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Sugar and Gum Confectionery - UK - December 2015

Sugar and Gum Confectionery - UK - December 2015

“While the impact of the sugar debate on the sugar confectionary market has so far been limited, the public focus on sugar continues to pose a threat. Consumers’ openness to sugar-free variants and positive views of alternatives to refined sugar suggests these as potential areas to explore.”

– Anita Winther, Food and Drink Analyst

This report discusses the following key topics:

Sweeteners and sugar alternatives warrant attention
Scope to drive gifting and premiumisation in sweets
Chewing gum’s dental health credentials doubted by many


OVERVIEW
What you need to know
Products covered in this report
EXECUTIVE SUMMARY
The market
Figure 1: UK retail value sales of sugar confectionery, 2010-20
Figure 2: UK retail value sales of chewing and bubble gum, 2010-20
Companies and brands
The consumer
Figure 3: Reasons for buying sweets, October 2015
Figure 4: Attitudes towards sweets, October 2015
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
Figure 6: Attitudes towards gum, October 2015
What we think
ISSUES & INSIGHTS
Sweeteners and sugar alternatives warrant attention
Scope to drive gifting and premiumisation in sweets
Chewing gum’s dental health credentials doubted by many
THE MARKET
What you need to know
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
Market posts volume growth despite negative headlines about sugar
Figure 7: UK retail value and volume sales of sugar and gum confectionery, 2010-20
Forecast
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
Volume growth set to peak in 2015 for sugar confectionery
Figure 10: UK retail value and volume sales of sugar confectionery, 2010-20
Figure 11: UK retail value sales of sugar confectionery, 2010-20
Gum volume sales continue to fall
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
Sugar remains in the headlines
Increasing consumer confidence
Ageing population poses a challenge
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
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
Haribo extends its lead
Swizzels outperforms the sector
Rowntree’s continues to struggle
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
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
Figure 17: Leading brands’ sales and shares in the UK retail gum market, by value and volume, 2013/14 and 2014/15
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
Rise in sweets launches in 2015
Figure 19: New product launches in the UK sugar confectionery market, by private label and brands, 2011-15
Brands dominate NPD
Figure 20: New product launches in the UK sugar confectionery market, by ultimate companies, 2011-15
Low-sugar claims remain rare
Figure 21: New product launches in the UK sugar confectionery market, by top 10 claim, 2011-15
Sweets looks to target the adult market
Playful launches look to engage kids
Gum launches
Advertising and marketing activity
Total above-the-line adspend hits a four-year high in 2014
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
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
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
Four in five people eat sweets
Figure 24: Usage of sugar and gum confectionery, September 2014 and October 2015
The frequency of eating sweets falls
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
Figure 26: Repertoire of usage of sweets and chewing gum, October 2015
Families are the core users of sweets
Figure 27: Repertoire of usage of sweets and chewing gum, by household size, October 2015
Usage of gum lags far behind sweets
Figure 28: Frequency of usage of chewing gum/bubblegum, September 2014 and October 2015
Purchase of sweets
Two in five buy sweets on impulse
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
Two in five users are unconcerned about healthiness of sweets
Replacing refined sugar can bolster health image
Figure 30: Attitudes towards sweets, October 2015
Opportunities for premium sweets in gifting
Half of users are interested in sophisticated sweets
Britons’ love of food adventure extends to sweets
Gum usage perceptions
Many users don’t chew gum for long enough
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
Non-users doubt the health benefits of gum
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
Abbreviations
Consumer research methodology
Market size and forecast
Forecast methodology
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
Segment performance
Sugar confectionery
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
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
Launch activity and innovation
Sweets – NPD by sub-category
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*
RESEARCH METHODOLOGY
UK Research Methodology
Sampling and weighting
Face to Face Surveys
Definitions
Brand & Social Media Research
Trade research
Desk research
Statistical Forecasting
The Mintel fan chart

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