Consumers are looking for confectionery to take them on a sensory adventure filled with unexpected flavours and textures.
By Sarah Britton
Confectionery is worth a delicious £5.5bn within the UK treating and snacking market, according to Mars Wrigley.
Toying with texture is one of the major trends impacting innovation, states the firm.
“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, our Crispy Rolls range is perfectly positioned to tap into this demand,” says Lauren George, External Communications Manager at Mars Wrigley.
Hershey’s is also mixing textures to create its sweet, salty and snackable Reese’s Dipped Peanuts shareable bags. The new product combines crunchy peanuts dipped in flavourful peanut butter, mixed with chocolate-flavoured dipped peanuts in a bag, offering “a surprise with each handful”.
Launched in April, the product is available in a £1.35 price-marked pack (PMP), exclusive to small convenience stores.
Hanging Bags contribute 16.5% to the category segment, with a growth of 8.9%, while the giving and sharing category accounts for 24.6%, growing at 7.9% [Circana Total Store, 52 w/e 22 Dec 2024, All Outlets], highlights Hershey. The launch taps into the growing demand for shareable, on-the-go treats, particularly among Gen Z and Millennial snackers who enjoy new ways to experience their favourite brands.
Jackson Hitchon, General Manager of Europe, Middle East, Africa and World Travel Retail at The Hershey Company said: “With strong initial consumer demand and the segment’s year-on-year growth, we’re confident Reese’s Dipped Peanuts will be a must-stock item for retailers.”
The Reese’s brand continues to drive momentum in the UK market, with Reese’s hanging bags growing +64% year-on-year in the Symbols & Independents sector [Circana, Chocolate Confectionery, S&I, Values Sales growth vs YA, 52w to 01.09.24].
Texture mashups are a growing trend in confectionery, concurs World of Sweets. “Brands are actively moving towards more innovative products to make their products stand out and offer customers more choice,” says Kathryn Hague, Head of Marketing.
World of Sweets recently launched their new Sweet Vibes brand, which breaks away from traditional confectionery. Their Mallow Dunkz features marshmallows dunked in chocolate and coated in a crispy candy shell for extra crunch. Mallow Dunkz are available in strawberry or vanilla flavours and are packaged in eye-catching pouches.
The Barratt brand has also welcomed products that play with texture. Its new candy floss product line is available in the classic Barratt flavourings, but all have a unique twist to them. The Wham candy floss has popping candy scattered throughout an iconic sour raspberry-flavoured floss, while Flumps has crunchy, dehydrated mallows hidden within a vanilla floss.
Customers can find popping candy sprinkled in lemon and strawberry floss when eating the Dib Dab floss, and 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.
Barratt has also launched Fruit Salad Duo Drops (RSP £1), which contains raspberry and pineapple-flavoured liquid candy.
Mars Wrigley is also embracing consumers’ love of fruit flavours with the launch of Skittles Citrus, a zesty mix of Orange, Lemon, Lime, Mandarin, and Blood Orange flavours. Developed in response to the growing demand for fruity and sour flavours, Skittles Citrus delivers a refreshing taste experience, with 29% of shoppers seeking sour flavours in new products.
“The fruity confectionery market continues to thrive, growing +6.4% in value sales in 2024, with innovation playing a key role as nearly a quarter of fruity value growth comes from new product development,” says George.
British sweet maker Swizzels is marking the 70th anniversary of its iconic Refreshers brand with the creation of a new Tropical Chew Bar.
Featuring a mango & pineapple flavour, it’s a tangy twist on the number one chew bar in the UK. Reflecting the growing popularity of fruity flavours, the new product retains the unique, fizzy sherbet centre and will appeal to customers looking for a refreshing treat on the go.
The latest addition to the Refreshers single confectionery line-up is vegan friendly. Each 18g bar is available in price-marked boxes of 60, with an RSP of 20p.
Clare Newton, Trade & Shopper Marketing Manager at Swizzels, said: “We wanted to bring a new twist to the nation’s favourite chew bar to mark 70 years since its creation and highlight how it’s still an iconic and ever-evolving brand that will be enjoyed for generations to come.
“Tropical flavours are having a real moment with consumers this year, which is why we’ve opted for a mango & pineapple flavour, helping retailers to appeal to demand for a fresh twist on classic confectionery.”
Swizzels marked the milestone with the launch of The Great Community Refresh in May – a nationwide initiative which invites people to nominate a community project, group or asset in need of a ‘refresh’. Eligible entries could include a community garden that needs reviving, a mural to brighten a community centre or a local group in need of new supplies.
Seven winners will receive a prize of £1,000 to make their community refresh a reality, bringing people together and giving back to those who have supported Swizzels for decades.
Novelty appeal
The novelty segment also has a huge role to play in driving the confectionery category forward, believes Bobby’s Foods.
“Targeted at younger consumers, novelty confectionery remains a powerhouse sub-category in the market,” says Marketing Manager Carmelina Mancini. “Incorporating a toy-like product with playful confectionery, consumers enjoy their sweet treat with an added element of fun. Bobby’s Mini Gumball Machine is a great example of bringing fun confectionery experiences to the end consumer.”
With the main target audience of younger shoppers, Gen Z and Millennials are shortly behind, seeking feelings of nostalgia from interactive confectionery, states Mancini. “Bobby’s Fast Food Gummies is an interactive, fun take on a classic gummy, price marked at £1.25 for affordable enjoyment.”
Novelty is one of the most popular categories in confectionery at the moment, agrees Hague. “Their attractive prices, playful elements and bold flavours make them stand out on the shelves, encouraging impulse buys,” she says.
The Paint Dripz product line, which includes blue razz-flavoured brush-shaped lollipops with a matching liquid candy bucket of ‘paint’, is one of the latest arrivals from Crazy Candy Factory. The fun shape makes it an innovative new dip and lick option for a novelty range, and the affordable RSP of just £1.29 makes it appealing for younger customers.
Another exciting launch from Crazy Candy Factory is the Dip n Dunk 3-in-1 fruity lollipop that comes with sour sherbet and sour liquid candy. Dip n Dunk has a retail price of just one pound and comes in three flavour combinations – strawberry & watermelon, blue razz & strawberry and watermelon & blue razz.
Novelty products should be displayed in high-traffic areas such as near tills or end of aisles to encourage impulse buys, advises Hague. “They should also be stocked at eye level to ensure younger customers notice the products. Novelty ranges should be refreshed around every six months to ensure they retain their new and exciting appeal.”
PMP importance
As the cost of living continues to be a pressure point for shoppers, the desire for products deemed to be good value for money is ever-growing, claims Mars Wrigley. “PMP formats respond to this need by clearly displaying price to shoppers, offering reassurance of a fair cost for a high-quality product,” says George. “This produces a positive price perception that in turn drives sales. In addition, stocking PMPs of new products can drive trial, and in turn form new shopping habits that can establish brand loyalty in the long-term.”
Mars Wrigley’s M&M’s range includes PMP formats in four consumer favourite flavours: Peanut, Crispy, Chocolate and Salted Caramel, all priced at £1.
Mancini believes PMPs are crucial to the success of hanging bags. “Holding a large proportion of sugar confectionery sales, hanging bags are more often than not price marked, highlighting the importance of price transparency within this category,” she says. “Shoppers are comfortable spending on sweet treats when the price is clearly marked and familiar.
“The majority of share bag sweets hold price marks of anywhere between £1-£2, helping to build significant trust with the end consumer. Bobby’s £1.25 bagged sweets are the ideal solution for c-stores as they house a wide variety of flavours and formats, all accessible at their affordable price mark.”
Including products priced below £1 in single-serve formats will appeal to younger audiences, reckons Mancini. “Price sensitivity often corresponds with younger shoppers as they prioritise the play factor of confectionery while considering costs to align with pocket-money-priced budgets,” she says. “Providing a variety of sub-£1 confectionery lines is crucial for consistent confectionery performance, as they are tailored to price-conscious shoppers and drive impulse sales from younger customers.” Bobby’s must-stocks include: 59p Rip Rolls, 50p Snakewinders and 69p Laces.
“These products drive spend during peak times during the day – before and after school – therefore when retailers offer a wide variety of pack sizes, they are staying relevant for their range of recurring customers,” Mancini observes.
In recent times, she claims that consumers have ditched more premium lines in favour of PMPs and lower-priced sweets. “Consumers are increasingly price conscious, leading to a decline in sales of premium confectionery items,” she says. “When searching for affordable indulgence, shoppers are opting for more value options, or even reducing their overall confectionery consumption entirely.”
However, consumer behaviour is set to change as pricing improves. “With sugar prices appearing to stabilise, suppliers are continuing to diversify pack sizes and price marks to ensure the end consumer builds trust from price transparency and value for money,” she says. “Consumer behaviours may see a rise in purchase quantities, with more customers buying multiple confectionery items per visit, or perhaps tapping into more luxurious confectionery lines for a special treat, due to lower retail prices.”
Offering the right price points for your individual customer base and stocking innovative products that provide a unique taste experience will mean you can have confectionery all wrapped up.
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. This latest innovation pairs a smooth peanut butter filling with a white chocolate flavour coating, delivering a salty and sweet flavour.
The new variation offers an alternative to the classic combination of peanut butter and milk chocolate flavours, 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 Total Store, 52 w/e 22 Dec 2024, All Outlets].
The Reese’s Peanut Butter White Bar’s design incorporates the 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, said: “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.”
The 90g bar is available at Spar and Asda stores nationwide with an RSP of £1.75.
