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This report provides the results for the Confectionery market in UK
from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged
Goods (CPG) consumption habits, and forms part of an overall series covering all
CPG product markets. Its coverage includes, but is not limited to, consumption
behaviors, the extent to which consumer trends influence their consumption, the
value of the market these trends influence, and brand and private label choices
as well as retailer choices. Much of this information can also be analyzed by
specific consumer groups, providing hard and fast data on consumers and markets
at the product category level
Introduction and Landscape
Why was the report written?
Marketers in the Confectionery market face a major challenge. Understanding
market size and segmentation is valuable, but the key to effective targeting is
knowing just how valuable specific consumer groups are, and being able to
quantify the impact of consumer trends. This data report solves these problems
by providing survey-based data on consumer trends and consumer groups, and
market data that shows the exact size of consumer groups, how much of the
Confectionery market they account for, and which consumer trends drive their
What is the current market landscape and what is changing?
The relatively weak UK economy means it is essential to understand what pockets
of growth might exist and whether they represent value or volume opportunities.
Since the global financial crisis of 2008–2009 the retail market has been
characterized by an increase in the amount of discounted and own-brand products.
Chocolate, Gum, and Sugar Confectionary are not considered essential items and
therefore consumption patterns have been comparatively affected.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are
fundamental causes of change in markets – making knowing what these trends are
and the extent of their influence crucial. The survey-based data provided in
this report examines over 20 consumer trends that affect the market and examines
the share of consumption across 26 consumer groups. This data provides a
detailed insight into exactly who the consumer is and just how much impact the
latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through
to its actual value impact on a product market. This provides readers with a
unique data analysis of the market, allowing marketing tactics and strategy to
be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group
tracking and modeling for the following specific categories: The Chocolate, Gum,
and Sugar Confectionery markets.
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer
trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original
survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level, based upon the
original survey and then subsequent consumer tracking and modeling.
Key Market Issues
The Better-off wealth group accounts for 46% of the market by value.
However, segmentation of the Confectionery market by wealth group shows that no
single group consumes Confectionery disproportionately to their share of the
country’s population. As such, companies should introduce differentiated
products targeting various income groups so that every income group is
Indulgence is the most important trend in the Confectionery market in the UK,
closely followed by Personal Space and Time. Not only do a large proportion of
UK consumers, particularly in the Chocolate product category, highlight that
these consumer trends have an influence on their consumption; this translates
into a significant proportion of actual value being directly influenced as
Consumption segmentation analysis of the Confectionery market by the amount of
time people have to spare reveals that Time Rich people account for 35% of the
market by value, a larger value share of the Confectionery market than people
who are Time Pressed or Time Poor. This highlights the importance of the
youngest consumers, who have plenty of free time as a result of short school
days and long holidays.
Heavy consumption of Sugar Confectionery is highest in the youngest and
oldest age groups, with consumption low among young and pre-middle-aged adults.
While over 15% of Kids & Babies, Tweens & Early Teens, Mid-Lifers, and Older
Consumers eat Sugar Confectionery at a Heavy frequency, this figure is below 8%
for Early Young Adults, Older Young Adults, and Pre-Mid-Lifers. Market size and
volume will decline substantially in future years unless these consumers
drastically increase their consumption.
Distribution of Confectionery in the UK is in line with the market shares of the
largest retailers, suggesting that the majority of Confectionery is purchased as
part of general grocery shops. The four largest retailers account for 74% of the
volume of Confectionery products distributed.
Private label penetration, while low compared to other CPG categories, is fairly
high in relation to the Confectionery markets of other countries, such as the US
and Germany. For instance, 15% of the volume of Sugar Confectionery distributed
in 2011 was private label. The UK has a highly developed private label market,
suggesting that 15% penetration in Sugar Confectionery should be a target for
retailers in other countries.