Brandscape

Here’s why the UK sweet, candy and chocolate scene feels so turbo-charged right now: innovation pressure from health rules, social-first flavour trends (think “Dubai chocolate”), and a reshaped brand landscape.

Better-for-you
Sugar-free and lower-sugar products are no longer a sideshow. Globally, sugar-free confectionery was valued at about £1.81bn in 2024 and is forecast to grow steadily through to 2030, reflecting consumer health concerns and reformulation momentum that is also visible in the UK aisle. Confectionery makers are pairing that push with premium cues – cleaner labels, natural ingredients and reduced sugar – because shoppers want indulgence without quite so much sugar. While precise UK-only figures for sugar-free sweets are hard to isolate, the direction of travel is clear in broader market data: UK chocolate is projected to grow in value through to 2030 as brands premiumise and reformulate, even while volumes fluctuate with price inflation.

American influence is unmistakable
US candy formats including extreme sours (Warheads, Sour Patch Kids) have helped spark a bigger “sour boom” across UK sugar confectionery, aided by TikTok and convenience retail. The flip side of that craze has been a flood of grey-market imports, some containing additives not permitted in the UK – trading standards have flagged this repeatedly. Bold flavours, over-the-top textures, viral packaging – keeps rippling through NPD from mainstream brands and challenger makers alike.

Taste trends
Global influences are reshaping what “premium” looks like. The Dubai-style wave – pistachio-rich bars layered with tahini and knafeh textures – went properly viral in 2024/25, with UK retailers repeatedly selling out of “Dubai chocolate” dupes and limited editions. The original UAE hit (FIX Dessert Chocolatier), and its many imitators turned pistachio into a flavour of the year, normalising Middle Eastern notes in mass chocolate. Expect more pistachio, sesame, cardamom and baklava-like crunch making their way into UK premium tablets and seasonal lines.

Who owns the UK market today?
Big brands or small-batch makers? Independent, small-batch chocolatiers are culturally influential, but the economics are still dominated by multinationals. Industry sources consistently show high concentration: Mintel notes Mondelēz alone holds “almost a third” of UK chocolate confectionery, within a top five that leads the category; meanwhile, other market trackers describe the UK chocolate market as “highly concentrated,” with the top five players controlling more than 50% of sales. On that basis, a reasonable split is big brands (top five manufacturers) >50%; all others – including smaller batch producers plus mid-tier brands – <50%. Cadbury (Mondelēz) remains the bellwether, even as inflation and cocoa price shocks force portfolio repricing and innovation in formats and pack sizes.

Innovation to watch
• Health-leaning indulgence. Reduced-sugar chocolate and sweets tapping prebiotic fibres or polyols are migrating from niche to mainstream, especially in premium gifting and “better-for-you” snacking. (Macro evidence: the steady global expansion of sugar-free confectionery.)
• Texture maximalism. From American sour jellies to Dubai-style layered bars, “ASMR crunch” and multi-texture builds are a fast track to viral.
• Premium provenance and ethics. Even with budgets tight, shoppers trade up for story-rich bars; premium and ethical challengers (e.g., Tony’s) have posted standout growth from a small base.

In conclusion
UK confectionery is innovating on two fronts at once – healthier recipes and hedonistic formats – while a concentrated set of global players still commands the lion’s share of sales. Expect the next 12 to 18 months to bring more sugar-reduced launches from the majors, and more globally inspired flavours (especially pistachio and Middle Eastern bakery cues) filtering into everything from tablets to seasonal novelties.

Wow Me Design is the Cheltenham-based packaging design agency with vast experience in creating seasonal on-shelf impact, helping to drive demand and increasing all-year-round opportunites. Whether it’s creating concept ideas to present at retailer meetings or developing real-world packaging we would love you to get in touch at hello@wowmedesign.com

Sources: Grand View Research / Mordor Intelligence / The Grocer / Mintel Store Data Insights Market / The Times / Confectionerynews.com