Confectionery: countlines rule The chocolate confectionery market was worth an estimated £3.8bn in 2000, an increase of 17% on 1995. The sugar confectionery market was worth £1.7bn, accounting for around 30% of total confectionery sales. Demographic trends show some negative effects. The number of children in the five to 14 age group rose strongly over the period 1994-99, accounting for 13.1% of the population by the end of this time. However, the picture for the future is not so rosy, with a decline of 2.8% between 1999 and 2004. The good news is that the bulge in the number of children is shifting to young adults aged 15 to 24 whose numbers will increase by 7.1% between 1999 and 2004. Growth prospects for the confectionery market are positive, with new products fuelling sales, although continued heavyweight promotion will be needed to bolster these. Mintel's exclusive consumer research confirms that the most popular type of chocolate confectionery is the standard size countline. This is bought by more than half of adults. There's a broad demographic profile, but most is bought by younger adults and in Scotland and the south west. Purchasing is most popular among those working full-time, as a quick fill-me-up, and by those with children, especially aged five plus. A trusted brand name is the most important influence on purchasing, with six in 10 adults citing this as a factor in determining purchase. This reflects the amount of advertising and promotional support manufacturers put behind confectionery brands. Influences on buying choc confectionery, 2000 Base: 1,026 adults aged 15+ (%) Trusted brand name, eg Cadbury's 62 My mood at the time/whatever I fancy 44 What's on special offer 33 Will buy from a few favourite brands 25 Like to try new products 25 Extra free on individual bar 23 What the kids ask for 20 Something you can eat on the move 18 Whatever is seasonal, eg Easter 16 Brand I've seen advertised recently 12 Source: BMRB/Mintel {{MARKETING - P&P }}