Record sales and higher profits: What's driving the UK's sweet tooth for HARIBO?

Haribo recently reported record UK sales and higher profits for a third consecutive year, with the company attributing its performance to continued investment and innovation across its product range.

So, what’s driving the UK’s sweet tooth for HARIBO?

To answer this, we explore five key metrics from YouGov BrandIndex, which offers daily brand tracking across 16 key brand health metrics, comparing HARIBO’s performance to the confectionery sector average for the last year.

Measuring HARIBO’s brand performance

To assess how the public really feels about HARIBO, we look at five key brand health indicators:

• Impression - how consumers view a brand
• Quality - whether a consumer considers a brand to represent good or poor quality
• Value - whether a consumer considers a brand to represent good or poor value for money
• Satisfaction - whether consumers are currently satisfied or dissatisfied with a brand
• Recommendation - whether consumers would recommend a brand to friends and colleagues

Impression: HARIBO records a strong Impression score at 26.3, ahead of the sector average of 21.2. This suggests that consumers are more likely to hold a positive overall view of the brand than they do of the category as a whole.

Quality: While HARIBO performs strongly across several brand health measures, it trails the wider confectionery sector on perceived quality. The sector records a Quality score of 16.5, compared with 12.5 for HARIBO, indicating consumers are more likely to associate the category overall with high-quality products.

Value: HARIBO leads the value score (15.6), indicating that consumers see good value for money. The overall sector falls significantly behind at 5.3.

Satisfaction: HARIBO also outperforms the sector on Satisfaction, scoring 29.3 compared with the confectionery sector average of 18.8. This indicates a greater share of HARIBO customers are satisfied with the brand.

Recommendation: HARIBO (17.8) leads in Recommendation with the overall sector trailing behind 14.2.

Overall, HAIRBO outperforms the confectionery sector on four of the five BrandIndex metrics analysed—Impression, Value, Satisfaction and Recommendation—while the wider category leads only on perceived Quality. This points to broad brand strength across most key consumer measures.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. This chart compares HARIBO and the average of the confectionery brands across Impression, Quality, Value, Satisfaction and Recommendation, based on the question(s): “Overall, of which of the following confectionary brands do you have a POSITIVE impression? / Now which of the following confectionary brands do you have an overall NEGATIVE impression?”, “Which of the following confectionary brands do you think represents GOOD QUALITY? / Now which of the following confectionary brands represents POOR QUALITY?”, “Which of the following confectionary brands do you think represents GOOD VALUE FOR MONEY? By that we don't mean "cheap," but that the brands offer a customer a lot in return for the price paid. / Now which of the following confectionary brands do you think represents POOR VALUE FOR MONEY? By that, we don't mean "expensive," but that the brands do not offer a customer much in return for the price paid”, “Of which of the following confectionary brands would you say that you are a "SATISFIED CUSTOMER"? / Of which of the following confectionary brands would you say that you are a "DISSATISFIED CUSTOMER"?”, “Which of the following confectionary brands would you RECOMMEND to a friend or colleague? / And which of the following confectionary brands would you tell a friend or colleague to AVOID?”. Scores are reported as net scores from –100 to +100, based on daily UK surveys weighted by age, gender, region, social grade, and ethnicity. Figures reflect the period 8 July 2025 to 7 July 2026 with sample size ranging from 30,749 to 1,043,550.

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