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Sugar and Gum Confectionery - UK - January 2015

Published By :

Mintel

Published Date : Feb 2015

Category :

Confectionary

No. of Pages : 98 Pages

Rising dental health concerns can create an opportunity for chewing gum brands. Currently much of the marketing for sugar-free gums centres around fresh breath, however, the dental health benefits, particularly for children, could warrant more focus. Though explored internationally, tooth-friendly gums tailored for children remain rare in the UK market.

Introduction

Definition
Abbreviations

Executive Summary

The market
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
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
Figure 3: Usage of sugar and gum confectionery, September 2014
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
Figure 5: Barriers to eating sugar confectionery, September 2014
Mints are preferred to gum by a third of less frequent users
Figure 6: Barriers to using gum, September 2014
One in four buy sweets/gum from pound shops and discount grocers
Figure 7: Purchase of sugar and gum confectionery, by type of retailer, September 2014
Figure 8: Sugar confectionery purchasing behaviour, September 2014
Half of sweet eaters would buy a reduced sugar version of their favourite sweet
Figure 9: Interest in lower-sugar version of consumers’ favourite sweet, September 2014
Healthier sweets appeal to four in 10 users
Figure 10: Sugar and gum confectionery product enticements, September 2014
What we think

Issues and Insights

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

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

Key points
Consumers find themselves in a better financial situation in 2014
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
Figure 12: Trends in the age structure of the UK population, 2009-14 and 2014-19

Strengths and Weaknesses

Strengths
Weaknesses

Who’s Innovating?

Key points
Reduced sugar sweets account for less than 10% of new launches
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

Key points
Market suffers from negative media messages surrounding sugar intake
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
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

Key points
Sugar confectionery sales look to be set on a downward trend
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
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

Key points
Own-label stands on a par with leading brand Haribo
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
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
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

Mars Incorporated (incl. Wrigley)
Company background
Gum product range
Other products
Recent activity
Mondelez International
Company background
Product range
Recent activity
Haribo
Company background
Product range
Recent activity
Nestle
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

Brand map
Figure 27: Attitudes towards and usage of selected brands active in the sugar and gum confectionery sector, October 2014
Correspondence analysis
Brand attitudes
Figure 28: Attitudes, by selected brands active in the sugar and gum confectionery sector, October 2014
Brand personality
Figure 29: Personality of selected brands active in the sugar and gum confectionery sector – macro image, October 2014
Figure 30: Personality of selected brands active in the sugar and gum confectionery sector – micro image, October 2014
Brand experience
Figure 31: Usage of selected brands active in the sugar and gum confectionery sector, October 2014
Figure 32: Satisfaction with selected brands active in the sugar and gum confectionery sector, October 2014
Figure 33: Consideration of selected brands active in the sugar and gum confectionery sector, October 2014
Figure 34: Consumer perceptions of brand performance, October 2014
Brand recommendation
Figure 35: Recommendation of selected brands active in the sugar and gum confectionery sector, October 2014

Brand Communication and Promotion

Key points
Adspend sees modest increase in 2013, with expenditure in 2014 rising higher
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
Mondelez 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

Key points
Despite sugar news, four in five people eat sweets
Figure 38: Usage of sugar and gum confectionery, September 2014
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

Key points
Half of users limit their use of sweets due to dental health concerns
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
Figure 41: Barriers to using gum, September 2014

The Consumer – Purchase of Sugar and Gum Confectionery

Key points
One in four buy sweets/gum from pound shops and discount grocers
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
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
Figure 44: Interest in lower-sugar version of consumers’ favourite sweet, September 2014

The Consumer – Sugar and Gum Confectionery Product Enticements

Key points
Healthier sweets appeal to four in 10 users
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

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
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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