Sales of confectionery, biscuits and other sweet products increase ten-fold in the run up to Christmas.

According to Cotsworld Fayre. from October and Halloween right through to Christmas and New Year, shoppers are looking for sweet treats, not just for their own homes but also as gifts for family and friends

History shows that traditional favourites such as Christmas puddings, mince pies and shortbread always do well, but increasingly consumers are embracing overseas traditions too, with sweet treats of Italian and German goods like panettone and macaroons.

Paul Hargreaves, managing director of Cotswold Fayre, says: “Manufacturers have long embraced the seasonal demand for sweet products, with eye-catching packaging and product innovation aimed at appealing to the nation’s sweet winter tooth.

“Retailers too embrace the consumer’s desire for attractive gift products by really using their shelf space as a marketing rather than storage tool.  It is amazing what some glitter, baubles and merchandising can do for sales.

“A trend that has also emerged over the past few years is to encourage customers to make their own gift hampers.  By attractively displaying a range of festive products and offering free boxes and packaging customers are encouraged to turn their sweet purchases into fabulous personalised gifts.”

This year, Cotswold Fayre is predicting a record year for Christmas fine food sales, despite the economic climate, as consumers seek to treat themselves and their family.

“I think that we will see families pitching in with the cost of Christmas, with guests bringing fine food contributions as gifts,” added Paul.  “This will be a combination of traditional staples such as fruit jellies, but also cost effective sweet gifts such as hot drink dippers.”

To see the full range of fine food and drink products from Cotswold Fayre  www.cotswold-fayre.co.uk