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Sugar and Gum Confectionery - UK - January 2015

“Rising dental health concerns can create an opportunity for chewing gum brands. Currently much of the marketing for sugar-free gums centres around fresh breath, however, the dental health benefits, particularly for children, could warrant more focus. Though explored internationally, tooth-friendly gums tailored for children remain rare in the UK market.”
– Aimee Townshend, Research Analyst

This report looks at the following areas:

  • Sweets with improved health credentials appeal to users
  • Package formats supporting portion control should resonate
  • Rise in tooth decay amongst children presents opportunity for gum manufacturers

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total UK retail value sales of sugar and gum confectionery, 2009-19
            • Market factors
              • Companies, brands and innovation
                • Own-label stands on a par with leading brand Haribo
                  • Figure 2: Leading brands’ shares in the retail sugar confectionery market, by value and volume, 2013/2014*
                • Haribo retains top position
                  • Rowntree’s struggle, Skittles leaps ahead
                    • Wrigley’s extends its lead in the gum category in 2014
                      • Reduced sugar sweets account for less than 10% of new launches
                        • The consumer
                          • Despite sugar news, four in five people eat sweets
                            • Figure 3: Usage of sugar and gum confectionery, September 2014
                            • Figure 4: Frequency of sugar and gum confectionery usage, September 2014
                          • Half of less frequent users limit their use of sweets due to dental health concerns
                            • Figure 5: Barriers to eating sugar confectionery, September 2014
                          • Mints are preferred to gum by a third of less frequent users
                            • Figure 6: Barriers to using gum, September 2014
                          • One in four buy sweets/gum from pound shops and discount grocers
                            • Figure 7: Purchase of sugar and gum confectionery, by type of retailer, September 2014
                            • Figure 8: Sugar confectionery purchasing behaviour, September 2014
                          • Half of sweet eaters would buy a reduced sugar version of their favourite sweet
                            • Figure 9: Interest in lower-sugar version of consumers’ favourite sweet, September 2014
                          • Healthier sweets appeal to four in 10 users
                            • Figure 10: Sugar and gum confectionery product enticements, September 2014
                          • What we think
                          • Issues and Insights

                              • Sweets with improved health credentials appeal to users
                                • The facts
                                  • The implications
                                    • Package formats supporting portion control should resonate
                                      • The facts
                                        • The implications
                                          • Rise in tooth decay amongst children presents opportunity for gum manufacturers
                                            • The facts
                                              • The implications
                                              • Trend Application

                                                  • Artisanal sweets can leverage interest in handmade products
                                                    • Gum offering sensations can inject excitement into the category
                                                      • Longer lasting flavour could be used as a marketing tool for gum
                                                      • Market Drivers

                                                        • Key points
                                                          • Consumers find themselves in a better financial situation in 2014
                                                            • Figure 11: Consumers’ financial health index, January 2009-October 2014
                                                          • Sugar thought to contribute to the obesity epidemic
                                                            • Action on Sugar puts pressure on government’s Responsibility Deal
                                                              • Tooth decay is on the rise, linked to diets high in sugar
                                                                • Sugar prices fall in 2014
                                                                  • Slowing growth in core sugar and gum confectionery users poses challenges for the market
                                                                    • Figure 12: Trends in the age structure of the UK population, 2009-14 and 2014-19
                                                                • Strengths and Weaknesses

                                                                  • Strengths
                                                                    • Weaknesses
                                                                    • Who’s Innovating?

                                                                      • Key points
                                                                        • Reduced sugar sweets account for less than 10% of new launches
                                                                          • Figure 13: New product launches in the UK sugar confectionery segment, by top 10 claims, 2010-14
                                                                        • Tesco looks to stevia in sweets
                                                                          • Fruit juice snacks could appeal to people who eat sweets
                                                                            • Gourmet sweets have potential to appeal to older users
                                                                              • One in nine products cater to special diets
                                                                                • A handful of launches adopt functional claims
                                                                                  • Functional gum remains rare
                                                                                    • Fruit and sweet flavours attract new launches
                                                                                    • Market Size and Forecast

                                                                                      • Key points
                                                                                        • Market suffers from negative media messages surrounding sugar intake
                                                                                          • Figure 14: Total UK retail volume and value sales of sugar and gum confectionery, 2009-19
                                                                                        • Sugar and gum confectionery market expected to continue to struggle
                                                                                          • Figure 15: Total UK retail value sales of sugar and gum confectionery, 2009-19
                                                                                          • Figure 16: Total UK retail volume sales of sugar and gum confectionery, 2009-19
                                                                                        • Methodology
                                                                                        • Segment Performance

                                                                                          • Key points
                                                                                            • Sugar confectionery sales look to be set on a downward trend
                                                                                                • Figure 17: Total UK retail volume and value sales of sugar confectionery, 2009-19
                                                                                                • Figure 18: Total UK retail value sales of sugar confectionery, 2009-19
                                                                                                • Figure 19: Total UK retail volume sales of sugar confectionery, 2009-19
                                                                                              • Appeal of gum is waning further
                                                                                                • Figure 20: Total UK retail volume and value sales of chewing gum/bubblegum, 2009-19
                                                                                                • Figure 21: Total UK retail value sales of gum, 2009-19
                                                                                                • Figure 22: Total UK retail volume sales of gum, 2009-19
                                                                                            • Market Share

                                                                                              • Key points
                                                                                                • Own-label stands on a par with leading brand Haribo
                                                                                                  • Figure 23: Leading brands’ sales and shares in the retail sugar confectionery market, by value and volume, 2013 and 2014
                                                                                                • Haribo retains top position
                                                                                                  • Rowntree’s struggle, Skittles leaps ahead
                                                                                                    • Figure 24: Leading manufacturers’ sales and shares in the retail sugar confectionery market, by value and volume, 2013 and 2014
                                                                                                  • Wrigley’s extends its lead in the gum category in 2014
                                                                                                    • Figure 25: Leading brands’ sales and shares in the UK retail gum market, by value and volume, 2013 and 2014
                                                                                                    • Figure 16: Leading manufacturers’ sales and shares in the UK retail gum market, by value and volume, 2013 and 2014
                                                                                                • Companies and Products

                                                                                                  • Mars Incorporated (incl. Wrigley)
                                                                                                    • Company background
                                                                                                      • Gum product range
                                                                                                        • Other products
                                                                                                          • Recent activity
                                                                                                            • Mondelēz International
                                                                                                              • Company background
                                                                                                                • Product range
                                                                                                                  • Recent activity
                                                                                                                    • Haribo
                                                                                                                      • Company background
                                                                                                                        • Product range
                                                                                                                          • Recent activity
                                                                                                                            • Nestlé
                                                                                                                              • Company background
                                                                                                                                • Product range
                                                                                                                                  • Recent activity
                                                                                                                                    • Swizzels Matlow
                                                                                                                                      • Company background
                                                                                                                                        • Product range
                                                                                                                                          • Recent activity
                                                                                                                                            • Perfetti Van Melle
                                                                                                                                              • Company background
                                                                                                                                                • Product range – Lollipops and sweets
                                                                                                                                                  • Product range – Mentos
                                                                                                                                                    • Product range – Smint
                                                                                                                                                      • Recent activity
                                                                                                                                                        • Cloetta
                                                                                                                                                          • Company background
                                                                                                                                                            • Product range
                                                                                                                                                              • Recent activity
                                                                                                                                                              • Brand Research

                                                                                                                                                                • Brand map
                                                                                                                                                                    • Figure 27: Attitudes towards and usage of selected brands active in the sugar and gum confectionery sector, October 2014
                                                                                                                                                                  • Correspondence analysis
                                                                                                                                                                    • Brand attitudes
                                                                                                                                                                      • Figure 28: Attitudes, by selected brands active in the sugar and gum confectionery sector, October 2014
                                                                                                                                                                    • Brand personality
                                                                                                                                                                      • Figure 29: Personality of selected brands active in the sugar and gum confectionery sector – macro image, October 2014
                                                                                                                                                                      • Figure 30: Personality of selected brands active in the sugar and gum confectionery sector – micro image, October 2014
                                                                                                                                                                    • Brand experience
                                                                                                                                                                      • Figure 31: Usage of selected brands active in the sugar and gum confectionery sector, October 2014
                                                                                                                                                                      • Figure 32: Satisfaction with selected brands active in the sugar and gum confectionery sector, October 2014
                                                                                                                                                                      • Figure 33: Consideration of selected brands active in the sugar and gum confectionery sector, October 2014
                                                                                                                                                                      • Figure 34: Consumer perceptions of brand performance, October 2014
                                                                                                                                                                    • Brand recommendation
                                                                                                                                                                      • Figure 35: Recommendation of selected brands active in the sugar and gum confectionery sector, October 2014
                                                                                                                                                                  • Brand Communication and Promotion

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Adspend sees modest increase in 2013, with expenditure in 2014 rising higher
                                                                                                                                                                        • Figure 36: Total above-the-line advertising expenditure in the UK sugar and gum confectionery market, 2011-14
                                                                                                                                                                        • Figure 37: Above-the-line advertising expenditure in the UK sugar and gum confectionery market, by top 10 advertisers, 2011-14
                                                                                                                                                                      • Wrigley’s set to remain top spender in 2014
                                                                                                                                                                        • Haribo changes tack
                                                                                                                                                                          • Mondelēz steps up adspend in 2014 to support launch of new sweet ranges
                                                                                                                                                                            • Perfetti Van Melle almost tripled its adspend in 2013
                                                                                                                                                                            • The Consumer – Usage of Sugar and Gum Confectionery

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Despite sugar news, four in five people eat sweets
                                                                                                                                                                                  • Figure 38: Usage of sugar and gum confectionery, September 2014
                                                                                                                                                                                  • Figure 39: Frequency of sugar and gum confectionery usage, September 2014
                                                                                                                                                                                • Under-25s and families are core users of sweets
                                                                                                                                                                                  • Millennials are top users of chewing gum
                                                                                                                                                                                  • The Consumer – Barriers to Sugar and Gum Confectionery Usage

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Half of users limit their use of sweets due to dental health concerns
                                                                                                                                                                                        • Figure 40: Barriers to eating sugar confectionery, September 2014
                                                                                                                                                                                      • Other health concerns are also a key deterrent
                                                                                                                                                                                        • Portion control should appeal to those worried about eating too many sweets
                                                                                                                                                                                          • Other treat foods deemed more indulgent by one in five low users
                                                                                                                                                                                            • Mints are preferred to gum by a third of users
                                                                                                                                                                                              • Figure 41: Barriers to using gum, September 2014
                                                                                                                                                                                          • The Consumer – Purchase of Sugar and Gum Confectionery

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • One in four buy sweets/gum from pound shops and discount grocers
                                                                                                                                                                                                • Figure 42: Purchase of sugar and gum confectionery, by type of retailer, September 2014
                                                                                                                                                                                              • Sweets seem to lose out online
                                                                                                                                                                                                • Three in four users buy sweets to share with others
                                                                                                                                                                                                  • Figure 43: Sugar confectionery purchasing behaviour, September 2014
                                                                                                                                                                                                • Small packs of sweets are bought by a third of users for portion control
                                                                                                                                                                                                  • Half of sweet eaters would buy a reduced sugar version of their favourite sweet
                                                                                                                                                                                                    • Figure 44: Interest in lower-sugar version of consumers’ favourite sweet, September 2014
                                                                                                                                                                                                • The Consumer – Sugar and Gum Confectionery Product Enticements

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Healthier sweets appeal to four in 10 users
                                                                                                                                                                                                      • Figure 45: Sugar and gum confectionery product enticements, September 2014
                                                                                                                                                                                                    • Soft-textured sweets with reduced sugar present NPD opportunity
                                                                                                                                                                                                      • Interest in resealable bags could encourage portion control
                                                                                                                                                                                                        • Sweets with added nutritional benefits could add value to the market
                                                                                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                                                                                            • Figure 46: UK retail value sales of sugar and gum confectionery, 2014-19
                                                                                                                                                                                                            • Figure 47: UK retail value sales of sugar confectionery, 2014-19
                                                                                                                                                                                                            • Figure 48: UK retail value sales of gum, 2014-19
                                                                                                                                                                                                            • Figure 49: UK retail volume sales of sugar and gum confectionery, 2014-19
                                                                                                                                                                                                            • Figure 50: UK retail volume sales of sugar confectionery, 2014-19
                                                                                                                                                                                                            • Figure 51: UK retail volume sales of gum, 2014-19

                                                                                                                                                                                                        Sugar and Gum Confectionery - UK - January 2015

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