In October 2022, the HFSS (high fat, sugar, and salt) laws were implemented, compelling supermarkets to prioritize products with high fat, sugar, and salt content at the back of stores. The aim was to encourage individuals in Britain to reduce their consumption of unhealthy treats.
Despite these regulations, specific brands have effectively adapted to the legislation, experiencing growth in chocolate, sweets, and chilled desserts. Since the introduction of the laws, there has been a notable increase in both average sales volume and value.
Sales of chilled desserts, including ice creams, cakes, and yogurts, have skyrocketed by 75% in volume since October 2022. This surge equates to an additional £3.8 million in sales value.
Chocolate sales have also thrived, adding an extra £50 million to the annual revenue. The average monthly unit sales have increased by over half a million, resulting in a total of nearly 16 million chocolates sold since October.
Due to the laws, sweets have seen a rise in sales, with over 2 million units sold to date. Across major supermarkets, an extra 100,000 units were sold per month, showcasing a significant increase.
Despite price hikes, Brits have remained resilient in indulging their sugary cravings. The key snacking categories experienced an average price inflation of 9% since last October.
In contrast, healthy products like snack bars have experienced minimal change in sales since the introduction of the laws. The sales increase has been less than 1% compared to the previous year.
James Lamplugh, the Reapp commercial director, stated, “Looking back on the first year of HFSS legislation, our latest in-depth analysis demonstrates that flavor, taste, and experience unequivocally continue to be the primary factors driving consumer trends.”
He continued, “Brands have demonstrated real skill in adapting to the legislation to achieve growth. Retailers have also been astute in their promotions to maintain customer loyalty.”
In addition to this, with inflation and the cost of living crisis significantly impacting our lives, consumers found themselves spending more time at home. As a result, the ‘Big Night In’ trend emerged, with shoppers treating themselves to small luxuries such as chocolate and confectionery.”
