Value sales of confectionery across symbols and independents rose by 5.2% year on year in the four weeks to 4 January 2026, according to market analyst Talysis, although volumes were down. Other sources suggest the market actually declined as shoppers tightened their purse-strings.
Manufacturers Remain Upbeat
Despite mixed market signals, manufacturers are optimistic. Lauren George, external communications manager at Mars Wrigley, says: “Adapting to changing shopper needs saw Mars Wrigley become the only manufacturer to grow in both value (up 4.2%) and unit sales (up 0.9%) over Christmas 2025. This growth was driven by advent calendars, chocolate boxed gifts and tins and tubs, alongside continued innovation across singles and sharing.”
Emma Shannon, shopper activation lead at Nestlé confectionery, advises independents to create a “focused, well-timed and clearly merchandised festive range.” She recommends a balance including sharing tubs and cartons, featuring “recognised brands that shoppers can buy with confidence,” such as Quality Street, After Eights and Matchmakers.
Timing and Early Starts
Timing is crucial. Gabriella Sargeant, junior brand manager for Christmas at Mondelēz International, notes that “the run-up to Christmas begins in September with a ‘fast start’, where 23% of all Christmas confectionery sales in independent convenience and symbol stores comes in the first period of the season.” She advises retailers to prepare for the increase in ‘big night in’ occasions by stocking up on self-eat treats, sharing formats and tablets.
George at Mars Wrigley adds: “November is driven by the start of festive rituals, particularly advent calendars, while December sees gifting, entertaining and sharing take centre stage. Unsurprisingly, December is the biggest month for seasonal confectionery.”
Health and Snacking Trends
Low and no sugar variants remain important. Rebecca Robert, marketing director at Storck, says: “While HFSS regulations continue to limit secondary siting for many products, compliant ranges such as Werther’s Original Sugar Free can be merchandised more flexibly in high-footfall areas to drive additional sales.” Elizabeth Hughes-Gapper, senior brand manager at Jakemans, adds: “Nearly half of UK consumers now actively seek sugar-free or reduced-sugar alternatives.”
In savoury snacks, Stuart Graham, head of impulse and value channels at KP Snacks, says familiar brands in the right formats are key. KP Nuts is the biggest brand in the UK with nearly 20% of the market, and McCoy’s has launched coated peanuts in flame-grilled steak and malt vinegar flavours. A spokesperson for Haldirams notes that “snacking around Christmas is driven heavily by entertaining occasions,” and their Khaas range “always does well during this period.”
Gifting and New Products
Christmas gift sales cover both confectionery and alcohol. Shannon notes that “40% of shoppers are likely to pick up confectionery on impulse in convenience stores.” Mondelēz points out that the “gifting finish” sales period makes up 37% of its total Christmas sales in independent stores, and in 2025, Cadbury Milk Coins was the number one gifting novelty SKU, growing by 34% year on year.
Chris Shead, off-trade channel director for Pernod Ricard UK, says vodka and imported whiskies tend to do best among spirits, with Glenlivet, Chivas Regal and Jameson selling well as gifts. He advises stores “not to peak too early,” noting that “the final four weeks before Christmas last year accounted for 40% of the entire 12-week festive trading period’s sales value.”
New products for Christmas 2026 include KitKat’s biggest festive range yet, with Formula 1-inspired products and the KitKat F1 Tin containing 12 KitKat F1 milk chocolate cars. Pladis is launching McVitie’s Jaffa Elf and Penguin Milk Chocolate Treats, while World of Sweets offers Jelly Candy Canes and Christmas Candy Lollies. Terry’s Chocolate Orange has an Orange XL tablet at 330g, and Cadbury launches Biscoff Filled Centres and a Dairy Milk Biscoff Pouch. Mars Wrigley extends its Crispy M&M’s Santa range and releases the Snickers & Friends Selection Box.
