Sector Insight (interactive): sugar confectionery and gum

Trends

Bite-sized rivals. Sugar confectionery has been put under pressure by chocolates and biscuits extending into bite-sized formats. Volume sales fell 5.5% (2007-11).

Established market. With 84% of adults eating sweets in 2012, sugar confectionery is a well-established market.

Sugar prices. The rising costs of ingredients forced price hikes onto the market. This was a significant factor in total value sales increasing by 5.5% (2007-11).

Gum image.  Almost six out of 10 users agree that chewing gum helps keep teeth healthy, although among non-users, 36% think it is bad manners to chew gum.

Boring mints. Mints suffer from a relatively unexciting image with volumes down 7% in 2012, although they remain the most popular sweet - 55% of adults ate them in 2012.

NPD. Gum users would pay more for gum with longer-lasting flavour and teeth-whitening properties.

Source: Mintel

Sugar confectionery brands by value sales (£m)

*52 w/e Sep 2011 **52 w/e 3 Sep 2012. Source: Mintel/based on SymphonyIRI Group InfoScan

Leading brands in the UK gum market by value sales (£m)

*52 w/e Sep 2011 **52 w/e 3 Sep 2012. Source: Mintel/based on SymphonyIRI Group InfoScan

Main players

Ciaran Sullivan, managing director, Nestle Confectionery

Sullivan took over this role last October. With responsibility for the division's £900m business, he is a former managing director of Lactalis Nestle Chilled Dairy UK & Ireland. He was also managing director of Nestle Ireland between 2003 and 2009.

Marina Vanin, category director UK & Ireland, gum and candy, Mondelez

In May 2012 Vanin was appointed category director for candy Europe, and now also focuses on gum and candy for Northern EU. Prior to this she spent five years working in the chocolate category. She joined Kraft Foods Italy in 1996 working in processed cheese but has worked across most of its food categories.

Pamela Bower-Nye, marketing director, Wrigley

Bower-Nye took over the UK and Ireland marketing director role in November, having previously been Britvic's international marketing director. She replaced Daniela Campari, who returned to the US. Bower-Nye has also held senior roles at Diageo and worked at Nestle.

Winners and losers in the sugar confectionery and gum sector

Wrigley's Extra. The market-leading chewing-gum brand, with 47% market share. Volume sales grew slightly in 2012 and Wrigley boosted its supporting adspend the same year.

Haribo. Its 'others', such as Fizzy Colas, Sour Cherries and Gold Bears, lead the sugar confectionery market and achieved sales (up 5.3%) and share growth in 2012. Sales of its Starmix and Tangfastic also rose last year.

Skittles. The Mars-owned brand posted impressive growth, with a 38% increase in value sales in 2011/12, helped by its vibrant image, social-media presence and TV advertising.

Polo. Value sales have been static, but volume sales were down (6.2%) as the brand is lacking vigour and, according to Mintel's brand research, is not considered forward-moving.

Werthers. Volume sales have fallen more than 33% with value down 8% (2011-12). The brand remains of greater interest to the over- 55s (who tend to prefer harder sweets) and achieves a positive net promoter score in Mintel's brand research.

Source: Mintel

This article was first published on marketingmagazine.co.uk