Identifying the major trend of the decade isn't easy, but the subtle impact of health is more pervasive than most

Presenting products in the optimum way is tough in this category - a logical approach is the only way to go

The confectionery category is impulse-driven and the majority of consumers go into stores and then buy confectionery as a treat and indulgence. It's this indulgence aspect that makes it questionable how much an impact 'healthier' sweets will have on the category. It is difficult to forecast how that sector will continue to grow and develop. Eaten in moderation and as a treat, confectionery can make a positive contribution to people's perceived quality of life. It's essentially a fun category that is there to put a smile on your face, but within the whole debate on obesity, that tends to get forgotten

There is definitely room in the category for further innovation within the gum market, as consumption of gum in the UK is still lower than other markets. An additional factor is that consumers are responsive to new flavours and formats. There has definitely been a lack of innovation in the UK gum market over recent years, that has led to a decline in sales. There is now more opportunity to expand the market so that it falls into line with the global norm, and to attract more consumers to gum. This will drive incremental sales for retailers and of course suppliers.

"Sugar confectionery is one of those rare categories enjoyed by consumers of almost every age and demographic - it's a marketing woman's dream." So says Tracey Mattock, marketing manager at Fox's Confectionery.

Gigantic, colossal, gargantuan or just extremely large: the common synonyms for the confectionery market all perfectly describe a sector that cont­inues to provide grocery retailers with excellent sales opportunities.

Healthier confectionery ranges are becoming more common, but what does 'healthy' mean in this sector?

The next 12 months is going to be an exciting time for Nestle Rowntree, and we are supporting our brands heavily by communicating the message to customers. Total media support across all our brands is £57m, led by KitKat at £14m, Aero at £7m, and Heaven, Smarties and Rowntree's at £4m. This is how serious we are about our consumer communication. You can do great things with your products, strategies and retailers, but it has to be underpinned by talking to the consumer. It is also critical that retailers know when this media support is happening - how often do they get caught out when a media campaign breaks and they run out of stock?

Countlines - single bars - are struggling, although better merchandising could work wonders, say suppliers

We find that buyers are asking for more help in understanding how they can grow and attract more consumers to the category by clear and concise product ranging and promotions. Category management plays a vital role within this - helping the account achieve its objectives is paramount, and this is something we are currently investing in. I also believe that in today's climate the ability to promote off-fixture is becoming more difficult when such great focus is placed upon the 'ease of shop'. The majority of confectionery bought is on impulse, so coming up with new and unique ideas to gain those extra impulse sales with POS is a challenge.

Dark chocolate is finally coming into its own, after spending a long time on the confectionery margins

Shelf space dedicated to brands and own-label versions of premium chocolate bars is testimony to the significant and continued growth in this sector. Luxury boxed chocolates for general and seasonal gifting is also growing, with the majors dedicating more space at the expense of sectors such as pick 'n' mix. Premiumisation will continue to grow due to consumer trends towards greater sophistication in taste, time poverty and the need to indulge. Information on the health benefits of dark chocolate has led to greater consumer awareness of cocoa content and bean origin. Appreciation of chocolate is becoming like wine - there is a certain snob value!

The emergence of Trident caused a sticky situation in gum, but giant Wrigley is holding its own at the top

It is important to keep core confectionery ranges fully stocked at all times, and the confectionery category should be flagged by key brands such as Cadbury Dairy Milk. Dual features have been proven to deliver big sales increases in store, particularly if merchandised within a high-footfall area. Positioning hanging bags near large block chocolate provides an option for retailers looking to stock the sharing area of their store. We would advise wholesalers to site chocolate within the main confectionery section of the store. Strong POS that enhances the shopping experience can be used to drive impulse sales.