Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- 2018 sees slight volume growth, helped by sweets
- Subdued volume growth ahead, inflation lifting values
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- 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
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- 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
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- Figure 3: Frequency of usage of sweets and gum, October 2018
- Top reasons for chewing gum are functional
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- Figure 4: Reasons for chewing gum, October 2018
- Longevity of flavour and disposal of gum are main barriers
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- Figure 5: Reasons for not chewing gum, October 2018
- Boosting mood is the main pull for sweets, new flavours also important
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- Figure 6: Reasons for having bought sweets, October 2018
- Special offers hold most sway over choice of sweets
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- Figure 7: Important choice factors for sweets products, October 2018
- Personalisation can give sweets a boost in terms of gifting
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- Figure 8: Attitudes towards sweets, October 2018
- Biodegradable gum holds strong appeal
- Fortified and energising gum are missed opportunities
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- Figure 9: Attitudes towards gum, October 2018
- What we think
Issues and Insights
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- 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
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- 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
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- The overall market was broadly stable in 2018
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- 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
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- Figure 11: UK retail sales of sugar and gum confectionery, by type, 2016-18
- Expected growth for the market off the back of inflation
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- Figure 12: UK retail sales of sugar and gum confectionery, by value, 2013-23
- Flat volume sales forecast
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- Figure 13: UK retail sales of sugar and gum confectionery, by volume, 2013-23
- Forecast methodology
Market Drivers
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- Sugar confectionery fails to meet PHE targets in 2018
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- 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
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- Figure 15: Trends in the age structure of the UK population, 2013-18 and 2018-23
Companies and Brands – What You Need to Know
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- 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
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- Haribo leading brand in sugar confectionery sector
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- 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
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- 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
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- Brands regain share of launches in 2017
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- 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
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- Figure 19: M&S alcoholic flavoured sweets and fudge, May-July 2018
- Skittles shake up fruity favourites with spicy flavours
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- Figure 20: Sweet Heat Skittles, March 2018
- Huge leap forward in vegan claims
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- 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
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- Figure 23: Haribo 30% less sugar Fruitilicious range of sweet, January 2018
- Free’ist adds Sugar Wise logo to products
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- 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
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- 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
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- Figure 26: Examples of premium marshmallow launches, January 2017-October 2018
- Alcoholic flavour launches become more specialised
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- Figure 27: Wine gum flavour examples, March 2018-September 2018
- The Marshmallowist taps into CBD buzz
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- Figure 28: Limited edition CBD Marshmallows, October 2018
- Iceland adds plastic-free, biodegradable gum to portfolio
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- Figure 29: Biodegradable chewing gum range from Simply Gum, August 2018
- Starburst Chewing Gum brings fruity flavours to chewing gum market
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- Figure 30: Starburst Chewing Gum Fruity Mixies, February 2018
Advertising and Marketing Activity
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- Sizeable decline in advertising expenditure in 2017
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- 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
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- 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
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- 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
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- 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
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- Brand map
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- Figure 35: Attitudes towards and usage of selected brands, November 2018
- Key brand metrics
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- Figure 36: Key metrics for selected brands, November 2018
- Brand attitudes: Haribo is the most innovative brand
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- Figure 37: Attitudes, by brand, November 2018
- Brand personality: Werther’s Original is seen as the most exclusive brand
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- Figure 38: Brand personality – Macro image, November 2018
- Wrigley’s Extra and Smint are the coolest brands
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- Figure 39: Brand personality – Micro image, November 2018
- Brand analysis
- Rowntree’s is the most delicious brand and enjoys highest levels of usage
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- Figure 40: User profile of Rowntree’s, November 2018
- Haribo is the most innovative brand
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- Figure 41: User profile of Haribo, November 2018
- Maynards Bassetts has a strong traditional and family image
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- Figure 42: User profile of Maynards Bassetts, November 2018
- Werther’s Original is seen as the most authentic and diverse brand
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- Figure 43: User profile of Werther’s Original, November 2018
- Wrigley’s Extra is the most frequently used brand
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- Figure 44: User profile of Wrigley’s Extra, November 2018
- Smint lacks strong associations
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- Figure 45: User profile of Smint, November 2018
The Consumer – What You Need to Know
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- 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
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- Four fifths of consumers eat sweets
- Gum is used by less than one in three adults
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- Figure 46: Overall usage of sweets and gum, October 2018
- No change in frequency of usage of sweets
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- 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
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- Figure 48: Usage of sugar and gum confectionery, October 2018
Reasons for Chewing Gum
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- Functional benefits are the top reasons for chewing gum
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- 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
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- Longevity of flavour is an issue
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- 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
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- Mood boosting is the primary reason for buying sweets
- Scope to further build on feelgood connotations
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- 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
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- Price sways the choice of over half of sweet buyers…
- …and also sparks impulse buys
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- 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
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- Personalisation can give sweets a boost in terms of gifting
- 3D printing can give a futuristic edge to personalisation
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- Figure 54: Attitudes towards sweets, October 2018
- Savoury flavours appeal to ‘foodie’ consumers
Attitudes towards Gum
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- Biodegradable gum holds strong appeal
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- Figure 55: Attitudes towards gum, October 2018
- Natural, healthy, and environmentally friendly among Simply Gum’s strengths
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- 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
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- Figure 57: Blockhead energy gum, July 2018
Appendix – Data Sources, Abbreviations, and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- 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
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- 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
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Appendix – Launch Activity and Innovation
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- 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
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- Figure 64: Share of new product launches in the UK sugar confectionery market carrying a premium claim, 2014-18
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Appendix – Advertising and Marketing Activity
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- 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
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Appendix – The Consumer
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- Figure 67: Usage of sugar and gum confectionery, October 2017 and October 2018
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- Figure 68: Reasons for chewing gum, by gender, October 2018
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