Confectionery sales were worth £706m at Christmas in 2015 according to Mondelez International.
And it says it has a 29.4% share of the Christmas chocolate market and 49% of selection box sales.
Among its new products for this year’s festivities is Cadbury Dairy Milk Snow Balls, featuring vanilla mousse in a hard Cadbury Dairy Milk chocolate shell.
Maynards Bassetts Wine Gums Merry Mix is a new sharing bag of Christmas-themed jellies.
A spokesperson said: “Confectionery is at the heart of Christmas.
“In 2015, Cadbury delivered its biggest and most successful campaign ever with Cadvent, which saw 24 magical events take place across the country and the campaign will return in 2016 with a £10m spend.”
• Mars Chocolate has brought back some of its seasonal best sellers in the shape of the Maltesers Merryteaser Reindeer and the Galaxy Gift for You White.
The Maltesers Merryteaser Reindeer is being supported by a range of POS to raise awareness and boost impulse purchase.
Galaxy Gift for You White has been repackaged to create new impact this year.
• After-dinner products play a key role over Christmas, with the number of after dinner sharing occasions growing strongly, says After Eight brand owner Nestle.
And it says After Eight leads the segment with a 55% share of sales.
A spokesperson said that in 2015 After Eight Straws achieved £1.8m sales and brought new shoppers to the brand.
The After Eight selection pack, which contains dark, milk and white chocolate fondants and opens out to become a sharing pack, and the After Eight tin, holding two 200g cartons, are also back for 2016.