Table of Contents
Executive Summary
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- The market
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- 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
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- 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
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- 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
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- Figure 4: Usage of sweets and gum, by age, October 2019
- Gum enjoys ingrained usage
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- Figure 5: Frequency of usage of sweets and gum, October 2019
- British ingredients can help to win over over-45s
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- Figure 6: Interest in sweets concepts, October 2019
- Huge potential in vegan sweets, but a need for more transparency over ingredients
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- Figure 7: Behaviours relating to sweets, October 2019
- Sweets benefit from mood-boosting associations; sweet shops create a special feel
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- Figure 8: Attitudes towards sweets, October 2019
- Interest in gum with herbs/spices beyond mint is largely untapped
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- Figure 9: Behaviours relating to gum, October 2019
- What we think
Issues and Insights
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- 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
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- 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
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- Volume and value growth picks up in 2019
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- 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
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- Figure 11: UK retail sales of sugar and gum confectionery, by type, 2017-19
- Value sales of gum continue to slump
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- 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
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- 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
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- Figure 14: Trends in the age structure of the UK population, 2014-19 and 2019-24
Companies and Brands – What You Need to Know
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- 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
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- Mixed performances in sweets, with mounting pressure from smaller brands
- Skittles is the star performer
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- 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
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- 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
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- 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
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- A big NPD push from private label in 2019
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- 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
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- 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
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- 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
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- 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
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- Figure 22: Innovation featuring sour flavours, 2019
- Premiumisation trend continues
- Growth in seasonal sweet launches
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- Figure 23: Seasonal innovation in fudge, 2019
- A rise in marshmallows launches
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- 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
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- Figure 26: Innovation in sweets with novelty shapes, 2019
- Skittles continues to support Pride through limited edition packs
Advertising and Marketing Activity
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- £25 million adspend in 2019; Wrigley and Haribo accounted for almost half
- New Time to Shine ad for Wrigley’s Extra
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- 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
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- Figure 28: Swizzels Big Night Promotion in the Co-op, March 2020
- TV loses spend
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- 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
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- Brand map
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- Figure 30: Attitudes towards and usage of selected brands, December 2019
- Key brand metrics
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- Figure 31: Key metrics for selected brands, December 2019
- Brand attitudes: Rowntree’s wins on trust and quality perceptions
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- Figure 32: Attitudes, by brand, December 2019
- Brand personality: Haribo has the strongest fun factor
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- Figure 33: Brand personality – macro image, December 2019
- Extra is seen as the most healthy brand, Haribo as the most unhealthy
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- Figure 34: Brand personality – micro image, December 2019
- Brand analysis
- Haribo stands out on being diverse
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- Figure 35: User profile of Haribo, December 2019
- Rowntree’s has a strong image as a traditional family brand
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- Figure 36: User profile of Rowntree’s, December 2019
- Maynards Bassetts struggles to set itself apart from Haribo and Rowntree’s
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- Figure 37: User profile of Maynards Bassetts, December 2019
- Brand commitment for Wrigley’s Extra has slipped
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- Figure 38: User profile of Wrigley’s Extra, December 2019
- Low levels of brand commitment for Swizzels
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- Figure 39: User profile of Swizzels, December 2019
- Trebor lacks standout and fun
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- Figure 40: User profile of Trebor, December 2019
The Consumer – What You Need to Know
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- 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
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- 74% of adults eat sweets
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- 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
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- Figure 42: Frequency of usage of sweets and gum, October 2019
- Mints remain the nation’s favourites
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- Figure 43: Usage of sweets and gum, by type, October 2019
Interest in Sweets Concepts
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- British ingredients can help to win over over-45s
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- 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
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- The vegan trend has bags of potential left in sweets
- A need for more transparency around vegetarian sweets
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- Figure 45: Behaviours relating to sweets, October 2019
- Large sharing bags seen to encourage overeating
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- 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
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- Sweets benefit from mood-boosting associations…
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- 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
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- Figure 48: Agreement with statements on sweets, by usage of sweets, October 2019
Behaviours and Attitudes Relating to Gum
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- Interest in gum with other herbs/spices is largely untapped
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- Figure 49: Behaviours relating to gum, October 2019
- NPD in all-natural ingredients can boost usage
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- Figure 50: Attitudes towards gum, October 2019
- Scope for more snack-inspired flavours in gum
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- 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
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Appendix – Market Share
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- 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
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- Figure 55: Leading manufacturers’ sales and shares in the UK gum market, by value and volume, 2017/18 and 2018/19
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Appendix – Launch Activity and Innovation
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- Figure 56: Share of new product launches in the UK sugar and gum confectionery market, by company, 2015-19
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