Datagraphics
Sugar scare fails to sweeten US sugar-free candy sales
![America's sugarless confectionery sales decline in H1. Photo: CN, Data: IRI](/var/wrbm_gb_food_pharma/storage/images/_aliases/wrbm_large/3/7/6/1/7271673-4-eng-GB/Sugar-health-scare-fails-to-sweeten-sugar-free-chocolate-candy-sales.jpg)
This comes even as the overall US chocolate and sugar confectionery markets are growing.
A Reuters/Ipsos poll of 1,883 adult Americans, conducted between 15-21 of January 2016, found 58% of people tried to limit sugar intake in the past 30 days.
![Russell-Stover-launches-first-sugar-free-chocolate-line_strict_xxl](/var/wrbm_gb_food_pharma/storage/images/_aliases/large/8/1/9/7/7257918-1-eng-GB/Russell-Stover-launches-first-sugar-free-chocolate-line_strict_xxl.jpg)
But IRI data shows in the first half of the year (26 weeks ending 26 June 2017) dollar sales for sugar-free chocolate was down -1.93% and unit sales were down -5.9% compared to the same period last year.
The overall chocolate market was up +2.5% in value and +1.6% in volume over this time.
Sugar-free chocolate
The top three companies in sugar-free chocolate – Russell Stover, Hershey and Whitman’s - all recorded sales declines for operations in this sub-segment.
Russell Stover’s sugar-free chocolate – the leading US brand in sugar-free chocolate by some distance – recorded a -3.35% decline in dollars sales and lost market share.
The Lindt-owned brand earlier this year introduced its first sugar-free chocolates sweetened with stevia extract. Its existing range uses sweeteners such as malitol and sucralose.
Top US sugar-free chocolate brands
[Source: IRI, a Chicago-based market research firm (@iriworldwide), H1 2017, Total U.S. Multi-Outlet w/ C-Store (Supermarkets, Drugstores, Mass Market Retailers, Gas/C-Stores, Military Commissaries and Select Club & Dollar Retail Chains)].
However, Lily Sweets experienced strong growth (+96% in dollar sales) for its sugar-free chocolate brand in H1, taking sales over the period to $2m.
Sugar-free chocolate’s share of the overall US chocolate dollar sales in H1 fell to just 0.86%.
Average prices for sugar free chocolate in H1 were static at $2.52 per unit, compared to $1.99 for the overall chocolate segment.
Sugar-free candy
Non-chocolate sugar-free diet candy also experienced declines in the US.
Segment dollar sales declined -5.65 and unit sales dropped -9.74% for the 26 weeks ending 26 June 2017.
The overall non-chocolate segment increased dollar sales by +4.47% and +3.68% over the same period.
The leader US sugar free candy - Storck USA’s sugar-free Werther’s Original – posted flat dollar sales after raising prices, but volume sales for its brand were down -9%.
Number two brand in the segment, Wrigley’s sugar-free Lifesavers, also recorded a -7% decline in both volume and value sales.
Private label sugar-free candy registered the biggest drop, falling -15% in dollar sales and -16% in unit sales.
Sugar-free diet candy lost share in the non-chocolate market to make up just 1.24% of dollar sales.