With ultra-processed foods (UPFs) replacing “junk food” as the new bogeyman for public health advocates, a new study published by the Georgetown University Business for Impact Center (full disclosure: I am one of the authors) reveals that all UPFs are not created equal. The report spotlighted that candy in particular was the exception, since that category contributes only 6.4% of added sugars and less than 2% of our calories. The most surprising discovery is that the “healthiest of the healthiest” consumer cohort in the study purchased candy 26% more frequently than the general population.
Intended to offer practical guidance to the food industry, public health advocates and policymakers, the report titled, “New Consumer Insights on Ultra-Processed Indulgent Foods: How Confectionery Products Are Different,” examines various indulgent food categories to identify which ones were craved the most, why, and by whom. It was based on the Natural Marketing Association’s in-depth research of more than 1,000 consumers, who are grouped into five health & wellness segments, along with data from the National Health and Nutrition Examination Survey (NHANES).
Here Are A Few Key Findings:
- The consumers most likely to struggle with obesity purchased candy the least frequently compared to other consumer segments.
- After sugar-sweetened beverages, sweet baked goods were the most consumed indulgent product, at an average 27.4 pounds per person per year. Chocolate and non-chocolate candy lagged far behind.
- Beverages and sweet baked goods were the biggest contributors to overall caloric intake among indulgent products, followed by savory snacks. Except for syrups and honey, candy contributed the fewest calories.
- Sugar-sweetened beverages contributed six times more added sugar to the diet than candy.
While some public health advocates may think that candy deserves a place in the rogue’s gallery of products that are “bad for you,” these facts paint a different picture. Consumers perceive candy as an exquisite but small indulgence — unlike a Big Gulp, a bowl of chips, or a giant blueberry muffin. A lot of candymakers understand this, and today companies like Hershey, Mars Wrigley and Ferrero offer individually wrapped, portion-controlled products that let them savor the treat with less guilt. Since 2017 the National Confectioners Association (NCA) and leading confectioners have supported an initiative called “Always a Treat,” where one-half of single serve chocolate and non-chocolate products are now 200 calories or less.
Smaller Portions In Demand
The study highlighted that more and more consumers are clamoring for indulgent foods in smaller portions. According to the NCA’s 2024 State of Treating Report, 89% of consumers agree that it is important or somewhat important for chocolate and candy brands to offer portion size options. Candy users in particular are choosing more options that are “smaller and better” to manage their weight. The research showed that eating smaller portions and consuming less added sugar, sodium, saturated fat and/or calories are among the practices being adopted by one-half to two-thirds of candy users.
What Can Be Done?
So what does this all mean for public health efforts to reduce obesity? Policies should focus on the end goal: arresting and reversing climbing obesity rates and being strategic about which food groups to target. Here are some steps that public health, government and food companies can take:
- Don’t treat all ultra-processed indulgent products the same. Candy should not be lumped together with other indulgent products – and targeted for taxes, bans, and onerous labeling — because consumers don’t binge on chocolate and candy like they might do on other indulgences. Also, we have learned from previous studies that consumers at both healthy and unhealthy weights purchase candy at the same rates. We must learn the impact of specific products – not just ingredients – on consumer health and obesity.
- Companies need to go all-in on smaller portions. It is clear from the research that more and more consumers are demanding smaller portions. This goes beyond just candy. And consumers taking or planning to take GLP-1 hunger suppressing drugs still want to enjoy their indulgences – just not too much of a good thing. Companies that ignore this trend are leaving money on the table.
- Policymakers need to understand consumer attitudes and purchase behaviors thoroughly in order to make sound decisions. Just describing a potpourri of tasty products as ultra-processed does not provide good guidance in developing sound nutrition policy. Prescriptions must take into account that all ultra-processed indulgent products, including chocolate and candy, do not have the same impact on obesity. More attention needs to be given to how individual products are consumed, how often and how much.
Food companies can do their part by getting aggressive behind smaller portions. And public health advocates and policymakers can reach better recommendations by considering more than the amounts of added sugars and saturated fats. An approach that focuses on food categories that consumers with the highest levels of overweight and obesity eat and drink the most will be more effective – instead of tarring all treats with the same brush.