Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
- An improved performance in 2013, but volume sales remain in decline
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- Figure 1: Total UK retail value sales of sugar and gum confectionery, 2008-18
- Kids’ sweets account for half the spend on sugar confectionery
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- Figure 2: UK retail value sales of sugar confectionery (including mints), by sector, 2013
- Market factors
- Sugar prices continue to rise
- The ageing population presents a challenge
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- Figure 3: Trends in the age structure of the UK population, 2008-13 and 2003-18
- HFSS food manufacturers come under scrutiny
- Companies, brands and innovation
- Haribo extends its lead in the sugar confectionery market
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- Figure 4: Leading brands’ shares in the UK sugar confectionery market, by value, 2013*
- NPD in sweets reached a five-year high in 2012
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- Figure 5: Share of new sugar confectionery (including mints) and gum product launches in NPD in the UK food market, 2009-13
- Adspend jumps in 2012, with 2013 set to be higher still
- The consumer
- Sweets have an ingrained place in Britons’ diets
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- Figure 6: Usage of sugar and gum confectionery, September 2013
- Consumers’ favourite flavour is the most important factor
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- Figure 7: Factors considered when choosing sweets, September 2013
- High interest in lower-sugar versions of favourite sweets
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- Figure 8: Ideal percentage of sugar to be replaced with sweeteners, September 2013
- Sweets are an impulse purchase
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- Figure 9: Attitudes towards sweets, September 2013
- Innovation opportunities for gum
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- Figure 10: Attitudes towards gum, September 2013
- What we think
Issues in the Market
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- Are lower-sugar variants a missed opportunity for mainstream sweet brands?
- How can sweets give themselves a more adult positioning?
- What NPD areas can manufacturers explore in the chewing gum market?
- Should chewing gum brands look beyond the fresh breath and oral health angles in their marketing?
Trend Application
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- Trend: Play Ethic
- Trend: The Big Issue
- Mintel futures: Brand Intervention
Market Drivers
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- Key points
- Sugar prices continue to rise
- Government’s Responsibility Deal invites industry to cut calories
- Government maintains ad ban due to concerns on child obesity
- Britons’ diet habit collides with their sweet tooth
- Chewing gum offers health benefits
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- Figure 11: Agreement with the statements ‘Taking care of my oral health makes me feel healthier overall’ and ‘I worry that the food I eat is staining my teeth’, by age, March 2013
- The ageing population presents a challenge
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- Figure 12: Trends in the age structure of the UK population, 2008-13 and 2013-18
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- NPD in sweets reached a five-year high in 2012
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- Figure 13: Share of new sugar confectionery (including mints) and gum product launches in NPD in the UK food market, 2009-13
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- Figure 14: Share of new product launches within the UK sugar confectionery market, by type, January-October 2013
- Surge in NPD activity from Swizzels Matlow
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- Figure 15: Share of new product launches within the UK sugar confectionery market, by company (top 10 in 2012), 2009-13
- Flavours get more imaginative
- Flavour-changing
- Playful/interactive
- Surprise element
- A focus on textures
- No additives/preservatives remains the top claim
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- Figure 16: Share of new product launches within the UK sugar confectionery market, by claim (top 10), 2009-13
- Vegetarian claims gain ground since 2009
- One in 10 new launches carry reduced sugar claims in 2013
- 60% of gum launches from Perfetti Van Melle in 2012
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- Figure 17: Share of new product launches within the UK gum market, by company (top five in 2012), 2009-13
- NPD in bubblegum takes off in 2013
Market Size and Forecast
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- Key points
- The market returns to value growth in 2013 owing to rising prices
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- Figure 18: Total UK retail value and volume sales of sugar confectionery and gum, 2008-18
- The future of the sugar confectionery market
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- Figure 19: Total UK retail value sales of sugar confectionery, 2008-18
- The future of the gum market
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- Figure 20: Total UK retail value sales of gum, 2008-18
- Factors used in the forecast
Segment Performance
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- Key points
- Adult fruit sweets are fuelling growth
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- Figure 21: UK retail value sales of sugar confectionery (including mints), by sector, 2011-13
- Figure 22: UK retail volume sales of sugar confectionery (including mints), by sector, 2011-13
- Kids’ and adult fruit sweets outperform
- Mints and traditional sweets struggle
- Volume sales of gum are down 8% year on year
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- Figure 23: UK retail value sales of gum, by sector, 2011-13
- Figure 24: UK retail volume sales of gum, by sector, 2011-13
Market Share
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- Key points
- Haribo extends its lead in the sugar confectionery market
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- Figure 25: Leading brands’ shares in the UK sugar confectionery market, by value, 2013*
- Figure 26: Leading brands’ sales and shares in the UK sugar confectionery market, by value and volume, 2012 and 2013
- A mixed bag for Mondelēz
- Skittles and Tic Tacs are success stories
- Wrigley’s dominates the gum category
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- Figure 27: Leading brands’ sales and shares in the UK gum market, by value and volume, 2012 and 2013
Companies and Products
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- Figure 28: Selected leading companies in the UK sugar confectionery and gum market and their brands, 2013
- Mars Incorporated (incl. Wrigley)
- Mondelēz International (Cadbury Trebor Bassett/Kraft)
- Haribo
- Nestlé
- Swizzels Matlow
- Perfetti Van Melle
- Cloetta
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Brand Research
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- Brand map
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- Figure 29: Attitudes towards and usage of brands in the sugar and gum confectionery sector, September 2013
- Correspondence analysis
- Brand attitudes
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- Figure 30: Attitudes, by sugar and gum confectionery brand, September 2013
- Brand personality
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- Figure 31: Sugar and gum confectionery brand personality – macro image, September 2013
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- Figure 32: Sugar and gum confectionery brand personality – micro image, September 2013
- Brand experience
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- Figure 33: Sugar and gum confectionery brand usage, September 2013
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- Figure 34: Satisfaction with various sugar and gum confectionery brands, September 2013
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- Figure 35: Consideration of sugar and gum confectionery brands, September 2013
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- Figure 36: Consumer perceptions of current sugar and gum confectionery brand performance, September 2013
- Brand index
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- Figure 37: Sugar and gum confectionery brand index, September 2013
- Target group analysis
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- Figure 38: Target groups, September 2013
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- Figure 39: Sugar and gum confectionery brand usage, by target groups, September 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Adspend jumps in 2012, with 2013 set to be higher still
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- Figure 40: Total advertising expenditure in the sugar and gum confectionery market, 2009-13
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- Figure 41: Share of total advertising expenditure in the sugar and gum confectionery market, by sub-category, 2009-13
- Wrigley keeps the adspend top spot
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- Figure 42: Total advertising expenditure in the sugar and gum confectionery market, by top 10 advertisers in 2012, 2009-13
- Figure 43: Share of total advertising expenditure in the sugar and gum confectionery market, by top 10 advertisers in 2012, 2009-13
- Brands hone in on the family audience
- Nestlé brings back retro ad for Fruit Pastilles
- TV gains adspend share
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- Figure 44: Total advertising expenditure in the sugar and gum confectionery market, by media type, 2009-13
- Figure 45: Share of total advertising expenditure in the sugar and gum confectionery market, by media type, 2009-13
The Consumer – Usage of Sugar and Gum Confectionery
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- Key points
- Mints are the most popular type of sweet
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- Figure 46: Usage of sugar confectionery and gum, September 2013
- Sweets are eaten almost universally
- Mints are a favourite of over-55s
- Boiled sweets hampered by old-fashioned image
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- Figure 47: Usage of selected sweets, by age, September 2013
- Low levels of gum usage among over-55s
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- Figure 48: Consumers who have used any gum in the last six months, by age September 2013
- Gum enjoys high-frequency usage
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- Figure 49: Frequency of usage of sweets and chewing gum/bubblegum, September 2013
The Consumer – Choice Factors for Sweets
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- Key points
- Consumers’ favourite flavour holds the most sway
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- Figure 50: Factors considered when choosing sweets, September 2013
- New flavours spark minority interest…
- …the most from under-25s and urbanites
- Parents are drawn to assortments and children’s favourites
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- Figure 51: Consumers who include favourite flavour, favourite brand and a flavour they have not tried before in their five most important factors considered when choosing sweets, by age, September 2013
- Over-55s most concerned about sugar content and drawn to natural ingredients
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- Figure 52: Consumers who include reduced sugar/sugar-free, all-natural ingredients, large sharing pack and small individual pack in their five most important factors considered when choosing sweets, by age, September 2013
- Low sugar and natural claims also resonate with parents
- Larger packs are more popular than small ones
- One in three would like to see more smaller-sized packs
The Consumer – Attitudes Towards Lower-Sugar Versions of Sweets
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- Key points
- Most users would opt for lower-sugar versions of their favourite sweets
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- Figure 53: Willingness to buy lower-sugar versions of consumers' favourite sweet, September 2013
- High interest in reduced sugar contrasts low rank of factor in driving choice
- 25-34s and ABs are most drawn to lower-sugar variants
- Users are most likely to think 50-74% of sugar should be replaced
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- Figure 54: Ideal percentage of sugar to be replaced with sweeteners, September 2013
- Opportunities for natural sweeteners
- Stevia enjoys the media spotlight
The Consumer – Attitudes Towards Sweets
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- Key points
- Sweets are an impulse purchase
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- Figure 55: Attitudes towards sweets, September 2013
- Opportunities for more adult-targeted sweets
- Ingredients can support a premium positioning
- Chocolate market offers marketing cues
- Energy provision and cocktail flavours can help brands build an adult appeal
- Health remains a key issue
- Strong interest in tooth-friendly sweets
- Sweets positioned as healthy face a low risk of backlash
- Half of users are willing to pay more for natural ingredients
- Two in five new products make ‘no additives’ claims
- Awareness plays a key role in capitalising on ‘no nasties’
The Consumer – Attitudes Towards Gum
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- Key points
- A large minority see chewing gum as a way to avoid snacking
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- Figure 56: Attitudes towards gum, September 2013
- Under-35s are the most adventurous
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- Figure 57: Attitudes towards gum flavours and gum with energy-boosting ingredients, by age, September 2013
- Energy proposition well placed to chime with under-35s
- Demand for more natural gum
- Minor concerns about safety for children
Appendix – Who’s Innovating?
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- Figure 58: Share of new product launches within the UK sugar confectionery market, by type, 2009-13
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Appendix – Market Size and Forecast
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- Figure 59: Best- and worst-case forecasts for UK retail sales of sugar and gum confectionery, by value, 2013-18
- Figure 60: Best- and worst-case forecasts for UK retail sales of sugar and gum confectionery, by volume, 2013-18
- Figure 61: Best- and worst-case forecasts for UK retail sales of sugar confectionery, by value, 2013-18
- Figure 62: Best- and worst-case forecasts for UK retail sales of sugar confectionery, by volume, 2013-18
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- Figure 63: Best- and worst-case forecasts for UK retail sales of gum, by value, 2013-18
- Figure 64: Best- and worst-case forecasts for UK retail sales of gum, by volume, 2013-18
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Appendix – Brand Research
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- Figure 65: Brand usage, September 2013
- Figure 66: Brand commitment, September 2013
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- Figure 67: Brand momentum, September 2013
- Figure 68: Brand diversity, September 2013
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- Figure 69: Brand satisfaction, September 2013
- Figure 70: Brand attitude, September 2013
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- Figure 71: Brand image – macro image, September 2013
- Figure 72: Brand image – micro image, September 2013
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- Figure 73: Profile of target groups, by demographics, September 2013
- Figure 74: Psychographic segmentation, by target groups, September 2013
- Figure 75: Brand usage, by target groups, September 2013
- Brand index
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- Figure 76: Brand index, September 2013
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Appendix – Consumer – Usage of Sugar and Gum Confectionery
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- Figure 77: Usage of sugar confectionery and gum, September 2013
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- Figure 78: Frequency of usage of sweets, September 2013
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- Figure 79: Repertoire of usage of sugar confectionery and gum, September 2013
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- Figure 80: Frequency of usage of chewing gum/bubblegum, September 2013
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- Figure 81: Most popular usage of sugar confectionery and gum, by demographics, September 2013
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- Figure 82: Next most popular usage of sugar confectionery and gum, by demographics, September 2013
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- Figure 83: Other usage of sugar confectionery and gum, by demographics, September 2013
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- Figure 84: Repertoire of usage of sugar confectionery and gum, by demographics, September 2013
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- Figure 85: Frequency of usage of sweets, by demographics, September 2013
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- Figure 86: Frequency of usage of chewing gum/bubblegum, by demographics, September 2013
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Appendix – Consumer – Choice Factors for Sweets
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- Figure 87: Factors considered when choosing sweets, September 2013
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- Figure 88: Most popular factors considered when choosing sweets, by demographics, September 2013
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- Figure 89: Next most popular factors considered when choosing sweets, by demographics, September 2013
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Appendix – Consumer – Attitudes towards Lower-Sugar Versions of Sweets
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- Figure 90: Attitudes towards lower-sugar versions of consumers' favourite sweet, September 2013
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- Figure 91: Ideal percentage of sugar to be replaced with sweeteners, September 2013
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- Figure 92: Attitudes towards lower-sugar versions of consumers' favourite sweet, by demographics, September 2013
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- Figure 93: Ideal percentage of sugar to be replaced with sweeteners, by demographics, September 2013
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- Figure 94: Ideal percentage of sugar to be replaced with sweeteners, by demographics, September 2013
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Appendix – Consumer – Attitudes Towards Sweets
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- Figure 95: Attitudes towards sweets, September 2013
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- Figure 96: Agreement with the statement ‘Sweets tend to be an impulse purchase’, by demographics, September 2013
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- Figure 97: Agreement with the statement ‘I would like to see more sweets which are actively good for your teeth’, by demographics, September 2013
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- Figure 98: Agreement with the statement ‘I would like to see more sweets targeted at adults’, by demographics, September 2013
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- Figure 99: Agreement with the statement ‘I worry about sweets being unhealthy’, by demographics, September 2013
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- Figure 100: Agreement with the statement ‘It is worth paying more for sweets with natural ingredients’, by demographics, September 2013
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- Figure 101: Agreement with the statement ‘Sweets are not as satisfying as chocolate’, by demographics, September 2013
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- Figure 102: Agreement with the statement ‘Sweets with extreme flavours often don’t taste like the favour that they are meant to’, by demographics, September 2013
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- Figure 103: Agreement with the statement ‘Sugar-free sweets taste just as good as varieties with sugar’, by demographics, September 2013
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- Figure 104: Agreement with the statement ‘There is a lack of boiled sweets with unusual flavours’, by demographics, September 2013
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- Figure 105: Agreement with the statement ‘There are not enough smaller-size bags of sweets available’, by demographics, September 2013
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- Figure 106: Agreement with the statement ‘I usually look at the calorie information on the packaging of sweets’, by demographics, September 2013
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- Figure 107: Agreement with the statement ‘I am put off by sweets which suggest they are healthy’, by demographics, September 2013
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Appendix – Consumer – Attitudes Towards Gum
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- Figure 108: Attitudes towards gum, September 2013
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- Figure 109: Most popular attitudes towards gum, by demographics, September 2013
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- Figure 110: Next most popular attitudes towards gum, by demographics, September 2013
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