CONFECTIONERY Sweetening the deal

Anne Bruce explores the trends shaping sugar confectionery and the product launches that can invigorate a store’s offer

The sugar confectionery market is currently locked in a clash of priorities. Healthy eating, indulgence, calls for further HFSS legislation and the cost-of-living crisis all play a role. It is also awash with launches, as well as trends driven by social media and the rise of American confectionery lines.

“Most people go to convenience shops to get a quick fix for their cravings, and that’s why sweets are one of the most popular items sold in convenience. A large portion of revenue comes from impulse purchases,” says Kathryn Hague, head of marketing at confectionery wholesaler Hancocks.

Wych Lane in Gosport, Hampshire, says his shop’s sugar confectionery range is hugely popular. American confectionery is the standout performer, but he also carries European and British confectionery.

“Demand is growing day by day. We see really good sales with no signs that customers are changing their behaviour,” he says.

The shop has become a destination for sugar confectionery fans, not just impulse buyers, partly through its successful use of social media. “We have a big social media following, we have 6,000 Facebook followers and 1,000 on Instagram, we do lots of promotions on social media and customers come from far and wide,” Mamode adds.

Leaning On Launches

Confectionery is an exciting category, with launches and social media stoking demand. Sours are on trend, specifically with children, Mamode reports, with the “hazardously sour” brand

Toxic Waste hotly favoured.

“The sour flavour profile has increased by 24% year on year,” says Steven Watt, managing director of confectionery distributor Rose Marketing UK. Rose Marketing is launching a Candy Castle Crew Mutations range later this year, including hard candies and gel candies, with flavour profiles from simply sour to a hardcore extreme.

Clare Newton, trade marketing executive at Swizzels, says flavours are driving launches. “New flavours will shape future sugar confectionery innovation with a wider range of flavours available and a broader variety of sophisticated sweets targeted at adults,” she says.

Fruity flavours are another trend in gums, says Hannah Lee, senior brand manager for Extra at Mars Wrigley, which has a new strawberry and lemon Extra Refreshers gum.

“New shoppers account for more than 80% of fruit gum growth and, at present, fruit gum is growing faster than mint, with 23% growth year on year,” she says.