Germany Sugar and Gum Confectionery Market Report 2023
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Brands have the opportunity to position sweets as inexpensive mood boosters. To target gum users, they can look beyond breath freshening when advertising their products, and a focus on flavour…

Germany Sugar and Gum Confectionery Market Report 2023

£ 2,195 (Excl.Tax)


Stay ahead of the curve and future-proof your business with Mintel’s Germany Sugar and Gum Confectionery Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest confectionery trends, and consumer behaviours affecting your industry. Get a 360° view of the sugar and gum confectionery market in Germany including sugar confectionery market size in Germany, market share, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.

Topics Analysed in this Report

  • A detailed outlook on the confectionery market in Germany, including expert insights and market drivers.
  • The impact of inflation and growing health awareness on the sugar and gum confectionery market in Germany.
  • Consumer Behaviour Analysis: Usage (frequency), consumption changes, motivation to use gum, and more.
  • Recent product launch activity and innovation in the confectionery market in Germany.
  • Consumer interest in flavours of sweets and how tastes change with age.
  • How your business can tap into opportunities to increase your confectionery market share in Germany.

An Overview of the Confectionery Market in Germany

The high cost of sugar alongside soaring energy rates, have led to cost increases that can no longer be absorbed by manufacturers, resulting in higher prices. Many, however, will most likely accept these, given the relative affordability of confectionery.

While rising prices may not impact confectionery sales too much, the government’s plan to curb the sugar contents of sweets, which will see more reduced sugar varieties enter the market, will pose a threat to traditional sugar and gum confectionery.

  • Confectionery Market Size in Germany: Mintel experts expect a long-term growth of 15% in retail value sales between 2023-28.

Sugar and Gum Confectionery: What Consumers Want and Why

  • Consumer Behaviour in the Confectionery Market in Germany: The consumption of sugar and gum confectionery dipped slightly following the pandemic due to consumers heightened awareness of their health, followed by money-saving behaviours brought on by the cost of living crisis.
  • Sugar & Gum Confectionery Trends: In times of squeezed incomes, sweets remain an affordable mood booster. With 47% of Germans relegating sweets to a low-priority spend when money is tight, sweets must tap into that perception of an affordable mood booster that consumers find near impossible to resist.
  • Opportunities in the Confectionery Market in Germany: Gum is used by fewer Germans, but is consumed more frequently than sweets due to its lower sugar content. Brands, therefore, have the opportunity to position gum for usage beyond breath freshening such as appetite suppressing, and can target the 32% of adults who are looking to manage their weight.

Sugar Confectionery Market Forecast Germany

  • Greater attention to flavour and texture in the category will help sugar and confectionery attract a younger audience, particularly the 41% of 16 to 34-year-olds who like to try out new foods and flavours.
  • Catering to older consumers must be a top priority due to Germany’s ageing population that is threatening value sales. Less sweet flavours can appeal to their specific taste palates.

To learn how to connect with your audience, purchase our Germany Sugar and Gum Confectionery Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Katjes, Naschlabor, Storck, LevelUp, Maoam, Haribo, Mars, Ricola, Soldan Holding + Bonbonspezialitäten, Trolli, Perfetti Van Melle, CFP Süßwarenhandels GmbH & Co. KG, and many more.

Products: Jelly and gummy sweets, hard candy, chewy sweets, marzipan, toffees, caramels, mints, liquorice, mint flavoured gum, other gums, marshmallows, and many more.

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Expert Insights on the Confectionery Market in Germany

This report, written by Khalid Peerbaccus, Senior Analyst, delivers in-depth commentary and analysis to highlight industry trends and add expert context to the numbers.

Brands have the opportunity to position sweets as inexpensive mood boosters. To target gum users, they can look beyond breath freshening when advertising their products, and a focus on flavour in better-for-you offerings will resonate with consumers.

Khalid Peerbaccus, Senior Analyst
Khalid Peerbaccus
Senior Analyst – Food & Drink

Table of Contents


    • Key issues covered in this Report
    • Market context
    • Graph 1: repertoire of types of sweets eaten, 2023
    • Mintel predicts
    • Opportunities
    • The competitive landscape
    • Graph 2: company retail value and volume shares of sugar and gum confectionery, 2022

    • The German economy
    • Graph 3: key economic data, in real terms, 2019-24
    • Graph 4: financial confidence index, 2022 – 23
    • Graph 5: behaviours related to inflation, 2023
    • Graph 6: self-reported current weight, 2023
    • Graph 7: sugar & gum confectionery launches, by Nutri-Score inclusion, 2021-23
    • Graph 8: frequency of eating healthily, 2023
    • Graph 9: population by age group, 2020-30
    • Graph 10: households and projected households, by type of household, 2000-40
    • Graph 11: any sweets or gum consumption, by selected life stages, March 2023

    • Types of sweets and gum eaten/used
    • Graph 12: types of sugar and gum confectionery eaten/used, March 2023
    • Graph 13: usage of sweets and gum, by age, 2023
    • Graph 14: variety of sweets eaten, 2023
    • Graph 15: sweets and gum not eaten/used, by financial situation, 2023
    • Graph 16: spending priority on sweets when money is tight, 2023
    • Frequency and location of eating/using sweets and gum
    • Graph 17: frequency of using sugar and gum confectionery in the last three months, 2023
    • Graph 18: places gum is mostly used by consumers, 2023
    • Graph 19: location where sweets are consumed, 2023
    • Motivations for using gum
    • Graph 20: use of gum by 16-34 year olds, 2018-23
    • Graph 21: consumers who cite a reason they chew gum is 'to help me to concentrate', by gender, 2023
    • Interest in flavours in new sweets products
    • Graph 22: interest in trying new flavour in sweets, by age, 2023
    • Behaviours related to sugar and gum confectionery
    • Graph 23: behaviours towards sugar and gum confectionery, 2023
    • Graph 24: interest in mint-alternative breath fresheners, by age, 2023
    • Graph 25: interest in gum made from all-natural ingredients, by age, 2023
    • Graph 26: consumers who have tried a sweets brand/product after seeing it advertised on social media, by age, 2023
    • Graph 27: selected social media platforms used by Germans aged 16-24 to follow brands, 2023
    • Graph 28: most important factors when food shopping, 2023*
    • Attitudes towards sugar and gum confectionery
    • Graph 29: attitudes towards sugar and gum confectionery, 2023
    • Graph 30: consumers who find gelatin off-putting, by age, 2023

    • Graph 31: sugar and gum confectionery launches, by sub-category, 2021-23
    • Graph 32: sugar and gum confectionery launches, by top five companies, 2021-23
    • Graph 33: Haribo launches, by launch type, 2013-23
    • Graph 34: Haribo launches, by average sugar content, 2013-23
    • Graph 35: sugar and gum confectionery launches, by brands vs private label, 2021-23
    • Graph 36: launches of gum and sugar confectionery, by top 10 claims, 2019-23
    • Graph 37: sugar and gum confectionery, by selected eco-ethical claims, 2022-23
    • Graph 38: launches of sugar and gum confectionery, by top 10 eco-ethical claims, 2019-23
    • Graph 39: launches of sugar and gum confectionery, by sugar-free and no-/low-/reduced-sugar claim, 2021-23
    • Advertising and marketing activity


      • APPENDIX

        • Appendix – products covered, abbreviations, consumer research methodology and language usage
        • Appendix – market size and central forecast methodology

      About the report

      This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

      The consumer

      What They Want. Why They Want It.

      The Competitors

      Who’s Winning. How To Stay Ahead.

      The Market

      Size, Segments, Shares And Forecasts: How It All Adds Up.

      The Innovations

      New Ideas. New Products. New Potential.

      The Opportunities

      Where The White Space Is. How To Make It Yours.

      The Trends

      What’s Shaping Demand – Today And Tomorrow.

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