Healthier confectionery ranges are becoming more common, but what does 'healthy' mean in this sector?
With healthier confectionery products growing by 40% in the UK since 2001, it's no surprise that the healthier confectionery category is worth over £390m [Mintel 2006] in UK retail sales, outpacing the total sugar sector that fell by 1.8% in 2006 to £1.4bn [IRI, June 07].
Much of this activity has been around improving the ingredients of the products, principally whether they contain artificial colours or flavours, and whether they are made with real fruit juice.
In 2005, Nestlé moved Rowntree's to no artificial flavours or colours and in June 2007 it increased the amount of real fruit juice across Fruit Pastilles, Fruit Gums and Jelly Tots to 25%.
Recent developments from CTB have seen the introduction of no artificial flavours or colours in Bassett's Allsorts and the launches of Maynards Wine Gums Light with 50% less sugar, and The Natural Confectionery Company range.
'Natural' health, like the supposed benefits of dark chocolate, is also a growing trend, with manufacturers balancing health against consumers' desire to treat themselves. "Around half of consumers eat chocolate as a treat within a healthy diet," says Gabrielle Bond, trade marketing manager at Bendicks. "The attitude that 'a little bit of what you fancy does you good' is especially popular with those who believe that dark chocolate, particularly, has health benefits." She says Bendicks' premium 125g chocolate bar contains five individually wrapped 25g small bars which allow consumers to have that "little treat".
Consumer demand for healthier confectionery is driving NPD, with launches such as Maynards Light Wine Gums, Panda All Natural Licorice and Cadburys Natural Confectionery Company lines.
Cedar Health, which owns the Panda and Ricola brands, has seen its products migrate from specialist health food shops into the multiple retail environment as consumers look for more natural confectionery alternatives.
"The 'no nasties' approach taken by Panda licorice has ensured continual year-on-year growth as more consumers trust a small number of manufacturers that deliver healthier options without compromising on taste," says the company.
Has the number of customer complaints about the price of goods increased recently?
