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Sugar and Gum Confectionery - UK - December 2016

“While the market has remained resilient amidst the sugar debate, it is facing pressure to contribute to reducing sugar consumption. Portion control will be an important tool for operators to reach the reduction goal. Meanwhile, that many parents are open to artificial sweeteners in kids’ sweets highlights this as an area to explore.”
- Anita Winther, Research Analyst

This Report discusses the following key topics:

  • Promotions make sweets more permissible for many
  • Artificial sweeteners and portion control can help meet sugar reduction target
  • Scope for chewing gum to build role in helping to curb snacking

This Report examines the UK retail market for sugar confectionery (including mints) and gum. Mintel’s definition includes products sold through the retail channel, including:

  • soft confectionery (such as jelly sweets, pastilles)
  • standard and power mints
  • hard confectionery (such as boiled sweets, toffees, caramels)
  • functional confectionery (such as medicated confectionery)
  • chewing gum and bubblegum
  • other confectionery (such as loose pick n’ mix and lollipops).

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Market value grows
              • Inflation expected to support value sales
                • Figure 1: UK retail sales of sweets and gum, by value, 2011-21
              • Sweets grow despite sugar debate
                • Gum struggles as value growth halts
                  • The sugar debate continues
                    • Population changes continue to pose a challenge
                      • End of EU sugar quotas expected to bring down prices
                        • Companies and brands
                          • Haribo retains lead, Mondelēz’ Maynards Bassetts masterbrand takes second position
                            • Figure 2: Leading brands’ sales and shares in the UK sugar confectionery market, by value, 2015/16*
                          • Wrigley strengthens position despite falling sales
                            • Sweet launches up in 2015
                              • Leading players look to woo adults
                                • Minty NPD from several operators
                                  • Advertising spend plateaus in 2015
                                    • Brands focus on how their brands make users feel
                                      • Haribo leads on fun, Maynards Bassetts stands on heritage
                                        • Figure 3: Attitudes towards and usage of selected brands, November 2016
                                      • The consumer
                                        • Sweets remain popular but are a rare treat for most
                                          • Fruit pieces can build on naturalness cues, scope for liquid centre to inject excitement
                                            • Figure 4: Interest in sweets innovations, October 2016
                                          • Promotions make sweets more permissible for many, opportunities for artificial sweeteners
                                            • Figure 5: Attitudes towards sweets, October 2016
                                          • Chewing gum seen to help curb snacking, high interest in fortified gum
                                            • Figure 6: Gum users’ attitudes towards gum, October 2016
                                          • What we think
                                          • Issues and Insights

                                            • Promotions make sweets more permissible for many
                                              • The facts
                                                • The implications
                                                  • Artificial sweeteners and portion control can help meet sugar reduction target
                                                    • The facts
                                                      • The implications
                                                        • Scope for chewing gum to build role in helping to curb snacking
                                                          • The facts
                                                            • The implications
                                                            • The Market – What You Need to Know

                                                              • Market value grows
                                                                • Inflation expected to support value sales
                                                                  • Sweets post growth despite sugar debate
                                                                    • Gum struggles as value growth halts
                                                                      • The sugar debate continues
                                                                        • Population changes continue to pose a challenge
                                                                          • End of EU sugar quotas expected to bring down prices
                                                                          • Market Size and Forecast

                                                                            • Value growth slows
                                                                              • Figure 7: UK retail sales of sweets and gum, by value and volume, 2011-21
                                                                            • Inflation expected to support value sales
                                                                              • Figure 8: UK retail sales of sweets and gum, by value, 2011-21
                                                                              • Figure 9: UK retail sales of sweets and gum, by volume, 2011-21
                                                                            • Forecast methodology
                                                                              • The impact of the EU referendum vote
                                                                                • Trajectory of spend in previous slowdowns
                                                                                  • Figure 10: Alternative scenarios for the sweets and gum market, at current prices, 2016-21
                                                                                  • Figure 11: Detailed Post-Brexit scenarios for the sweets and gum market, at current prices, 2016-21
                                                                                • Brexit vote has limited impact on consumers’ finances
                                                                                  • Savvy habits are already established
                                                                                  • Market Segmentation

                                                                                    • Sweets post growth despite sugar debate
                                                                                      • Figure 12: UK retail sales of sweets, by value and volume, 2011-21
                                                                                    • Inflation to prop up value sales as volumes remain under pressure
                                                                                        • Figure 13: UK retail sales of sweets, by value, 2011-21
                                                                                        • Figure 14: UK retail sales of sweets, by volume, 2011-21
                                                                                      • Gum struggles as value growth halts
                                                                                        • Gum market to remain challenging
                                                                                          • Figure 15: UK retail sales of gum, by value and volume, 2011-21
                                                                                          • Figure 16: UK retail sales of sweets, by value, 2011-21
                                                                                          • Figure 17: UK retail sales of sweets, by volume, 2011-21
                                                                                      • Market Drivers

                                                                                        • The sugar debate continues
                                                                                          • The Childhood Obesity Strategy throws down the gauntlet to industry
                                                                                            • Sugar continues to be highlighted as a culprit in tooth decay
                                                                                              • Tooth decay among under-5s declines, but extractions among children high
                                                                                                • Opportunities for gum and sugar alternatives
                                                                                                  • Population changes continue to pose a challenge
                                                                                                    • Figure 18: Trends in the age structure of the UK population, 2011-16 and 2016-21
                                                                                                  • End of EU sugar quotas expected to bring down prices
                                                                                                  • Companies and Brands – What You Need to Know

                                                                                                    • Haribo retains lead, Mondelēz’ Maynards Bassetts masterbrand takes second position
                                                                                                      • Wrigley strengthens position despite falling sales
                                                                                                        • Sweet launches up in 2015
                                                                                                          • Leading players look to woo adults
                                                                                                            • Minty NPD from several operators
                                                                                                              • Advertising spend plateaus in 2015
                                                                                                                • Haribo ups spend, launches four new ‘Inner Child’ ads
                                                                                                                  • Haribo leads on fun, Maynards Bassetts stands on long-standing
                                                                                                                  • Market Share

                                                                                                                    • Haribo retains lead
                                                                                                                      • Rowntree’s sees falling values on flat volumes
                                                                                                                        • Figure 19: Leading brands’ sales and shares in the UK sugar confectionery market, by value and volume, 2014/15 and 2015/16
                                                                                                                      • Mondelēz creates sweets heavyweight with Maynards Bassetts masterbrand
                                                                                                                        • Swizzels sees double-digit growth
                                                                                                                          • Figure 20: Leading manufacturers’ sales and shares in the UK sugar confectionery market, by value and volume, 2014/15 and 2015/16
                                                                                                                        • Wrigley strengthens position despite falling sales
                                                                                                                          • Figure 21: Leading brands’ sales and shares in the UK gum market, by value and volume, 2014/15 and 2015/16
                                                                                                                          • Figure 22: Leading manufacturers’ sales and shares in the UK gum market, by value and volume, 2014/15 and 2015/16
                                                                                                                      • Launch Activity and Innovation

                                                                                                                        • Sweet launches up in 2015
                                                                                                                          • Figure 23: Share of new product launches in the UK sugar confectionery market, by brand and private label, 2012-16
                                                                                                                        • M&S and Haribo get in the carnival spirit
                                                                                                                          • Figure 24: Share of new product launches in the UK sugar confectionery market, by company (sorted by 2015), 2012-16
                                                                                                                        • Leading players look to woo adults
                                                                                                                          • Mondelēz creates Maynards Bassetts masterbrand, launches Juicy Chews
                                                                                                                            • Rowntree’s introduces Fruit Pastilles Infusions
                                                                                                                              • Smaller operators introduce wine-infused sweets
                                                                                                                                • Swizzels launches Parma Violets cheese
                                                                                                                                  • 3D printing raises the bar for personalisation
                                                                                                                                    • Minty NPD from several operators
                                                                                                                                      • New flavours from Tic Tac…
                                                                                                                                        • …and Trebor
                                                                                                                                          • Packaging update for Polo
                                                                                                                                            • Wrigley revamps Doublemint and takes it into mints
                                                                                                                                            • Advertising and Marketing Activity

                                                                                                                                              • Advertising spend plateaus in 2015
                                                                                                                                                • Spend on gums falls, sweets are level
                                                                                                                                                  • Mint and medicated spend leaps ahead
                                                                                                                                                    • Figure 25: Total above-the-line, online display and direct mail advertising expenditure on sugar and gum confectionery, by category, 2012-16
                                                                                                                                                  • Wrigley retains lead in adspend despite cuts
                                                                                                                                                    • Wrigley looks to confidence to boost Extra
                                                                                                                                                      • Charitable efforts link Extra to oral health and tidiness
                                                                                                                                                        • Figure 26: Total above-the-line, online display and direct mail advertising expenditure on sugar and gum confectionery, by top eight companies (sorted by 2015), 2012-16
                                                                                                                                                      • Haribo ups spend, launches four new ‘Inner Child’ ads
                                                                                                                                                        • Mondelēz and Nestlé launch masterbrand campaigns
                                                                                                                                                          • Nestlé focuses on Rowntree’s sweets as uplifting
                                                                                                                                                            • Lifestyle journal launched by Peppersmith
                                                                                                                                                              • Nielsen Ad Intel coverage
                                                                                                                                                              • Brand Research

                                                                                                                                                                  • What you need to know
                                                                                                                                                                    • Brand map
                                                                                                                                                                      • Figure 27: Attitudes towards and usage of selected brands, November 2016
                                                                                                                                                                    • Key brand metrics
                                                                                                                                                                      • Figure 28: Key metrics for selected brands, November 2016
                                                                                                                                                                    • Brand attitudes: Rowntree’s leads on trust and quality
                                                                                                                                                                      • Figure 29: Attitudes, by brand, November 2016
                                                                                                                                                                    • Brand personality: Haribo is top for vibrancy and engagement
                                                                                                                                                                      • Figure 30: Brand personality – Macro image, November 2016
                                                                                                                                                                    • Maynards stands out as traditional and authentic
                                                                                                                                                                      • Figure 31: Brand personality – Micro image, November 2016
                                                                                                                                                                    • Brand analysis
                                                                                                                                                                      • Haribo’s fun and vibrant image hits the spot in sweets
                                                                                                                                                                        • Figure 32: User profile of Haribo, November 2016
                                                                                                                                                                      • High trust and quality image fails to secure usage for Rowntree’s
                                                                                                                                                                        • Figure 33: User profile of Rowntree’s, November 2016
                                                                                                                                                                      • Wrigley’s Extra stands out on health, but association only held by minority
                                                                                                                                                                        • Figure 34: User profile of Wrigley’s Extra, November 2016
                                                                                                                                                                      • New Maynards Bassetts masterbrand leads as traditional
                                                                                                                                                                        • Figure 35: User profile of Maynards Bassetts, November 2016
                                                                                                                                                                      • Tic Tac enjoys high awareness but current usage is low
                                                                                                                                                                        • Figure 36: User profile of Tic Tac, November 2016
                                                                                                                                                                      • Trebor lacks strong associations – In both positive and negative
                                                                                                                                                                        • Figure 37: User profile of Trebor, November 2016
                                                                                                                                                                      • Swizzels Love Hearts enjoy strong awareness but face a weak image
                                                                                                                                                                        • Figure 38: User profile of Swizzels Love Hearts, November 2016
                                                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                                                      • Sweets remain popular but are a rare treat for most
                                                                                                                                                                        • Only 28% of people use gum
                                                                                                                                                                          • Fruit pieces can build on naturalness cues
                                                                                                                                                                            • Liquid centre can inject excitement to sweets
                                                                                                                                                                              • Promotions make sweets more permissible for many
                                                                                                                                                                                • Sugar alternatives enjoy a better-for-you image, opportunities for artificial sweeteners
                                                                                                                                                                                  • Chewing gum is viewed as helping to curb snacking
                                                                                                                                                                                    • High interest in fortified gum
                                                                                                                                                                                    • Usage of Sweets and Gum

                                                                                                                                                                                      • Sweets remain popular although repertoires narrow
                                                                                                                                                                                        • Mints remain top sweets
                                                                                                                                                                                          • Figure 39: Usage of sweets and gum, 2014-16
                                                                                                                                                                                        • 61% eat sweets weekly
                                                                                                                                                                                          • Figure 40: Frequency of usage of sweets and gum, October 2016
                                                                                                                                                                                        • Gum usage continues to fall
                                                                                                                                                                                        • Interest in Sweet Innovation

                                                                                                                                                                                          • Fruit pieces can build on naturalness cues
                                                                                                                                                                                            • Vegetables and coconut also offer potential to boost health credentials
                                                                                                                                                                                              • Figure 41: Interest in sweets innovations, October 2016
                                                                                                                                                                                            • Liquid centre can inject excitement to sweets
                                                                                                                                                                                              • Sweet and salty flavours appeal to one in three female under-25s
                                                                                                                                                                                              • Attitudes towards Sweets

                                                                                                                                                                                                • Promotions make sweets more permissible for many
                                                                                                                                                                                                  • Figure 42: Attitudes towards sweets, October 2016
                                                                                                                                                                                                • Many view sweets as a permissible everyday treat
                                                                                                                                                                                                  • Sugar alternatives enjoy a better-for-you image
                                                                                                                                                                                                    • Many parents are open to artificial sweeteners
                                                                                                                                                                                                      • Low-sugar NPD remains rare in UK sweets market
                                                                                                                                                                                                        • Figure 43: Agreement with the statement “Sweets made with artificial sweeteners are suitable for kids”, by the age of children in the household, October 2016
                                                                                                                                                                                                        • Figure 44: Agreement with the statement “Sweets made with artificial sweeteners are suitable for kids”, by mothers and fathers of under-16s, October 2016
                                                                                                                                                                                                    • Attitudes towards Gum

                                                                                                                                                                                                      • Chewing gum is viewed as helping to curb snacking
                                                                                                                                                                                                        • Flavour NPD can bolster indulgent image
                                                                                                                                                                                                          • Figure 45: Gum users’ attitudes towards gum, October 2016
                                                                                                                                                                                                        • High interest in fortified gum
                                                                                                                                                                                                          • Functional positioning beyond oral health explored in the UK and internationally
                                                                                                                                                                                                            • Energy-boosting gum appeals to younger people
                                                                                                                                                                                                              • Figure 46: Non-users’ attitudes towards gum, October 2016
                                                                                                                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                              • Abbreviations
                                                                                                                                                                                                                • Consumer research methodology
                                                                                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                                                                                  • Forecast Methodology
                                                                                                                                                                                                                      • Figure 47: Total UK retail value sales of sweets and gum, best- and worst-case forecast, 2016-21
                                                                                                                                                                                                                      • Figure 48: Total UK retail volume sales of sweets and gum, best- and worst-case forecast, 2016-21
                                                                                                                                                                                                                      • Figure 49: Total UK retail value sales of sweets, best- and worst-case forecast, 2016-21
                                                                                                                                                                                                                      • Figure 50: Total UK retail volume sales of sweets, best- and worst-case forecast, 2016-21
                                                                                                                                                                                                                      • Figure 51: Total UK retail value sales of gum, best- and worst-case forecast, 2016-21
                                                                                                                                                                                                                      • Figure 52: Total UK retail volume sales of gum, best- and worst-case forecast, 2016-21
                                                                                                                                                                                                                  • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                      • Figure 53: New product launches in the UK sugar confectionery market, by top 10 claims, 2012-16
                                                                                                                                                                                                                  • Appendix – The Consumer

                                                                                                                                                                                                                      • Figure 54: Repertoire of usage of sweets and chewing gum, October 2015 and October 2016

                                                                                                                                                                                                                  Sugar and Gum Confectionery - UK - December 2016

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