Confectionery packaging sees decline

Confectionery packaging in the UK has declined by 1% to reach 12.8 billion units in 2015, according to Euromonitor.

This may be due to convenience and portion control remaining the most important factors impacting confectionery packaging, leading to more variety in pack sizes as well as stronger growth potential for plastic pouches.

Rosemarie Downey, head of packaging at Euromonitor, explains, “UK manufacturers target consumers with various packaging sizes to suit each occasion. Small pack sizes are often favoured by consumers seeking to restrict their calorie intake as part of a healthy diet or to eat on-the-go. The 50g and 17g sizes are the most popular, each of which registered growth in 2015. At the same time, multipacks, particularly in countlines in leading brands, such as Twix, Mars and Snickers, are popular among families as they are suitable for sharing. They are also often sold on promotion and are economical. Leading brands, such as Maltesers, Revels and Minstrels, have gained strong sales thanks to their attractive pouch packaging, especially in 121g, 126g and 153g sizes. Closures for these types of products are laminated adhesive labels rather than actual closures, such as zip/press.

“Although the UK is now out of recession, consumers remain price sensitive and actively seek out discounts, many of which are mostly applied to larger pack sizes. Moreover, many people are also switching from their traditional confectionery favourites that are high in sugar or fat to other kinds of confectionery, such as gum, especially sugar-free gum, due to growing awareness of dental health.

“Packaging sizes for confectionery will remain fragmented although the majority will remain smaller packs for individual or on-the-go consumption, while there will also be a market for large value-for-money sharing packs. Manufacturers will adopt better closure systems and higher-end packaging as strategies to gain share, encouraging consumers to pay a bit more to achieve premium quality. Subsequent increases in prices, however, will certainly have to be moderate. Such innovation will be more restricted in gum and sugar confectionery as these product categories are not perceived to be of high quality in the first place.”