British sweet maker Swizzels is upping its vegan sweet output to cash in on Veganuary, a non-profit charity event that aims to inspire consumers to take up – and hopefully continue – the vegan diet throughout January.
Veganuary 2025 marks Swizzels’ sixth year running a campaign in support of Veganuary. “We anticipate it to be a time when shoppers actively seek treats that align with their dietary preferences without sacrificing indulgence or nostalgia,” says Clare Newton, trade marketing manager at Swizzels.
Swizzels has made what started as a Veganuary-only movement a year-round trend with its ‘All These, All Year, All Vegan’ message to promote its vegan sweets. “The goal is to inspire consumers to enjoy these options not just during Veganuary but throughout the year,” Newton adds.
Veganism is growing
The global vegan snacks market is expected to reach $80bn by 2030, growing at a compound annual growth rate (CAGR) of 6.9% from 2022 to 2030. Confectioners are eyeing a growing piece of this market. Global vegan chocolate alone is set to reach $2bn by 2032, based on a CAGR of 10.5%.
In January 2024, the number of consumers signing up for Veganuary reached over 25 million participants, emphasising the need for retailers to stock vegan brands on their shelves to appeal to the growing numbers of consumers looking for plant-based options.
Sweet manufacturers are also part of the vegan space. In recent years, various large and small producers have launched vegan varieties of their popular products. Global brands like Millions, Starburst and Skittles are among those that have vegan versions, while other brands like Candy Kittens have launched specialising in vegan sweets only.
According to Veganuary, vegan claims in sugar confectionery have risen 33% in 2024. In 2019, market intelligence company Mintel’s Sugar and Gum Confectionery report stated this figure sat at 17%, reflecting the increasing consumer preference for plant-based treats.
“Vegan sweets are growing in popularity, with vegan claims now way more common in sugar and confectionery products than they were five years ago,” says Newton.
Swizzels claims a 34.1% increase in its vegan Countlines from January 2024, including Drumstick Choos, Love Hearts and Refreshers Choos, as well as a 38% increase in its hanging bags range and clipstrips, including Luscious Lollies, Scrumptious Sweets and Curious Chews.
Calls for dietary inclusivity
Swizzels’ production boost comes after the British brand saw growing consumer demand for vegan confectionery, driven by the increasing popularity of plant-based lifestyles and the desire for greater dietary inclusivity.
One of the leading trends Swizzels has seen in vegan sweets is a shift toward indulgent treats that cater to a wide range of preferences without compromising taste or quality. “Consumers are not just seeking vegan options, they’re looking for products that deliver on flavour and nostalgia while being suitable for all,” Newton says.
An increasing interest in bold and adventurous flavours is another key trend as shoppers explore new taste experiences through sugar confectionery choices.
Vegan products are popular in the convenience channel, driven by the growing demand for plant-based options across broader consumer segments. “Vegan options are no longer niche and are becoming essential to the modern product mix in stores, appealing to flexitarians and those looking for snack alternatives,” adds Newton.
Increasing vegan sweet production
Swizzels has boosted production to align with Veganuary, as the month-long movement creates a surge in demand for plant-based and vegan-friendly options.
As more consumers incorporate plant-based choices into their diets, Veganuary presents a prime opportunity for brands to ensure its inclusive products are widely available to meet this demand.
“Veganuary has significant potential to become another major season for confectionery sales,” says Newton. “This sharp increase highlights how vegan confectionery has shifted from a niche offering to a mainstream demand.”
“What sets Veganuary apart is its broad appeal – it’s not limited to a specific group but attracts a wide audience exploring plant-based choices.”
Its popularity includes those fully embracing veganism and flexitarians looking to incorporate more inclusive treats into their diets. For confectionery brands like Swizzels, Veganuary is an opportunity to showcase vegan-friendly products that cater to this rising demand while delivering on taste and nostalgia.
“If consumer enthusiasm continues to grow at its current pace, Veganuary could well establish itself as a key moment in the confectionery calendar, driving innovation and sales,” Newton concludes.
