“Chocolate and orange, chocolate and wafer, and other tried-and-tested combinations are topping shoppers’ lists as they look for new treats from their favourite brands. “Price-marked packs continue to play a central role in the confectionery sharing category, now accounting for 72% of total confectionery sharing sales,” she says. “Flavour innovation is set to be a key driver in the development of the chocolate confectionery sector, with trusted brands continuing to play an important role in engaging shoppers through familiar favourites in new formats and occasions,” says Shemoon at McVitie’s.