In its report Goldman Sachs stated that millennials eat smarter, smoke less and exercise more than previous generations.
"They're using apps to track training data, and online information to find the healthiest foods. And this is one space where they're willing to spend money on compelling brands," the firm said.
In this scenario, marketing to the health-conscious millennials may prove challenging. The health industry is constantly mulling over the the health benefits of chocolate, with some arguing in favor and others against. According to WedMD, however, the cacao-based treat could reduce heart attacks, lower blood pressure and improve arterial blood flow.
Still, much of the benefits depend on the type of chocolate consumed. While the company admits more research is needed, it said that "if the chocolate contains fat ingredients other than cocoa butter, it might contain the more harmful saturated fats and trans fats, rather than stearic acid."
As Mars brand products display nutritional information on their labels, Massey told "Power Lunch" that the company values a transparent relationship with consumers.
"What's good for business is making sure consumers know what they eat," Massey said. "One of the biggest challenges facing the food industry is over consumption of calories; fat sugar. The only way consumers can manage that is if they know what they're eating."