New data has revealed that many major brands have found a way to overcome HFSS rules and increase sales across sugary products in UK supermarkets.
According to new data from market analysts Reapp, major brands selling non-HFSS (high in fat, salt and sugar) compliant products have seen an average sales increase of 27% since last year.
The HFSS laws were introduced in October 2022 and required grocery retailers to move all products with high fat, sugar and salt content to the back of stores – in a bid to encourage Brits to cut down on unhealthy treats.
However, the Reapp report has revealed that selected brands have adapted to the legislation to deliver growth across chocolate, sweets and chilled desserts.
For example, sales of chilled desserts, such as ice creams, cakes and yoghurts, rocketed 75% in volume since October 2022 – equating to an extra £3.8m worth in sales value.
Meanwhile, chocolate sales banked an additional £50m in the last year, increasing by more than half a million units sold each month on average, reaching just under 16 million total chocolates sold since October.
Sweets saw sales increase to over two million units since the laws came into force, as an extra 100,000 units were sold per month across major supermarkets.
Earlier this summer, Tesco and Sainsbury’s revealed they will push ahead with not selling HFSS products through multi-buys, despite the government’s delay in introducing a ban on such tactics.
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Reapp Commercial Director James Lamplugh said: “Looking back on the first year of HFSS legislation, our latest in-depth analysis shows flavour, taste and experience unequivocally remain the top factors in understanding what drives consumer trends.
“Brands have demonstrated real skill in adapting to legislation to deliver growth. Retailers too have been savvy with their promotion to retain customer loyalty.”
He added: “Not only this, with inflation and the cost of living crisis being huge factors in our lives, consumers found themselves staying at home more, driving the ‘Big Night In’ trend where we see shoppers treating themselves to little luxuries such as chocolate and confectionery.”
The news comes as one third of ‘buy one get one free’ and multibuy deals are on unhealthy food, according to The Food Foundation.
