FEATURE
CHOCOLATE & CONFECTIONERY
27 JUNE 2025 ASIAN TRADER 23
he chocolate and
confectionery category
continues to demonstrate
remarkable resilience in today’s
challenging economic climate,
offering independent retailers a
dependable revenue stream when
consumers are tightening their
belts elsewhere. As shoppers seek
affordable treats to brighten their
day, this category has maintained
its value proposition, with
chocolate and candies serving as
accessible luxuries that provide
comfort without breaking the
bank.
This trend is particularly
evident in the burgeoning “sweet
treat economy” driven by Britain’s
return-to-office culture. New data
from Virgin Media O2 Business
reveals that office workers are
now spending an estimated £57
million a week on chocolates,
creating significant opportunities
for convenience retailers
positioned near business districts.
More than half (54 per cent) of
workers are more likely to
purchase sweet treats and snacks
when in the office compared to
working from home, with 52 per
cent treating themselves as a
reward for going into the office.
The workplace has become a
crucial driver of confectionery
sales, with 40 per cent of office
workers consuming sweets and
chocolates most days they work in
the office. Popular choices include
Cadbury Dairy Milk (21 per cent),
KitKat (15 per cent), Cadbury
Twirl (10 per cent), Kinder Bueno
(10 per cent), and Galaxy (nine per
cent). For many workers, these
purchases serve multiple
purposes: 38 per cent say treats
help boost their energy, 37 per
cent use them to improve their
mood, and 34 per cent see them as
an opportunity to take a break
from work.
Jessica O’Connor, Product
Director at Virgin Media O2
Business, explains the broader
economic impact: “Small treats
are becoming an essential part of
office culture, helping employees
take a quick break and to return
feeling energised. This trend isn’t
just good for morale, it’s making a
real impact on the wider econo
my, driving spending in local
shops, cafés, and physical retail
stores.”
Premium opportunity
The numbers tell a compelling
story beyond workplace con
sumption. In the last year the
chocolate category has grown in
revenue by 1.4 per cent, while
premium chocolate has grown by
22.4 per cent in the independent
channel [Nielsen], “proving that
during tough economic times
consumers are willing to pay that
bit extra for ‘little treats’,”
according to Lydia Stubbins,
Group Marketing Director at
Divine Chocolate Ltd.
This trend towards premiumi
sation has only intensified
recently, with premium chocolate
experiencing extraordinary
growth of 68.6 per cent in value
and 69.1 per cent in units in the
latest 12-week period compared to
the previous twelve weeks.
For independent retailers, this
shift towards premium offerings
presents a golden opportunity.
The key lies in stocking brands
that combine quality with ethical
credentials. “Divine Chocolate is a
must stock brand,” explains
Stubbins. “The brand is the
highest scoring food and drink
B-Corp in the country, uses only
Fairtrade ingredients and is the
only chocolate company to be
co-owned by cocoa farmers,
meaning the delicious taste of the
chocolate is backed up by strong
ethics.”
The sugar confectionery
segment is equally buoyant, with
particularly exciting develop
ments in specific niches. Susan
Nash, Trade Communications
Manager at Mondelēz Interna
tional, highlights that “the
market is in growth and currently
represents 24 per cent of the total
confectionery market.” Within
this expanding sector, sour candy
is emerging as a standout
performer, appealing to consum
ers seeking “little moments of fun
and escapism from day-to-day
life.” The success of products like
Sour Patch Kids, which is
“growing by 67 per cent,”
demonstrates how retailers can
tap into this demand for distinc
tive flavour experiences.
The broader market dynamics
are equally encouraging. Mark
Roberts, Marketing & Trade
Marketing Director at Perfetti
Van Melle, reports that his
company “is valued at £131.6m as
of January 2025, growing at 3.6
per cent vs January 2024, and well
ahead of the market which sees a
0.9 per cent value decline vs this
time last year.” This outper
formance in a challenging market
underscores the importance of
having the right portfolio mix,
with household brands like
Mentos, Fruit-tella, Chupa
Chups, and Smint collectively
worth over £100 million.
The resilience of the category
extends beyond mere survival
tactics. Roberts emphasises that
“sugar confectionery is a resilient
A convenience stalwart,
chocs and confectionery
stand up to the harshest
economic conditions
because everybody –
adults and children
alike – likes a sweet
treat
Candy demand is constant, like
Wonka’s everlasting gobstopper …