Candy with Integrity

Transparency and straightforward information are more important than ever to U.S. consumers, and the candy products they purchase and consume are no exception.

The most popular candy brands may have built themselves on decades of sentimentality, but the market is changing along with the nation’s demographics.

“The bigger group will consume the most confectionery products,” Ken Gronbach, a futurist and demographic expert, told attendees of the National Confectioners Association’s (NCA) 2016 State of the Industry Conference, which brings together retailers, suppliers and members of the trade organization annually. Evolving demographics will affect things like popular flavors, as well as change how suppliers advertise their brands to consumers.

Members of Generation Y, or millennials, hold green, humanitarian values and they believe in fairness, transparency and integrity, Gronbach explained. This generation’s mothers are very sugar-conscious and care about health. However, they aren’t against treats. In coming years, Latinos also will have a significant influence on the country. The influence of African-Americans will likewise increase as they advance socio-economically. Currently, 37 percent of the U.S. market is minorities — something marketers cannot overlook.

The major candy suppliers have begun increasing their level of transparency through actions such as “Treat Right,” the NCAs voluntary system for front-of-pack labeling that clearly displays calorie counts. The initiative first launched in 2013.

But this is just the beginning for the category; numerous suppliers are now taking steps to more easily provide consumers with the nutrition and ingredient information they seek. The NCA itself even launched a “Your Candy, Your Questions” portal on its website, candyusa.com, where consumers can learn about the ingredients used in candy, such as sugar and coloring.

Transparency is no longer an option; it’s a basic consumer expectation, pointed out John Downs, president and CEO of the NCA, which represents the $35-billion confectionery industry.

“Candy is an honest, affordable, transparent treat. We are providing consumers with the information, options and support they need to make the choices that are right for them,” added Christopher Gindlesperger, vice president of public affairs and communications for the NCA. “Our front-of-pack labeling program puts calorie information right at consumers’ fingertips. We make a wide variety of options — available in packages ranging from fun size to share size — that can add a little fun or enjoyment to any occasion.”

NCA research shows the average U.S. consumer eats confectionery items twice a week, and the category makes up less than 2 percent of their caloric intake. While obesity remains a major societal concern, rather than abolish sugar from their diet entirely, consumers recognize candy is — as the NCA positions it — always a treat, with the emphasis on treat.

“There is a war on sugar, but there isn’t a war on candy,” Downs said.