FEATURE
CHOCOLATE & CONFECTIONERY
24 ASIAN TRADER 27 JUNE 2025
category as it delivers lifts and
treats for its consumers. As we
continue into a challenging
economic landscape, confection
ery remains an affordable treat
giving retailers a compelling sales
generator.” This affordability
factor is crucial, as it positions
confectionery as a guilt-free
indulgence even when household
budgets are stretched.
The treating trend shows no
signs of slowing down. Declan
Hassett, Licensing Manager at
Diageo, points to
research
revealing that ,
“despite the
uncertain econom
ic climate, consum
ers are continuing to
spend on affordable
luxuries, showing a
willingness to treat
themselves to small,
accessible items.” The
global treat category is
expected to reach $479
billion by 2027, with a compound
annual growth rate of 4.4 per
cent, indicating sustained
long-term growth potential.
Compliance risks
Meanwhile, the explosive
popularity of Dubai-style
chocolate across the UK retail has
brought unexpected
regulatory challenges
to the fore, with the
Food Standards
Agency (FSA) issuing
serious warnings
about imported
products that could
pose significant
risks to both
consumers and
retailers. As
convenience stores rush to
capitalise on viral confectionery
trends, the latest FSA alerts serve
as a stark reminder of the
importance of rigorous supply
chain compliance.
The Dubai chocolate phenom
enon has been nothing short of
remarkable. Since first taking
social media by storm, the
pistachio- and Knafeh-filled bars
have prompted major retailers to
develop their own versions.
However, this surge in demand
has created a troubling parallel
market of unauthorised imports.
On 12 June, the FSA issued a
comprehensive warning about
imported Dubai-style chocolate
products that “may not be
intended for sale in the UK and
could lack a full ingredients list or
allergen labelling.” The agency’s
investigation revealed products
containing additives and colours
prohibited in the UK market,
alongside inadequate allergen
information that could prove
dangerous for consumers with
food allergies.
“The vast majority of
food in the UK is safe, but
some imported Dubai-
style chocolate products
don’t meet our standards
and could be a food safety
risk, especially for
consumers with
allergies,” Professor
Robin May, Chief
Scientific Advisor to
the FSA said, advising
consumers looking
to buy Dubai-style
chocolate to “stick with
trusted retailers, like the ones
you’d use for your weekly shop, as
products are more likely to be
made for UK consumers and so
are safe to eat.”
The warnings extend beyond
Dubai chocolate. A day earlier, the
FSA instructed retailers across
England, Wales, and Northern
Ireland to immediately
halt sales of several
Jolly Rancher
products manufac
tured by The
Hershey Company.
These popular
American sweets were
found to contain
mineral oil aromatic
hydrocarbons and
mineral oil saturated
hydrocarbons
– substances not permitted in UK
food products. The FSA noted that
while “the immediate food safety
risk to consumers is considered
low, regular or high-level
consumption of these
substances may pose serious
health risks, including
potential DNA damage and
increased cancer risk.”
The Jolly Rancher recall
affects all pack sizes,
batches, and best-before
dates of Hard Candy,
“Misfits” Gummies, Hard
Candy Fruity 2 in 1, and
landscape, with new consump
tion patterns emerging that savvy
retailers can capitalise on to drive
both footfall and basket value.
One of the most significant
trends shaping the category is the
growing popularity of home
entertainment. Nash observes
that “shoppers are increasingly
looking to enjoy evenings at
home as a more cost-effective way
to spend time with family and
loved ones.” This shift towards
domestic socialising has bolstered
the Big Night In occasion,
presenting retailers with
substantial opportunities.
“This subsequent
increase in the Big Night In
occasion can be catered to
with our gifting and
sharing formats and the
evening occasion is the key
time of day for sharing,
with bags being the most
convenient and popular
format for the consumer,”
Nash explains. The trend
reflects consumers’ desire
Berry Gummies variants. Despite
The Hershey Company proac
tively stopping UK supply in
2024, unauthorised imports
through third-party distributors
have continued, highlighting the
challenges retailers face in
managing grey market products.
The rise of BNI
While these incidents underscore
the critical importance of
working with authorised
distributors and maintaining
robust supplier verification
processes, they also point to a
significant shift in confectionery
Ride the sweetest confectionery trends
Susan Nash, Trade Communications
Manager at Mondelez International,
shares her insights on the key
trends shaping the chocolate and
confectionery category.
Home entertainment drives sharing occasions: “We’ve seen
that shoppers are increasingly looking to enjoy evenings at
home as a more cost-effective way to spend time with family
and loved ones.”
Brand loyalty remains strong: “Recent data has also shown that
consumers are going back to brands, and families are driving the
way we share our snacks over seasonal occasions.”
Value messaging is crucial: “Price marked packs help deliver a
value message in store, tapping into consumers’ need for
‘affordable’ treats, so they’re an important part of a convenience
retailer’s range.”
Premium demand persists: “There is still a demand for premium
products, and we see consumers not wanting to hold back on
seasonal treats, in particular. It’s also important to note that
consumers are focused on value not price.”
Sour candy segment is booming: “We’ve seen a rise in demand
for the sour candy segment in particular, as sour candy appeals
to consumers who are looking for little moments of fun and
escapism from day-to-day life.”