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Sweet Treats - Ireland - December 2009

In response to increasing demand for data concerning the dynamic economy and growth markets of Northern Ireland and The Republic of Ireland, Mintel has developed a series of reports covering a wide variety of sectors within both of these dynamic regions. Each one provides detailed coverage of key drivers as well as providing the very latest volume and value data. Also included are assessments of emerging trends, the activities of existing market players, brand ownership details, supply structures, future scenarios and statistical forecasts.

The Irish Series is segmented in the same manner as Mintel's UK reports, namely Finance, Leisure, Market, Retail and 'Specials'. This provides unparalleled coverage and will be a must for all companies who are either already active in this region, or will be looking to enter these distinct marketplaces in the future.

This report has been produced as part of Mintel's Irish Series and is sold in Ireland exclusively through our sales agency, OCO Consulting, based in Belfast.

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Table of contents

  1. Issues in the Market

      • Key themes of the report
        • Definition
          • Consumer findings
            • Abbreviations
            • Insights and Opportunities

              • Naughty but nice
                • Encouraging trial
                  • A healthy manly treat
                    • Targeting Ireland’s ageing population
                    • Market in Brief

                      • Consumers’ sweet tooth has prevailed despite health concerns
                        • Falling demand for sweet treats in NI
                          • Market opportunities
                            • Keeping an watchful eye on intake of treats
                              • Back to nature if the price is right
                                • A health-focused future
                                  • Focus on cakes and biscuits
                                    • Biscuits get the popular vote
                                    • Fast Forward Trends

                                        • Trend 1: Portion Control
                                          • Trend 2: Boom Comes To An End
                                          • Internal Market Environment

                                            • Key points
                                              • Consumers’ health under the spotlight
                                                • Reasons for change
                                                  • Bringing out the chef within
                                                    • Staying-in considerations
                                                      • Healthy thinking on the rise...
                                                        • Figure 1: Consumer response to health statements, NI and RoI, 2004-09
                                                      • ... but still a reluctance to become healthier
                                                        • Figure 2: Consumer response to health statements, NI and RoI, 2004-09
                                                      • Government influence
                                                        • Health and nutritional strategies
                                                          • Parents take action
                                                            • Restrictions imposed when targeting children
                                                            • Broader Market Environment

                                                              • Key points
                                                                • Growth in economic performance still uncertain
                                                                  • Figure 3: Economic outlook, NI and RoI, 2008-10
                                                                • Staying in and entertaining at home
                                                                  • Lasting effects of the recession
                                                                    • Figure 4: Agreement with selected spending-related statements, NI and RoI, May 2009
                                                                  • Health linked to longer life
                                                                    • Population age shift impacts upon sweet treat strategies
                                                                      • Figure 5: Population projections, by age group, RoI and NI, 2006-26
                                                                  • Strengths and Weaknesses

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Fluctuations in innovation
                                                                            • Figure 6: Number of NPD launches in sweet treats market, UK and Ireland, 2003-09
                                                                          • Health issues drive innovation
                                                                            • Figure 7: Number of new product launches in sweet treats market, by product claim, UK and Ireland, 2003-09
                                                                          • Which health claims are most evident in the market?
                                                                            • Figure 8: Top product claims, by sub-category, UK and Ireland, 2003-09*
                                                                          • Natural and ‘free from’ claims lend a positive slant to indulgent cakes
                                                                            • Portion control creates more usage occasions for sweet biscuits
                                                                              • Chilled desserts including yogurt
                                                                                • Natural and ‘low in’ claims help improve image of snack/cereal/energy bars
                                                                                  • Figure 9: Number of NPD launches recorded in the snack, cereal and energy bar segment, by product claim, UK and Ireland, 2003-09
                                                                                • Pastilles, gums, jellies and chews
                                                                                • Market Overview

                                                                                  • Key points
                                                                                    • Why are health claims so important?
                                                                                      • Steady growth in Ireland’s cake market
                                                                                        • Figure 10: Estimated retail sales of cakes, by value, NI, RoI and IoI, 2003-13
                                                                                      • Only on occasion
                                                                                        • How has health impacted Ireland’s cakes market?
                                                                                          • Biscuits
                                                                                            • Growth sustained in biscuit market
                                                                                              • Figure 11: Estimated retail sales of biscuits, by value, NI, RoI and IoI, 2003-13
                                                                                            • How has health impacted Ireland’s biscuit market?
                                                                                            • Competitive Context

                                                                                              • Key points
                                                                                                • Saints and sinners
                                                                                                  • Sweet treats vs healthy sweet treats – is there an element of competition?
                                                                                                    • Figure 12: Number of sweet treats NPD launches, by claim, UK and RoI, 2003-09*
                                                                                                  • Adopting health claims to enhance premium snacks
                                                                                                    • Figure 13: Number of new product launches recorded as healthy or premium sweet treat, by product claim, UK and RoI, 2003-09*
                                                                                                • Companies and Brands

                                                                                                  • Key points
                                                                                                    • Cadbury
                                                                                                        • Figure 14: Cadbury range of sweet treats, 2009
                                                                                                      • Health strategies deployed
                                                                                                        • Dale Farm
                                                                                                          • Fox’s Biscuits
                                                                                                              • Figure 15: Fox’s range of sweet treats, 2009
                                                                                                            • Health strategies deployed
                                                                                                              • Nestlé
                                                                                                                  • Figure 16: Nestlé range of sweet treats, 2009
                                                                                                              • Have Consumption Patterns Been Affected By Health Trends?

                                                                                                                • Key points
                                                                                                                  • Finding it hard to say no to sweet treats in 2009
                                                                                                                    • A difference of opinions
                                                                                                                        • Figure 17: Consumer penetration rates of sweet treats, by type of sweet treat, NI and RoI, 2008 and 2009
                                                                                                                      • Indulgence high in demand in RoI
                                                                                                                        • Figure 18: Consumer penetration rates of sweet treats, by type, RoI, 2007-09
                                                                                                                        • Figure 19: Sweet treat categories in growth/decline, by percentage point change in penetration, RoI and NI, 2004-09
                                                                                                                      • Falling demand for the sweeter things in life in NI
                                                                                                                        • Figure 20: Consumer penetration rates of sweet treats, by type, NI, 2004-09
                                                                                                                      • Attracting women’s sweet tooth
                                                                                                                        • Figure 21: Consumer penetration rates of sweet treats, by type of sweet treat, by age, NI and RoI, 2009
                                                                                                                      • Does age impact the sweet treat market?
                                                                                                                        • Figure 22: Consumer penetration rates of sweet treats, by type of sweet treat, by age, NI and RoI, 2009
                                                                                                                      • The power of guilt
                                                                                                                      • How Sweet Treats Fit into Irish Lifestyles

                                                                                                                        • Key points
                                                                                                                          • Feeling the urge for something sweet
                                                                                                                            • Figure 23: How often consumers tend to eat something sweet, NI and RoI, September 2009
                                                                                                                          • Best time to indulge
                                                                                                                              • Figure 24: Percentage of consumers who eat something sweet at the weekend, by socio-economic group, NI and RoI, September 2009
                                                                                                                            • Celebrating with a sweet treat
                                                                                                                              • How do consumers perceive sweet treats?
                                                                                                                                • Figure 25: Words consumers associate with sweet treats, NI and RoI, September 2009
                                                                                                                                • Figure 26: Words consumers associate with sweet treats, by age, according to percentage age point above/below average, RoI, September 2009
                                                                                                                                • Figure 27: Words consumers associated with sweet treats, by age, according to percenatge age point above/below average , NI, September 2009
                                                                                                                              • Reasons for making an indulgent choice
                                                                                                                                • Taking control
                                                                                                                                  • Figure 28: Percentage of consumers who agreed to statements regarding sweet treats, NI and RoI, September 2009
                                                                                                                                • Greater appeal for natural treats
                                                                                                                                    • Figure 29: Most appealing sweet treats product claims and features regarding health benefits, NI and RoI, September 2009
                                                                                                                                  • Differences in consumer opinion
                                                                                                                                  • Consumer Typologies

                                                                                                                                    • Key points
                                                                                                                                      • RoI clusters
                                                                                                                                        • Figure 30: RoI consumer typologies, September 2009
                                                                                                                                      • Self-restrictors
                                                                                                                                        • Event Snackers
                                                                                                                                          • Moderates
                                                                                                                                            • Regular Treaters
                                                                                                                                              • Non Healthy Consumers
                                                                                                                                                • NI clusters
                                                                                                                                                  • Figure 31: NI consumer typologies, September 2009
                                                                                                                                                • Moderators
                                                                                                                                                  • Exercisers
                                                                                                                                                    • Frequent Snackers
                                                                                                                                                      • Kid Restrictors
                                                                                                                                                      • Appendix

                                                                                                                                                        • GNPD tables
                                                                                                                                                          • Figure 32: Number of sweet treat product launches, by top claims, UK & RoI, 2003-09
                                                                                                                                                        • Sweet treat product launches by segment
                                                                                                                                                          • Figure 33: NPD launches of cakes, pastries & sweet goods, by top claims, UK and RoI, 2003-09
                                                                                                                                                          • Figure 34: NPD launches of sweet biscuits and cookies, by top claims, UK & RoI, 2003-09
                                                                                                                                                          • Figure 35: NPD launches of chilled desserts, by top claims, UK & RoI, 2003-09
                                                                                                                                                          • Figure 36: NPD launches of snack/cereal/energy bars, by top claims, UK & RoI, 2003-09
                                                                                                                                                          • Figure 37: NPD launches of dairy based frozen products, by top claims, UK & RoI, 2003-09
                                                                                                                                                          • Figure 38: NPD launches of chocolate tablets, by top claims, UK & RoI, 2003-09
                                                                                                                                                          • Figure 39: NPD launches of non-individually wrapped chocolate pieces, by top claims, UK & RoI, 2003-09
                                                                                                                                                          • Figure 40: NPD launches of pastilles, gums, jellies & chews, by top claims, UK & RoI, 2003-09
                                                                                                                                                          • Figure 41: NPD launches of seasonal chocolate, by top claims, UK & RoI, 2003-09
                                                                                                                                                          • Figure 42: NPD launches of chocolate countlines, by top claims, UK & RoI, 2003-09
                                                                                                                                                        • Competitive context tables
                                                                                                                                                          • Figure 43: Number of sweet treats NPD launches, by claim, UK and RoI, 2003-09
                                                                                                                                                          • Figure 44: Premium and healthier sweet treat NPD launches, by top performing category, UK and RoI, 2003-09
                                                                                                                                                          • Figure 45: Premium sweet treat NPD launches, by top claims, UK and RoI, 2003-09
                                                                                                                                                          • Figure 46: Healthier sweet treat NPD launches, by top claims, UK and RoI, 2003-09
                                                                                                                                                          • Figure 47: Premium and healthier sweet treat NPD launches, by launch type, UK and RoI, 2003-09
                                                                                                                                                        • TGI consumption tables
                                                                                                                                                          • Figure 48: Percentage of consumers who have eaten, or purchased, sweet treats in the last year, by frequency and gender, RoI, 2009
                                                                                                                                                          • Figure 49: Percentage of consumers who have eaten, or purchased, sweet treats in the last year, by frequency and gender, NI, 2009
                                                                                                                                                          • Figure 50: Hot drink consumption in the last 12 months, by type, NI, and RoI, 2004-09
                                                                                                                                                        • Toluna tables
                                                                                                                                                          • When people eat sweet treats
                                                                                                                                                            • Figure 51: Consumers who eat sweet treats ‘Usually every time I have a tea/coffee break’, NI and RoI, September 2009
                                                                                                                                                            • Figure 52: Consumers who eat sweet treats ‘as dessert after dinner’, NI and RoI, September 2009
                                                                                                                                                            • Figure 53: Consumers who eat sweet treats ‘as a lunchbox treat’, NI and RoI, September 2009
                                                                                                                                                            • Figure 54: Consumers who eat sweet treats ‘only at certain times of the day’, NI and RoI, September 2009
                                                                                                                                                            • Figure 55: Consumers who eat sweet treats ‘any time of the day’, NI and RoI, September 2009
                                                                                                                                                            • Figure 56: Consumers who eat sweet treats ‘at least once a day’, NI and RoI, September 2009
                                                                                                                                                            • Figure 57: Consumers who eat sweet treats ‘on special occasions such as birthdays’, NI and RoI, September 2009
                                                                                                                                                            • Figure 58: Consumers who eat sweet treats ‘at weekends’, NI and RoI, September 2009
                                                                                                                                                            • Figure 59: Consumers who eat sweet treats ‘if they are on special offer’, NI and RoI, September 2009
                                                                                                                                                            • Figure 60: Consumers who eat sweet treats ‘at the cinema or other event’, NI and RoI, September 2009
                                                                                                                                                            • Figure 61: Consumers who eat sweet treats ‘when travelling in the bus or train’, NI and RoI, September 2009
                                                                                                                                                          • Statements about sweet treats and balanced diets
                                                                                                                                                            • Figure 62: Consumers who agree with the statement ‘Sweet treats aren’t meant to be healthy’, NI and RoI, September 2009
                                                                                                                                                            • Figure 63: Consumers who agree with the statement ‘I always look for the healthy/lighter option when eating sweet treats’, NI and RoI, September 2009
                                                                                                                                                            • Figure 64: Consumers who agree with the statement ‘So-called healthy/lighter sweet treats are still bad for you’, NI and RoI, September 2009
                                                                                                                                                            • Figure 65: Consumers who agree with the statement ‘Sweet treats are ok in moderation’, NI and RoI, September 2009
                                                                                                                                                            • Figure 66: Consumers who agree with the statement ‘I restrict the amount of sweets I eat myself’, NI and RoI, September 2009
                                                                                                                                                            • Figure 67: Consumers who agree with the statement ‘I restrict the amount of sweets I give my kids’, NI and RoI, September 2009
                                                                                                                                                            • Figure 68: Consumers who agree with the statement ‘It is pointless banning children from eating sweets’, NI and RoI, September 2009
                                                                                                                                                            • Figure 69: Consumers who agree with the statement ‘I eat smaller portions rather than cut them out altogether’, NI and RoI, September 2009
                                                                                                                                                            • Figure 70: Consumers who agree with the statement ‘I feel guilty eating sweet treats in front of other people (family, friends, colleagues)’, NI and RoI, September 2009
                                                                                                                                                            • Figure 71: Consumers who agree with the statement ‘I balance my sweet treat intake with exercise’, NI and RoI, September 2009
                                                                                                                                                          • Words associated with sweet treats
                                                                                                                                                            • Figure 72: Consumers who associate the word ‘boredom’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 73: Consumers who associate the word ‘happiness’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 74: Consumers who associate the word ‘fattening’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 75: Consumers who associate the word feeling down with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 76: Consumers who associate the word ‘celebration’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 77: Consumers who associate the word ‘loneliness’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 78: Consumers who associate the word ‘self-reward’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 79: Consumers who associate the word ‘high in calories’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 80: Consumers who associate the word energy boost with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 81: Consumers who associate the word ‘hyperactive’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 82: Consumers who associate the words “good to share’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 83: Consumers who associate the word ‘fun’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 84: Consumers who associate the words ‘self-indulgent’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 85: Consumers who associate the word ‘guilt’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 86: Consumers who associate the words ‘guilty pleasure’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 87: Consumers who associate the words ‘well-deserved’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 88: Consumers who associate the word ‘relaxation’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 89: Consumers who associate the word ‘sickly’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                            • Figure 90: Consumers who associate the word ‘toothache’ with sweet treats, NI and RoI, September 2009
                                                                                                                                                          • Health claims and features that are most appealing
                                                                                                                                                            • Figure 91: Consumers who find health claims appealing for sweet treats – natural ingredients/no additives/preservatives, NI and RoI, September 2009
                                                                                                                                                            • Figure 92: Consumers who find health claims appealing for sweet treats – Weight Watchers points*, NI and RoI, September 2009
                                                                                                                                                            • Figure 93: Consumers who find health claims appealing for sweet treats – organic ingredients, NI and RoI, September 2009
                                                                                                                                                            • Figure 94: Consumers who find health claims appealing for sweet treats – feel fuller for longer, NI and RoI, September 2009
                                                                                                                                                            • Figure 95: Consumers who find health claims appealing for sweet treats – clear nutritional labelling, NI and RoI, September 2009
                                                                                                                                                            • Figure 96: Consumers who find health claims appealing for sweet treats – smaller portions/portion control, NI and RoI, September 2009
                                                                                                                                                            • Figure 97: Consumers who find health claims appealing for sweet treats – sugar free, NI and RoI, September 2009
                                                                                                                                                            • Figure 98: Consumers who find health claims appealing for sweet treats – low/no/reduced transfat, NI and RoI, September 2009
                                                                                                                                                            • Figure 99: Consumers who find health claims appealing for sweet treats – low/no/reduced salt, NI and RoI, September 2009
                                                                                                                                                            • Figure 100: Consumers who find health claims appealing for sweet treats – low/no/reduced calories, NI and RoI, September 2009
                                                                                                                                                            • Figure 101: Consumers who find health claims appealing for sweet treats – tooth-friendly, NI and RoI, September 2009
                                                                                                                                                          • Consumer typologies
                                                                                                                                                            • Figure 102: RoI consumer typologies, by frequency of sweet treats, September 2009
                                                                                                                                                            • Figure 103: RoI consumer typologies, statements about sweet treats, September 2009
                                                                                                                                                            • Figure 104: RoI consumer typologies, words associated with sweet treats, September 2009
                                                                                                                                                            • Figure 105: RoI consumer typologies, by healthy features that are desirable for sweet treats, September 2009
                                                                                                                                                            • Figure 106: RoI consumer typologies, by demographics, September 2009
                                                                                                                                                          • NI cluster tables
                                                                                                                                                            • Figure 107: NI consumer typologies, by frequency of sweet treats, September 2009
                                                                                                                                                            • Figure 108: NI consumer typologies, by statements relating to sweet treats, September 2009
                                                                                                                                                            • Figure 109: NI consumer typologies, by words associated with sweet treats, September 2009
                                                                                                                                                            • Figure 110: NI consumer typologies, by healthy features that are desirable for sweet treats, September 2009
                                                                                                                                                            • Figure 111: NI consumer typologies, by demographics, September 2009

                                                                                                                                                        Companies Covered

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                                                                                                                                                        Sweet Treats - Ireland - December 2009

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