Table of Contents
Executive Summary
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- The market
- Market posts volume growth despite sugar headlines
- Price war supports volume growth of sugar confectionery
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- Figure 1: UK retail value sales of sugar confectionery, 2010-20
- Gum volume sales continue to fall
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- Figure 2: UK retail value sales of chewing and bubble gum, 2010-20
- Sugar remains in the headlines in 2015
- Consumer confidence improves
- Ageing population poses a challenge
- Companies and brands
- A market of two halves – Haribo extends its lead
- Wrigley’s strengthens its position in gum
- Brands dominate sweets NPD
- Adspend is on the up
- The consumer
- Four in five people eat sweets, chewing gum lags behind
- Impulse buying remains key driver for sweets
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- Figure 3: Reasons for buying sweets, October 2015
- Two in five users unconcerned about sweets’ healthiness
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- Figure 4: Attitudes towards sweets, October 2015
- Many users don’t chew gum for long enough
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- Figure 5: How long chewing gum is chewed for, the time the flavour is expected to last, and the time thought it needs to be chewed for dental benefits, October 2015
- Non-users doubt the health benefits of gum
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- Figure 6: Attitudes towards gum, October 2015
- What we think
Issues and Insights
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- Sweeteners and sugar alternatives warrant attention
- The facts
- The implications
- Scope to drive gifting and premiumisation in sweets
- The facts
- The implications
- Chewing gum’s dental health credentials doubted by many
- The facts
- The implications
The Market – What You Need to Know
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- Market enjoys volume growth despite negative coverage of sugar
- Value and volume sales of sugar confectionery increase in 2015
- Gum volume sales continue to fall
- Sugar remains in the headlines in 2015
- Consumer confidence improves
- Ageing population poses a challenge
Market Size and Forecast
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- Market posts volume growth despite negative headlines about sugar
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- Figure 7: UK retail value and volume sales of sugar and gum confectionery, 2010-20
- Forecast
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- Figure 8: UK retail value sales of sugar and gum confectionery, 2010-20
- Figure 9: UK retail volume sales of sugar and gum confectionery, 2010-20
- Forecast methodology
Market Segmentation
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- Volume growth set to peak in 2015 for sugar confectionery
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- Figure 10: UK retail value and volume sales of sugar confectionery, 2010-20
- Forecast
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- Figure 11: UK retail value sales of sugar confectionery, 2010-20
- Gum volume sales continue to fall
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- Figure 12: UK retail value and volume sales of chewing and bubble gum, 2010-20
- Figure 13: UK retail value sales of chewing and bubble gum, 2010-20
Market Drivers
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- Sugar remains in the headlines
- 2014
- 2015 – Public debate
- 2015 – Consumer-facing initiatives
- Increasing consumer confidence
- Ageing population poses a challenge
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- Figure 14: Trends in the age structure of the UK population, 2010-15 and 2015-20
- Supply disruption for sugar
Key Players – What You Need to Know
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- Sugar confectionery – A market of two halves
- Haribo extends its lead in sweets
- Wrigley’s strengthens its position in gum
- Brands dominate sweets NPD
- Low-sugar NPD remains rare
- Premium launches in fudge and marshmallow
- Adspend is on the up
- Brands look beyond mainstream ad channels
Market Share
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- Haribo extends its lead
- Swizzels outperforms the sector
- Rowntree’s continues to struggle
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- Figure 15: Leading brands’ sales and shares in the UK retail sugar confectionery market, by value and volume, 2013/14 and 2014/15
- Own-label continues to grow
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- Figure 16: Leading manufacturers’ sales and shares in the UK sugar confectionery market, by value and volume, 2013/14 and 2014/15
- Wrigley’s strengthens its position in the gum category
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- Figure 17: Leading brands’ sales and shares in the UK retail gum market, by value and volume, 2013/14 and 2014/15
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- Figure 18: Leading manufacturers’ sales and shares in the UK retail gum market, by value and volume, 2013/14 and 2014/15
Launch Activity and Innovation
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- Rise in sweets launches in 2015
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- Figure 19: New product launches in the UK sugar confectionery market, by private label and brands, 2011-15
- Brands dominate NPD
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- Figure 20: New product launches in the UK sugar confectionery market, by ultimate companies, 2011-15
- Marks & Spencer explores British and vegetarian sweets
- Lidl launches international sweets, revamps prop up Asda
- Mondelēz updates Halls, Haribo expands Minions
- Low-sugar claims remain rare
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- Figure 21: New product launches in the UK sugar confectionery market, by top 10 claim, 2011-15
- Gluten-free claims leap ahead
- No additives/preservatives claims lose ground
- Sweets looks to target the adult market
- Gourmet fudges and marshmallows
- Sweets court a functional positioning
- Playful launches look to engage kids
- Gum launches
- Extra revamps packaging in 2015
- Dental health claims feature on front-of-pack
Advertising and Marketing Activity
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- Total above-the-line adspend hits a four-year high in 2014
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- Figure 22: Total above-the-line, online display and direct mail advertising expenditure on sugar and gum confectionery, by category, 2011-15
- Top five companies by adspend had 94% share in 2014
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- Figure 23: Recorded above-the-line, online display and direct mail total advertising expenditure on sugar and gum confectionery, by top six advertisers, 2011-15
- Wrigley’s increases adspend by 50% in 2014
- Haribo focuses adspend on ‘Inner Child’
- Trebor returns to TV after a decade
- Perfetti Van Melle ramps up digital activities
- Haribo and Ferrero aim to cash in on Minions fever
- Nielsen Media Research coverage
The Consumer – What You Need to Know
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- Four in five people eat sweets
- Chewing gum lags, used by one in three
- Impulse buying remains key driver for sweets
- Promotions hold limited sway
- Seasonal occasions are a niche prompt
- Two in five users unconcerned about sweets’ healthiness
- Opportunities for sweets in gifting
- Premium and international sweets would resonate
- Many users don’t chew gum for long enough
- Non-users doubt the health benefits of gum
- Dentist endorsement and dental health advice can build trust
Usage of Sugar and Gum Confectionery
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- Four in five people eat sweets
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- Figure 24: Usage of sugar and gum confectionery, September 2014 and October 2015
- The frequency of eating sweets falls
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- Figure 25: Frequency of usage of sweets, September 2014 and October 2015
- Half of adults eat three or more types of sugar and gum confectionery
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- Figure 26: Repertoire of usage of sweets and chewing gum, October 2015
- Families are the core users of sweets
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- Figure 27: Repertoire of usage of sweets and chewing gum, by household size, October 2015
- Usage of gum lags far behind sweets
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- Figure 28: Frequency of usage of chewing gum/bubblegum, September 2014 and October 2015
Purchase of Sweets
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- Two in five buy sweets on impulse
- Sweets must work to be seen in-store
- Online shopping threatens impulse buys
- Other retailers look to capitalise on sweets’ impulse appeal
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- Figure 29: Reasons for buying sweets, October 2015
- Offers sway three in 10 sweets buyers
- Seasonal occasions prompt one in four to buy sweets
Attitudes towards Sweets
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- Two in five users are unconcerned about healthiness of sweets
- Replacing refined sugar can bolster health image
- High openness to sweeteners
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- Figure 30: Attitudes towards sweets, October 2015
- Opportunities for premium sweets in gifting
- Personalised sweets for gifting
- Half of users are interested in sophisticated sweets
- Britons’ love of food adventure extends to sweets
Gum Usage Perceptions
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- Many users don’t chew gum for long enough
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- Figure 31: How long chewing gum is chewed for, the time the flavour is expected to last, and the time thought it needs to be chewed for dental benefits, October 2015
- Perception of short-lived flavour remains an issue
Attitudes towards Gum
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- Non-users doubt the health benefits of gum
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- Figure 32: Attitudes towards gum, October 2015
- Dentist endorsement holds marked sway
- Parents doubt the suitability of gum for children
- Chewing gum is widely seen as a guilt-free treat
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 33: UK retail value sales of sugar and gum confectionery, best- and worst-case forecast, 2015-20
- Figure 34: UK retail volume sales of sugar and gum confectionery, best- and worst-case forecast, 2015-20
Appendix – Segment Performance
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- Sugar confectionery
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- Figure 35: UK retail volume sales of sugar confectionery, 2010-20
- Figure 36: UK retail value sales of sugar confectionery, best- and worst-case forecast, 2015-20
- Figure 37: UK retail volume sales of sugar confectionery, best- and worst-case forecast, 2015-20
- Chewing and bubble gum
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- Figure 38: UK retail volume sales of chewing and bubble gum, 2010-20
- Figure 39: UK retail value sales of chewing and bubble gum, best- and worst-case forecast, 2015-20
- Figure 40: UK retail volume sales of chewing and bubble gum, best- and worst-case forecast, 2015-20
Appendix – Launch Activity and Innovation
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- Sweets – NPD by sub-category
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- Figure 41: New product launches in the UK sugar confectionery market, by sub-category, 2011-15*
- Figure 42: New product launches in the UK sugar confectionery market, by flavour components, 2011-15*
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