Like vinyl records and upcycled clothing fashions, retro sweets are seeing a resurgence in popularity. That popularity is not restricted to those customers of a certain age either. 

The success of vintage sweets is often reflected in polls of our favourites. Our best sellers, like Rhubarb And Custard always score well in these surveys.

So just why are the older generations returning to the sweets of their youth? And why are the next generation seemingly hooked as well?

Whatever the reasons, it is working for confectioners. Sweet sales keep on growing. A BBC report informs us that overall sales are up 13% in 5 years. The fastest growth is in firm favourites from the past. Lemon Sherberts and Pear Drops are two classics which have seen incredible strong sales growth in that time.  

Nostalgia for a better time.

One possible reason for older generations indulging their sweet tooth could be a longing for the happy days of youth. When daily news is seemingly bringing people down, the simple pleasure of enjoying a favourite old sweet can be a welcome distraction. 

Sweets had an innocence to them which appears to have been lost. The pleasure of quirkily named treats, such as Dip Dabs, was, and is, wonderfully simple.

Classic Imagery

Old style confectionery has a certain classic look to it. Possibly new products haven’t quite mastered that ability to appeal to all ages. Sherbert Fountains for example. They’re instantly recognisable, simple colour schemes and a design which hasn’t changed for decades.

Old style confectionery images are found everywhere; such as on t-shirts, cycling jerseys and  jigsaw puzzles.

Traditional Sweet Shops

It’s not only the sweets themselves which are taking us back in time. There is also a resurgence in traditional sweet shops appearing on our high street. Pick and mix is alive and well. Pretty window displays and those tempting jars lend themselves to promoting all of our old favourites. 

Online Campaigns

It seems that the nation won’t let its sweet history disappear. If a classic chocolate bar or sweet is threatened with being withdrawn, there will be fans who put pressure on manufacturers to change their minds. The Wispa bar was famously reinstated through a Facebook Campaign

The Youngsters Are Selective

With younger consumers buying the biggest proportion of confectionery, it is a worrying trend for manufacturers to see the older brands having the greatest growth. Maybe newer sweets need to have a look at old style branding. There are a few areas where youngsters with a sweet tooth are turning their noses up. Mint and liquorice, two very strong flavours, are bucking the trend in confectionery sales growth. 

Whichever sweets, chocolate or other confectionery is selling the most, the industry is worth nearly £4bn per year and is a major contributor to the economy. 

Whether you or your customers are hankering after some good old Black Jacks or fancy tackling an everlasting gob-stopper, we have stock of all the latest trends and tastes. 

Get in touch today for all of your wholesale confectionery needs and let us stock you up with all of those favourite retro sweets.