The confectionery market continues to demonstrate its resilience, with value growth of +8.5% pushing the category’s worth to an impressive £8.6 billion.
Consumers continue to gravitate towards well-loved and trusted brands, reinforcing confectionery’s position as a vital driver in the grocery sector.
Meanwhile, loyalty card initiatives have gained prominence as grocery retailers strive to engage consumers and increase sales on deals.
Volume sold on promotion exceeded 2023 levels, and with several major players entering 2025 with significant loyalty-related price reductions, this is set to be a key competitive focus in the year ahead.
These strategies are crucial in confectionery due to the category’s high impulse purchase nature. Seasonal opportunities such as Halloween, Christmas, Valentine’s Day and Big Night In occasions further amplify promotions in this category, particularly on sharing and gifting formats.
The UK chocolate confectionery market, valued at £6.5 billion, has experienced a solid value growth of +9%.
As the largest segment within the broader confectionery category, chocolate remains a staple in the British shopping baskets.
Several areas of the market continue to show promise, particularly gifting chocolate, which encompasses boxed products, Easter eggs, and seasonal novelties.
Andy Mutton, Managing Director, Storck UK, comments: “Storck UK’s chocolate portfolio, featuring Toffifee, Bendicks, Riesen, and merci, is perfectly positioned within the chocolate category, catering to a wide range of gifting and sharing occasions. With versatile format options, these brands offer something for every occasion, making them an ideal choice for consumers.”
Gifting chocolate is the standout performer in the category, with value growth soaring at +13% and volume growth of +3% (Circana).
“This segment has become increasingly popular, driven by consumers looking for meaningful gift options during key events and celebrations,” adds Mutton. “Grocery retailers can tap into this growing trend by focusing on seasonal products and promoting indulgent gift-worthy options throughout the year such as Bendicks.”
While the HFSS regulations have had an impact on the chocolate category, brands have turned this into an opportunity to enhance the confectionery aisle. By introducing branded fixtures, the chocolate brands within the Storck UK portfolio have created a more engaging shopping experience, drawing in shoppers despite the restrictions when it comes to positioning.
The Big Night In occasion remains as popular as ever as shoppers look to save money while still enjoying time with family and friends. As consumers gather to socialise and connect, many are turning to larger pack sizes of their favourite sweet treats to share with loved ones. This trend presents a significant opportunity for retailers to cater to the growing demand for group-friendly, indulgent treats.
“Brands like Toffifee and Werther’s Original are perfectly positioned to help retailers meet this demand, offering a variety of pack sizes and product formats tailored to the Big Night In experience,” says Mutton. “By providing options that cater to both indulgence and convenience, these brands can enhance the customer experience and encourage increased basket sizes during these social occasions. Whether it’s sharing buttery caramel candies or rich chocolate toffees, Werther’s and Riesen offer the perfect solution for consumers looking to create memorable moments with those they care about.”
The sugar confectionery category continues to showcase its resilience in the UK market, with value sales surpassing £2 billion and achieving a growth rate of +7.1%. However, this growth marks a slightly slower pace than in previous periods as the category adjusts to the dual challenges of HFSS restrictions and inflationary pressures.
Retailers navigating this evolving landscape must focus on formats and segments that show resilience or growth. Sharing remains the standout segment, accounting for £1.1 billion in sales, with +8.1% value growth (Circana).
The sugar confectionery market is seeing polarisation in performance, with premium brands and value players enjoying strong double-digit growth. This trend highlights opportunities at both ends of the pricing spectrum, as consumers seek either affordable treats or premium indulgences. Brands such as Werther’s Original are ideally placed to tap into the demand for value options, offering a high-quality treat at an affordable price point.
The category has seen a surge in non-HFSS product launches, primarily in the sharing segment. Low or no sugar alternatives of popular classics, such as the Werther’s Original Sugar Free range, are carving out a new sub-category that retailers should monitor closely for opportunities to meet changing consumer and regulatory demands.
Fran McCargo, Lead Customer Category Manager · Nestlé, comments: “Nestlé is focusing on innovative new product development (NPD) for 2025. We’ve just launched Jelly Tots Tangy, offering a delightful twist on a beloved classic, and in February, KitKat introduced three exciting new flavours in the sharing bar format. They feature distinctive swirls in the chocolate shell and delicious new flavour fillings that aren’t available in the singles range such as Salted Caramel, Hazelnut & Double Chocolate.”
Additionally, a limited-edition Yorkie Biscuit & Brownie launched in April, which is a delicious twist on the original Yorkie chocolate bar. Chocolate fans will open the wrapper to find chunks of smooth brownie flavour milk chocolate and crunchy pieces of biscuit.
“We know that sustainability remains an important topic to shoppers. As a result, there’s now an expectation that suppliers and retailers will help shoppers make sustainable choices,” adds McCargo.
“Nestlé UK&I has been leading the way in sustainability for a number of years, from responsible sourcing of ingredients to reducing the environmental impact of our operations and packaging.”
Building a sustainable cocoa supply chain is a particular priority for the confectionery category. Building on more than a decade of learning in the Nestlé Cocoa Plan, the Nestlé Income Accelerator Programme was launched in 2022.
The programme incentivises and enables cocoa-farming families in Côte d’Ivoire to take actions that can improve their livelihoods, benefit the environment and the local community, including good agricultural practices, agroforestry activities, school enrolment and opportunities for diversified incomes.
In June 2024 Nestlé announced that its favourite chocolate brands made in the UK, including KitKat, Quality Street, Aero, After Eight, Yorkie, Rolo and Munchies, are now made with cocoa mass that’s traceable to cocoa farming families that are part of the Income Accelerator Programme.
Milk is another key ingredient in Nestlé’s chocolate. The company has a long-term partnership with dairy co-operative First Milk called The Milk Plan. Through this, it works with around 40 dairy farmers in Ayrshire who supply all of the fresh milk for its UK-produced confectionery and are committed to a range of regenerative agriculture practices on their farms. These practices aim to address the triple challenge of reducing emissions, improving productivity and enhancing biodiversity in the dairy supply chain.
When it comes to packaging, Quality Street has made some bold moves recently.
Christmas 2024 saw the trial of a first-of-its-kind Quality Street paper tub on selected supermarket shelves.
More than 200,000 paper tubs went out to selected stores over the festive season, carrying around 150 tonnes of the popular sweets in total. The trial is another step on Nestlé’s journey to reduce virgin plastic and its team are currently reviewing all the information gathered.
In 2022, Quality Street moved to recyclable paper packaging for its twist-wrapped sweets. By replacing the double layer of foil and cellulose with a single paper wrap, Quality Street removed almost two billion pieces of packaging material from the brand’s supply chain.
The full KitKat range completed the transition to recycled plastic wrappers in 2024, eliminating the need for hundreds of tonnes of virgin plastic.
Nestlé Confectionery has a range of new products launching in 2025 to attract impulse buys in stores. A range of point of sale materials is supporting the launches to attract shoppers’ attention and bring theatre to stores.
Off shelf displays are important for encouraging impulse pick-ups on the core range. Nestlé has a range of point of sale units that are available to tap into these opportunities. Retailers can speak to their Nestle sales rep for more information on POS materials.
“One effective strategy is to place single confectionery items within Food to Go fridges and fixtures. This makes it easy for shoppers to grab a sweet treat on the go. Using point of sale units that attach to food-to-go chillers or coffee machines is a smart move to maximise space and impulse opportunities. It simplifies access for shoppers, allowing them to quickly grab what they want without wandering through the entire store. And better still, as we move into the summer months, with more shoppers on the go, having chocolate confectionery in or close to fridges in-store will tap into the increased shopper missions whilst also helping keep the product cool,” says McCargo.
“In stores that are exempt from HFSS restrictions due to their size, consider creative point-of-sale solutions, like standalone display units near food-to-go sections or counter display units at checkout. These tactics can really help to boost impulse purchases.”
Susan Nash, Trade Communications Manager at Mondelez International, comments: “Mondelez International is committed to offering a range of products, all clearly labelled to help consumers make informed dietary choices and help retailers tap into the demand for portion-controlled options in the confectionery category.
“In the UK, we have a longstanding 250kcal cap on single-serve chocolate bars, 100kcal cap on products typically bought for children by parents (such as Freddo, Chomp or Curly Wurly) and a 200kcal cap on Cadbury multipacks. We are also a member of Be Treatwise, which provides tips and advice to help consumers snack more mindfully and in moderation. A Be Treatwise logo features prominently across the packaging of almost all our chocolate, biscuits, and sweets products, reminding consumers to enjoy treats in moderation.”
Mondelez is also investing in innovation in the confectionery sector. For example, Cadbury Delights offers consumers a confectionery bar containing fewer than 100 calories while retaining the delicious taste of Cadbury that consumers know and love. Cadbury Delights already has a loyal shopper base with a 30% repeat rate and high incrementality to the multipacks segment.
“We’ve seen that shoppers are increasingly looking to enjoy evenings at home as a more cost-effective way to spend time with family and loved ones,” adds Nash. “This subsequent increase in the Big Night In occasion can be catered to with our gifting and sharing formats and the evening occasion is the key time of day for sharing, with tablets and bags being the most convenient and popular format for the consumer.”
Recent data has also shown that consumers are going back to brands, and families are driving the way we share our snacks over seasonal occasions. In the gifting and sharing segment, brands are outstripping the own label competition with 11.2 percent total category growth YTD (Nielsen).
While convenience shopping is increasingly being driven by on-the-go, with the mission growing 1.3ppts year on year, other missions provide important opportunities for retailers with the likes of Big Night In remaining a key opportunity.
There is also a continued focus on value, with price-marked pack sales increasing in convenience at a total level. Price marked packs help deliver a value message in store, tapping into consumers’ need for ‘affordable’ treats, so they’re an important part of a convenience retailer’s range. However, there is still a demand for premium products, and consumers will not want to hold back on seasonal treats, in particular. It’s also important to note that consumers are focused on value not price.
The sugar confectionery category is in growth and currently represents 24% of the total confectionery market (Nielsen). Within this, there has been a rise in demand for the sour candy segment in particular (Kantar), as sour candy appeals to consumers who are looking for little moments of fun and escapism from day-to-day life.
Sour Patch Kids, with its range of products in Original, Strawberry Watermelon, Fruit Mix and Cola variants, is growing by 67% (Nielsen) and is well placed to help retailers tap into this demand for great-tasting sour offerings and drive incremental growth for retailers. Strawberry was a brand-new addition to the range last year and has seen strong sales and high repeat purchase since its launch in July 2024 (Kantar).
“Seasonal occasions represent significant additional sales opportunities. Easter and Christmas are the biggest occasions in the retail calendar for the category, but other seasonal spikes such as Fathers’ Day, Diwali and Halloween can also be maximised in store to unlock more sales. Retailers should ensure they range gifting favourites such as Cadbury Heroes, Cadbury Milk Tray and Cadbury Roses prominently at these times, to offer shoppers plenty of choice and opportunities to trade up,” advises Nash.
“Despite economic uncertainties putting pressure on household budgets, consumers are still looking for treats from trusted brands, so the chocolate confectionery category is incredibly important for the convenience sector. Retailers should ensure that they’re offering the right treats in the right formats and flavours, stay on top of best-in-class innovation and tap into key seasonal moments to see sales success throughout 2025 and beyond.”
Mondelez International continues to offer retailer support through its snack display retailer hub and is consistently offering new products to drive sales. New Cadbury Dairy Milk Biscoff, combining the best of smooth, creamy, Cadbury Dairy Milk with the much-loved crunch and unique taste of Lotus Biscoff’s biscuits.
The partnership between two iconic brands unites their respective classic tastes and textures into one product – proving that both is best. The launch also taps into consumer interest in new flavours and textures and promoting cross-brand excitement to help drive incremental growth.
The much-anticipated new tablet launched in early March, in both 105g non-PMP, and 95g PMP and non-PMP formats, giving consumers this perfect pairing in a variety of formats.
Cadbury Fingers, the beloved biscuit brand with 128 years’ history, is also bringing back its brilliant Fingers Crossed on-pack promotional campaign for shoppers, giving consumers the chance to win if they find a crossed chocolate finger in their pack.
To be in with a chance to win, all shoppers have to do is pick up a promotional pack and if they find a Cadbury Crossed Finger biscuit inside with a winning ticket, they could win cash prizes ranging from £50 up to an incredible £20,000. Shoppers also have the opportunity to win thousands of cash prizes by following the QR code on pack and entering the barcode and batch code at fingerscrossed.cadbury.co.uk to find out how much they’ve won.
Lauren George, External Communications Manager, Mars Wrigley, comments: “At a time where various regulations and laws have seen HFSS confectionery move away from impulse purchase points, HFSS-compliant chewing gum has had its time to shine, returning to pre-pandemic sales levels. To date, total gum value sales are growing at a rate of 16.7% YOY.”
Within this, fruit gum accounts for just under 30% of sales, over indexing on growth at a rate of +17.9% (NielsenIQ). This rise in popularity of fruity gum is showing no signs of slowing and provides room for innovation to recruit new shoppers into the fruity sub-category, particularly as Wrigley continues to lead the way as the UK’s #1 gum brand, worth £201m CSV (Nielsen).
The launch of EXTRA® Strawberry Lemon Refreshers was a response to this rapid growth, combining two flavour favourites for a taste of something new. This flavour represents a move by Mars Wrigley, the chewing gum category leader, to marry consumer desire with innovative fruity NPD and deliver truly on-trend flavours.
Mars Wrigley reinvigorated the chocolate wafer category with the return of the iconic MILKY WAY® Crispy Rolls and the launch of two brand-new variants: TWIX® Crispy Rolls and BOUNTY® Crispy Rolls. The new range taps into growing shopper demand for nostalgic and exciting new products alike.
Research shows that 70% of shoppers seek a unique, multi-texture chocolate experience and with chocolate wafers making up 20% of the chocolate bars category (Barry Callebaut) (+10% YOY, Nielsen) the new Crispy Rolls range is perfectly positioned to tap into this demand. The launch is set to reach new shoppers while also driving growth in the bars sub-category.
Mars Wrigley is bringing back the cult favourite MILKY WAY® Crispy Rolls and is adding two new variants to the range, TWIX® and BOUNTY® Crispy Rolls. This range features well-known and loved brands from the Mars Wrigley portfolio, tapping into shopper demand for varying textures and flavours, and is sure to drive excitement and enjoyment within confectionery aisles.
Treating and snacking in the UK market is worth £13.3bn. Mars Wrigley has category-leading brands across the chocolate, fruity confectionery, and gum sectors of the market. It has seen consistently high, and growing, performance in all three categories – chocolate +2.7% y-o-y, fruity confectionery +8.2% y-o-y, and gum +18.5% y-o-y.
“Convenience is key for consumers, as they want to be able to enter a store and easily find what they are looking for. Nearly half (45%) of confectionery products are picked up from the main fixtures (Lumina). Retailers should place their confectionery items on these fixtures to increase visibility and drive sales,” advises George.
“Cross-merchandising can be useful for retailers looking to boost basket spend and generate impulse sales. By pairing items together, retailers can offer some inspiration for those mini moments.”
The Reese’s brand is bringing a bold new twist to its beloved peanut butter line-up with the launch of Reese’s Peanut Butter White Bar, perfect for sharing, snacking or treating. This latest innovation pairs Reese’s signature smooth peanut butter filling with a white chocolate flavour coating, delivering the perfect balance of salty and sweet.
The new variation offers an alternative to the classic combination of peanut butter and milk chocolate flavour, expanding the range to appeal to changing consumer tastes. White Chocolate is the second-largest flavour segment after Chocolate, growing by +32.9% in 2024 (+£14.5m in total sales, Circana).
The Reese’s Peanut Butter White Bar’s design incorporates the iconic shape of Reese’s Peanut Butter Cups into the mould, including the signature ridges, bringing the brand’s most recognisable format into this NPD. Jackson Hitchon, General Manager of Europe, Middle East, Africa, and World Travel Retail at The Hershey Company, commented “We are excited to introduce the Reese’s Peanut Butter White Bar to British consumers, building on the success of the original Reese’s Peanut Butter Bar. This design evolution strengthens the consumer connection to the iconic cups, while maintaining the signature sweet and salty peanut butter experience. The innovation highlights our commitment to new flavours and formats, staying true to the Reese’s taste everyone loves. At The Hershey Company, we’re dedicated to creating exciting products that cater to evolving market preferences and consumer interests – because Reese’s is anything but ordinary.”
Designed for peanut butter enthusiasts and white chocolate flavour fans alike, the new Reese’s Peanut Butter White Bar offers a delightful take on the classic Reese’s flavour that consumers love.
The recommended selling price of Reese’s Peanut Butter White Bar (90g) is £1.75.
Mark Roberts, Marketing & Trade Marketing Director at Perfetti Van Melle, comments: “Perfetti Van Melle is valued at £131.6m as of January 2025, growing at +3.6% vs January 2024, and well ahead of the market which sees a -0.9% value decline vs this time last year (Circana). The Perfetti Van Melle brand’s value growth of +9.1% in the final month of 2024, driven by Mints and Sweets, contributed to a market value share of 4.85% (IRI).
The total UK sugar confectionery market is worth £1.6Bn (IRI) with Perfetti Van Melle now positioned as the world’s second-leading confectionery manufacturer (Innova & Mintel) with their portfolio of household brands including Mentos, Fruit-tella, Chupa Chups, and Smint being worth over £100 million.
“Sugar Confectionery is a resilient category as it delivers lifts and treats for its consumers,” adds Roberts. “As we continue into a challenging economic landscape, confectionery remains an affordable treat giving retailers a compelling sales generator. Our focus is on driving choice and by helping to signpost within the category, consumers can easily find a treat for any occasion. As we further develop our product portfolio, we continue to bring a wide range of products to consumers with new flavours, packaging, and textures.”
Mentos has proven its commitment to surprising its target market of adventurous, naturally experimental young consumers with the innovation of Mentos Discovery, which offers a category first 14 different flavour sweets in one roll. Mixed fruit flavours dominate the Hard Chews Sweets category, worth £71m in L52w, with recent research proving there is a burgeoning appetite among sweet eaters for exotic flavours (Innova & Mintel). Mentos Discovery is primed to break new ground in the category with 14 flavours including passion fruit, lychee, blueberry, blackcurrant, lime, strawberry, raspberry, orange, lemon, watermelon, banana, grape, cherry and pineapple.
This vegan-friendly treat is perfect for a sharing occasion and perhaps guessing the flavour of each fruity treat with friends. Mentos Discovery launches at a fruitful time, with Mentos Candy now a £37.3m brand, with sales up +17% in the past 12 months (Circana).
Mentos Discovery has had incredible results in 2024 despite the single roll only being launched in May. It is now a £1.1m sub-brand with the single roll accounting for £820,000 worth of sales. Overall, Mentos Discovery has been incremental to both PVM’s growth and the category as singles are now worth £18.6m +22%. the impact it has made on PVM’s portfolio is very encouraging and just shows the value that a totally unique product is able to deliver.
“Health concerns still remain a priority for all but following the cost-of -living crisis people are typically spending more time at home and treating themselves in the comfort of their own home,” says Roberts. “Our sugar-free alternatives allow people to make their own choices. Perfetti Van Melle remains the leader within the Sugar Free category, with sales continuing to grow. Confectionery is one of the top five categories purchased on impulse in convenience stores. Offering a full range that supports the governments HFSS guidelines of under 150kcal per pack – something most manufacturers can’t, gives Perfetti the opportunity to be closer to these impulse purchases.”
Clare Newton, Trade & shopper Marketing Manager at Swizzels, said: ”There is a clear shift in consumer preferences towards healthier snacking options, including lower-calorie and plant-based confectionery. Health-conscious shoppers are more mindful of their choices, seeking treats that align with their dietary needs without compromising on taste. As a heritage brand, Swizzels has continuously adapted to these evolving trends, ensuring our products cater to a wide range of preferences.
“We recognise the growing demand for HFSS-compliant confectionery and have been actively developing new products to meet this need. This summer, we’re gearing up to launch our latest HFSS Compliant NPD in the PMP category, Squashies Tropical – available in both PMP and non-PMP formats, perfect for health-conscious shoppers who still want a treat.”
Swizzels’ range already includes a variety of vegan-friendly options, ensuring that consumers looking for alternatives to traditional sugar confectionery can still enjoy its products, without compromising on taste.
“Consumers are certainly placing greater value on premium, indulgent, and unique confectionery experiences,” adds Newton. “Shoppers are willing to pay a little extra for nostalgic favourites, innovative flavour combinations, and high-quality ingredients that elevate their treat experience. This trend is particularly noticeable in seasonal and gifting ranges, where presentation and exclusivity play a key role.”
Swizzels continues to strike a balance between affordability and indulgence. Products like variety bags (Luscious Lollies, Scrumptious Sweets and Curious Chews) and the Sweet Shop Favourites range offer a mix of classic favourites and exciting new formats, appealing to those seeking a satisfying treat. Limited-edition flavours and seasonal exclusives are also proving increasingly popular, as consumers look for something different to enjoy or gift.
“One of the biggest trends we’re seeing is the rise of nostalgic confectionery. Consumers are gravitating towards familiar brands they know and love. This has led to increased demand for our best-selling products such as Refreshers and Love Hearts, which evoke a sense of comfort and tradition,” says Newton.
“Another key trend is the growing preference for variety and sharing formats, particularly in social settings. Our Sweet Shop Favourites range, which includes tubs, cartons, and boxes, caters perfectly to this trend, making them an ideal choice for both gifting and sharing occasions. Retailers should ensure they stock a mix of classic and contemporary formats to capture consumer interest.”
Squashies remain the No.1 sugar confectionery brand in the market and keep being a household staple.
Swizzels is gearing up to launch Squashies Tropical. This new product is not only HFSS-compliant but also offers a playful new twist on the Squashies line, including a range of pineapple, watermelon, and parrot-shaped sweets which come in a mix of tropical fruit flavours. With consumer awareness around healthier snacking on the rise, Swizzels is proud to offer a compliant PMP that doesn’t sacrifice on taste, fun, or brand appeal.
“Retailers should focus on offering a diverse confectionery range that caters to different consumer needs. Stocking a mix of best-selling favourites alongside innovative new launches ensures there is something for every shopper, from those seeking nostalgic treats to those looking for healthier alternatives,” advises Newton.
“Merchandising also plays a crucial role. Eye-catching displays and secondary placements, particularly near checkouts and seasonal sections, can help drive impulse purchases. Given the continued demand for variety bags and sharing formats, retailers should ensure they’re well-stocked in these areas, especially during key seasonal events.”
Elizabeth Hughes-Gapper, Jakemans Senior Brand Manager, comments: “Research shows that 72 per cent of consumers aim to limit sugar for health benefits, making sugar-free alternatives a persistent trend (Meticulous Research). In 2023, Jakemans launched a new sugar free version of the much-loved classic flavour, Throat & Chest, in a 50g bag format. This was to provide choice for consumers who were looking at actively reducing their sugar intake or where health circumstances govern their choice.”
Whilst the ongoing cost-of-living crisis has made Brits reassess their spending habits, consumers remain willing to selectively invest in high-quality confectionery brands that they know and trust. Retailers should therefore invest in brands that have strong customer loyalty. Jakemans is the No.1 cough / throat lozenge brand and continues to be the No.1 bagged brand within medicated confectionery (Kantar). Jakemans alone contributes to 24% of overall annual sales in the category (Kantar) and its ongoing success can be attributed to the 100+ year heritage of the brand.
Additionally, flavour variety remains a key driver of purchase, with seasonal and limited-edition flavours creating a sense of exclusivity (Mintel). Jakemans has seen strong engagement with its recent Blood Orange & Winter Spice lozenges, reinforcing the appeal of limited-time offerings.
“Retailers should be aware of several key consumer trends shaping the category,” adds Hughes-Gapper. “Flavour innovation continues to be a priority, with limited-edition and seasonal flavours gaining traction as consumers seek new and exciting taste experiences (Mintel). Convenience remains a key driver, with impulse purchasing playing a significant role, making high-visibility placements essential to maximise sales.”
During the Spring and Summer months, convenient formats will be essential in meeting the needs of consumers who are increasingly ‘on-the-go’. Jakemans offers various product formats to meet different consumer needs, including 73g bags in all seven flavours, and 160g bags and stick packs available in the top two flavours: Throat & Chest and Honey & Lemon. Not forgetting, Jakemans has a sugar free option featuring the much-loved classic flavour, Throat & Chest in a 50g bag format.
Jakemans best-selling products include Throat & Chest, Honey & Lemon, and Cherry, which are available in a variety of formats to cater for different consumer needs. The range includes 73g and 160g bags as well as stick packs, ensuring convenience and accessibility.
Innovation continues to be a key focus for the brand. Further expanding its flavour offering, alongside Jakemans’ permanent range in flavours such as Throat & Chest, Honey & Lemon, Cherry, Peppermint, Blackcurrant, Menthol & Eucalyptus, and Blueberry; the brand has got some exciting product launches in 2025, tapping into the growing trend for seasonal flavours (Mintel) and listening to their customers’ needs for more sugar free options.
Jakemans continues to perform strongly within the category, maintaining its position as the UK’s number one cough / throat lozenge brand (Kantar). Its 100-year heritage, trusted reputation, and commitment to quality mean the brand experiences continued demand, particularly during peak seasons.
Marketing support remains a key priority for Jakemans. The brand has an integrated marketing approach, including digital and social media campaigns, seasonal promotions, PR and influencer collaborations, and ATL activity to drive awareness and engagement. In May, Jakemans launched their Marvellous Melodies campaign created to celebrate music’s bonding power while showcasing how Jakemans’ soothing menthol lozenges can support vocals.
Kathryn Hague, Head of Marketing at World of Sweets, comments: “Available now from our exciting Sweet Vibes range at World of Sweets is the Mallow Dunkz. They’re soft marshmallows dipped in chocolate and covered with a crispy shell, offering a unique combination of soft and crunchy.”
New to Barratt is a range of tasty candy flosses ahead of the summer months. In traditional Barratt flavourings but all with their own unique twist, the WHAM candy floss has popping candy scattered throughout an iconic sour raspberry flavoured floss.
The Fruit Salad candy floss contains a mix of raspberry and pineapple flavoured floss, that when eaten together tastes like the much-loved retro classic chew, Dib Dab has popping candy sprinkled in lemon and strawberry floss and Flumps has crunchy, dehydrated mallows hidden within a vanilla floss.
Warheads Sour Popping Candy is a new novelty product, offering a crackling, popping sensation with a sour twist, aimed at younger customers seeking exciting new novelty products with tasty, trending flavours. The Sour Popping Candy packs are available in Sour Watermelon, Sour Green Apple and Sour Raspberry flavours. Each single flavour display contains 12 pouches, all packaged in an eye-catching design to pop out on shelves among other tasty treats.
Warheads have also launched a three pack – with all flavours included in each pouch. Each three pack box available to retailers contains 20 pouches, and the eye-catching display makes them perfect to be stacked on shelves among other tasty treats.
“We’re also expecting the new launch of PEZ Stitch dispenser to be very popular among shoppers. We’re encouraging retailers to stock up on this new addition to the PEZ range to drive sales ahead of the new movie launch this spring,” adds Hague.
Following the success of Candy Realms retro Watches and Necklaces bags, the confectionery brand is adding Candy Realms Whistles and Lipsticks to appeal to younger sweet lovers.
“Retailers should ensure they have a strong display, and that their shelves are well stocked throughout the day. Products should also be brought forward to show the full display of merchandise. This will catch the customers’ eye, and boost intrigue, turning into impulse buys,” adds Hague.
“Trending confectionery should have big and bold displays where customers can easily identify the product range and be instantly attracted to the items from the moment they enter the store.
“All of the sugar confectionery products should be displayed with clear POS. Clear signage about any current promotions and offers is also encouraged to attract customers to the shelves.”
Declan Hassett, Licensing Manager at Diageo, comments: “Treating is big business and a hugely exciting and dynamic occasion for retailers to tap into and take advantage of the opportunity it provides. The consumer traction for the treating trend is only expected to grow, with the global treat category expected to be worth $479bn in 2027, with a compound annual growth rate of 4.4% (Euromonitor).
“Within the UK’s treating market, chocolate is the biggest treat category, worth over £6.8bn (Euromonitor). When we combine this category with the growing premiumisation trend, where shoppers are demanding enhanced quality and value, we can see a big opportunity for retailers as this indicates that shoppers are willing to spend more on treats. For example, a recent survey revealed that despite the uncertain economic climate, consumers are continuing to spend on affordable luxuries (Deloitte), showing a willingness to treat themselves to small, accessible items.”
With this in mind, retailers will know that stocking stand-out, unique and diverse chocolate and confectionery products, from trusted brands that surprise and delight shoppers, will typically encourage them to trade up and try something new. What’s more while the confectionery aisle may be the obvious in-store location for adult treating moments, there are other areas that retailers can consider tapping into, such as end displays and checkout counters, to engage shoppers on their treating mission.
The food and beverage category is now one of the fastest growing sectors within the brand licensing industry, worth £58bn (Licensing International), and Diageo is the number one alcohol global licensor, generating $400m in retail sales annually (License Global).
“We know that 59% of shoppers like to try new and different products (Kantar), but 9% don’t find what they’re looking for in-store,” adds Hassett. “This is where licensed products can play a key part in driving incremental sales by harnessing brand salience and trust within different categories.”
Baileys – the number one loved spirits brand in GB (Kantar) – is synonymous with treating, from its indulgent blend of Irish cream and whiskey with rich chocolate and vanilla flavours, through to its extension into the world of confectionery through licensing. The brand’s licensed products take the distinctive taste, unique flavour and quality of Baileys Original Irish Cream into new areas of grocery stores, from the chocolate and confectionery aisle through to the desserts and frozen aisle – with the potential to drive up to 20% uplift in incremental sales for retailers (Kantar).
Baileys licensed products are hugely popular with adult consumers, with more than four million licensed products sold in the UK last year, equating to one product sold every eight seconds, and 24 million products sold globally (Euromonitor). Additionally, almost 1 in 10 households in Great Britain buy Baileys licensed products, which equates to 2.5 million shoppers (Kantar). These statistics demonstrate not only the power of a brand such as Baileys amongst consumers but also presents a key opportunity for retailers, to not only encourage their spirits sales but capture the attention of shoppers elsewhere in-store.
Data shows that Baileys licensed products drive incrementality to the core by harnessing the brand’s saliency, with Baileys Chocolate Confectionery driving most unique shoppers (Kantar). Baileys chocolate was the fastest growing premium chocolate brand in GB last year (Nielsen), which reveals that ensuring relevance for Baileys through successful licensed partnerships, can enable the brand – and retailers – to breakthrough into new categories and recruit new consumers.
“In order to capitalise on the treat shopper mission and capture the 16% of shoppers who don’t purchase a Real Treat as they couldn’t find anything they fancied (Kantar), ensuring standout is everything. Treat shoppers are occasion rather than category lead so consider, not only in the category aisle, but on end displays and checkout counters to disrupt shoppers and encourage impulse purchases whilst on their treat shopping missions, 62% of shoppers make impulse purchases when attracted to an appealing display (POPAI),” advises Hassett.
“Baileys, through its licensed product portfolio has been able to support the brand’s adult treating agenda by offering shoppers a variety of treating touchpoints in store, reinforcing awareness of the Baileys brand, making shoppers more likely to make cross-category purchases, as well as visit the BWS aisle during their shop.
“Eye-level shelves also generate 35% more sales compared to lower or higher-level placements (Nielsen), and illuminated signs (POPAI) and interactive displays (Nielsen) can contribute to increased sales.”
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