1. Sugar confectionery is growing at +3.1% – now worth £665m
2. Premium and value sugar confectionery brands are experiencing double-digit growth
3. Sour tastes and innovation is growing sales
4. Sharing bags make up nearly two thirds of the category – and are growing ahead of it
5. HFSS restrictions continue to buoy sugar-free sales
1. Sugar confectionery is growing at +3.1% – now worth £665m
Warmer weather and sugar confectionery go hand in hand. Whether it’s a summer treat, sustenance for long car rides on holiday, or even for that impromptu garden party or picnic, sugar confectionery is a key category to focus on, especially when the sun is shining.
“The sugar confectionery market is in growth and currently represents 24% of the total confectionery market,” says Susan Nash, trade communications manager at Mondelez. “A focus on fun and innovation is particularly important to the category, as shoppers are always looking for something new and exciting at the confectionery fixture.”
Sugar confectionery is an area that benefits from nostalgia, novelty, fun and colour. “The novelty confectionery category has seen a significant growth in demand and sales. Their attractive prices, playful elements and bold flavours make them stand out on the shelves, encouraging impulse buys,” says Kathryn Hague, head of marketing at World of Sweets.
“We’re encouraging retailers to create dedicated novelty displays in stores that are stocked with exciting novelty lines and that highlight the low price points. Novelty sweets carry a high perceived value, making them excellent sales drivers for pocket money spenders.”
2. Premium and value sugar confectionery brands are experiencing double-digit growth
Looking at price brackets, growth can be found in both value pocket-money-priced lines and premium products, presenting opportunities for retailers to carve out a niche by meeting these needs. “This trend highlights opportunities at both ends of the pricing spectrum, as consumers seek either affordable treats or premium indulgences,” says Storck’s Andy Mutton. “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.”
“Convenience shoppers typically look for grab-and-go formats and great value, so our price-marked products perform especially well in this channel,” agrees Clare Newton, trade & shopper marketing manager at Swizzels. “Ensuring these trusted brands are visible at eye level or near tills helps maximise their performance.”
3. Sour tastes and innovation is growing sales
Sugar confectionery is benefiting from a surge in sales from brands that offer bold tastes and interesting, novel flavours. “We’ve seen a rise in demand for the sour candy segment in particular as sour candy appeals to consumers who are looking for little moments of fun and escapism from day-to-day life,” says Mondelez’ Susan Nash. “Sour Patch Kids, with its range of products in Original, Strawberry, Watermelon, Fruit Mix and Cola variants, is growing by +67% 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.”
4. Sharing bags make up nearly two thirds of the category – and are growing ahead of it
While single lines remain popular for treats, the sharing format continues to reign supreme as the number one packaging of choice for sugar confectionery. “Sharing bags dominate the sugar confectionery category, accounting for £430 million in sales in convenience, growing by +6.5% in value,” says Storck’s Andy Mutton. “They are essential for meeting consumer demand for at-home socialising while gifting formats present growth opportunities as consumers increasingly seek convenient, impulse-driven options.
“By capitalising on growth areas like sharing and gifting, retailers can ensure the sugar confectionery category remains a sweet spot for sales.”
5. HFSS restrictions continue to buoy sugar-free sales
HFSS regulations have shaped the sugar confectionery market in recent years, with location restrictions that came into force in October 2022 and a ban on volume promotions right around the corner.
Even promotions that offer a part of the product for free, such as the popular mechanic used by Haribo and described by Patel, will have to be sold through in the 12 months after the implementation date – October 2026 – according to the ACS Guide.
While location restrictions only affect stores with a floor area of over 2,000sq ft, volume promotion restrictions will apply to any convenience retailer with 50 or more employees. However, convenience retailers deemed to have a ‘franchise agreement’ will have to calculate their employee numbers based on the whole organisation they are part of. Retailers are urged to speak with their symbol group or franchise head office to understand their agreement.
“The impact of HFSS restrictions has been particularly pronounced in this category, as the loss of discretionary space and multi-buy promotions has posed challenges,” says Storck’s Andy Mutton. “However, retailers can drive confectionery sales with non-HFSS products by offering popular classics such as Werther’s Original, available in a sugar-free range.”
While the sugar-free market is a way off overtaking sugary lines, the market is growing and could present opportunities for retailers who position them in the right way.
“We’ve seen a consistent and growing appetite for low-sugar confectionery, particularly in the convenience channel. Consumers are becoming increasingly label-savvy and are actively seeking out healthier options that don’t compromise on taste. For retailers, this represents a real opportunity to rethink the confectionery aisle and appeal to a broader audience, says Roshane Stewart, sales manager for Peppersmith.
“Shoppers are looking for products that do more than just taste good – they want added benefits like dental health, natural ingredients, or vegan certification – especially those who have traditionally avoided the category due to high sugar content.
“The low-sugar category is no longer niche – it’s becoming mainstream. And with the right range, visibility, and messaging, c-stores are perfectly placed to capitalise on this shift.”
Retailers that evolve their confectionery ranges with a broad range of bold flavours, value-driven brands and no-sugar products can meet current market trends and keep their sales strong all summer long.
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