In 2025, the UK snacks market is witnessing a clear divergence between value and volume performance. While current value sales are increasing, this growth is primarily being driven by price inflation rather than a rise in consumer demand. In contrast, retail volume sales are on the decline, largely due to the underperformance of the chocolate confectionery segment.
Intentional Indulgences are reshaping the UK snacking landscape by tapping into consumers’ growing appetite for emotionally rewarding, flavour-rich and shareable experiences. This trend spans multiple categories, with brands introducing bold flavour combinations and premium indulgent offerings that elevate everyday snacking. In sweet biscuits, for instance, McVitie’s has expanded its portfolio with indulgent variants such as the Signature range, featuring Caramel Chocolate Rounds and Chocolate Cream Swirls, which capitalise on the strong consumer association between chocolate and indulgence. In the ice cream segment, the growing popularity of bite-sized formats like Häagen-Dazs Bites and Magnum Bonbons reflects a shift towards portion-controlled treats that suit modern, on-the-go lifestyles while still delivering a rich sensory experience. Meanwhile, in sugar confectionery, innovations such as Mentos Discovery and Fruit Mix pouches highlight a strategic emphasis on flavour variety and social consumption. Collectively, these developments illustrate how brands are creating new snacking occasions that blend indulgence with convenience, reinforcing the role of snacks as both a personal treat and a shared pleasure.
Mondelez UK continues to solidify its leadership in the snacks sector in the UK in 2025, with a strong presence across multiple snacking categories including chocolate confectionery, sugar confectionery, sweet biscuits and snack bars. The company is gaining market share, largely driven by a price-led increase in value sales within the chocolate segment. The company is reinforcing its market dominance through the introduction of new product lines that emphasise rich textures and layered flavours. The launch of the Dairy Milk & More range, as well as the collaboration with Lotus Bakeries for the launch of Cadbury Dairy Milk & Biscoff, exemplifies this approach, offering consumers an indulgence range with complex combinations such as nut praline, caramel, biscuit and wafer.
Hypermarkets remains the largest distribution channel for snacks in the UK, primarily due to the ability of these retailers to offer value through bulk and multi-pack formats that attract consumers seeking variety and cost savings. However, their dominance is gradually declining as other channels, including convenience stores, gain ground. As inflation eases, impulse-driven purchases are resurging. Small local grocers and convenience stores are capitalising on this by placing gum displays in high-traffic areas and offering diverse options. PepsiCo has launched its Max Your Snacks initiative to support impulse retail formats with tailored merchandising strategies. Similarly, KP Snacks has launched its 25 to Thrive guide, offering data-driven insights to help retailers to optimise their savoury snack offerings across all channels.
Over the forecast period, sales of snacks in the UK are expected to grow steadily as inflationary pressures ease, and impulse sales return to growth. Plant-based ice cream is expected to remain the most dynamic segment, outperforming traditional dairy in both volume and value as consumers who are concerned about health, the environment and animal welfare reduce their dairy intake. Brands such as Magnum and Ben & Jerry’s are responding with innovative formulations and nostalgic, oat-based offerings. Similarly, vegetable, pulse and bread chips are forecast to grow steadily, supported by demand for high-fibre, high protein alternatives. Proper Snacks’ Cheese Lentil Chips exemplifies this shift towards better-for-you snacking. Fruit and nut bars are also expected to see positive growth, benefiting from the move away from ultra-processed foods. Major players like Mars and Mondelez are expanding their snack bar, with Mars rebranding its Triple Treat line to Fruit & Nut to clearly align with health-focused consumer trends.
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