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Sugar and Gum Confectionery - UK - December 2015

“While the impact of the sugar debate on the sugar confectionary market has so far been limited, the public focus on sugar continues to pose a threat. Consumers’ openness to sugar-free variants and positive views of alternatives to refined sugar suggests these as potential areas to explore.”
– Anita Winther, Food and Drink Analyst

This report discusses the following key topics:

  • Sweeteners and sugar alternatives warrant attention
  • Scope to drive gifting and premiumisation in sweets
  • Chewing gum’s dental health credentials doubted by many

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this report
      • Executive Summary

          • The market
            • Market posts volume growth despite sugar headlines
              • Price war supports volume growth of sugar confectionery
                • Figure 1: UK retail value sales of sugar confectionery, 2010-20
              • Gum volume sales continue to fall
                • Figure 2: UK retail value sales of chewing and bubble gum, 2010-20
              • Sugar remains in the headlines in 2015
                • Consumer confidence improves
                  • Ageing population poses a challenge
                    • Companies and brands
                      • A market of two halves – Haribo extends its lead
                        • Wrigley’s strengthens its position in gum
                          • Brands dominate sweets NPD
                            • Adspend is on the up
                              • The consumer
                                • Four in five people eat sweets, chewing gum lags behind
                                  • Impulse buying remains key driver for sweets
                                    • Figure 3: Reasons for buying sweets, October 2015
                                  • Two in five users unconcerned about sweets’ healthiness
                                    • Figure 4: Attitudes towards sweets, October 2015
                                  • Many users don’t chew gum for long enough
                                    • Figure 5: How long chewing gum is chewed for, the time the flavour is expected to last, and the time thought it needs to be chewed for dental benefits, October 2015
                                  • Non-users doubt the health benefits of gum
                                    • Figure 6: Attitudes towards gum, October 2015
                                  • What we think
                                  • Issues and Insights

                                    • Sweeteners and sugar alternatives warrant attention
                                      • The facts
                                        • The implications
                                          • Scope to drive gifting and premiumisation in sweets
                                            • The facts
                                              • The implications
                                                • Chewing gum’s dental health credentials doubted by many
                                                  • The facts
                                                    • The implications
                                                    • The Market – What You Need to Know

                                                      • Market enjoys volume growth despite negative coverage of sugar
                                                        • Value and volume sales of sugar confectionery increase in 2015
                                                          • Gum volume sales continue to fall
                                                            • Sugar remains in the headlines in 2015
                                                              • Consumer confidence improves
                                                                • Ageing population poses a challenge
                                                                • Market Size and Forecast

                                                                  • Market posts volume growth despite negative headlines about sugar
                                                                      • Figure 7: UK retail value and volume sales of sugar and gum confectionery, 2010-20
                                                                    • Forecast
                                                                        • Figure 8: UK retail value sales of sugar and gum confectionery, 2010-20
                                                                        • Figure 9: UK retail volume sales of sugar and gum confectionery, 2010-20
                                                                      • Forecast methodology
                                                                      • Market Segmentation

                                                                        • Volume growth set to peak in 2015 for sugar confectionery
                                                                          • Figure 10: UK retail value and volume sales of sugar confectionery, 2010-20
                                                                        • Forecast
                                                                          • Figure 11: UK retail value sales of sugar confectionery, 2010-20
                                                                        • Gum volume sales continue to fall
                                                                            • Figure 12: UK retail value and volume sales of chewing and bubble gum, 2010-20
                                                                            • Figure 13: UK retail value sales of chewing and bubble gum, 2010-20
                                                                        • Market Drivers

                                                                          • Sugar remains in the headlines
                                                                            • 2014
                                                                              • 2015 – Public debate
                                                                                • 2015 – Consumer-facing initiatives
                                                                                  • Increasing consumer confidence
                                                                                    • Ageing population poses a challenge
                                                                                      • Figure 14: Trends in the age structure of the UK population, 2010-15 and 2015-20
                                                                                    • Supply disruption for sugar
                                                                                    • Key Players – What You Need to Know

                                                                                      • Sugar confectionery – A market of two halves
                                                                                        • Haribo extends its lead in sweets
                                                                                          • Wrigley’s strengthens its position in gum
                                                                                            • Brands dominate sweets NPD
                                                                                              • Low-sugar NPD remains rare
                                                                                                • Premium launches in fudge and marshmallow
                                                                                                  • Adspend is on the up
                                                                                                    • Brands look beyond mainstream ad channels
                                                                                                    • Market Share

                                                                                                      • Haribo extends its lead
                                                                                                        • Swizzels outperforms the sector
                                                                                                          • Rowntree’s continues to struggle
                                                                                                            • Figure 15: Leading brands’ sales and shares in the UK retail sugar confectionery market, by value and volume, 2013/14 and 2014/15
                                                                                                          • Own-label continues to grow
                                                                                                            • Figure 16: Leading manufacturers’ sales and shares in the UK sugar confectionery market, by value and volume, 2013/14 and 2014/15
                                                                                                          • Wrigley’s strengthens its position in the gum category
                                                                                                            • Figure 17: Leading brands’ sales and shares in the UK retail gum market, by value and volume, 2013/14 and 2014/15
                                                                                                            • Figure 18: Leading manufacturers’ sales and shares in the UK retail gum market, by value and volume, 2013/14 and 2014/15
                                                                                                        • Launch Activity and Innovation

                                                                                                          • Rise in sweets launches in 2015
                                                                                                            • Figure 19: New product launches in the UK sugar confectionery market, by private label and brands, 2011-15
                                                                                                          • Brands dominate NPD
                                                                                                            • Figure 20: New product launches in the UK sugar confectionery market, by ultimate companies, 2011-15
                                                                                                          • Marks & Spencer explores British and vegetarian sweets
                                                                                                            • Lidl launches international sweets, revamps prop up Asda
                                                                                                              • Mondelēz updates Halls, Haribo expands Minions
                                                                                                                • Low-sugar claims remain rare
                                                                                                                  • Figure 21: New product launches in the UK sugar confectionery market, by top 10 claim, 2011-15
                                                                                                                • Gluten-free claims leap ahead
                                                                                                                  • No additives/preservatives claims lose ground
                                                                                                                    • Sweets looks to target the adult market
                                                                                                                      • Gourmet fudges and marshmallows
                                                                                                                        • Sweets court a functional positioning
                                                                                                                          • Playful launches look to engage kids
                                                                                                                            • Gum launches
                                                                                                                              • Extra revamps packaging in 2015
                                                                                                                                • Dental health claims feature on front-of-pack
                                                                                                                                • Advertising and Marketing Activity

                                                                                                                                  • Total above-the-line adspend hits a four-year high in 2014
                                                                                                                                    • Figure 22: Total above-the-line, online display and direct mail advertising expenditure on sugar and gum confectionery, by category, 2011-15
                                                                                                                                  • Top five companies by adspend had 94% share in 2014
                                                                                                                                    • Figure 23: Recorded above-the-line, online display and direct mail total advertising expenditure on sugar and gum confectionery, by top six advertisers, 2011-15
                                                                                                                                  • Wrigley’s increases adspend by 50% in 2014
                                                                                                                                    • Haribo focuses adspend on ‘Inner Child’
                                                                                                                                      • Trebor returns to TV after a decade
                                                                                                                                        • Perfetti Van Melle ramps up digital activities
                                                                                                                                          • Haribo and Ferrero aim to cash in on Minions fever
                                                                                                                                            • Nielsen Media Research coverage
                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                              • Four in five people eat sweets
                                                                                                                                                • Chewing gum lags, used by one in three
                                                                                                                                                  • Impulse buying remains key driver for sweets
                                                                                                                                                    • Promotions hold limited sway
                                                                                                                                                      • Seasonal occasions are a niche prompt
                                                                                                                                                        • Two in five users unconcerned about sweets’ healthiness
                                                                                                                                                          • Opportunities for sweets in gifting
                                                                                                                                                            • Premium and international sweets would resonate
                                                                                                                                                              • Many users don’t chew gum for long enough
                                                                                                                                                                • Non-users doubt the health benefits of gum
                                                                                                                                                                  • Dentist endorsement and dental health advice can build trust
                                                                                                                                                                  • Usage of Sugar and Gum Confectionery

                                                                                                                                                                    • Four in five people eat sweets
                                                                                                                                                                      • Figure 24: Usage of sugar and gum confectionery, September 2014 and October 2015
                                                                                                                                                                    • The frequency of eating sweets falls
                                                                                                                                                                      • Figure 25: Frequency of usage of sweets, September 2014 and October 2015
                                                                                                                                                                    • Half of adults eat three or more types of sugar and gum confectionery
                                                                                                                                                                      • Figure 26: Repertoire of usage of sweets and chewing gum, October 2015
                                                                                                                                                                    • Families are the core users of sweets
                                                                                                                                                                      • Figure 27: Repertoire of usage of sweets and chewing gum, by household size, October 2015
                                                                                                                                                                    • Usage of gum lags far behind sweets
                                                                                                                                                                      • Figure 28: Frequency of usage of chewing gum/bubblegum, September 2014 and October 2015
                                                                                                                                                                  • Purchase of Sweets

                                                                                                                                                                    • Two in five buy sweets on impulse
                                                                                                                                                                      • Sweets must work to be seen in-store
                                                                                                                                                                        • Online shopping threatens impulse buys
                                                                                                                                                                          • Other retailers look to capitalise on sweets’ impulse appeal
                                                                                                                                                                            • Figure 29: Reasons for buying sweets, October 2015
                                                                                                                                                                          • Offers sway three in 10 sweets buyers
                                                                                                                                                                            • Seasonal occasions prompt one in four to buy sweets
                                                                                                                                                                            • Attitudes towards Sweets

                                                                                                                                                                              • Two in five users are unconcerned about healthiness of sweets
                                                                                                                                                                                • Replacing refined sugar can bolster health image
                                                                                                                                                                                  • High openness to sweeteners
                                                                                                                                                                                    • Figure 30: Attitudes towards sweets, October 2015
                                                                                                                                                                                  • Opportunities for premium sweets in gifting
                                                                                                                                                                                    • Personalised sweets for gifting
                                                                                                                                                                                      • Half of users are interested in sophisticated sweets
                                                                                                                                                                                        • Britons’ love of food adventure extends to sweets
                                                                                                                                                                                        • Gum Usage Perceptions

                                                                                                                                                                                          • Many users don’t chew gum for long enough
                                                                                                                                                                                            • Figure 31: How long chewing gum is chewed for, the time the flavour is expected to last, and the time thought it needs to be chewed for dental benefits, October 2015
                                                                                                                                                                                          • Perception of short-lived flavour remains an issue
                                                                                                                                                                                          • Attitudes towards Gum

                                                                                                                                                                                            • Non-users doubt the health benefits of gum
                                                                                                                                                                                              • Figure 32: Attitudes towards gum, October 2015
                                                                                                                                                                                            • Dentist endorsement holds marked sway
                                                                                                                                                                                              • Parents doubt the suitability of gum for children
                                                                                                                                                                                                • Chewing gum is widely seen as a guilt-free treat
                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                      • Consumer research methodology
                                                                                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                                                                                        • Forecast methodology
                                                                                                                                                                                                            • Figure 33: UK retail value sales of sugar and gum confectionery, best- and worst-case forecast, 2015-20
                                                                                                                                                                                                            • Figure 34: UK retail volume sales of sugar and gum confectionery, best- and worst-case forecast, 2015-20
                                                                                                                                                                                                        • Appendix – Segment Performance

                                                                                                                                                                                                          • Sugar confectionery
                                                                                                                                                                                                            • Figure 35: UK retail volume sales of sugar confectionery, 2010-20
                                                                                                                                                                                                            • Figure 36: UK retail value sales of sugar confectionery, best- and worst-case forecast, 2015-20
                                                                                                                                                                                                            • Figure 37: UK retail volume sales of sugar confectionery, best- and worst-case forecast, 2015-20
                                                                                                                                                                                                          • Chewing and bubble gum
                                                                                                                                                                                                            • Figure 38: UK retail volume sales of chewing and bubble gum, 2010-20
                                                                                                                                                                                                            • Figure 39: UK retail value sales of chewing and bubble gum, best- and worst-case forecast, 2015-20
                                                                                                                                                                                                            • Figure 40: UK retail volume sales of chewing and bubble gum, best- and worst-case forecast, 2015-20
                                                                                                                                                                                                        • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                          • Sweets – NPD by sub-category
                                                                                                                                                                                                            • Figure 41: New product launches in the UK sugar confectionery market, by sub-category, 2011-15*
                                                                                                                                                                                                            • Figure 42: New product launches in the UK sugar confectionery market, by flavour components, 2011-15*

                                                                                                                                                                                                        Companies Covered

                                                                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                                        Sugar and Gum Confectionery - UK - December 2015

                                                                                                                                                                                                        US $2,583.33 (Excl.Tax)