Snacks in 2025: The big picture
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.
Key trends in 2025
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.
Competitive Landscape
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.
Channel developments
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.
What next for snacks?
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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Overview:
Understand the latest market trends and future growth opportunities for the Snacks industry in United Kingdom with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Snacks industry in United Kingdom, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Snacks in United Kingdom report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Snacks in United Kingdom?
- Which are the leading brands in Snacks in United Kingdom?
- How are products distributed in Snacks in United Kingdom?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in United Kingdom?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in the United Kingdom
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in the United Kingdom
KEY DATA FINDINGS
Inflationary pressures sustain current value growth but volume sales struggle
Mondelez maintains leadership but Tony’s Chocolonely rises through innovation.
Convenience stores loses share as discounters and e-commerce grow rapidly
Chocolate sales are projected to grow modestly but price will remain elevated
The focus on ethically and sustainably sourced cocoa is growing, alongside rising interest in cocoa-free innovations
Shift towards healthier eating intensifies competition with other snacking categories
Gum in the United Kingdom
KEY DATA FINDINGS
Gum maintains growth as impulse sales recover
Despite market dominance, Wrigley faces intensifying competition
Convenience boosts sales through small local grocers, convenience stores and e-commerce
Gum is set to grow steadily but challenges persist.
Flavour and packaging innovations can drive gum growth by attracting younger consumers and expanding consumption occasions.
The rise of environmental and health awareness is creating a strong foundation for the growth of plastic-free gum
Sugar Confectionery in the United Kingdom
KEY DATA FINDINGS
Sugar confectionery sales benefit from easing of inflationary pressures
Haribo retains leadership as demand for gummies and jellies persists
Recovery of impulse sales drives growth in convenience stores
Sugar confectionery grows as innovation attracts consumers
Bold flavours are set to drive innovation and growth opportunities
Expansion of seasonal and social occasions can drive the category’s growth
Ice Cream in the United Kingdom
KEY DATA FINDINGS
At-home indulgence fuels recovery of ice cream market
Branded players regain ground thanks to focus on innovation and channel expansion
Online and convenience channels grow, challenging the dominance of supermarkets.
Sales are projected to increase driven by price hikes and innovation in plant- and water-based products.
Bite-sized ice creams are booming as they meet demand for healthier, portion-controlled indulgence.
Innovation in fortified ice cream is accelerating, increasingly appealing to fitness-focused consumers
Savoury Snacks in the United Kingdom
KEY DATA FINDINGS
Savoury snacks sales benefit as inflationary pressures ease
Walkers maintains leadership as it adjusts to shifting consumer trends.
Need for convenience drives sales through e-commerce and convenience stores
Appetite for more satisfying snacks fuels growth in savoury category
International flavours drive savoury snacks innovation
Snacks manufacturers blend health and flavour to meet stricter regulatory framework and evolving consumers expectations
Sweet Biscuits, Snack Bars and Fruit Snacks in the United Kingdom
KEY DATA FINDINGS
Current value sales continue to increase as global cocoa supply remains tight
Leading brands expand their presence as innovation in flavour expansion intensifies.
Discounters continues to expand its share as price sensitivity persists
Sales continue to grow as innovation focuses on health and functional ingredients
Fruit snacks shows great growth potential as parents become increasingly health conscious
The desire for indulgence remains crucial for the category’s growth
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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