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In 2018, the retail sales value of sugar confectionary in Europe* reached **** billion U.S. dollar. For 2021, an increase of roughly *** billion dollars is expected. Candies, bubble and chewing gum, chocolate and candied fruits or nuts are usually what is considered sugar confectionary in contrast to bakers' confectionary including different kinds of flour confections.

Confectionery with less sugar

While the market is still forecast to grow, most food markets see a general trend towards products that are perceived as healthier for the consumer such as products with reduced sugar content. On the European market for confectionery items with reduced sugar content sugar, Mars Incorporated was the leading company measured by retail sales. Mars generated **** billion U.S. dollars in retail sales. Compared to other markets private label products only made up a fraction, with a total of million dollars in sales. Mars’ biggest competitor, Mondelez, made less than half of this at *** billion dollars in Europe.

Products with less sugar in the UK

In the United Kingdom, carbonates with reduced sugar content generated *** billion U.S. dollars in sales. It's important to note that the UK market introduced a specific sugar levy that shifted the market towards products with less sugar. From 2015 to 2018, soft drinks with **** or less grams of sugar per 100 ml grew in market share from ** to ** percent of the market.