Sweet success
The Irish confectionery market is growing, fueled by trends such as the increasing demand for convenient snacks, the rise in gifting, and the introduction of innovative flavours
Print22 April 2025
As health consciousness grows in Ireland, consumers are balancing indulgence with healthier options when choosing confectionery. While demand for sugar-free and reduced-sugar products rises, the desire for indulgent treats remains strong, reflecting a more nuanced approach to consumption.
The Irish confectionery market is expanding, driven by factors like the demand for on-the-go snacks, gifting trends, and innovative flavours. Retailers play a crucial role by offering leading brands that resonate with consumers, boosting sales and profitability. According to StrategyHelix, the market was valued at €1.9 billion in 2024, with an expected annual growth rate of 3.5% from 2024 to 2029.
A report by Euromonitor suggests that rising prices and potential sugar taxes may push sugar confectionery manufacturers in Ireland to develop healthier and more affordable alternatives. This could include reducing sugar content and using ingredients like fruit or nuts, aligning with changing consumer preferences and regulatory pressures.
In this dynamic market, businesses must stay flexible and responsive to consumer demands, constantly innovating to stay ahead. By staying on top of trends and adapting creatively, companies can not only keep up but also stand out in the evolving confectionery landscape.
Rowntree’s latest innovations are ‘bursting with flavour’
Rowntree’s Jelly Tots Tangy
Rowntree’s Randoms Fizzy Cactuz
In the dynamic landscape of sugar confectionery, sugar hanging bags have emerged as a leading format, currently valued at €136 million MAT (Nielsen total market, 23/03/2025). This segment is experiencing robust year-to-date growth of 9.1%, with Nestlé’s performance in sugar sharing bags surpassing the market average, showcasing an impressive 15.2% value growth year-to-date.
Rowntree’s, a brand long synonymous with sugar confectionery, stands at the forefront of Nestlé’s innovation within the sugar sharing bag market, particularly responding to the rising consumer demand for sour and tangy flavours.
Among the latest innovations from Rowntree’s Jelly Tots Tangy, a vibrant and playful reinterpretation of the beloved classic Jelly Tots. This exciting new product delivers a flavour-packed experience that beautifully combines nostalgia with tanginess. Made with real fruit juice—including apple, blackcurrant, lemon, lime, orange, and strawberry—these sweets are bursting with flavour.
This innovation not only celebrates the 60th anniversary of Jelly Tots, originally launched in 1965, but also exemplifies Rowntree’s ongoing commitment to product development, following the successful launch of Randoms Fizzy Cactuz in 2024.
Randoms Fizzy Cactuz offers an assortment of zesty fruit flavours, featuring unique sweets with two distinct textures: some are deliciously gummy, while others contain a juicy fruit filling that delivers a burst of flavour with every bite.
In addition to these innovations, Rowntree’s has introduced seasonal offerings, including the Randoms Incredible Easter Egg and Rowntree’s Jellytastic, a limited-edition mini egg sharing bar that combines milk chocolate with fruity jellies, appealing to fans of both.
When considering sugar confectionery, shoppers opt for well-loved, familiar brands they can trust. Rowntree’s is a brand that consumers can trust to contain no artificial colours, flavours, or preservatives.
Rowntree’s is also dedicated to ensuring that as many Irish consumers as possible can enjoy their fruity treats and offers a diverse vegan-friendly range, which now encompasses Rowntree’s Fruit Pastilles, Rowntree’s Jelly Tots, Rowntree’s Fruit Gums, and Rowntree’s Pick & Mix.
It is important to offer shoppers greater choice through a variety of flavours and textures. To capitalize on the seasonal increase in demand for sugar sharing bags, retailers are encouraged to stock a diverse range of beloved favourites, such as Rowntree’s Fruit Pastilles, Rowntree’s Jelly Tots, Rowntree’s Fruit Gums, Rowntree’s Pick & Mix, Rowntree’s Randoms, and Rowntree’s Randoms Juicers. It is equally important to ensure that new innovations, such as Rowntree’s Jelly Tots Tangy and Rowntree’s Randoms Fizzy Cactuz, are prominently displayed to attract consumer interest.
Recognising that summer is a peak season for sweets and sharing moments, Rowntree’s has developed point-of-sale materials to support in-store display features that attract consumers. An exciting on-pack promotion will also be featured across the brand’s portfolio throughout the summer, providing consumers with added value.
Visibility in-store is key to signpost the sugar confectionery category – within the main fixture, sugar sharing bags should be merchandised together and not combined with chocolate sharing bags, with a vertical split between the two on the sharing bags fixture. As well as on the main fixture, off-shelf displays close to other categories associated with sharing occasions are also invaluable to sugar confectionery especially during the summer months.
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Shelton’s brands achieving exceptional growth
Look-O-Look Mini Candy Sushi
Walkers Original Toffee
The sugar confectionery sector has seen remarkable growth in recent years, with Shelton’s portfolio of iconic brands leading the way. As cocoa prices rise, more consumers are shifting to alternatives, driving an exponential increase in demand for sugar-based treats. This surge presents an exciting opportunity for category management, where Shelton’s diverse range of products stands out for their compelling quality, innovation, and adaptability.
Among the key players in Shelton’s portfolio is Walker’s Non-such Toffee, renowned for its rich, buttery texture and long-standing heritage. The brand continues to captivate audiences, reinforcing its position as the leading toffee choice in the market. Trolli has become a standout in the gummy segment, offering vibrant, chewy treats that appeal to both children and adults. With bold flavours and playful shapes, Trolli has an enthusiastic following worldwide.
Look-O-Look introduces an element of fun with their transparent hanging bags and novelty Candy Take-Away’s that bring joy to all ages. Shelton now brings the full range of Red Band impulse, bulk and bagged foam and gummy jellies to the Irish market – watch this space for new product launches through 2025. Italian master chocolatiers Zaini offers a range of chocolate confections that deliver both exceptional taste and fun. Pez is an iconic brand with a huge global audience for their collectible candy dispensers, while Relkon’s novelties continue to attract consumers with their beloved licensed characters, making them a popular choice for special treats.
Barkley’s provides a traditional range of mints and chewing gum (uniquely packed in pocket-sized tins), supported by Cavendish & Harvey’s premium quality boiled sweets also in elegant tins – perfect for personal indulgence. These brands exemplify the variety and quality Shelton brings to the sugar confectionery market.
As the sugar confectionery sector thrives, Shelton’s category management strategies ensure that each brand is perfectly positioned to cater to diverse consumer preferences, leading the way in this evolving market. Contact: info@shelton.ie
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Impulsive category
According to Shopper Intelligence: “Sugar Confectionary (Sweets/Jellies) is one of the most impulsive categories in the store. But as well as being impulsive, we can tempt shoppers to ‘spend more’ on this treat at the fixture. Promos and NPD can drive volume and spend instore – are we tempting them with the right offers and cues? Our data also suggests that there might be a gap in the more premium/quality tier of the category – satisfaction scores are quite low in both of these metrics.”
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Sonas Sweets brings a pop of colour to convenience stores
Ampersand’s Irish confectionery brand continues to grow with quality, sustainability, and strong POS support.
Ampersand, a leading distributor in the convenience sector, has seen strong momentum with Sonas Sweets since its successful rebrand two years ago. The refreshed hanging bags have revitalised the Sonas Sweets jelly line, featuring vibrant, innovative, and fully recyclable packaging that appeals to today’s environmentally conscious consumers. This evolution highlights Ampersand’s ongoing commitment to delivering quality and sustainability in the confectionery market while proudly supporting Irish jobs.
Sonas Sweets captures the essence of happiness – aptly reflected in its name, as “Sonas” translates to “happiness” in Irish. The brand’s cheerful sun mascot, modern typography, and vibrant rainbow hues continue to resonate with consumers, promising joy and colour with every purchase. This strategic design has enhanced brand recognition and reinforced its mission to bring delight to every sweet lover.
Sonas Sweets offers two distinct product lines to cater to every sweet tooth: the €2 Mix-Up and a collection of €1 Hanging Bags featuring an impressive 24 flavours.
To simplify selection, the brand has implemented a colour-coded system: “Jellies” in red packs, “Fizzy” and sour sweets in yellow and orange bags, and “Nibbles” in blue. This design enhances the product’s visual appeal for both consumers and retailers, making it easier than ever to find a favourite treat.
Designed with retailers in mind, Ampersand provides strong Sonas Sweet’s point-of-sale (POS) support, including colourful stands, branded header boards, and dump bins to attract and engage consumers, boosting sales and brand loyalty. Bulk deal promotions further incentivise purchases for retailers, making Sonas Sweets a must-stock brand.
Ampersand’s commitment to innovation and customer satisfaction is evident in the ongoing success of the Sonas Sweets brand. With vibrant packaging, an eco-friendly focus, and expanded product offerings, Sonas Sweets remains a beloved choice for sweet lovers young and old everywhere.
The Sonas Sweets range is available nationwide. For more information or to place an order, contact your local Ampersand representative or call the sales line at (01) 4130100.
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A timeless taste of Irish tradition
Since 1882, Cleeve’s Irish Confectionery has been a cherished name in Ireland, representing quality, heritage, and tradition. Originally founded in Limerick by the Cleeve brothers, the brand continues to delight generations with its timeless selection of milk chocolate, toffees, and caramels. Today, Cleeve’s remains at the heart of Ireland’s confectionery scene, produced in Newbridge, Kildare, and proudly distributed by Ampersand.
Cleeve’s is synonymous with nostalgia, evoking fond memories with its vintage-inspired branding and commitment to using only the finest Irish ingredients. The brand’s recent rebrand and recipe enhancement have further elevated its chocolate bars, which now boast a minimum of 30% cocoa solids and are free from palm and vegetable oils—ensuring a richer, more authentic taste.
The Cleeve’s Classic Assortment Bags showcase a delectable selection of traditional Irish confectionery, crafted with premium local dairy ingredients.
The range includes:
Original Iced Caramels: A beloved classic for over 90 years, these chewy caramels are encased in a crisp pink and white icing sugar shell, making them uniquely special and exclusively produced in Ireland by Cleeve’s.
Chocolate Caramels: A gluten-free indulgence, featuring deliciously chewy caramels smothered in rich milk and dark chocolate.
Macaroon Bites: A delightful take on the bestselling Cleeve’s Macaroon Chocolate Bar, these creamy Irish chocolates are blended with coconut sprinkles.
Golden Days: Dark chocolate caramels infused with coconut and sea salt for a perfectly gooey, gluten-free treat.
Cleeve’s Toffee: A nostalgic favourite, Cleeve’s iconic Slab Toffee is pre-broken into bite-sized pieces for easy enjoyment—made with the finest Irish dairy ingredients and no artificial colours or preservatives.
Retailers can boost their in-store presence with Cleeve’s eye-catching point-of-sale materials, including branded acrylic countertop stands for the chocolate bars and hook stands for the hanging bag range. Cleeve’s also actively engages with consumers through Instagram and Facebook, regularly running competitions and sharing brand news.
Looking ahead, Cleeve’s is thrilled to explore new flavour innovations within the Classic Assortment range, with exciting concepts currently in development to be launched later in the year. These additions will further enhance Cleeve’s reputation for crafting high-quality, indulgent confections that celebrate Ireland’s rich culinary heritage. Watch this space.
For more information, visit cleevesirishconfectionery.ie, follow Cleeve’s on social media, or contact your local Ampersand representative to stock the range. Special trade promotions are also available through Ampersand. Contact your local Ampersand representative or call (01) 4130100.
Read more: Sweet disposition
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