# Reduced Sugar Fruit Candies The Rowntrees Fruit Pastilles Now Feature Less Sugar and More Fiber By Michael Hemsworth | Published 2017-04-08 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/fruit-pastilles References: [foodbev](http://www.foodbev.com/news/nestles-new-30-less-sugar-fruit-pastilles/) A distinct focus is evident in the prepackaged goods market on [reducing sugar](https://www.trendhunter.com/trends/yoplait-petits-filous-and-frubes) to satisfy growing consumer concerns, which is evident with the newly announced Rowntrees Fruit Pastilles. Featuring [no artificial sweeteners](https://www.trendhunter.com/trends/new-smartsweets-products) and having 30% less sugar, the candies are purported to offer enhanced levels of fiber to fill the absence left by the sugar reduction and also container no artificial ingredients. Many consumers are looking for compromise food products that have the same great tastes they're familiar with but that are lower in the ingredients they are looking to avoid. The Rowntrees Fruit Pastilles come as a welcome announcement from the [Nestle](https://www.trendhunter.com/trends/nestlfroneri-ice-creams)-owned brand as the conglomerate pledges to reduce 10% of the sugar in its confectionery products by 2018. ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 31% | Activity: 11% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Reduced Sugar Confections:** The trend of reducing sugar in candy products opens up opportunities for brands to offer healthier alternatives with enhanced fiber content. - **Compromise Foods:** The demand for compromise food products presents an opportunity for brands to create lower ingredient alternatives that still provide great taste. - **Natural Ingredients:** The focus on eliminating artificial sweeteners and ingredients creates opportunities for brands to develop natural and healthier versions of popular snacks. ### Sectors Adopting This - **Confectionery:** The confectionery industry can capitalize on the reduced sugar trend by offering candies with less sugar and higher fiber content. - **Packaged Goods:** The packaged goods industry can explore the market for compromise foods by developing products that provide the same great taste with fewer unwanted ingredients. - **Health Foods:** The health foods industry can benefit from the demand for natural and healthier snacks, by creating products that eliminate artificial sweeteners and ingredients. ## Related on Trend Hunter - [Tasty Themed Jelly Candies](https://www.trendhunter.com/trends/fruittella-curiosities.md) - [Guilt-Free Gummy Candies](https://www.trendhunter.com/trends/neatsweets.md) - [Reduced Sugar Candy Products](https://www.trendhunter.com/trends/maynards-bassetts-juicies.md) - [Revamped Low-Sugar Candies](https://www.trendhunter.com/trends/smartsweets-products.md) - [Crispy Fiber-Rich Snack Slices](https://www.trendhunter.com/trends/go-ahead-fruit-slices.md) - [High-Fiber Fruit Gummies](https://www.trendhunter.com/trends/naturelly-fruit-gummies.md) - [Chewy Reduced Sugar Candies](https://www.trendhunter.com/trends/hichew-reduced-sugar.md) - [Gut-Friendly Candy Products](https://www.trendhunter.com/trends/savvy-sweets.md) - [Health-Minded Sugar-Free Candy Ranges](https://www.trendhunter.com/trends/stockleys-sugarfree-candies.md)