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Sugar and Gum Confectionery - UK - December 2013

“There is likely to be significant rewards for players in the sugar confectionery market who tick the boxes in terms of both taste and health. As well as appealing to health-conscious consumers, this would also help brands to proactively stay ahead of the ‘state stick' and boost their reputations as being ‘socially responsible’.”

– Emma Clifford, Senior Food Analyst

Some questions answered in this report include:

  • Are lower-sugar variants a missed opportunity for mainstream sweet brands?
  • How can sweets give themselves a more adult positioning?
  • What NPD areas can manufacturers explore in the chewing gum market?
  • Should chewing gum brands look beyond the fresh breath and oral health angles in their marketing?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • An improved performance in 2013, but volume sales remain in decline
                • Figure 1: Total UK retail value sales of sugar and gum confectionery, 2008-18
              • Kids’ sweets account for half the spend on sugar confectionery
                • Figure 2: UK retail value sales of sugar confectionery (including mints), by sector, 2013
              • Market factors
                • Sugar prices continue to rise
                  • The ageing population presents a challenge
                    • Figure 3: Trends in the age structure of the UK population, 2008-13 and 2003-18
                  • HFSS food manufacturers come under scrutiny
                    • Companies, brands and innovation
                      • Haribo extends its lead in the sugar confectionery market
                        • Figure 4: Leading brands’ shares in the UK sugar confectionery market, by value, 2013*
                      • NPD in sweets reached a five-year high in 2012
                        • Figure 5: Share of new sugar confectionery (including mints) and gum product launches in NPD in the UK food market, 2009-13
                      • Adspend jumps in 2012, with 2013 set to be higher still
                        • The consumer
                          • Sweets have an ingrained place in Britons’ diets
                            • Figure 6: Usage of sugar and gum confectionery, September 2013
                          • Consumers’ favourite flavour is the most important factor
                            • Figure 7: Factors considered when choosing sweets, September 2013
                          • High interest in lower-sugar versions of favourite sweets
                            • Figure 8: Ideal percentage of sugar to be replaced with sweeteners, September 2013
                          • Sweets are an impulse purchase
                            • Figure 9: Attitudes towards sweets, September 2013
                          • Innovation opportunities for gum
                            • Figure 10: Attitudes towards gum, September 2013
                          • What we think
                          • Issues in the Market

                              • Are lower-sugar variants a missed opportunity for mainstream sweet brands?
                                • How can sweets give themselves a more adult positioning?
                                  • What NPD areas can manufacturers explore in the chewing gum market?
                                    • Should chewing gum brands look beyond the fresh breath and oral health angles in their marketing?
                                    • Trend Application

                                        • Trend: Play Ethic
                                          • Trend: The Big Issue
                                            • Mintel futures: Brand Intervention
                                            • Market Drivers

                                              • Key points
                                                • Sugar prices continue to rise
                                                  • Government’s Responsibility Deal invites industry to cut calories
                                                    • Government maintains ad ban due to concerns on child obesity
                                                      • Britons’ diet habit collides with their sweet tooth
                                                        • Chewing gum offers health benefits
                                                          • Figure 11: Agreement with the statements ‘Taking care of my oral health makes me feel healthier overall’ and ‘I worry that the food I eat is staining my teeth’, by age, March 2013
                                                        • The ageing population presents a challenge
                                                          • Figure 12: Trends in the age structure of the UK population, 2008-13 and 2013-18
                                                      • Strengths and Weaknesses

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • NPD in sweets reached a five-year high in 2012
                                                                • Figure 13: Share of new sugar confectionery (including mints) and gum product launches in NPD in the UK food market, 2009-13
                                                                • Figure 14: Share of new product launches within the UK sugar confectionery market, by type, January-October 2013
                                                              • Surge in NPD activity from Swizzels Matlow
                                                                • Figure 15: Share of new product launches within the UK sugar confectionery market, by company (top 10 in 2012), 2009-13
                                                              • Flavours get more imaginative
                                                                • Flavour-changing
                                                                  • Playful/interactive
                                                                    • Surprise element
                                                                      • A focus on textures
                                                                        • No additives/preservatives remains the top claim
                                                                          • Figure 16: Share of new product launches within the UK sugar confectionery market, by claim (top 10), 2009-13
                                                                        • Vegetarian claims gain ground since 2009
                                                                          • One in 10 new launches carry reduced sugar claims in 2013
                                                                            • 60% of gum launches from Perfetti Van Melle in 2012
                                                                              • Figure 17: Share of new product launches within the UK gum market, by company (top five in 2012), 2009-13
                                                                            • NPD in bubblegum takes off in 2013
                                                                            • Market Size and Forecast

                                                                              • Key points
                                                                                • The market returns to value growth in 2013 owing to rising prices
                                                                                  • Figure 18: Total UK retail value and volume sales of sugar confectionery and gum, 2008-18
                                                                                • The future of the sugar confectionery market
                                                                                  • Figure 19: Total UK retail value sales of sugar confectionery, 2008-18
                                                                                • The future of the gum market
                                                                                  • Figure 20: Total UK retail value sales of gum, 2008-18
                                                                                • Factors used in the forecast
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Adult fruit sweets are fuelling growth
                                                                                      • Figure 21: UK retail value sales of sugar confectionery (including mints), by sector, 2011-13
                                                                                      • Figure 22: UK retail volume sales of sugar confectionery (including mints), by sector, 2011-13
                                                                                    • Kids’ and adult fruit sweets outperform
                                                                                      • Mints and traditional sweets struggle
                                                                                        • Volume sales of gum are down 8% year on year
                                                                                          • Figure 23: UK retail value sales of gum, by sector, 2011-13
                                                                                          • Figure 24: UK retail volume sales of gum, by sector, 2011-13
                                                                                      • Market Share

                                                                                        • Key points
                                                                                          • Haribo extends its lead in the sugar confectionery market
                                                                                            • Figure 25: Leading brands’ shares in the UK sugar confectionery market, by value, 2013*
                                                                                            • Figure 26: Leading brands’ sales and shares in the UK sugar confectionery market, by value and volume, 2012 and 2013
                                                                                          • A mixed bag for Mondelēz
                                                                                            • Skittles and Tic Tacs are success stories
                                                                                              • Wrigley’s dominates the gum category
                                                                                                • Figure 27: Leading brands’ sales and shares in the UK gum market, by value and volume, 2012 and 2013
                                                                                            • Companies and Products

                                                                                                • Figure 28: Selected leading companies in the UK sugar confectionery and gum market and their brands, 2013
                                                                                              • Mars Incorporated (incl. Wrigley)
                                                                                                • Mondelēz International (Cadbury Trebor Bassett/Kraft)
                                                                                                  • Haribo
                                                                                                    • Nestlé
                                                                                                      • Swizzels Matlow
                                                                                                        • Perfetti Van Melle
                                                                                                          • Cloetta
                                                                                                          • Brand Research

                                                                                                            • Brand map
                                                                                                                • Figure 29: Attitudes towards and usage of brands in the sugar and gum confectionery sector, September 2013
                                                                                                              • Correspondence analysis
                                                                                                                • Brand attitudes
                                                                                                                  • Figure 30: Attitudes, by sugar and gum confectionery brand, September 2013
                                                                                                                • Brand personality
                                                                                                                  • Figure 31: Sugar and gum confectionery brand personality – macro image, September 2013
                                                                                                                  • Figure 32: Sugar and gum confectionery brand personality – micro image, September 2013
                                                                                                                • Brand experience
                                                                                                                  • Figure 33: Sugar and gum confectionery brand usage, September 2013
                                                                                                                  • Figure 34: Satisfaction with various sugar and gum confectionery brands, September 2013
                                                                                                                  • Figure 35: Consideration of sugar and gum confectionery brands, September 2013
                                                                                                                  • Figure 36: Consumer perceptions of current sugar and gum confectionery brand performance, September 2013
                                                                                                                • Brand index
                                                                                                                  • Figure 37: Sugar and gum confectionery brand index, September 2013
                                                                                                                • Target group analysis
                                                                                                                  • Figure 38: Target groups, September 2013
                                                                                                                  • Figure 39: Sugar and gum confectionery brand usage, by target groups, September 2013
                                                                                                                • Group One – Conformists
                                                                                                                  • Group Two – Simply the Best
                                                                                                                    • Group Three – Shelf Stalkers
                                                                                                                      • Group Four – Habitual Shoppers
                                                                                                                        • Group Five – Individualists
                                                                                                                        • Brand Communication and Promotion

                                                                                                                          • Key points
                                                                                                                            • Adspend jumps in 2012, with 2013 set to be higher still
                                                                                                                              • Figure 40: Total advertising expenditure in the sugar and gum confectionery market, 2009-13
                                                                                                                              • Figure 41: Share of total advertising expenditure in the sugar and gum confectionery market, by sub-category, 2009-13
                                                                                                                            • Wrigley keeps the adspend top spot
                                                                                                                              • Figure 42: Total advertising expenditure in the sugar and gum confectionery market, by top 10 advertisers in 2012, 2009-13
                                                                                                                              • Figure 43: Share of total advertising expenditure in the sugar and gum confectionery market, by top 10 advertisers in 2012, 2009-13
                                                                                                                            • Brands hone in on the family audience
                                                                                                                              • Nestlé brings back retro ad for Fruit Pastilles
                                                                                                                                • TV gains adspend share
                                                                                                                                  • Figure 44: Total advertising expenditure in the sugar and gum confectionery market, by media type, 2009-13
                                                                                                                                  • Figure 45: Share of total advertising expenditure in the sugar and gum confectionery market, by media type, 2009-13
                                                                                                                              • The Consumer – Usage of Sugar and Gum Confectionery

                                                                                                                                • Key points
                                                                                                                                  • Mints are the most popular type of sweet
                                                                                                                                      • Figure 46: Usage of sugar confectionery and gum, September 2013
                                                                                                                                    • Sweets are eaten almost universally
                                                                                                                                      • Mints are a favourite of over-55s
                                                                                                                                        • Boiled sweets hampered by old-fashioned image
                                                                                                                                            • Figure 47: Usage of selected sweets, by age, September 2013
                                                                                                                                          • Low levels of gum usage among over-55s
                                                                                                                                            • Figure 48: Consumers who have used any gum in the last six months, by age September 2013
                                                                                                                                          • Gum enjoys high-frequency usage
                                                                                                                                            • Figure 49: Frequency of usage of sweets and chewing gum/bubblegum, September 2013
                                                                                                                                        • The Consumer – Choice Factors for Sweets

                                                                                                                                          • Key points
                                                                                                                                            • Consumers’ favourite flavour holds the most sway
                                                                                                                                                • Figure 50: Factors considered when choosing sweets, September 2013
                                                                                                                                              • New flavours spark minority interest…
                                                                                                                                                • …the most from under-25s and urbanites
                                                                                                                                                  • Parents are drawn to assortments and children’s favourites
                                                                                                                                                      • Figure 51: Consumers who include favourite flavour, favourite brand and a flavour they have not tried before in their five most important factors considered when choosing sweets, by age, September 2013
                                                                                                                                                    • Over-55s most concerned about sugar content and drawn to natural ingredients
                                                                                                                                                      • Figure 52: Consumers who include reduced sugar/sugar-free, all-natural ingredients, large sharing pack and small individual pack in their five most important factors considered when choosing sweets, by age, September 2013
                                                                                                                                                    • Low sugar and natural claims also resonate with parents
                                                                                                                                                      • Larger packs are more popular than small ones
                                                                                                                                                        • One in three would like to see more smaller-sized packs
                                                                                                                                                        • The Consumer – Attitudes Towards Lower-Sugar Versions of Sweets

                                                                                                                                                          • Key points
                                                                                                                                                            • Most users would opt for lower-sugar versions of their favourite sweets
                                                                                                                                                                • Figure 53: Willingness to buy lower-sugar versions of consumers' favourite sweet, September 2013
                                                                                                                                                              • High interest in reduced sugar contrasts low rank of factor in driving choice
                                                                                                                                                                • 25-34s and ABs are most drawn to lower-sugar variants
                                                                                                                                                                  • Users are most likely to think 50-74% of sugar should be replaced
                                                                                                                                                                    • Figure 54: Ideal percentage of sugar to be replaced with sweeteners, September 2013
                                                                                                                                                                  • Opportunities for natural sweeteners
                                                                                                                                                                    • Stevia enjoys the media spotlight
                                                                                                                                                                    • The Consumer – Attitudes Towards Sweets

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Sweets are an impulse purchase
                                                                                                                                                                            • Figure 55: Attitudes towards sweets, September 2013
                                                                                                                                                                          • Opportunities for more adult-targeted sweets
                                                                                                                                                                            • Ingredients can support a premium positioning
                                                                                                                                                                              • Chocolate market offers marketing cues
                                                                                                                                                                                • Energy provision and cocktail flavours can help brands build an adult appeal
                                                                                                                                                                                  • Health remains a key issue
                                                                                                                                                                                    • Strong interest in tooth-friendly sweets
                                                                                                                                                                                      • Sweets positioned as healthy face a low risk of backlash
                                                                                                                                                                                        • Half of users are willing to pay more for natural ingredients
                                                                                                                                                                                          • Two in five new products make ‘no additives’ claims
                                                                                                                                                                                            • Awareness plays a key role in capitalising on ‘no nasties’
                                                                                                                                                                                            • The Consumer – Attitudes Towards Gum

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • A large minority see chewing gum as a way to avoid snacking
                                                                                                                                                                                                    • Figure 56: Attitudes towards gum, September 2013
                                                                                                                                                                                                  • Under-35s are the most adventurous
                                                                                                                                                                                                    • Figure 57: Attitudes towards gum flavours and gum with energy-boosting ingredients, by age, September 2013
                                                                                                                                                                                                  • Energy proposition well placed to chime with under-35s
                                                                                                                                                                                                    • Demand for more natural gum
                                                                                                                                                                                                      • Minor concerns about safety for children
                                                                                                                                                                                                      • Appendix – Who’s Innovating?

                                                                                                                                                                                                          • Figure 58: Share of new product launches within the UK sugar confectionery market, by type, 2009-13
                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                          • Figure 59: Best- and worst-case forecasts for UK retail sales of sugar and gum confectionery, by value, 2013-18
                                                                                                                                                                                                          • Figure 60: Best- and worst-case forecasts for UK retail sales of sugar and gum confectionery, by volume, 2013-18
                                                                                                                                                                                                          • Figure 61: Best- and worst-case forecasts for UK retail sales of sugar confectionery, by value, 2013-18
                                                                                                                                                                                                          • Figure 62: Best- and worst-case forecasts for UK retail sales of sugar confectionery, by volume, 2013-18
                                                                                                                                                                                                          • Figure 63: Best- and worst-case forecasts for UK retail sales of gum, by value, 2013-18
                                                                                                                                                                                                          • Figure 64: Best- and worst-case forecasts for UK retail sales of gum, by volume, 2013-18
                                                                                                                                                                                                      • Appendix – Brand Research

                                                                                                                                                                                                          • Figure 65: Brand usage, September 2013
                                                                                                                                                                                                          • Figure 66: Brand commitment, September 2013
                                                                                                                                                                                                          • Figure 67: Brand momentum, September 2013
                                                                                                                                                                                                          • Figure 68: Brand diversity, September 2013
                                                                                                                                                                                                          • Figure 69: Brand satisfaction, September 2013
                                                                                                                                                                                                          • Figure 70: Brand attitude, September 2013
                                                                                                                                                                                                          • Figure 71: Brand image – macro image, September 2013
                                                                                                                                                                                                          • Figure 72: Brand image – micro image, September 2013
                                                                                                                                                                                                          • Figure 73: Profile of target groups, by demographics, September 2013
                                                                                                                                                                                                          • Figure 74: Psychographic segmentation, by target groups, September 2013
                                                                                                                                                                                                          • Figure 75: Brand usage, by target groups, September 2013
                                                                                                                                                                                                        • Brand index
                                                                                                                                                                                                          • Figure 76: Brand index, September 2013
                                                                                                                                                                                                      • Appendix – Consumer – Usage of Sugar and Gum Confectionery

                                                                                                                                                                                                          • Figure 77: Usage of sugar confectionery and gum, September 2013
                                                                                                                                                                                                          • Figure 78: Frequency of usage of sweets, September 2013
                                                                                                                                                                                                          • Figure 79: Repertoire of usage of sugar confectionery and gum, September 2013
                                                                                                                                                                                                          • Figure 80: Frequency of usage of chewing gum/bubblegum, September 2013
                                                                                                                                                                                                          • Figure 81: Most popular usage of sugar confectionery and gum, by demographics, September 2013
                                                                                                                                                                                                          • Figure 82: Next most popular usage of sugar confectionery and gum, by demographics, September 2013
                                                                                                                                                                                                          • Figure 83: Other usage of sugar confectionery and gum, by demographics, September 2013
                                                                                                                                                                                                          • Figure 84: Repertoire of usage of sugar confectionery and gum, by demographics, September 2013
                                                                                                                                                                                                          • Figure 85: Frequency of usage of sweets, by demographics, September 2013
                                                                                                                                                                                                          • Figure 86: Frequency of usage of chewing gum/bubblegum, by demographics, September 2013
                                                                                                                                                                                                      • Appendix – Consumer – Choice Factors for Sweets

                                                                                                                                                                                                          • Figure 87: Factors considered when choosing sweets, September 2013
                                                                                                                                                                                                          • Figure 88: Most popular factors considered when choosing sweets, by demographics, September 2013
                                                                                                                                                                                                          • Figure 89: Next most popular factors considered when choosing sweets, by demographics, September 2013
                                                                                                                                                                                                      • Appendix – Consumer – Attitudes towards Lower-Sugar Versions of Sweets

                                                                                                                                                                                                          • Figure 90: Attitudes towards lower-sugar versions of consumers' favourite sweet, September 2013
                                                                                                                                                                                                          • Figure 91: Ideal percentage of sugar to be replaced with sweeteners, September 2013
                                                                                                                                                                                                          • Figure 92: Attitudes towards lower-sugar versions of consumers' favourite sweet, by demographics, September 2013
                                                                                                                                                                                                          • Figure 93: Ideal percentage of sugar to be replaced with sweeteners, by demographics, September 2013
                                                                                                                                                                                                          • Figure 94: Ideal percentage of sugar to be replaced with sweeteners, by demographics, September 2013
                                                                                                                                                                                                      • Appendix – Consumer – Attitudes Towards Sweets

                                                                                                                                                                                                          • Figure 95: Attitudes towards sweets, September 2013
                                                                                                                                                                                                          • Figure 96: Agreement with the statement ‘Sweets tend to be an impulse purchase’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 97: Agreement with the statement ‘I would like to see more sweets which are actively good for your teeth’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 98: Agreement with the statement ‘I would like to see more sweets targeted at adults’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 99: Agreement with the statement ‘I worry about sweets being unhealthy’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 100: Agreement with the statement ‘It is worth paying more for sweets with natural ingredients’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 101: Agreement with the statement ‘Sweets are not as satisfying as chocolate’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 102: Agreement with the statement ‘Sweets with extreme flavours often don’t taste like the favour that they are meant to’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 103: Agreement with the statement ‘Sugar-free sweets taste just as good as varieties with sugar’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 104: Agreement with the statement ‘There is a lack of boiled sweets with unusual flavours’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 105: Agreement with the statement ‘There are not enough smaller-size bags of sweets available’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 106: Agreement with the statement ‘I usually look at the calorie information on the packaging of sweets’, by demographics, September 2013
                                                                                                                                                                                                          • Figure 107: Agreement with the statement ‘I am put off by sweets which suggest they are healthy’, by demographics, September 2013
                                                                                                                                                                                                      • Appendix – Consumer – Attitudes Towards Gum

                                                                                                                                                                                                          • Figure 108: Attitudes towards gum, September 2013
                                                                                                                                                                                                          • Figure 109: Most popular attitudes towards gum, by demographics, September 2013
                                                                                                                                                                                                          • Figure 110: Next most popular attitudes towards gum, by demographics, September 2013

                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                      • Cadbury Trebor Bassett
                                                                                                                                                                                                      • Chupa Chups S.A.
                                                                                                                                                                                                      • Haribo Dunhills Plc
                                                                                                                                                                                                      • Kraft Foods UK
                                                                                                                                                                                                      • Mars Incorporated
                                                                                                                                                                                                      • Mondelez International
                                                                                                                                                                                                      • Nestlé S.A.
                                                                                                                                                                                                      • Nestlé UK Ltd
                                                                                                                                                                                                      • Perfetti Van Melle S.p.A.
                                                                                                                                                                                                      • Swizzels Matlow
                                                                                                                                                                                                      • Tangerine Confectionery Ltd
                                                                                                                                                                                                      • Tesco Plc
                                                                                                                                                                                                      • Twitter, Inc.
                                                                                                                                                                                                      • Wrigley Company (UK) Limited (The)

                                                                                                                                                                                                      Sugar and Gum Confectionery - UK - December 2013

                                                                                                                                                                                                      £1,995.00 (Excl.Tax)