Retro sweets are experiencing a resurgence in popularity across the UK, with sales of classic confectionery like lemon sherbet and rhubarb and custard soaring in recent years. According to data from Kantar, total UK confectionery sales have grown by 13% to nearly £3.9bn over the past five years, but retro favourites have outpaced this growth significantly. Lemon sherbet sales have jumped by 176% to almost £4m, while rhubarb and custard saw a 99.4% increase to £3.9m. Parma violets and pear drops have also doubled their sales, reaching £1.26m and £1.4m respectively.
However, not all retro sweets are thriving. Mint imperials have seen a 12.7% decline to £8.1m, mint humbugs dropped 0.5% to £8.3m, and liquorice-based sweets fell 5.7% to £40.1m since 2014. Kantar's Gareth Davey attributes this to changing tastes among younger generations, who prefer sweeter flavours like lemon sherbet and Parma violets over traditional mint and aniseed options.
Market research firm Mintel suggests that nostalgia plays a key role in the trend, as retro sweets evoke childhood memories and provide comfort. This is reflected in consumer campaigns on social media calling for the return of discontinued favourites like Texan Bars and Spangles. Retailers have responded: Poundland launched a new retro range at Easter, including flying saucers and rhubarb and custard, while Tangerine Confectionery revived the Barratt brand last year, citing strong consumer affinity.
The retro trend extends beyond traditional sweets. Edinburgh-based e-cigarette retailer VPZ reports that retro-flavoured e-liquids, such as sherbet lemon and pear drops, are outperforming modern fruit flavours. Its Black Jack e-liquid, launched six years ago, remains among its top five best sellers out of over 500 products. Director Doug Mutter notes that as smokers move away from tobacco flavours, they enjoy experimenting with sweet, nostalgic options.
