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Confectionery Market Report Plus 2008
Key Note Publications Ltd, Feb 2008, Pages: 119
We estimates that the UK confectionery market dropped slightly in value to £4.31bn in 2007, from £4.41bn in 2006. The main market sectors are chocolate confectionery (which includes countlines, blocks and moulded chocolate, boxed chocolates and other chocolate confectionery) and sugar confectionery (which includes fruit sweets, chewing and bubble gum, mints and other sugar confectionery).
The confectionery market managed to withstand the effects of the health lobby and achieved consistent growth for many years. However, sales by volume were estimated to have fallen in 2007, affected by mounting competition from other sectors offering sweet products (such as biscuits, cake and fruit), as well as by a growing trend of consumers opting to reduce their consumption of confectionery.
The chocolate confectionery sector continued to experience further development from 2003 onwards, seeing a considerable investment in branding and the repackaging of a number of ranges. Consumer preference for healthier options also prompted a number of brands to move into dark chocolate ranges, and encouraged many companies to widen their product portfolios into that category. Portion size was also addressed, as an increasing number of products changed to new formats — for example, blocks of chocolate were produced as countlines, and bitesize options were transformed into bags for sharing. Mars also introduced a mid-sized range of bars with its `A Little Bit of' range.
With rising sales noted at the premium end of the market, brands such as Heaven by Nestlé and Green & Black's have targeted this sector.
In the sugar confectionery sector of the market, the biggest event of 2007 was the launch of Cadbury's Trident brand into the chewing gum market, which initiated a swathe of activity and, according to Cadbury, brought in incremental sales of £40m for this sector.
Many brands in the sugar confectionery sector also initiated or continued programmes to replace artificial colourings and flavourings with natural alternatives, therefore boosting fruit juice content in many lines. Cadbury also launched a new, healthier-eating brand under The Natural Confectionery Company.
Exclusive research commissioned for this report found that consumers continue to be concerned about the amount of fat and sugar in confectionery, and are consequently acting to reduce their consumption of it. However, the majority of consumers continue to buy confectionery on impulse and regard chocolate as a harmless indulgence.
The confectionery market is dominated by major brands and large companies, and investment in existing brands — combined with innovation to target changes in the food market — will ensure market recovery in the near future.
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