All-natural sweetens candies

As consumer demand for more natural food products grows, many retailers are responding by adding healthier options, and the non-chocolate candy aisle is no exception.

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“Research shows that consumers are increasingly demanding products with authentic, real ingredients. ... About 42% of sugar confectionery users agree that products have too many artificial flavors or ingredients,” according to Marcia Mogelonsk, Mintel’s director of insight, food and drink.



Last year, Nestlé announced that it would remove all artificial colors and flavorings from its sugar confectionery in the United States as the category faces increased calls for more natural alternatives.



Mars, which makes Skittles and Starburst, last month pledged to remove all artificial colors from its products. Mars said that it will implement the changes over five years “as part of a commitment to meet evolving consumer preferences.”



In addition to going all-natural, many products in the non-chocolate category are calling out fruity ingredients. Mintel research showed that 24% of consumers say natural fruit juice is important when buying non-chocolate candy, while 16% place importance on products with fruit pieces.