The confectionery category has an enduring appeal with both shoppers, manufacturers and retailers. Behind all the downsizing of the major brands, under the guise of portion control and reducing calories, one of the major trends has been for confectionaryproducts to become more indulgent. This talks to the fact that consumers are wanting ‘more bang for their calorie’ – indulgence is a special occasion.
Of course, permission plays a major role in the category and the healthier new entrants are using health cues or reductions in some macronutrients in order to entice shoppers. In fact, the work continued by the industry as a whole to reduce sugar is the focus of much public debate, but there is also a progressive reduction agenda on salt and fat.