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UK Sugar and Gum Confectionery Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Sugar and Gum Confectionery market, its consumers and the major players who make up the market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

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

  • Standard and power mints
  • Chewing gum and bubble gum
  • Soft confectionery (such as jelly sweets, pastilles)
  • Functional confectionery (such as medicated confectionery)
  • Other confectionery (such as loose pick’n’mix and lollipops)
  • Hard confectionery (such as boiled sweets, toffees, caramels)

Excluded: sales of chocolate confectionery and sales via catering or foodservice establishments.

Key points included

  • Is vegan NPD the next frontier for mainstream sweets brands
  • Personalisation can give a boost to the gifting appeal of sweets
  • Fortified and energy-boosting gum could be key to turning around the market’s fortunes

Expert analysis from a specialist in the field

Written by Emma Clifford, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The price-sensitivity of the sugar confectionery market and the powerful influence of price promotions present a real challenge to mainstream players. This puts the onus on operators to create even more compelling – and importantly unique - reasons to buy products. Positively, there are a number of largely untapped opportunities in terms of innovation in the mainstream. These include more sophisticated, adult-oriented products, sweets featuring savoury flavours and vegan sweets.Emma Clifford
Associate Director - Food & Drink

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What's included

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Table of contents

  1. Overview

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

          • The market
            • 2018 sees slight volume growth, helped by sweets
              • Subdued volume growth ahead, inflation lifting values
                • Figure 1: UK retail sales of sugar and gum confectionery, by value, 2013-23
              • Companies and brands
                • Haribo retains lead among brands in sugar confectionery
                  • Swizzels is the star performer
                    • Own-label wins volume share
                      • Figure 2: Leading brands’ sales and shares in the UK retail sugar confectionery market, by value, 2017/18*
                    • Wrigley’s stronghold over the gum market weakens
                      • Marks & Spencer is the most active company in 2018
                        • Low/no/reduced sugar claims see slight uptick
                          • Huge leap forward in vegan claims
                            • Iceland adds plastic-free, biodegradable gum to portfolio
                              • Sizeable decline in advertising expenditure in 2017
                                • The consumer
                                  • Four fifths of consumers eat sweets
                                    • Gum is used by less than one in three adults
                                      • Figure 3: Frequency of usage of sweets and gum, October 2018
                                    • Top reasons for chewing gum are functional
                                      • Figure 4: Reasons for chewing gum, October 2018
                                    • Longevity of flavour and disposal of gum are main barriers
                                      • Figure 5: Reasons for not chewing gum, October 2018
                                    • Boosting mood is the main pull for sweets, new flavours also important
                                      • Figure 6: Reasons for having bought sweets, October 2018
                                    • Special offers hold most sway over choice of sweets
                                      • Figure 7: Important choice factors for sweets products, October 2018
                                    • Personalisation can give sweets a boost in terms of gifting
                                      • Figure 8: Attitudes towards sweets, October 2018
                                    • Biodegradable gum holds strong appeal
                                      • Fortified and energising gum are missed opportunities
                                        • Figure 9: Attitudes towards gum, October 2018
                                      • What we think
                                      • Issues and Insights

                                        • Personalisation can give a boost to the gifting appeal of sweets
                                          • The facts
                                            • The implications
                                              • Is vegan NPD the next frontier for mainstream sweets brands?
                                                • The facts
                                                  • The implications
                                                    • Fortified and energy-boosting gum could be key to turning around the market’s fortunes
                                                      • The facts
                                                        • The implications
                                                        • The Market – What You Need to Know

                                                          • The overall market was broadly stable in 2018
                                                            • Sugar confectionery sees a tentative return to volume growth
                                                              • Chewing gum continues to pull the value of the market down
                                                                • Expected growth for the market off the back of inflation
                                                                  • Sugar confectionery fails to meet PHE year 1 targets
                                                                    • Gum makes headlines for containing plastic
                                                                      • Health study signals opportunity for gum to address vitamin deficiencies
                                                                        • Growing population of 10-19s bodes well for sugar confectionery
                                                                        • Market Size and Segmentation

                                                                          • The overall market was broadly stable in 2018
                                                                            • Figure 10: UK retail sales of sugar and gum confectionery, by value and volume, 2013-23
                                                                          • Sugar confectionery sees marginal gain in sales despite sugar concerns
                                                                            • A premium push and L/N/R sugar NPD likely to have helped buoy sales
                                                                              • Chewing gum pulls the value of the market down
                                                                                • Figure 11: UK retail sales of sugar and gum confectionery, by type, 2016-18
                                                                              • Expected growth for the market off the back of inflation
                                                                                • Figure 12: UK retail sales of sugar and gum confectionery, by value, 2013-23
                                                                              • Flat volume sales forecast
                                                                                • Figure 13: UK retail sales of sugar and gum confectionery, by volume, 2013-23
                                                                              • Forecast methodology
                                                                              • Market Drivers

                                                                                • Sugar confectionery fails to meet PHE targets in 2018
                                                                                  • Figure 14: Removal of sugar and the change in calories as a result of reducing sizes of products consumed in one occasion across eight categories, August 2016-August 2017
                                                                                • Sugar identified as the cause of increasing health problems
                                                                                  • Action on Sugar calls for sugar tax to be extended to confectionery
                                                                                    • New NHS advices paracetamol over throat lozenges
                                                                                      • Gum makes headlines for containing plastic
                                                                                        • Health study signals opportunity for gum to address vitamin deficiencies
                                                                                          • Growing population of 10-19s bodes well for sugar confectionery
                                                                                            • Ageing population is a real challenge for the gum sector
                                                                                              • Figure 15: Trends in the age structure of the UK population, 2013-18 and 2018-23
                                                                                          • Companies and Brands – What You Need to Know

                                                                                            • Haribo retains lead among brands in sugar confectionery
                                                                                              • Swizzels is the star performer
                                                                                                • Own-label wins volume share
                                                                                                  • Wrigley’s stronghold over the gum market weakens
                                                                                                    • Marks & Spencer is the most active company by NPD in 2018
                                                                                                      • Low/no/reduced sugar claims see slight uptick
                                                                                                        • Huge leap forward in vegan claims
                                                                                                          • Iceland adds plastic-free, biodegradable gum to portfolio
                                                                                                            • Sizeable decline in advertising expenditure in 2017
                                                                                                            • Market Share

                                                                                                              • Haribo leading brand in sugar confectionery sector
                                                                                                                • Figure 16: Leading brands’ sales and shares in the UK sugar confectionery market, by value and volume, 2016/17 and 2017/18
                                                                                                              • Swizzels is one of two top brands to secure volume and value growth
                                                                                                                • Own-label wins volume share
                                                                                                                  • Wrigley’s stronghold over the gum market weakens
                                                                                                                    • Figure 17: Leading brands’ sales and shares in the UK gum market, by value and volume, 2016/17 and 2017/18
                                                                                                                • Launch Activity and Innovation

                                                                                                                  • Brands regain share of launches in 2017
                                                                                                                    • Figure 18: Share of new product launches in the UK sugar and gum confectionery market, by brand and own-label, 2014-18
                                                                                                                  • Marks & Spencer is the most active company in 2018
                                                                                                                    • Figure 19: M&S alcoholic flavoured sweets and fudge, May-July 2018
                                                                                                                  • Skittles shake up fruity favourites with spicy flavours
                                                                                                                    • Figure 20: Sweet Heat Skittles, March 2018
                                                                                                                  • Huge leap forward in vegan claims
                                                                                                                    • Figure 21: Share of new product launches in the UK sugar and gum confectionery market carrying a vegan/no animal ingredients claim, 2014-18
                                                                                                                    • Figure 22: Examples of new product launches in the sugar confectionery market carrying vegan claims, 2018
                                                                                                                  • Low/no/reduced sugar claims see slight uptick
                                                                                                                      • Figure 23: Haribo 30% less sugar Fruitilicious range of sweet, January 2018
                                                                                                                    • Free’ist adds Sugar Wise logo to products
                                                                                                                      • Figure 24: Free’ist sugar- and gluten-free marshmallows with the Sugarwise logo, November 2018
                                                                                                                    • Fudge flavours tap into seasonal occasions
                                                                                                                      • Tangerine Confectionery revives retro sweets for anniversary
                                                                                                                        • Figure 25: Werther’s Original special edition caramel shop, November 2018
                                                                                                                      • Jelly Belly Candy Companies launches Harry Potter-themed sweets
                                                                                                                        • Marshmallows get the premium treatment
                                                                                                                          • Figure 26: Examples of premium marshmallow launches, January 2017-October 2018
                                                                                                                        • Alcoholic flavour launches become more specialised
                                                                                                                          • Figure 27: Wine gum flavour examples, March 2018-September 2018
                                                                                                                        • The Marshmallowist taps into CBD buzz
                                                                                                                          • Figure 28: Limited edition CBD Marshmallows, October 2018
                                                                                                                        • Iceland adds plastic-free, biodegradable gum to portfolio
                                                                                                                          • Figure 29: Biodegradable chewing gum range from Simply Gum, August 2018
                                                                                                                        • Starburst Chewing Gum brings fruity flavours to chewing gum market
                                                                                                                          • Figure 30: Starburst Chewing Gum Fruity Mixies, February 2018
                                                                                                                      • Advertising and Marketing Activity

                                                                                                                        • Sizeable decline in advertising expenditure in 2017
                                                                                                                          • Figure 31: Total above-the-line, online display and direct mail advertising expenditure on sugar and gum confectionery, 2015-18
                                                                                                                        • Wrigley’s is the biggest spending company
                                                                                                                          • Skittles’ supports diversity with colourless pack
                                                                                                                            • Figure 32: Wrigley’s in-store press advertising for limited edition Pride pack of Skittles, June 2018
                                                                                                                          • Haribo unveils two new Kids’ Voices TV adverts
                                                                                                                            • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on sugar and gum confectionery, by top 15 companies (sorted by 2017), 2015-18
                                                                                                                          • Tangerine Confectionery spends big promoting retro flavours
                                                                                                                            • Nestlé targets in-home entertainment occasions with Now TV partnership
                                                                                                                              • Sweets companies encourage consumers to bond
                                                                                                                                • Perfetti Van Melle launches second version of Say Hello advert for Mentos
                                                                                                                                  • Tic Tac returns to TV after a five-year hiatus
                                                                                                                                    • Figure 34: Tic Tac’s “Open Up” pop-up shop, June 2018
                                                                                                                                  • Swizzels celebrates 90 years with invention competition
                                                                                                                                    • Nielsen Ad Intel coverage
                                                                                                                                    • Brand Research

                                                                                                                                        • Brand map
                                                                                                                                          • Figure 35: Attitudes towards and usage of selected brands, November 2018
                                                                                                                                        • Key brand metrics
                                                                                                                                          • Figure 36: Key metrics for selected brands, November 2018
                                                                                                                                        • Brand attitudes: Haribo is the most innovative brand
                                                                                                                                          • Figure 37: Attitudes, by brand, November 2018
                                                                                                                                        • Brand personality: Werther’s Original is seen as the most exclusive brand
                                                                                                                                          • Figure 38: Brand personality – Macro image, November 2018
                                                                                                                                        • Wrigley’s Extra and Smint are the coolest brands
                                                                                                                                          • Figure 39: Brand personality – Micro image, November 2018
                                                                                                                                        • Brand analysis
                                                                                                                                          • Rowntree’s is the most delicious brand and enjoys highest levels of usage
                                                                                                                                            • Figure 40: User profile of Rowntree’s, November 2018
                                                                                                                                          • Haribo is the most innovative brand
                                                                                                                                            • Figure 41: User profile of Haribo, November 2018
                                                                                                                                          • Maynards Bassetts has a strong traditional and family image
                                                                                                                                            • Figure 42: User profile of Maynards Bassetts, November 2018
                                                                                                                                          • Werther’s Original is seen as the most authentic and diverse brand
                                                                                                                                            • Figure 43: User profile of Werther’s Original, November 2018
                                                                                                                                          • Wrigley’s Extra is the most frequently used brand
                                                                                                                                            • Figure 44: User profile of Wrigley’s Extra, November 2018
                                                                                                                                          • Smint lacks strong associations
                                                                                                                                            • Figure 45: User profile of Smint, November 2018
                                                                                                                                        • The Consumer – What You Need to Know

                                                                                                                                          • Four fifths of consumers eat sweets
                                                                                                                                            • Gum is used by less than one in three adults
                                                                                                                                              • Top reasons for chewing gum are functional
                                                                                                                                                • Longevity of flavour and disposal of gum are main barriers
                                                                                                                                                  • Boosting mood is the main pull for sweets, new flavours also important
                                                                                                                                                    • Special offers hold most sway over choice of sweets
                                                                                                                                                      • A quarter look for reduced sugar/sugar-free sweets
                                                                                                                                                        • Personalisation can give sweets a boost in terms of gifting
                                                                                                                                                          • Biodegradable gum holds strong appeal
                                                                                                                                                            • Fortified and energising gum are missed opportunities
                                                                                                                                                            • Usage of Sweets and Gum

                                                                                                                                                              • Four fifths of consumers eat sweets
                                                                                                                                                                • Gum is used by less than one in three adults
                                                                                                                                                                  • Figure 46: Overall usage of sweets and gum, October 2018
                                                                                                                                                                • No change in frequency of usage of sweets
                                                                                                                                                                  • Figure 47: Frequency of usage of sweets and gum, October 2018
                                                                                                                                                                • Three in 10 chew gum most days
                                                                                                                                                                  • Mints are the most popular type of sugar confectionery
                                                                                                                                                                    • Figure 48: Usage of sugar and gum confectionery, October 2018
                                                                                                                                                                • Reasons for Chewing Gum

                                                                                                                                                                  • Functional benefits are the top reasons for chewing gum
                                                                                                                                                                    • Figure 49: The Breath Co. Fresh Breath chewing gum, October 2017
                                                                                                                                                                    • Figure 50: Reasons for chewing gum, October 2018
                                                                                                                                                                  • A quarter use gum to reduce snacking…
                                                                                                                                                                    • …and a fifth to satisfy a sweet craving
                                                                                                                                                                      • Use as aids to stress relief and concentration chime among under-25s
                                                                                                                                                                        • Scope for innovation around ingredients with links to mood
                                                                                                                                                                        • Barriers to Chewing Gum

                                                                                                                                                                          • Longevity of flavour is an issue
                                                                                                                                                                            • Figure 51: Reasons for not chewing gum, October 2018
                                                                                                                                                                          • Disposal of gum is a barrier for a quarter
                                                                                                                                                                            • 16-24s most likely to say gum is bad for teeth
                                                                                                                                                                            • Reasons for Purchasing Sweets

                                                                                                                                                                              • Mood boosting is the primary reason for buying sweets
                                                                                                                                                                                • Scope to further build on feelgood connotations
                                                                                                                                                                                  • Figure 52: Reasons for having bought sweets, October 2018
                                                                                                                                                                                • A quarter have bought sweets as a gift
                                                                                                                                                                                  • Flavour innovation is important
                                                                                                                                                                                    • A role for unusual flavours and crowd-sourcing ideas
                                                                                                                                                                                    • Choice Factors for Sweets

                                                                                                                                                                                      • Price sways the choice of over half of sweet buyers…
                                                                                                                                                                                        • …and also sparks impulse buys
                                                                                                                                                                                          • Figure 53: Important choice factors for sweets, October 2018
                                                                                                                                                                                        • A quarter are swayed by reduced sugar/sugar-free sweets
                                                                                                                                                                                          • Natural formulations important to widen the appeal of sugar-free sweets
                                                                                                                                                                                            • Consumers recognise that portion control is needed
                                                                                                                                                                                              • Under-35s place importance of sweets being vegetarian/vegan
                                                                                                                                                                                                • Negative taste perceptions only a barrier for one in four adults
                                                                                                                                                                                                  • Vegan NPD could be the next frontier for mainstream brands
                                                                                                                                                                                                  • Attitudes towards Sweets

                                                                                                                                                                                                    • Personalisation can give sweets a boost in terms of gifting
                                                                                                                                                                                                      • 3D printing can give a futuristic edge to personalisation
                                                                                                                                                                                                        • Figure 54: Attitudes towards sweets, October 2018
                                                                                                                                                                                                      • Savoury flavours appeal to ‘foodie’ consumers
                                                                                                                                                                                                      • Attitudes towards Gum

                                                                                                                                                                                                        • Biodegradable gum holds strong appeal
                                                                                                                                                                                                          • Figure 55: Attitudes towards gum, October 2018
                                                                                                                                                                                                        • Natural, healthy, and environmentally friendly among Simply Gum’s strengths
                                                                                                                                                                                                            • Figure 56: Perception map of attribute performance of Simply Gum chewing gum in comparison to all other gum in the UK market, April-December 2018
                                                                                                                                                                                                          • Gum with functional benefits can provide a point of difference
                                                                                                                                                                                                            • Fortified gum is a missed opportunity
                                                                                                                                                                                                              • Gum can harness the appeal of energy boosting products
                                                                                                                                                                                                                • Figure 57: Blockhead energy gum, July 2018
                                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations, and Supporting Information

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

                                                                                                                                                                                                                    • Forecast methodology
                                                                                                                                                                                                                        • Figure 58: Total UK retail value sales of sugar and gum confectionery, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                        • Figure 59: Total UK retail volume sales of sugar and gum confectionery, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                    • Appendix – Market Share

                                                                                                                                                                                                                        • Figure 60: Leading manufacturers’ sales and shares in the UK sugar confectionery market, by value and volume, 2016/17 and 2017/18
                                                                                                                                                                                                                        • Figure 61: Leading manufacturers’ sales and shares in the UK gum confectionery market, by value and volume, 2016/17 and 2017/18
                                                                                                                                                                                                                    • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                        • Figure 62: Share of new product launches in the UK sugar and gum confectionery market, by company (sorted by 2017), 2014-18
                                                                                                                                                                                                                        • Figure 63: Share of new product launches in the UK sugar and gum confectionery market carrying an L/N/R sugar claim, 2014-18
                                                                                                                                                                                                                        • Figure 64: Share of new product launches in the UK sugar confectionery market carrying a premium claim, 2014-18
                                                                                                                                                                                                                    • Appendix – Advertising and Marketing Activity

                                                                                                                                                                                                                        • Figure 65: Share of above-the-line, online display and direct mail advertising expenditure on sugar and gum confectionery, by top 15 companies (sorted by 2017), 2015-18
                                                                                                                                                                                                                        • Figure 66: Recorded above-the-line, online display and direct mail total advertising expenditure on sugar and gum confectionery, by media type, 2015-18
                                                                                                                                                                                                                    • Appendix – The Consumer

                                                                                                                                                                                                                        • Figure 67: Usage of sugar and gum confectionery, October 2017 and October 2018
                                                                                                                                                                                                                        • Figure 68: Reasons for chewing gum, by gender, October 2018