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Non-chocolate Confectionery - US - May 2018

"Dollar sales of non-chocolate confectionery have increased although year-over-year growth has been slow, as the category struggles with consumer concerns over health. However, the importance of indulgence has prevented decline overall. Growth, albeit slow, is forecast through 2022, with the slowdown due to reduced category participation."
-Beth Bloom, Associate Director - Food & Drink

This Report looks at the following areas:

  • Sugar limits category participation
  • Flavor innovation plays strong role in increasing non-chocolate confectionery consumption
  • Non-chocolate confectionery is most often turned to for snacking
  • Room for sales growth exists online

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Non-chocolate confectionery sales grew 13% from 2012-17, slight slowdown forecast
            • Figure 1: Total US sales and fan chart forecast of non-chocolate confectionery, at current prices, 2012-22
          • 27% of non-chocolate confectionery eaters are eating less than they were last year
            • Figure 2: Non-chocolate confectionery statements – Change in consumption, February 2018
          • Sugar limits category participation
            • Figure 3: Reasons for eating less, February 2018
          • The opportunities
            • Flavor innovation plays strong role in increasing non-chocolate confectionery consumption
              • Figure 4: Reasons for eating more, February 2018
            • Non-chocolate confectionery is most often turned to for snacking
              • Figure 5: Consumption occasion, February 2018
            • Room for sales growth exists online
              • Figure 6: Purchase location, February 2018
            • What it means
            • The Market – What You Need to Know

              • Non-chocolate confectionery sales grow 13% from 2012-17
                • Chewy candy represents half of dollar sales in the category
                  • “Other” channels dominate dollar sales of non-chocolate confectionery
                    • Interest in snacking is a major benefit to the category
                      • 84% of consumers are limiting the amount of sugar in their diet
                      • Market Size and Forecast

                        • Non-chocolate confectionery sales grow 13% from 2012-17
                          • Figure 7: Total US sales and fan chart forecast of non-chocolate confectionery, at current prices, 2012-22
                          • Figure 8: Total US sales and forecast of non-chocolate confectionery, at current prices, 2012-22
                          • Figure 9: Total US retail sales and forecast of non-chocolate confectionery, at inflation-adjusted prices, 2012-22
                      • Market Breakdown

                        • Chewy candy represents half of dollar sales in the category
                          • Figure 10: Total US retail sales and forecast of non-chocolate confectionery, by segment share, 2012-17
                        • Chewy candy and seasonal candy will see continued growth
                          • Figure 11: Total US retail sales and forecast of non-chocolate confectionery, by segment, at current prices, 2012-22
                          • Figure 12: Non-chocolate confectionery launches, by launch type, 2013-17*
                        • “Other” channels dominate dollar sales of non-chocolate confectionery
                          • Figure 13: Total US retail sales of non-chocolate confectionery, by channel, at current prices, 2012-17
                      • Market Perspective

                        • Consumption of chocolate confectionery outpaces non-chocolate confectionery
                          • Figure 14: Chocolate purchases, February 2018
                      • Market Factors

                        • Interest in snacking is a major benefit to the category
                          • Figure 15: Snacking frequency, March 2017
                        • 84% of consumers are limiting the amount of sugar in their diet
                          • Legislation grows less sweet on sugar
                          • Key Players – What You Need to Know

                            • Non-chocolate confectionery market is highly diversified
                              • New packaging on the rise in all categories
                                • Pineapple and sour flavors grow across most segments
                                  • Organic claims on the rise in all segments
                                  • Company and Brand Sales of Non-chocolate Confectionery

                                    • Non-chocolate confectionery market is highly diversified
                                      • Figure 16: Multi-outlet sales of non-chocolate confectionery, by share of sales, 52 weeks ending Jan. 28, 2018
                                    • Sales of non-chocolate confectionery by company
                                      • Figure 17: Multi-outlet sales of non-chocolate confectionery, by leading companies, rolling 52 weeks 2017 and 2018
                                  • What’s Working?

                                    • MULO sales of chewy candy grew 5.7% from 2017-18, Mars leads
                                      • Mars brands make up 25% of MULO sales in the segment
                                        • Mondelez brands grow MULO sales in the chewy segment by 5% during the period
                                          • Trolli sales grow 16% during the period
                                            • Haribo grows MULO dollar sales by 27% in the 52 weeks ending Jan 28, 2017
                                              • Figure 18: Multi-outlet sales of chewy candy, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                            • MULO sales of seasonal candy grew 6.4% from 2017-18
                                              • Figure 19: Multi-outlet sales of seasonal candy, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                            • Strawberry is popular among all measured segments
                                              • Figure 20: Non-chocolate confectionery launches, by leading flavors, 2013-17*
                                              • Figure 21: Non-chocolate confectionery launches, by growing flavors, 2013-17*
                                            • Rise in premium/transparency claims could increase permissibility
                                              • Figure 22: Non-chocolate confectionery launches, by leading claims, 2013-17*
                                              • Figure 23: Non-chocolate confectionery launches, by growing claims, 2013-17*
                                          • What’s Struggling?

                                            • MULO sales of hard candy stagnate
                                              • Figure 24: Multi-outlet sales of hard candy, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                            • MULO sales of “other” non-chocolate confectionery stagnate
                                              • Figure 25: Multi-outlet sales of other non-chocolate confectionery, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                            • A look at licorice: premium, health-focused positioning may resonate with consumers
                                            • What’s Next?

                                              • Fun with texture
                                                • Fun with shapes
                                                • The Consumer – What You Need to Know

                                                  • 82% of US adults eat non-chocolate confectionery
                                                    • Sugar limits category participation
                                                      • Non-chocolate confectionery is most often turned to for snacking
                                                        • Favorite flavor leads non-chocolate confectionery drivers
                                                          • Less than half of non-chocolate confectionery eaters buy it on impulse
                                                          • Non-chocolate Confectionery Consumption

                                                            • 82% of US adults eat non-chocolate confectionery
                                                              • Figure 26: Non-chocolate confectionery consumption, February 2018
                                                            • 27% of non-chocolate confectionery eaters eat seasonal varieties
                                                              • Figure 27: Non-chocolate confectionery statements – Seasonal, February 2018
                                                            • Non-chocolate confectionery preferences vary by age
                                                              • Figure 28: Share of non-chocolate confectionery consumption, by age, February 2018
                                                            • Hard candy eaters are more likely to want options with functional benefits
                                                              • Figure 29: Key drivers of hard candy eaters, February 2018
                                                            • Interpretation of results
                                                              • Figure 30: Key drivers of hard candy eaters, February 2018
                                                            • Chewy candy eaters are more likely to be young adults
                                                              • Figure 31: Key drivers of chewy candy eaters, February 2018
                                                            • Interpretation of results
                                                              • Figure 32: Key drivers of chewy candy eaters, February 2018
                                                            • More than a quarter of US adults eat 4+ types of non-chocolate confectionery
                                                              • Figure 33: Repertoire of non-chocolate confectionery consumption, February 2018
                                                            • 28% of respondents who eat only one type of non-chocolate confectionery eat hard candy
                                                              • Figure 34: Non-chocolate confectionery consumption, by 1 type eaten, February 2018
                                                            • Under 45s are significantly more likely than average to eat multiple types of non-chocolate confectionery
                                                              • Figure 35: Repertoire of non-chocolate confectionery consumption, by age, February 2018
                                                          • Change in Consumption

                                                            • 27% of non-chocolate confectionery eaters are eating less than they were last year
                                                              • Figure 36: Non-chocolate confectionery statements – Change in consumption, February 2018
                                                            • Sugar limits category participation
                                                              • Figure 37: Reasons for eating less, February 2018
                                                            • Women are more likely to reduce intake for sugar/calories
                                                              • Figure 38: Reasons for eating less, by gender, February 2018
                                                            • Flavor innovation plays strong role in increasing non-chocolate confectionery consumption
                                                              • Figure 39: Reasons for eating more, February 2018
                                                          • Purchase Location

                                                            • Supermarkets lead purchase location
                                                              • Figure 40: purchase location, February 2018
                                                            • Men prioritize convenience
                                                              • Figure 41: Purchase location, by gender, February 2018
                                                            • Younger shopper seek convenience
                                                              • Figure 42: Purchase location, by age, February 2018
                                                            • Dollar stores are important for sales among lower earners
                                                              • Figure 43: Purchase location, by HH income, February 2018
                                                            • Black shoppers are most likely to buy their non-chocolate confectionery from dollar stores
                                                              • Figure 44: Purchase location, by race, February 2018
                                                            • Convenience stores appear as a place to try new varieties
                                                              • Figure 45: Purchase location, by drivers, February 2018
                                                          • Drivers

                                                            • Favorite flavor leads non-chocolate confectionery drivers
                                                              • Figure 46: Drivers, February 2018
                                                            • A favorite flavor at a low price from a well-known brand is a winning combo
                                                              • Figure 47: TURF analysis – Non-chocolate confectionery drivers, February 2018
                                                              • Figure 48: Table – TURF analysis – Non-chocolate confectionery drivers, February 2018
                                                            • Men are more likely to seek indulgence, new flavors
                                                              • Figure 49: Drivers, by gender, February 2018
                                                            • Interest in low/no sugar limited to oldest consumers
                                                              • Figure 50: Drivers, by age, February 2018
                                                            • Low price is a strong driver among lower-income earners
                                                              • Figure 51: Drivers, by HH income, February 2018
                                                            • Health-related aspects have stronger interest among Asian shoppers
                                                              • Figure 52: Drivers, by race, February 2018
                                                          • Consumption Occasions

                                                            • Non-chocolate confectionery is most often turned to for snacking
                                                              • Figure 53: Consumption occasion, February 2018
                                                            • Men are more likely to turn to non-chocolate confectionery for energy boosting
                                                              • Figure 54: Consumption occasion, by gender, February 2018
                                                            • Emotional benefit of non-chocolate confectionery should particularly resonate with younger adults
                                                              • Figure 55: Consumption occasion, by age, February 2018
                                                          • Non-chocolate Confectionery Statements

                                                            • 53% of non-chocolate confectionery eaters stick to their favorite type
                                                              • Figure 56: Non-chocolate confectionery statements – Favorite, February 2018
                                                            • Less than half of non-chocolate confectionery eaters buy it on impulse
                                                              • Figure 57: Non-chocolate confectionery statements – Impulse, February 2018
                                                            • Consumers who eat for stress relief and mood boosting are most likely to buy non-chocolate confectionery on impulse
                                                              • Figure 58: Non-chocolate confectionery statements – Impulse, by consumption occasion, February 2018
                                                            • Vast majority of non-chocolate confectionery eaters are not reading nutritional information
                                                              • Figure 59: Non-chocolate confectionery statements – Nutrition, February 2018
                                                            • Functional benefits have the best chance of resonating with younger adults
                                                              • Figure 60: Non-chocolate confectionery statements – Nutrition, by age, February 2018
                                                          • Parents

                                                            • Less than half of parents are controlling their kids’ non-chocolate confectionery intake
                                                              • Figure 61: Non-chocolate confectionery statements – Kids and parents, February 2018
                                                              • Figure 62: Non-chocolate confectionery statements – Kids and parents, by age of children, February 2018
                                                            • Moms are more likely to limit their kids’ intake than are dads
                                                              • Figure 63: Non-chocolate confectionery statements – Kids and parents, by gender, February 2018
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Sales data
                                                                • Fan chart forecast
                                                                  • Consumer survey data
                                                                    • Key driver analysis methodology
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                        • Appendix – The Market

                                                                            • Figure 64: Total US retail sales and forecast of chewy candy, at current prices, 2012-22
                                                                            • Figure 65: Total US retail sales and forecast of chewy candy, at inflation-adjusted prices, 2012-22
                                                                            • Figure 66: Total US retail sales and forecast of other non-chocolate confectionery, at current prices, 2012-22
                                                                            • Figure 67: Total US retail sales and forecast of other non-chocolate confectionery, at inflation-adjusted prices, 2012-22
                                                                            • Figure 68: Total US retail sales and forecast of seasonal candy, at current prices, 2012-22
                                                                            • Figure 69: Total US retail sales and forecast of seasonal candy, at inflation-adjusted prices, 2012-22
                                                                            • Figure 70: Total US retail sales and forecast of hard candy, at current prices, 2012-22
                                                                            • Figure 71: Total US retail sales and forecast of hard candy, at inflation-adjusted prices, 2012-22
                                                                            • Figure 72: US supermarket sales of non-chocolate confectionery, at current prices, 2012-17
                                                                            • Figure 73: US drugstore sales of non-chocolate confectionery, at current prices, 2012-17
                                                                            • Figure 74: US convenience store sales of non-chocolate confectionery, at current prices, 2012-17
                                                                            • Figure 75: US sales of non-chocolate confectionery through other retail channels, at current prices, 2012-17
                                                                        • Appendix – Key Players

                                                                            • Figure 76: Multi-outlet sales of non-chocolate confectionery, by leading companies, rolling 52 weeks, 2017 and 2018
                                                                            • Figure 77: Non-chocolate confectionery launches (chewy candy), by leading sweetener types, 2013-17*
                                                                            • Figure 78: Non-chocolate confectionery launches (hard candy), by leading sweetener types, 2013-17*

                                                                        Non-chocolate Confectionery - US - May 2018

                                                                        US $4,395.00 (Excl.Tax)