Sugar confectionery saw little current value growth during the review period as a whole, as the war on sugar increased its momentum. However, sales growth was further challenged by the COVID-19 pandemic, during which consumers’ snack purchasing habits changed immensely.
Current value sales of mints were negatively impacted by home seclusion in 2020 but will start to recover in 2021. The positive growth of mints will be driven by standard mints, which account for the majority of value sales in mints.
Mondelez Ireland Production Ltd, owner of brands such as The Natural Confectionery Co, Bassett's and Maynard's, continues to lead Irish sugar confectionery in 2021 despite losing value share. However, the leading brand continues to be its main competitor Haribo.
Full-sugar variants of sugar confectionery are expected to see little sales growth over the forecast period. An increased emphasis on healthy eating and the war on sugar will both contribute to stagnant sales.
Reduced sugar or sugar-free sugar confectionery, such as Haribo’s sugar-free gummy bears, are expected to become increasingly appealing to Irish consumers over the forecast period. It is such products that will drive the current value sales growth of sugar confectionery.
Sugar confectionery is traditionally an impulse category, with a large proportion of sales of products such as mints or pastilles, gums, jellies and chews sales from unplanned purchases. This continued even as the COVID-19 pandemic hit snacks.
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