April 24, 2025 – The sugar confectionery category has experienced moderate sales growth over the past five years (2% volume, 3% value) and is projected to continue growing at that rate. One of the biggest challenges facing the category is that consumers might stop buying the products due to concerns about negative health impacts, especially from sugar. Targeting consumer segments that show increased consumption over the past year – mainly Millennials, Generation Z and households with children – may help increase consumption.
There is opportunity to build the category both by attracting new users and by creating new occasions to consume such as seasonal varieties and limited edition flavor experiences.
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