The Packaged Facts report suggests market growth in 2006 was 7 per cent higher than in 2005, with retail sales of $8.3bn (€6bn). However, it does suggest the market will only grow by another 4 per cent in 2007. Healthier variations of non-chocolate candy are driving the growth in the market, including single-serve, organic, functional and fortified candy, the report suggests. In June, a report by Leatherhead Foods said the US led the "low and light" market with product sales worth $38bn (€28bn). UK consumers spent the most on these foods per capita, throwing $164 (€122) per person at these foods, compared to American spending of $125 (€93), and $115 (€86) in Australia. However, despite the predicted growth of the market, Packaged Facts expects smaller increases in market growth at between 2.9 and 4.2 per cent per year until 2011. The market will be non-chocolate US market will be worth $10.6bn by 2011, the company said. Other factors mentioned to influence growth within the market include the increase in 50 to 69 year olds in the population, who enjoy treating themselves and ignore the health concerns. "Non-chocolate candy is driven by indulgence and fun," said Tatjana Meerman of Packaged Facts. "We expect players in the marketplace will be adept at increasing the engagement component of candy and integrating health and wellness concerns into new products for children and adults alike in the near future." The report also noted 89 per cent of kids consume candy in the US and their increased buying powers may also contribute to growth within the market.