Soaring sales for sharing

Consumer buying habits have changed in recent times according to Swizzels marketing manager Sarah-Louise Heslop, and it has meant that bagged confectionery sales have soared.

She said: “More than ever, consumers are looking for sharing bags as they offer more variety and value for money. Swizzels boasts a wide selection of leading variety packs and bigger sharing bags that will meet the consumer needs.


“Gums and jellies is one of the most important categories within sugar confectionery, accounting for 45% of total sales and growing by £1.5m year on year.

“The strong growth of the Squashies range makes Swizzels the fastest growing manufacturer within gums and jellies.

“The bagged range sees iconic, much-loved brands – Love Hearts, Drumstick Lollies, Double Lollies and New Refreshers transformed into a softer gum version.

“Sales have grown continually since launch and a bag of Squashies is sold on average every 2.6 seconds.

“Squashies are available in a variety of formats from £1 price-marked packs to countline bags to meet all consumer eating occasions.

“The £1 price-marked bags make it easy for customers to work out how much they can spend, and are the perfect size to share with friends and family.”

She continued: “Products over 100g are worth £287m and seeing a healthy 5% growth.

“Variety packs are an important part of this, with one in three variety bags being sold in convenience stores under 10,000 square feet.

“Swizzels holds a 90% share of sugar variety packs, and nine of the top 10 variety packs are Swizzels brands.”