The confectionery category continues to show resilience as shoppers look for affordable treats that deliver value, enjoyment and a sense of everyday indulgence. Mars Wrigley says consumers are still under pressure from inflation and squeezed disposable incomes, but this has not removed their appetite for confectionery. Instead, shoppers are becoming more selective, balancing everyday value with moments where they are prepared to trade up for premium, authentic or more distinctive products.
Lauren George, External Communications Manager at Mars Wrigley, says the idea of value now extends beyond price alone. “Providing consumers with value has never been more critical and with household budgets under continued pressure, we’re seeing polarisation: consumers trading up on premium treats whilst simultaneously seeking everyday value in core ranges such as confectionery.” This means retailers need to cater for a wide range of missions, from single-serve impulse purchases to sharing packs and multipacks that offer better perceived value.
Market performance underlines the strength of the category. According to NIQ, confectionery value sales grew by 6.6% in 2025, outperforming total packaged snacking, which grew by 4.6%. Mars Wrigley performed ahead of the wider category, with value sales up 7.8% and unit sales up 2.8%, showing that growth is being supported by volume as well as price. This points to a market that is not simply becoming more expensive but is continuing to attract shoppers and drive repeat purchase.
Health awareness is also reshaping confectionery, although indulgence remains central to the category. Mars Wrigley identifies “permissible indulgence” as an important direction: products that deliver pleasure while aligning more closely with wellness goals or personal values. Reduced-sugar options, lighter formats and protein-enhanced products are all areas of interest. George notes that “Protein confectionery is very taste-driven and offers a trade-up on standard variations so is an area with growth potential.” Mars Wrigley’s MARS® and SNICKERS® protein bars are positioned to meet this demand among shoppers looking for a fortified snack that still delivers on taste.
Alongside health, consumers are responding to authenticity, provenance and product excitement. Premium treats can justify higher price points when supported by high-quality ingredients and transparent sourcing stories, while limited editions continue to bring energy to the category. Fun flavours, collaborations and seasonal launches help create interest across formats, from bitesize products to blocks, and give retailers reasons to refresh displays and encourage trial.
For retailers, the opportunity is to combine visibility, choice and value. Mars Wrigley advises stores to use strong merchandising support, point-of-sale material and standout displays to drive impulse purchases and increase basket spend. A broad range is also important, as shoppers are buying for different occasions, budgets and preferences. Promotions, bundles, loyalty rewards and a well-curated fixture can help demonstrate value while encouraging shoppers to buy more.
George says the brands that succeed will be those that respond to changing consumer needs rather than resisting them: “The brands that will thrive aren’t those that resist change, but those that anticipate consumer needs and work constructively with retailers and industry partners.” For Mars Wrigley, this means supporting retailers with trusted best-sellers such as EXTRA®, MALTESERS®, GALAXY®, MILKY WAY® and TWIX®, while continuing to innovate around value, health, premiumisation and excitement in the confectionery aisle.
Confectionery remains a resilient and valuable category for convenience retailers, with Perfetti Van Melle highlighting its role as an affordable treat and a reliable impulse sales driver. The company notes that confectionery is one of the top five categories purchased on impulse in convenience stores, making visibility, price-marked packs and clear merchandising essential for maximising the opportunity.
According to Perfetti Van Melle, sugar confectionery continues to perform because it delivers small moments of enjoyment during a challenging economic period. Its price-marked packs are designed to offer value, support shopper choice and help consumers quickly find a treat for different occasions. As Mark Roberts, Marketing & Trade Marketing Director at Perfetti Van Melle, says: “Sugar Confectionery is a resilient category as it delivers lifts and treats for its consumers. As we continue into a challenging economic landscape, confectionery remains an affordable treat giving retailers a compelling sales generator.”
Sharing occasions are a key focus. Perfetti Van Melle points to get-togethers, parties and big nights in as opportunities for retailers to encourage larger basket spend. Chupa Chups The Best Of Lollipop Bag is positioned for these occasions, with 10 lollipops in popular flavours including cola, strawberry, orange, apple and cherry. The product uses natural colourings, is infused with vitamin C, has recyclable paper sticks, and is vegetarian friendly. Circana data states that Chupa Chups is valued at £17.7m and growing 14% year on year, while new Chupa Chups Bites and Tubes are available in 120g price-marked packs at £1.25, aimed at teens seeking affordable treats.
Innovation is also central to Mentos’ growth. Perfetti Van Melle says the hard chews sweets category is worth £71m, with mixed fruit flavours dominating and consumer research showing rising interest in exotic flavours. Mentos Discovery responds to this trend by offering 14 flavours in one roll, including passion fruit, lychee, blueberry, watermelon, grape and pineapple. Circana data says Mentos Candy is now worth £47.1m, up 14% in the past 12 months, and that Mentos Discovery has delivered £2.4m in value sales since launch. Roberts says: “The impact it has made on our portfolio is very encouraging and just shows the value that a totally unique product is able to deliver.”
Health-conscious and plant-based choices are another important theme. Fruit-tella has moved its best-selling chews to a fully vegan recipe, while retaining real fruit juice and natural colourings and flavours. Perfetti Van Melle describes Fruit-tella as a £38.3m brand and says the individually wrapped sharing bag sweets help support portion control. Roberts adds: “We have worked hard to perfect a vegan recipe that replicates the taste and texture of our beloved chews, and we are certain that the new formulation will be a surefire hit with existing consumers and new shoppers alike.”
Refreshment remains a strong sales opportunity too. Perfetti Van Melle data states that Smint is now a £21.3m brand and has helped the company become the number one mints manufacturer. Smint is described as the UK’s number one sugar-free mint brand, holding 36% of the sugar-free mint market and growing at three times the rate of the category. Its peppermint, spearmint, sweet mint and strawberry products are available in recyclable tins, bottles and dispenser formats.
For merchandising, Perfetti Van Melle advises retailers to focus on shopper missions such as refreshment, indulgence and on-the-go consumption. Recommended actions include stocking a broad mix of trusted brands, flavours, textures and formats; using signage and point-of-sale to create standout fixtures; and including sugar-free products to meet health-conscious demand and HFSS considerations. Counter-top units should sit within arm’s reach of the till to support impulse sales, while front-of-store displays at eye level can help capture attention. Overall, the message is clear: a well-merchandised confectionery offer, supported by value, innovation and recognised brands, can help retailers convert impulse interest into sales.
As shoppers continue to manage household budgets carefully, confectionery remains well placed as an affordable treat, according to Clare Newton, Trade and Shopper Marketing Manager at Swizzels. She says consumers are still looking for small moments of indulgence, particularly as some cut back on higher-cost leisure activities and celebrations. “As consumers make cuts elsewhere, confectionery is still viewed as an affordable luxury or pick-me-up,” Newton says. “With people swapping nights out for nights in and scaling back celebrations, confectionery provides a way to elevate at-home occasions and enjoy a treat without the expense of going out.”
Value remains a key driver in the category, with price-marked packs continuing to perform strongly in convenience as shoppers seek price reassurance and consistency. Swizzels says it is responding by expanding its PMP portfolio with new products and formats designed to help retailers meet both self-treat and sharing missions.
Health awareness is also influencing innovation. Swizzels launched HFSS-compliant Squashies Tropical and Sour Shooting Stars last year, and Newton says both have performed well among shoppers seeking lower-sugar treats that still deliver on taste. At the same time, flavour trends are shaping new product development, particularly the growing appetite for sour confectionery. “Appetite for sour flavours is heavily reflected in our recent NPD,” Newton says, pointing to Triple Dip Sour, Squashies Sour Shooting Stars and Atomix Refreshers Sour as examples of products helping retailers keep their fixtures fresh and exciting.
Gifting is another area of opportunity. Newton notes that, as consumers prioritise affordable treats, they are also looking for budget-friendly gift options linked to key seasonal occasions such as Valentine’s Day, Easter, Halloween and Christmas. Swizzels says the success of seasonal Squashies, including Squashies Love Hearts for Valentine’s Day, reflects this demand for novelty, limited-edition and occasion-led confectionery.
Within the core range, Squashies remains central to Swizzels’ performance. The brand is the number one sugar confectionery brand in the market, according to Circana sugar confectionery category data to 18 January 2026. Cherry Cola Squashies has now been rolled out to retailers and convenience stores nationwide following strong shopper demand and is also available in a PMP format to support both sharing and self-treat occasions.
Sharing formats are also performing well. Swizzels identifies its variety bags and Sweet Shop Favourites tub as best-sellers, offering choice and value for money at a time when shoppers are conscious of rising chocolate prices. The summer period is a key sales window for variety packs, and the brand’s promotional packs with Day Out With The Kids are designed to give consumers an added reason to purchase.
Recent NPD includes Atomix, a new range developed to help convenience retailers and independents drive impulse sales. The £1 PMPs reimagine two classic Swizzels products, with Atomix Rainbow Drops and Atomix Refreshers Sour featuring a colourful outer shell and soft chewy centre. “Atomix has been created to tap into key confectionery trends, including sour flavours, nostalgia and demand for affordable treats,” Newton says, adding that its bold packaging is designed to stand out on shelf and attract attention.
Swizzels is backing its ranges with wide-reaching marketing support. Atomix is being supported by a national digital outdoor campaign, alongside social media and PR, while the Day Out With The Kids promotional variety packs will be promoted through national audio activity across broadcast and digital radio and podcasts. Squashies will receive further support through a national TV campaign, sampling and social media in 2026.
Confectionery remains one of the most important categories in UK convenience and impulse retail, with sugar confectionery valued at more than £600m in the convenience market and accounting for around 30% of total confectionery sales in the channel, according to Circana. Despite a more challenging retail backdrop and slower category growth, sweets continue to deliver resilience, frequency and strong shopper appeal, adding £6m in value over the past year (Circana). They are also a key footfall driver, with confectionery the second-biggest reason shoppers visit stores and 61% of sweets consumers buying at least once a week, according to Giraffe Insights.
Duncan Tyrrell, Head of Category at HARIBO, says the category’s enduring strength lies in its accessibility and emotional role for shoppers. “Confectionery is a cornerstone of the UK Convenience and Impulse market and a hugely important driver of both footfall and sales,” he says. Sweets work across a wide range of occasions, from after-school treats and sharing missions to seasonal peaks such as summer and Halloween. In a cost-conscious environment, they offer consumers an affordable treat, with Giraffe Insights shopper research showing that 74% of shoppers see sweets as a small indulgence that does not break the bank.
HARIBO is positioned as the leading sweets brand in convenience, supported by 98% brand awareness and named the nation’s favourite sweet brand by 46% of sweet consumers, according to Giraffe Insights. Its “Core Seven” share bags, including Starmix, Tangfastics, Supermix and Giant Strawbs, represent nearly 20% of all share bag sales in Symbols and Independents (Circana). The same Circana data shows that three of the top five best-selling packs in Symbols and Independents are HARIBO share bags, with Tangfastics the number one sweet bag, Starmix number two and Supermix number five.
Innovation is central to maintaining category momentum. Tyrrell notes: “Innovation is key to growth with bolder, non-traditional flavours bringing new shoppers to the fixture and exciting existing shoppers.” Sour, tangy and zingy flavour profiles are performing strongly, with Tangfastics delivering the highest rate of sale in the category in Symbols and Independents, according to Circana. HARIBO’s Zing range is also tapping into this trend, with Rainbow Strips Zing recording 41.5% value growth (Circana), while seasonal products such as Maoam Halloween Mixx have outperformed traditional favourites in unit growth.
Alongside flavour-led innovation, “new-stalgia” is emerging as a powerful driver. Consumers want the familiarity of childhood favourites, refreshed through new formats, textures and limited editions. HARIBO Nostalgix, launched in early 2025, brought together classic sweet-shop flavours including Rhubarb & Custard, Cola Cubes, Pear Drops and Pineapple Cubes, and is described in the document as the biggest category launch of 2025. This was followed in 2026 by HARIBO Rhubarb & Custard rolls, available in 140g sharing bags and price-marked packs.
For retailers, the opportunity is to balance core best-sellers with innovation, use PMPs to reassure shoppers on value, and make sweets highly visible in-store, as the cited source data shows that 51% of sweet-buying decisions are made at the fixture. As Tyrrell puts it: “In a budget-conscious world, sweets stand out to consumers as an affordable, high-quality, reliable treat.”
Kathryn Hague, Group Head of Marketing at World of Sweets, says confectionery is continuing to benefit from its role as an affordable treat at a time when household budgets remain under pressure. “Even when household budgets are under pressure, shoppers still want small moments of enjoyment,” she says, adding that confectionery gives consumers a low-cost way to treat themselves, their families or guests. This makes the category especially important for grocery retailers as an impulse and basket-building opportunity, particularly through accessible formats such as Candy Realms £1 bags, Candy Realms Candy Cups, Bonds share bags and licensed or novelty confectionery.
Value remains central to shopper decision-making. Hague notes that customers are looking closely at price, pack size and perceived value, and that retailers need to stock products with a clear reason to buy. According to Circana Period 4 data, sharing remains the largest confectionery segment by both value and volume and is growing across the board, helped by its value-for-money appeal. Hague says this creates an opportunity for brands such as Candy Realms, whose £1 bags deliver “big flavour, big value and strong shelf standout”, and Bonds, whose share bags build on familiar sweetshop favourites and family occasions.
Health awareness is influencing the wider grocery market, but Hague argues that confectionery continues to be rooted in enjoyment, indulgence and treat occasions. Reduced-sugar and functional products have a place, but the strongest fixtures balance these with trusted favourites, licensed lines, novelty formats, modern nostalgia and trend-led products. She says retailers should build ranges that offer shoppers choice “without losing the fun and emotional appeal that makes confectionery so powerful”.
Several trends are shaping the fixture. Global discovery is creating demand for Japanese and Korean-inspired confectionery, snacks and drinks, driven partly by social media, K-culture and viral food trends. Play-led and interactive confectionery is also gaining importance, with shoppers responding to products that offer reveals, challenges, collectability and shareable moments. Hague highlights The Traitors confectionery and Gumi Yum Surprise as examples, while licensed confectionery remains a strong impulse driver when linked to major family entertainment. Circana data shows Gumi Yum Surprise as the No.1 trending confectionery line in sugar singles for the 52 weeks to April 2026, underlining the role of novelty and newness in driving volume.
World of Sweets’ strongest performers combine familiarity, value, colour and excitement. Bonds of London continues to trade on more than 130 years of heritage and broad cross-generational appeal, while Candy Realms is building momentum through bold packaging, accessible price points and popular lines such as Sour Dummies, Peach Rings, Fizzy Strawberry Bites and Blue Razz Babies. New product development is focused on theatre and occasion, including The Traitors Chews, Jellybean Spinner Game, Chocolate Coin Bag and Chocolate Shield Medallion, alongside Candy Realms Jelly Mix, Pineapple Mix and Candy Cups at £1.99 RRP.
Brand performance is described as strong because the portfolio aligns with shopper needs for value, familiarity, discovery and excitement. Circana/IRI Total Market data for the 52 weeks to 6 September 2025 shows Bonds up 19.8% in value and 18.5% in sales, compared with market growth of 1.9% in value and 2% in units. Hague’s advice to retailers is to avoid static fixtures and focus on visibility, secondary displays, occasion-led merchandising and regular refreshes. “Confectionery is an emotional and impulse-led category,” she says, so retailers need colour, newness and clear reasons for shoppers to engage.
Elizabeth Hughes-Gapper, Jakemans Senior Brand Manager, comments: “Overall, Mintel reports higher prices have boosted sales in the confectionery market, with long-term projections suggesting more than 15% growth reaching around £3bn for the sector. Limited-edition flavours, fortified reduced-sugar sweets, and sweets-inspired flavours offer key opportunities for growth in the market.
“One of the drivers of growth is the shift towards better-for-you options, with almost half of UK consumers actively seeking these alternatives (Kantar). At Jakemans, we’ve responded directly to this shift by expanding our Sugar Free menthol lozenge range with a more contemporary, fruity flavour profile – Summer Berries. This allows us to provide further choice for consumers when shopping for a soothing menthol lozenge so we can meet the different needs of our consumers.”
Innovation, including seasonal variants and limited edition releases, continues to be essential in keeping the category fresh and driving ongoing interest. These launches tap into consumers’ appetite for novelty and exclusivity, while also giving retailers an opportunity to refresh ranges and maintain standout visibility throughout the year (Meticulous Research). Increasingly, this innovation is being expressed through flavour profiles, with brands like Jakemans, using seasonal cues to create relevance and drive trial. Enhancing fruity summer flavours such as berries in the warmer months and warming or spiced profiles in the winter.
These seasonal flavour strategies are particularly effective when aligned with cultural moments. Jakemans’ latest launch, Sugar Free Summer Berries, now part of its permanent collection, is a strong example of this approach. The flavour draws on classic summer fruit profiles, an all-year-round preferred flavour profile but also naturally aligned with key standout seasonal occasions such as Wimbledon, where strawberries and cream are synonymous with the tournament. This association helps strengthen relevance, encourages trial, and enhances consumer engagement during peak summer moments.
Jakemans’ core range of menthol lozenge flavours such as Throat & Chest, Honey & Lemon and Cherry continue to perform strongly, acting as trusted staples within the category and easily accessible through major supermarkets and Independents.
“At the same time, we’re seeing strong growth in our broader flavour portfolio (including sugar free) and more diverse Limited Edition flavour variants, reflecting wider shopper demand for more options,” adds Hughes-Gapper. “This includes responding directly to positive consumer and fan feedback, with Jakemans recently bringing back a very popular limited edition flavour, Blood Orange & Winter Spice, that had previously resonated strongly with shoppers, alongside introducing new seasonal variants. This is helping to bring new consumers into the brand, while also encouraging existing shoppers to trade across the range.”
Steven Greaves, Managing Director UK and Ireland at Fini, comments: “Consumers are continuing to seek out affordable moments of indulgence, and confectionery is particularly well placed to benefit from this behaviour. While shoppers may be more cautious around larger purchases, sugar confectionery offers an accessible treat that can still deliver excitement, fun and a sense of reward at a lower price point.”
Within confectionery, value is increasingly being defined not just by price, but by the overall experience a product delivers. Shoppers are looking for confectionery that feels different, exciting and worth the spend, even within accessible impulse categories. This is being driven by demand for products that offer a multi-sensory experience, combining bold flavours, distinctive textures and strong visual impact.
Fini is well positioned within this space, with a playful, high-impact range designed to bring colour, texture and novelty to the fixture. From its bold Tubes range to premium resealable Doy Packs across popular lines such as Wonder Mix, Jelly Kisses and Little Mix, as well as more distinctive products such as Mini Mochis, the brand offers retailers a way to deliver an elevated eating experience while maintaining strong value credentials.
For retailers, this creates an opportunity to drive engagement through standout SKUs that offer something genuinely different, without overcomplicating the range. Products that combine affordability, shelf appeal and a more experience-led proposition are well placed to encourage impulse purchase, increase basket spend and support repeat purchase.
The confectionery market is growing in both volume and value sales, although value growth is currently stronger in the categories in which Fini plays. This reflects the continued resilience of confectionery as an affordable treat, with shoppers still willing to spend on products that deliver fun, flavour and value for money.
Within confectionery, recent market data for the hanging bag sugar segment shows value sales have grown by 4.6% MAT to £1,086.5m, with YTD value sales of £380.5m, up 4.0%. Fini sales are growing ahead of the market, with value sales up 32.0% MAT and 38.3% YTD (Circana). This points to strong demand for products that bring excitement to the fixture, particularly through bold flavours and eye-catching packaging that work well for impulse purchase.
Asian-inspired sweets are continuing to gain traction, moving firmly from niche into the mainstream as shopper interest accelerates. Research shows that 78 per cent of UK shoppers now purchase Asian-inspired bagged snacks, while online discussion around Asian sweet and savoury snacks continues to grow year-on-year (Innova Market). This shift underlines just how mainstream global influence has become within confectionery, with shoppers continuing to engage with bold flavours, colours and distinctive textures.
Fini’s performance across symbols and independents highlights how well-designed ranges can deliver strong rates of sale, particularly within impulse-led lines. Its hero Tubes range continues to be the standout performer, combining bold flavours, distinctive designs and strong visual appeal to drive consistent demand.
The range is specifically designed for the convenience channel, where speed of purchase and visibility are key. Available in price-marked packs, Fini Tubes provide clear value cues for shoppers while maintaining standout on shelf, helping to build trust and encourage quick purchasing decisions.
The lipstick effect is in full force. When budgets tighten, shoppers trade down from big-ticket luxuries but hold on to the small, affordable rituals that make the week feel special, and confectionery is the classic example. A premium chocolate bar is an everyday luxury people are reluctant to give up, which keeps the category resilient even when discretionary spend is under pressure. The appetite for a little treat that still feels genuinely premium has never been stronger.
Total chocolate category value is up +4.3% while volume is down ?5.2% (NIQ), so the category is growing on price, not underlying demand. Much of that value growth is cocoa-led input inflation feeding straight through to shelf.
Siddhi Mehta, Founder, Rhythm 108, comments: “We have taken a deliberate decision not to pass those increases on to our customers. Strong year-on-year growth has let us find efficiencies elsewhere in the business, including our new 3,000 sqm factory, so we absorb the cost pressure rather than push it down the line, holding our prices flat while much of the market has put them up.
“The winners will be the brands that justify a premium with real quality and a story, not those simply relying on price.
“Whilst inflation has impacted us, we’re still growing at 40% year-on-year, and that’s enabled us to find efficiencies within the business. We’re really proud to have not passed those costs on to our customers and shoppers.”
Wellness free-from and better-for-you have moved from medical necessity to mainstream lifestyle, with the majority of free-from buyers now having no allergy at all (Mordor Intelligence).
Organic is the fastest percentage-growing part of free-from, as shoppers scrutinise what’s really in their food.
Shoppers want to know where a product is made, who made it and what’s inside. The brands open about provenance and ingredients are building the deepest loyalty.
“Confectionery is, first and foremost, a category that demands great taste,” adds Mehta. “People buy confectionery to indulge and shouldn’t have to compromise on flavour to get real ingredients, a cleaner label or lower sugar. We start with taste and build the better-for-you credentials around it: organic, gluten-free, vegan, palm-oil-free, real ingredients so the product delivers on both.”
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