Sweet market not in mint condition

Sales of mint sweets and confectionery have been performing poorly, according to research from Mintel.

Over the last five years alone, the mint sector has declined by as much as 8%, falling from £204M in 2004 to just £187M in 2009, says the market researcher. And it predicted that sales are set to tumble a further 11% in the next five years.

Over the last two years, soft and chewy mints have seen a 6% decline, mild mints have seen a 17% decline, while the classic boiled mint has seen a 35% decline. Strong mints, on the other hand, valued at £58M have seen market growth of 16% in the last two years.

"Overall, the mint sector is struggling, due to an older and declining consumer base, together with relatively little product development, which has hampered growth," said Michelle Strutton, senior consumer analyst at Mintel.

Despite this assertion, UK travel sweet manufacturer Simpkins has just launched a range of 'his' and 'hers' sugar-free mints aimed at a younger market - Cute & Kissable and After Beer Mints. They are packaged in retro tins featuring 1950s pop art.