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