Facebook poll
WHAT MANUFACTURERS SAY
Why Use Natural Ingredients?
- “We know that candy consumers are interested in broader food trends around fewer artificial ingredients. Our first step has been to remove artificial flavors and colors without affecting taste or increasing the price.” -Doreen Ida, president of Nestlé USA Confections & Snacks, Glendale, Calif. (February 2015 statement)
- “People are really starting to understand how the way that their food is made has broader social and environmental impacts. They look for food that is not only nutritious, but is made in a way that’s good for people and the planet.” -Karin Thrift, director of sales for Clif Bar & Co., Emeryville, Calif.
- “This transition is in response to consumer demand toward more natural ingredients and our ability to ensure the utmost quality and safety of our products through this shift.” -Anthony Guerrieri, spokesperson for Mars Chocolate North America, Hackettstown, N.J.
- “We all want and deserve to know what’s in our food. [Hershey] will continue to make our iconic brands that people know and love. We also will share more information about what goes into our products in ways that are easy to understand and access.” -John P. Bilbrey, president and CEO of The Hershey Co., Hershey, Pa. (February 2015 statement)
WHAT THE DATA SAYS
Are Cleaner Ingredients Important?
>60% -Amount of Americans who say “no artificial colors or flavors” is important to their purchasing decisions
30% -Amount of top-selling food and beverage launches in 2015 that offered simplified, fewer ingredients
48% -Amount of consumers who prefer to eat more natural snacks
- “Healthier and more natural ingredients are immensely important in today’s marketplace. This is a good move on the part of the manufacturers, and they should be sure to communicate these shifts clearly so that consumers are fully informed.” -Susan Viamari, vice president of thought leadership for IRI Worldwide, Chicago
Sources: 2014 Nielsen Global Health & Wellness Survey, IRI 2015 New Product Pacesetters, IRI 2015 Consumer Snacking Survey and 2015 “State of the Snack Industry” report
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