2022
9
UK Sugar and Gum Confectionery Market Report 2022
2022-07-09T04:04:44+01:00
OX1103015
2195
152844
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Report
en_GB
“Value sales of sweets and gum have shown a strong recovery in 2021/22, but volume growth remains hard to achieve. While consumers show strong interest in sugar reduction NPD, such…

UK Sugar and Gum Confectionery Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Sugar and Gum Confectionery Market Report identifies consumers’ attitudes related to eating sweets and using gum, the impact of upcoming HFSS restrictions and flavour innovation in the sugar confectionery market. This report covers the sugar and gum confectionery market size, market forecast, market segmentation and industry trends for the UK sugar confectionery market.

 

Current Market Landscape 

Sweets have forged a firm foothold in evenings in since many people turned to treats to elevate evenings in during the COVID-19 pandemic. The cost of living crisis is likely to maintain the sugar confectionery trend of enhancing at-home leisure occasions, making the image of sweets as an affordable treat for consumers.

 

Sugar and Gum Confectionery Market Share and Key Industry Trends

The upcoming HFSS product location restrictions in October 2023 will impact the sugar confectionery market size and volume sales due to the reduced visibility of sweets in retail stores and supermarkets. Volume sales growth will further be dampened by a ban on TV and online advertising on HFSS prducts from January 2024. However, sweets should be fairly well protected from the rise of living cost given their affordability.

  • 78% of UK consumers have eaten sweets or used gum in the last 3 months.
  • 31% of sweet eaters would be encouraged to try a new product with sugar-free varieties.
  • 65% of gum users would be interested om a wider range of gum flavours.

 

Future Trends in the UK Sugar and Gum Confectionery Market

Improvements in flavour will shape future sugar confectionery innovation with increased consumer interest in having a wider range of sweet flavours available and a broader variety of sophisticated sweets targeted at adults.

The gum confectionery market will continue to benefit from consumer demand for sweet treats and gum being used for breath freshening and cleaning teeth.

However, growth in sales will be held back by consumers limiting their sugar intake from sweets and mostly opting for portion control over switching to sugar-free or reduced sugar variants.

Read on to discover more details or take a look at all of our UK Food Market Research.

Quickly Understand

  • Explores the expected impact of the cost of living crisis on the sugar confectionery market size.
  • The types of sweets and gum consumed and the frequency, thereof.
  • Where sweets are eaten and gum used.
  • Sweets concepts of interest to consumers.
  • New launch activity in the sugar and gum confectionery market.
  • Attitudes towards selected brands in the sugar confectionery market.
  • Behaviours and attitudes related to the usage of sweets and gum.

 

Covered in this Report

Products: Soft confectionery, hard confectionery, standard mints, chewing gum, bubble gum, other confectionery (pick’n’mix, lollipops).

Brands: Haribo Dunhills (Haribo, Maoam), Mondelēz (Terebor, Maynards Bassetts, Sour Patch Kids), Nestlé (Rowntree’s), Swizzels (Swizzels Matlow), Mars (Skittles, Starburst), Ferrero (Tic Tac), Wrigley’s (Extra, Hubba Hubba) Perfetti van Melle (Fruit-tella, Mentos), Fox’s (Glacier Moments), Candy Kittens, Amandas, Cloetta (Chewits), Barratt (Wham Spaceballs), M&S, Sula, Lidl, Jealous Sweets, Sweetzone, The Naked, Nuud.

 

Expert Analysis from a Specialist in the Field

This report, written by Richard Caines, a leading analyst in the Food and Drink sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Value sales of sweets and gum have shown a strong recovery in 2021/22, but volume growth remains hard to achieve. While consumers show strong interest in sugar reduction NPD, such products continue to play a limited role in the market, the technical hurdles in delivering a compelling experience a longstanding challenge. This leaves flavour innovation as the best way for brands to keep consumers interested and drive sales. In gum too, flavour innovation is an opportunity, but so also is added fortification to offer more functional benefits.”

Richard Caines
Senior Food & Drink Analyst

 

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Market context
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for sugar and gum confectionery
      • Figure 1: Outlook for sugar and gum confectionery, 2022-27
    • The market
    • Sweets and gum sales continue recovery
    • Volume growth will be hard to achieve
    • Focus on health to curb demand
      • Figure 2: Market size and forecast for UK retail value sales of sugar and gum confectionery, 2017-27
    • HFSS food and drink store location restrictions to come into place in late 2022
    • Consumers worry about inflation
    • Companies and brands
    • Sweets brands bounce back from COVID-19 by varying amounts
      • Figure 3: Leading brands’ sales in the UK retail sweets market, 2019/20-2021-22
    • Wrigley’s sales still a long way short of pre-COVID levels
    • Premium sweet launches being positioned as adult treats
    • Big brands extend their offer with more types of sweets
    • Downward trend in advertising spending on sweets and gum
    • Haribo is the most eaten brand
    • The consumer
    • Three quarters of people eat sweets and a fifth use gum
      • Figure 4: Overall usage of sweets and gum, 2019-22
    • Younger people most likely to eat sweets and use gum
    • Nearly half of users eat sweets more than once a week
      • Figure 5: Frequency of usage of sweets and gum, 2019-22
    • At-home occasions most important for sweets
      • Figure 6: Where sweets are eaten and gum used, 2022
    • Reduced sugar NPD is widely welcomed, flavour innovation helps to extend the appeal of brands
      • Figure 7: Interest in product concepts in sweets, 2022
    • Tap into nostalgia to drive sales
      • Figure 8: Behaviours related to eating sweets, 2022
    • Strong interest in more flavours in gum and functional benefits
      • Figure 9: Behaviours related to using gum, 2022
    • Sweets in a good position to weather the cost-of-living crisis
      • Figure 10: Attitudes towards sweets/gum, 2022
    • A third think biodegradable gum is worth paying more for
      • Figure 11: Attitudes towards gum, 2022
  3. Issues and Insights

    • Brands need to foster treat image and keep innovating to fend off own-label competition
    • Sweets in a good position to weather the cost-of-living crisis
    • Treat image lends a powerful shield to brands
    • Innovate on flavour to fend off own-brand threat
    • Flavour innovation needed to extend the appeal of sweet and gum brands
    • High expectations of more flavours from popular sweet brands
    • Cadbury offers cues in crowdsourcing
    • Strong interest in more flavours in gum
    • Functional benefits represent a significant opportunity in gum
    • Scope to look beyond breath freshening
    • Dial up dental health claims
    • Use fortification to elevate dental benefits of chewing gum
    • Sugar reduction and portion control align with consumers limiting sugar
    • Reduced sugar and sugar-free NPD is widely welcomed
    • Limited NPD speaks to technical challenges
    • Portion control an alternative approach to aligning with consumers cutting sugar intake
  4. Market Size and Performance

    • Sweets and gum sales continue recovery
      • Figure 12: UK retail sales of sugar and gum confectionery, by value and volume, 2017-22
  5. Market Forecast

    • The five-year outlook for sugar and gum confectionery
      • Figure 13: Outlook for sugar and gum confectionery, 2022-27
    • Growth in sales will be mainly driven by higher prices
    • Recovery after COVID restrictions fuels growth in 2022
    • Restrictions on HFSS food will curb growth
    • Focus on health to curb demand, rise in hybrid working will dent impulse occasions
      • Figure 14: Market size and forecast for UK retail value sales of sugar and gum confectionery, 2017-27
      • Figure 15: Market size and forecast for UK retail volume sales of sugar and gum confectionery, 2017-27
    • Learnings from the last income squeeze
      • Figure 16: UK retail value and volume sales of sugar and gum confectionery, 2010-15
    • Market drivers and assumptions
      • Figure 17: Key economic drivers, 2016-26
    • Forecast methodology
  6. Market Segmentation

    • Sugar confectionery sales show strong recovery
      • Figure 18: UK retail sales of sugar and gum confectionery, by type, by value and volume, 2019-21
    • Sales of gum still to return to pre-COVID levels
  7. Market Drivers

    • Government emphasis on health intensifies
    • HFSS food and drink store location restrictions to come into place in 2022
    • New rules on the advertising of HFSS food and drink delayed to 2024
    • Strong consumer interest in healthy eating
    • COVID-19 increases spotlight on health
    • Task force set up to clean up gum from streets
    • Number of core younger users set to stagnate
      • Figure 19: Trends in the age structure of the UK population, 2016-26
    • The conflict in Ukraine will hurt the UK economy
    • Inflation is the key concern for 2022 for consumers, brands and the economy
    • Inflation expected to reach 10% by the end of 2022
    • Steep rise in energy prices
    • Consumers worried about inflation
    • Recent decline in consumer confidence
      • Figure 20: Household financial wellbeing index, 2016-2022
  8. Market Share

    • Sweets brands bounce back from COVID-19 by varying amounts
      • Figure 21: Leading brands’ sales and shares in the UK sweets market, by value and volume, 2020-22
    • Wrigley’s sales still a long way short of pre-COVID levels
      • Figure 22: Leading brands’ sales and shares in the UK gum market, by value and volume, 2020-22
  9. Launch Activity and Innovation

    • Branded products continue to dominate new launches
      • Figure 23: Share of new product launches in the UK sugar confectionery market, by brand and private label, 2017-22
    • New flavours a central theme of NPD in sweets
    • Premium sweet launches positioned as adult treats
      • Figure 24: Examples of new flavours in sweets, 2021
    • More brands tap interest in sour flavours
      • Figure 25: Examples of new launches with sour flavours in sugar confectionery, 2021/22
    • Mentos and Fanta collaborate
    • More flavours other than mint being seen in gum
      • Figure 26: Examples of new launches in gum confectionery, 2021/22
    • Big brands extend their offer with more types of sweets
      • Figure 27: Examples of brand extensions by leading brands in sugar confectionery, 2021/22
    • Sugar-free launches a small part of NPD in sweets
      • Figure 28: Share of new launches in the UK sugar and gum confectionery market making sugar-free claims, 2017-22
      • Figure 29: Examples of sugar-free launches in sugar confectionery, 2021/22
    • Vegan claims being seen on more launches in sweets
      • Figure 30: Share of new launches in the UK sugar and gum confectionery market making vegetarian and vegan/no animal ingredients claims, 2017-22
      • Figure 31: Examples of vegan launches in sugar confectionery, 2021/22
    • Being made with fruit juices puts emphasis on naturalness
      • Figure 32: Examples of launches in sugar confectionery making containing fruit juice claims, 2021/22
    • Sustainability not a major focus in sweets NPD
      • Figure 33: Examples of launches in sugar confectionery making claims relating to sustainability, 2021/22
  10. Advertising and Marketing Activity

    • Downward trend in advertising spending on sweets and gum
      • Figure 34: Above-the line, online display and direct mail advertising expenditure on sugar and gum confectionery, by media type, 2018-22
    • Haribo becomes the top advertiser
      • Figure 35: Above-the line, online display and direct mail advertising expenditure on sugar and gum confectionery, by top 9 advertisers, 2018-22
    • Haribo launches new kids’ voices TV advert
    • ‘Find Your Fresh Look’ for Wrigley’s Extra campaign targets Gen Z
    • Mentos Yes to Fresh campaign supports Pure Fresh gum
    • Tic Tac promotes gentle refreshment in new campaign
    • Fox’s Glacier heroes long-lasting properties
    • Swizzels targets Squashies at summer staycations
    • Nestlé runs summer experience competition for Polo
    • Skittles runs ‘Recolour The Rainbow’ campaign
    • Nielsen Ad Intel coverage
  11. Brand Research

    • Brand map
      • Figure 36: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 37: Key metrics for selected brands, 2022
    • Brand attitudes: Haribo seen as the most innovative brand
      • Figure 38: Attitudes, by brand, 2022
    • Brand personality: Haribo has the most fun image
      • Figure 39: Brand personality – macro image, 2022
    • Rowntree’s and Maynards Bassetts seen most widely as traditional brands
      • Figure 40: Brand personality – micro image, 2022
    • Brand analysis
    • Haribo is the most eaten brand
    • Rowntree’s and Maynards Bassetts share a very similar image
    • Wrigley’s Extra enjoys more frequent usage than other brands
  12. Usage of Sweets and Gum

    • Three quarters of people eat sweets and a fifth use gum
      • Figure 41: Overall eating/usage of sweets and gum, 2019-22
    • Younger people most likely to eat sweets and use gum
      • Figure 42: Overall eating/usage of sweets and gum, by age, 2019-22
    • Jelly-style sweets make gains on the back of NPD
      • Figure 43: Eating/usage of sweets and gum, by type, 2019-22
    • Nearly half of users eat sweets more than once a week
      • Figure 44: Frequency of eating/using sweets and gum, 2019-22
  13. Where Sweets Are Eaten and Gum Used

    • At-home occasions most important for sweets
    • Evenings in a big occasion for sweets
      • Figure 45: Where sweets are eaten and gum is used, 2022
    • Out-of-home occasions should provide a boost to 2022 sales
  14. Interest in Product Concepts

    • Two main camps among consumers looking to limit sugar
    • Reduced sugar and sugar-free NPD is widely welcomed
    • Limited NPD speaks to technical challenges
    • A role for plant-based sweeteners
      • Figure 46: Interest in product concepts in sweets, 2022
    • Portion control an alternative approach to cutting sugar intake
    • Flavour innovation helps to extend the appeal of sweets brands
    • High expectations of more flavours from popular brands
    • Cadbury offers cues in crowdsourcing
    • Sustainability claims unlikely to attract many users to new sweets
    • Few sweets users drawn to greener packaging or ingredients
    • Leading players’ efforts move the goal posts
  15. Behaviours Related to Eating Sweets

    • Tap into nostalgia to drive sales
      • Figure 47: Behaviours related to eating sweets, 2022
  16. Behaviours Related to Using Gum

    • Strong interest in more flavours in gum
      • Figure 48: Behaviours related to using gum, 2022
      • Figure 49: Examples of launches of different flavours in chewing gum internationally, 2021/22
    • Functional benefits represent a significant opportunity in gum
    • Scope to look beyond breath freshening
    • Dial up dental health claims
      • Figure 50: Examples of launches in chewing gum internationally with vitamin/mineral fortified or functional claims , 2021/22
  17. Attitudes towards Sweets

    • Sweets in a good position to weather the cost-of-living crisis
      • Figure 51: Attitudes towards sweets, 2022
    • Brands need to foster treat image and keep innovating to fend off own-label competition
    • Treat image lends a powerful shield to brands
    • Innovate on flavour to fend off own-brand threat
  18. Attitudes towards Gum

    • A third think biodegradable gum is worth paying more for
    • Biodegradable brands are rare and pricey
    • A focus on naturalness will appeal
      • Figure 52: Attitudes towards gum, 2022
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix – Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 53: Market forecast and prediction intervals for UK value sales of sugar and gum confectionery, 2022-27
      • Figure 54: Market forecast and prediction intervals for UK volume sales of sugar and gum confectionery, 2022-27
    • Market drivers and assumptions
    • Forecast methodology
  21. Appendix – Market Share

      • Figure 55: Leading manufacturers’ sales and shares in the UK sweets market, by value and volume, 2020-22
      • Figure 56: Leading manufacturers’ sales and shares in the UK gum market, by value and volume, 2020-22
  22. Appendix – Launch Activity and Innovation

      • Figure 57: Share of new launches in sugar and gum confectionery, by sub-category, 2017-22
      • Figure 58: Share of new launches in sugar and gum confectionery, by claim, 2017-22
      • Figure 59: Share of new launches in sugar and gum confectionery, by branded and private label, 2017-22

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