Table of Contents
Executive Summary
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- The market
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- Figure 1: Total UK retail value sales of sugar and gum confectionery, 2009-19
- Market factors
- Companies, brands and innovation
- Own-label stands on a par with leading brand Haribo
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- Figure 2: Leading brands’ shares in the retail sugar confectionery market, by value and volume, 2013/2014*
- Haribo retains top position
- Rowntree’s struggle, Skittles leaps ahead
- Wrigley’s extends its lead in the gum category in 2014
- Reduced sugar sweets account for less than 10% of new launches
- The consumer
- Despite sugar news, four in five people eat sweets
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- Figure 3: Usage of sugar and gum confectionery, September 2014
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- Figure 4: Frequency of sugar and gum confectionery usage, September 2014
- Half of less frequent users limit their use of sweets due to dental health concerns
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- Figure 5: Barriers to eating sugar confectionery, September 2014
- Mints are preferred to gum by a third of less frequent users
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- Figure 6: Barriers to using gum, September 2014
- One in four buy sweets/gum from pound shops and discount grocers
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- Figure 7: Purchase of sugar and gum confectionery, by type of retailer, September 2014
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- Figure 8: Sugar confectionery purchasing behaviour, September 2014
- Half of sweet eaters would buy a reduced sugar version of their favourite sweet
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- Figure 9: Interest in lower-sugar version of consumers’ favourite sweet, September 2014
- Healthier sweets appeal to four in 10 users
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- Figure 10: Sugar and gum confectionery product enticements, September 2014
- What we think
Issues and Insights
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- Sweets with improved health credentials appeal to users
- The facts
- The implications
- Package formats supporting portion control should resonate
- The facts
- The implications
- Rise in tooth decay amongst children presents opportunity for gum manufacturers
- The facts
- The implications
Trend Application
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- Artisanal sweets can leverage interest in handmade products
- Gum offering sensations can inject excitement into the category
- Longer lasting flavour could be used as a marketing tool for gum
Market Drivers
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- Key points
- Consumers find themselves in a better financial situation in 2014
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- Figure 11: Consumers’ financial health index, January 2009-October 2014
- Sugar thought to contribute to the obesity epidemic
- Action on Sugar puts pressure on government’s Responsibility Deal
- Tooth decay is on the rise, linked to diets high in sugar
- Sugar prices fall in 2014
- Slowing growth in core sugar and gum confectionery users poses challenges for the market
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- Figure 12: Trends in the age structure of the UK population, 2009-14 and 2014-19
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Reduced sugar sweets account for less than 10% of new launches
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- Figure 13: New product launches in the UK sugar confectionery segment, by top 10 claims, 2010-14
- Tesco looks to stevia in sweets
- Fruit juice snacks could appeal to people who eat sweets
- Gourmet sweets have potential to appeal to older users
- One in nine products cater to special diets
- A handful of launches adopt functional claims
- Functional gum remains rare
- Fruit and sweet flavours attract new launches
Market Size and Forecast
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- Key points
- Market suffers from negative media messages surrounding sugar intake
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- Figure 14: Total UK retail volume and value sales of sugar and gum confectionery, 2009-19
- Sugar and gum confectionery market expected to continue to struggle
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- Figure 15: Total UK retail value sales of sugar and gum confectionery, 2009-19
- Figure 16: Total UK retail volume sales of sugar and gum confectionery, 2009-19
- Methodology
Segment Performance
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- Key points
- Sugar confectionery sales look to be set on a downward trend
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- Figure 17: Total UK retail volume and value sales of sugar confectionery, 2009-19
- Figure 18: Total UK retail value sales of sugar confectionery, 2009-19
- Figure 19: Total UK retail volume sales of sugar confectionery, 2009-19
- Appeal of gum is waning further
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- Figure 20: Total UK retail volume and value sales of chewing gum/bubblegum, 2009-19
- Figure 21: Total UK retail value sales of gum, 2009-19
- Figure 22: Total UK retail volume sales of gum, 2009-19
Market Share
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- Key points
- Own-label stands on a par with leading brand Haribo
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- Figure 23: Leading brands’ sales and shares in the retail sugar confectionery market, by value and volume, 2013 and 2014
- Haribo retains top position
- Rowntree’s struggle, Skittles leaps ahead
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- Figure 24: Leading manufacturers’ sales and shares in the retail sugar confectionery market, by value and volume, 2013 and 2014
- Wrigley’s extends its lead in the gum category in 2014
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- Figure 25: Leading brands’ sales and shares in the UK retail gum market, by value and volume, 2013 and 2014
- Figure 16: Leading manufacturers’ sales and shares in the UK retail gum market, by value and volume, 2013 and 2014
Companies and Products
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- Mars Incorporated (incl. Wrigley)
- Company background
- Gum product range
- Other products
- Recent activity
- Mondelēz International
- Company background
- Product range
- Recent activity
- Haribo
- Company background
- Product range
- Recent activity
- Nestlé
- Company background
- Product range
- Recent activity
- Swizzels Matlow
- Company background
- Product range
- Recent activity
- Perfetti Van Melle
- Company background
- Product range – Lollipops and sweets
- Product range – Mentos
- Product range – Smint
- Recent activity
- Cloetta
- Company background
- Product range
- Recent activity
Brand Research
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- Brand map
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- Figure 27: Attitudes towards and usage of selected brands active in the sugar and gum confectionery sector, October 2014
- Correspondence analysis
- Brand attitudes
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- Figure 28: Attitudes, by selected brands active in the sugar and gum confectionery sector, October 2014
- Brand personality
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- Figure 29: Personality of selected brands active in the sugar and gum confectionery sector – macro image, October 2014
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- Figure 30: Personality of selected brands active in the sugar and gum confectionery sector – micro image, October 2014
- Brand experience
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- Figure 31: Usage of selected brands active in the sugar and gum confectionery sector, October 2014
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- Figure 32: Satisfaction with selected brands active in the sugar and gum confectionery sector, October 2014
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- Figure 33: Consideration of selected brands active in the sugar and gum confectionery sector, October 2014
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- Figure 34: Consumer perceptions of brand performance, October 2014
- Brand recommendation
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- Figure 35: Recommendation of selected brands active in the sugar and gum confectionery sector, October 2014
Brand Communication and Promotion
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- Key points
- Adspend sees modest increase in 2013, with expenditure in 2014 rising higher
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- Figure 36: Total above-the-line advertising expenditure in the UK sugar and gum confectionery market, 2011-14
- Figure 37: Above-the-line advertising expenditure in the UK sugar and gum confectionery market, by top 10 advertisers, 2011-14
- Wrigley’s set to remain top spender in 2014
- Haribo changes tack
- Mondelēz steps up adspend in 2014 to support launch of new sweet ranges
- Perfetti Van Melle almost tripled its adspend in 2013
The Consumer – Usage of Sugar and Gum Confectionery
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- Key points
- Despite sugar news, four in five people eat sweets
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- Figure 38: Usage of sugar and gum confectionery, September 2014
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- Figure 39: Frequency of sugar and gum confectionery usage, September 2014
- Under-25s and families are core users of sweets
- Millennials are top users of chewing gum
The Consumer – Barriers to Sugar and Gum Confectionery Usage
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- Key points
- Half of users limit their use of sweets due to dental health concerns
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- Figure 40: Barriers to eating sugar confectionery, September 2014
- Other health concerns are also a key deterrent
- Portion control should appeal to those worried about eating too many sweets
- Other treat foods deemed more indulgent by one in five low users
- Mints are preferred to gum by a third of users
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- Figure 41: Barriers to using gum, September 2014
The Consumer – Purchase of Sugar and Gum Confectionery
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- Key points
- One in four buy sweets/gum from pound shops and discount grocers
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- Figure 42: Purchase of sugar and gum confectionery, by type of retailer, September 2014
- Sweets seem to lose out online
- Three in four users buy sweets to share with others
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- Figure 43: Sugar confectionery purchasing behaviour, September 2014
- Small packs of sweets are bought by a third of users for portion control
- Half of sweet eaters would buy a reduced sugar version of their favourite sweet
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- Figure 44: Interest in lower-sugar version of consumers’ favourite sweet, September 2014
The Consumer – Sugar and Gum Confectionery Product Enticements
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- Key points
- Healthier sweets appeal to four in 10 users
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- Figure 45: Sugar and gum confectionery product enticements, September 2014
- Soft-textured sweets with reduced sugar present NPD opportunity
- Interest in resealable bags could encourage portion control
- Sweets with added nutritional benefits could add value to the market
Appendix – Market Size and Forecast
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- Figure 46: UK retail value sales of sugar and gum confectionery, 2014-19
- Figure 47: UK retail value sales of sugar confectionery, 2014-19
- Figure 48: UK retail value sales of gum, 2014-19
- Figure 49: UK retail volume sales of sugar and gum confectionery, 2014-19
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- Figure 50: UK retail volume sales of sugar confectionery, 2014-19
- Figure 51: UK retail volume sales of gum, 2014-19
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