Identifying the major trend of the decade isn't easy, but the subtle impact of health is more pervasive than most
While there is no one single trend that defines the activity in sugar confectionery over the past 10 years, one could say that the subtle impact of health concerns has fuelled a number of category initiatives and external factors, such as bans on advertising to children.
Rory Goodwin, sales director, Haribo Dunhills (Pontefract), believes the biggest single trend is that "the big brands have got bigger - this looks set to continue".
"The Ofcom restrictions on advertising mean it's going to be very difficult for a new confectionery brand to gain a foothold," he says. "Although our brands are well-established, our response to the impending regulations was to comply long before they came into force and begin to develop a wider programme of marketing activities to engage with our consumers."
Graham Walker, Nestlé UK trade communications manager, agrees that health concerns are impacting on what large manufacturers are doing with their brands. He believes the move towards more permissible treats is one of the most prominent trends. "It is particularly relevant to mums, who are increasingly looking for more permissible options for their children," he says. Nestlé Rowntree, along with several other brands, continues to offer more permissible confectionery across its range of leading kids brands. In June 2007 the level of real fruit juice in Rowntree's Fruit Pastilles, Fruit Gums and Jelly Tots was raised to 25%. Chewits is launching its Truly range, with real fruit juice and 30% less sugar.
Consumers are also swayed by old favourites and the retro appeal of some brands. Nestlé Rowntree has announced the comeback for its popular blue Smarties, which will rejoin the 'no artificial colours and flavours' line-up, with a £1.5m support package.
Strong brands with a strong heritage continue to perform well. "The past decade has seen a number of brands come and go," says Tracey Mattock, marketing manager at Fox's Confectionery. "However, the heritage enjoyed by iconic brands such as Fox's Glacier Mints, Paynes Poppets and Just Brazils has ensured growth and enabled us to launch into new areas."
Has the number of customer complaints about the price of goods increased recently?
