Author: Mintel Group Ltd.
Last saved by: HTTP server

Sugar and Gum Confectionery - UK - January 2019

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

This report is supplied in accordance with Mintel's terms and conditions.  
© Mintel Group Ltd.