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Description

Description

“With myriad products competing to give consumers a mood-boosting sugar fix during times of uncertainty, compelling NPD will remain vital for players in the sweets market. Lower-sugar sweets, vegan sweets and premium sweets continue to offer a lot of potential. Focusing on UK provenance and more environmentally friendly packaging would also be particularly timely.”
– Emma Clifford, Associate Director – Food and Drink Research UK

This report looks at the following areas:

  • Huge potential in vegan sweets, but a need for more transparency around ingredients
  • British ingredients can help to win over over-45s
  • Brands and supermarkets can harness the ‘specialness’ associated with sweet shops

What's included

What's included

Table of contents

Table of contents

  1. Overview

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

          • The market
            • Figure 1: UK retail sales of sugar and gum confectionery, by value, 2014-24
          • Sales growth in sweets accelerates in 2019
            • Value sales of gum continue to slump
              • Growth is set to endure
                • Tougher financial times could benefit the sweets market
                  • Sweets fails to reduce sugar content over 2015-18, sparking calls for more ‘nanny state’ action
                    • Ageing population continues to present a challenge
                      • Companies and brands
                        • Mixed performances in sweets, Skittles is the star performer
                          • Figure 2: Leading brands’ sales in the UK sweets market, by value, 2017/18 and 2018/19
                        • Only Jakemans sees volume and value growth in medicated confectionery
                          • Wrigley’s unassailable lead in gum grows despite falling sales
                            • A surge in sugar-free sweet launches
                              • A rise in vegetarian and vegan claims
                                • £25 million adspend in 2019; Wrigley and Haribo accounted for almost half
                                  • Haribo and Rowntree’s have the strongest brand images
                                    • Figure 3: Attitudes towards and usage of selected brands, December 2019
                                  • The consumer
                                    • 74% of adults eat sweets; gum only used by a quarter of consumers
                                      • Figure 4: Usage of sweets and gum, by age, October 2019
                                    • Gum enjoys ingrained usage
                                      • Figure 5: Frequency of usage of sweets and gum, October 2019
                                    • British ingredients can help to win over over-45s
                                      • Figure 6: Interest in sweets concepts, October 2019
                                    • Huge potential in vegan sweets, but a need for more transparency over ingredients
                                      • Figure 7: Behaviours relating to sweets, October 2019
                                    • Sweets benefit from mood-boosting associations; sweet shops create a special feel
                                      • Figure 8: Attitudes towards sweets, October 2019
                                    • Interest in gum with herbs/spices beyond mint is largely untapped
                                      • Figure 9: Behaviours relating to gum, October 2019
                                    • What we think
                                    • Issues and Insights

                                      • Huge potential in vegan sweets, but a need for more transparency around ingredients
                                        • The facts
                                          • The implications
                                            • British ingredients can help to win over over-45s
                                              • The facts
                                                • The implications
                                                  • Brands and supermarkets can harness the ‘specialness’ associated with sweet shops
                                                    • The facts
                                                      • The implications
                                                      • The Market – What You Need to Know

                                                        • Volume and value growth of sugar and gum confectionery picks up in 2019
                                                          • Sales growth in sweets accelerates in 2019
                                                            • Value sales of gum continue to slump
                                                              • Growth is set to endure
                                                                • Tougher financial times could benefit the sweets market
                                                                  • Sweets fails to reduce sugar content over 2015-18
                                                                    • Calls for more ‘nanny state’ action
                                                                      • Ongoing scepticism over artificial sweeteners
                                                                        • Ageing population continues to present a challenge
                                                                        • Market Size and Forecast

                                                                          • Volume and value growth picks up in 2019
                                                                            • Figure 10: UK retail sales of sugar and gum confectionery, by value and volume, 2014-24
                                                                          • Sales growth in sweets accelerates in 2019
                                                                            • The emotional role of sweets is helping to buoy sales
                                                                              • Compelling NPD has been key to growth
                                                                                • Figure 11: UK retail sales of sugar and gum confectionery, by type, 2017-19
                                                                              • Value sales of gum continue to slump
                                                                                  • Figure 12: UK retail sales of sugar and gum confectionery, by value, 2014-24
                                                                                  • Figure 13: UK retail sales of sugar and gum confectionery, by volume, 2014-24
                                                                                • Growth is set to endure
                                                                                  • Forecast methodology
                                                                                  • Market Drivers

                                                                                    • Sugar remains in the spotlight in fight against obesity
                                                                                      • Sweets fails to reduce sugar content over 2015-18
                                                                                        • The effectiveness of ‘sin taxes’ is being reviewed
                                                                                          • Calls for advertising and promotional regulations to tighten
                                                                                            • Calls for a public transport snacking ban
                                                                                              • Ongoing scepticism over artificial sweeteners
                                                                                                • These concerns are a major obstacle for L/N/R sugar innovation
                                                                                                  • Political uncertainty is said to be having a “lipstick effect”
                                                                                                    • Margins are being squeezed
                                                                                                      • Ageing population continues to present a challenge
                                                                                                        • Figure 14: Trends in the age structure of the UK population, 2014-19 and 2019-24
                                                                                                    • Companies and Brands – What You Need to Know

                                                                                                      • Mixed performances in sweets, with mounting pressure from smaller brands
                                                                                                        • Skittles is the star performer
                                                                                                          • Only Jakemans sees volume and value growth in medicated confectionery
                                                                                                            • Wrigley’s unassailable lead in gum grows despite falling sales
                                                                                                              • A surge in sugar-free sweet launches
                                                                                                                • A rise in vegetarian and vegan claims
                                                                                                                  • £25 million adspend in 2019; Wrigley and Haribo accounted for almost half
                                                                                                                    • Haribo and Rowntree’s have the strongest brand images
                                                                                                                    • Market Share

                                                                                                                      • Mixed performances in sweets, with mounting pressure from smaller brands
                                                                                                                        • Skittles is the star performer
                                                                                                                          • Figure 15: Leading brands’ sales and shares in the UK sweets market, by value and volume, 2017/18 and 2018/19
                                                                                                                        • Only Jakemans sees volume and value growth in medicated confectionery
                                                                                                                          • Figure 16: Leading brands’ sales and shares in the UK medicated sweets market, by value and volume, 2017/18 and 2018/19
                                                                                                                        • Wrigley’s unassailable lead in gum grows despite falling sales
                                                                                                                          • Starburst defies decline in gum
                                                                                                                            • Figure 17: Leading brands’ sales and shares in the UK gum market, by value and volume, 2017/18 and 2018/19
                                                                                                                        • Launch Activity and Innovation

                                                                                                                          • A big NPD push from private label in 2019
                                                                                                                            • Figure 18: Share of new product launches in the UK sugar and gum confectionery market, by brand and private label, 2015-19
                                                                                                                          • A surge in sugar-free sweet launches
                                                                                                                            • Figure 19: Sugar-free innovation from private label and Sulá, 2019
                                                                                                                          • Chupa Chups takes a positively good for you approach in its latest sugar-free NPD
                                                                                                                            • More high-profile launch activity in reduced sugar sweets
                                                                                                                              • Figure 20: Share of new product launches in the UK sugar confectionery market, by claims relating to sugar content, 2015-19
                                                                                                                            • Maynards Bassetts takes a positive nutrition angle with Superfruit Jellies
                                                                                                                              • A rise in vegetarian and vegan claims
                                                                                                                                  • Figure 21: Share of new product launches in the UK sugar and gum confectionery market featuring vegetarian and vegan claims, 2015-19
                                                                                                                                • Mentos continues to encourage people to connect
                                                                                                                                  • NPD taps into the appeal of retro sweets
                                                                                                                                    • Tangerine Confectionery puts a new spin on two of its retro classics
                                                                                                                                      • Brands continue to up the ante with sour flavours
                                                                                                                                        • Figure 22: Innovation featuring sour flavours, 2019
                                                                                                                                      • Premiumisation trend continues
                                                                                                                                        • Growth in seasonal sweet launches
                                                                                                                                          • Figure 23: Seasonal innovation in fudge, 2019
                                                                                                                                        • A rise in marshmallows launches
                                                                                                                                          • Figure 24: Innovation in gourmet marshmallows from own-label, 2019
                                                                                                                                          • Figure 25: Share of new product launches in the UK sugar and gum confectionery market, by sub-segment, 2015-19
                                                                                                                                        • 2019 see Skittles Dips enter the market, followed by Giants in 2020
                                                                                                                                          • Novelty innovation brings an on-trend fun factor to sweets
                                                                                                                                            • Figure 26: Innovation in sweets with novelty shapes, 2019
                                                                                                                                          • Skittles continues to support Pride through limited edition packs
                                                                                                                                          • Advertising and Marketing Activity

                                                                                                                                            • £25 million adspend in 2019; Wrigley and Haribo accounted for almost half
                                                                                                                                              • New Time to Shine ad for Wrigley’s Extra
                                                                                                                                                • Figure 27: Share of total above-the line, online display and direct mail advertising expenditure on sweets and gum, by advertiser, 2019
                                                                                                                                              • Mondelēz launches Give Me Strength social campaign for Trebor
                                                                                                                                                • Tangerine Company promotes its retro sweets
                                                                                                                                                  • Swizzels promotes the ‘Big Night In’ with retailer competition
                                                                                                                                                    • Figure 28: Swizzels Big Night Promotion in the Co-op, March 2020
                                                                                                                                                  • TV loses spend
                                                                                                                                                    • Figure 29: Total above-the-line, online display and direct mail advertising expenditure on sweets and gum, by media type, 2015-19
                                                                                                                                                  • Nielsen Ad Intel coverage
                                                                                                                                                  • Brand Research

                                                                                                                                                      • Brand map
                                                                                                                                                        • Figure 30: Attitudes towards and usage of selected brands, December 2019
                                                                                                                                                      • Key brand metrics
                                                                                                                                                        • Figure 31: Key metrics for selected brands, December 2019
                                                                                                                                                      • Brand attitudes: Rowntree’s wins on trust and quality perceptions
                                                                                                                                                        • Figure 32: Attitudes, by brand, December 2019
                                                                                                                                                      • Brand personality: Haribo has the strongest fun factor
                                                                                                                                                        • Figure 33: Brand personality – macro image, December 2019
                                                                                                                                                      • Extra is seen as the most healthy brand, Haribo as the most unhealthy
                                                                                                                                                        • Figure 34: Brand personality – micro image, December 2019
                                                                                                                                                      • Brand analysis
                                                                                                                                                        • Haribo stands out on being diverse
                                                                                                                                                          • Figure 35: User profile of Haribo, December 2019
                                                                                                                                                        • Rowntree’s has a strong image as a traditional family brand
                                                                                                                                                          • Figure 36: User profile of Rowntree’s, December 2019
                                                                                                                                                        • Maynards Bassetts struggles to set itself apart from Haribo and Rowntree’s
                                                                                                                                                          • Figure 37: User profile of Maynards Bassetts, December 2019
                                                                                                                                                        • Brand commitment for Wrigley’s Extra has slipped
                                                                                                                                                          • Figure 38: User profile of Wrigley’s Extra, December 2019
                                                                                                                                                        • Low levels of brand commitment for Swizzels
                                                                                                                                                          • Figure 39: User profile of Swizzels, December 2019
                                                                                                                                                        • Trebor lacks standout and fun
                                                                                                                                                          • Figure 40: User profile of Trebor, December 2019
                                                                                                                                                      • The Consumer – What You Need to Know

                                                                                                                                                        • 74% of adults eat sweets
                                                                                                                                                          • Gum only used by a quarter of consumers
                                                                                                                                                            • British ingredients can help to win over over-45s
                                                                                                                                                              • Huge potential in vegan sweets, but a need for more transparency over ingredients
                                                                                                                                                                • Sweets benefit from mood-boosting associations
                                                                                                                                                                  • Sweet shops create a special feel
                                                                                                                                                                    • Interest in gum with other herbs/spices is largely untapped
                                                                                                                                                                    • Usage of Sweets and Gum

                                                                                                                                                                      • 74% of adults eat sweets
                                                                                                                                                                        • Figure 41: Usage of sweets and gum, by age, October 2019
                                                                                                                                                                      • Men, Younger Millennials and parents with young kids are high-frequency users
                                                                                                                                                                        • Gum only used by a quarter of consumers
                                                                                                                                                                          • Usage is highest among young women and peaks among Gen Z
                                                                                                                                                                            • ABs are low users, but biodegradable, natural NPD appeals
                                                                                                                                                                              • Usage of gum is heavily ingrained among users
                                                                                                                                                                                • Figure 42: Frequency of usage of sweets and gum, October 2019
                                                                                                                                                                              • Mints remain the nation’s favourites
                                                                                                                                                                                • Figure 43: Usage of sweets and gum, by type, October 2019
                                                                                                                                                                            • Interest in Sweets Concepts

                                                                                                                                                                              • British ingredients can help to win over over-45s
                                                                                                                                                                                  • Figure 44: Interest in sweets concepts, October 2019
                                                                                                                                                                                • Lots of interest in sweets which are good for dental health
                                                                                                                                                                                  • Environmentally friendly packaging resonates among a third
                                                                                                                                                                                  • Behaviours Relating to Sweets

                                                                                                                                                                                    • The vegan trend has bags of potential left in sweets
                                                                                                                                                                                      • A need for more transparency around vegetarian sweets
                                                                                                                                                                                        • Figure 45: Behaviours relating to sweets, October 2019
                                                                                                                                                                                      • Large sharing bags seen to encourage overeating
                                                                                                                                                                                        • Figure 46: BeTreatwise.net logo on Maynards Bassetts Super Fruit Jellies, 2020
                                                                                                                                                                                      • Demand for packaging solutions which help consumers to moderate their consumption
                                                                                                                                                                                        • Scope for mainstream brands to add a more premium string to their bow
                                                                                                                                                                                        • Attitudes towards Sweets

                                                                                                                                                                                          • Sweets benefit from mood-boosting associations…
                                                                                                                                                                                            • Figure 47: Attitudes towards sweets, October 2019
                                                                                                                                                                                          • …underpinning the market’s resilience against sugar-related headwinds
                                                                                                                                                                                            • Potential to build further on the “mood food” connection
                                                                                                                                                                                              • Retro sweets strike a chord
                                                                                                                                                                                                • The power of nostalgia can be used to greater effect
                                                                                                                                                                                                  • Sweet shops create a special feel
                                                                                                                                                                                                    • Supermarkets should inject some sweet shop magic into their sweet aisles
                                                                                                                                                                                                      • Figure 48: Agreement with statements on sweets, by usage of sweets, October 2019
                                                                                                                                                                                                  • Behaviours and Attitudes Relating to Gum

                                                                                                                                                                                                    • Interest in gum with other herbs/spices is largely untapped
                                                                                                                                                                                                      • Figure 49: Behaviours relating to gum, October 2019
                                                                                                                                                                                                    • NPD in all-natural ingredients can boost usage
                                                                                                                                                                                                      • Figure 50: Attitudes towards gum, October 2019
                                                                                                                                                                                                    • Scope for more snack-inspired flavours in gum
                                                                                                                                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                              • Figure 51: Total UK retail value sales of sugar and gum confectionery, best- and worst-case forecast, 2019-24
                                                                                                                                                                                                              • Figure 52: Total UK retail volume sales of sugar and gum confectionery, best- and worst-case forecast, 2019-24
                                                                                                                                                                                                            • Forecast methodology
                                                                                                                                                                                                            • Appendix – Market Share

                                                                                                                                                                                                                • Figure 53: Leading brands’ sales and shares in the UK sweets market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                                • Figure 54: Leading brands’ sales and shares in the UK medicated sweets market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                                • Figure 55: Leading manufacturers’ sales and shares in the UK gum market, by value and volume, 2017/18 and 2018/19
                                                                                                                                                                                                            • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                • Figure 56: Share of new product launches in the UK sugar and gum confectionery market, by company, 2015-19

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