Britain’s 10 favourite sweets and confectionery brands 2022

1. Haribo Gums & Jellies

▲ £22.5m (+16.7%) 

Haribo maintained its leadership, growing 16.7% to £156.9m – well ahead of the 6.1% category growth.

 

2. Maynards Bassetts

▼ £2.4m (–2.4%)

The only brand in decline is second-placed Maynards Bassetts, whose value fell 2.4% to £100.7m. Jones attributes this to the brand “losing its visibility” amid NPD elsewhere in the aisle.

 

3. Rowntrees

▲ £4.1m (+5.0%) 

In contrast to chocolate, the top fruity confectionery brands are mostly in growth this year, according to NielsenIQ’s data. This differs from Kantar’s less positive read, as it includes on-the-go sales.

 

4. Skittles

▲ £6.5m (+14.2%) 

“The category is attracting new shoppers, and will likely continue doing so during the cost of living crisis,” says NielsenIQ analyst Polina Jones, as sweets are cheaper than chocolate.

 

5. Drumstick

▲ £1.5m (+3.5%) 

 

6. Fruittella

▲ £3.8m (+18.1%) 

Fruittella saw the fastest relative growth at 18.1% to £24.5m, leapfrogging Maoam (£24.1m) to be the sixth-largest brand.

 

7. Maoam

▲ £2.6m (+12.0%)

Fruity confectionery’s affordable price also appears to be protecting brands from downtrading to own label. “In some retailers, such as M&S, own label will continue to dominate, but we are not expecting any seismic shifts,” says Jones.

 

8. Starburst

▲ £0.1m (+0.3%) 

 

9. Werthers Original

▲ £0.2m (+1.0%)

The big threat is HFSS rules, which will have a disparate impact on brands. HFSS lines will need “effective promo strategies”, says Jones.

 

10. Barratt

▲ £1.3m (+9.5%) 

 

^{Source: NielsenIQ 52 w/e 9 July 2022}