Sugar Confectionery - Canada - January 2015
“Sugar and gum confectionery have broad appeal, but manufacturers are hampered by a number of industry problems. Consumers tend to eat confectionery only occasionally and their usage of gum is on the wane. Competition from other treat categories is taking candy and gum users away, and concern about childhood obesity is causing parents to cut back on purchases for the youngest and most enthusiastic candy eaters. Nonetheless, there is room to grow the category by taking advantage of seasonal opportunities and expanding beyond the ‘big four’ holidays to encourage consumers to view ‘seasonal’ sugar confectionery consumption more broadly.”
– Marcia Mogelonsky, Director of Insight, Mintel Food and Drink
This report looks at the following areas:
- Sugar and gum confectionery have a big following
- But, most users eat the products only infrequently
- Health issues are likely to challenge the market
- But, there is room to innovate around seasonal opportunities
The Canadian sugar and gum confectionery market has seen very slow growth over the past five years, and the forecast for the next five years suggests another period of slow growth.
Sugar and gum confectionery includes hard and chewy candy, liquorice, caramels, marshmallows, lollipops, mints and medicated confectionery, as well as chewing gum and bubble gum. While the products have significant penetration, used by more than nine in 10 adults, their usage tends to be infrequent or occasional, suggesting that while consumers are interested in buying/using candy and gum, they are not frequent visitors to the category.
Part of the reason for consumers’ only vague interest in candy and gum centres around the fact that there are so many other products on the market that are considered to be treats, in the same way as candy and gum. Chocolate confectionery is sugar confectionery’s biggest rival, and more than a third of consumers actually prefer chocolate confectionery to sugar confectionery when choosing a treat. Other barriers to entry for sugar confectionery include those centred around health; consumers who are trying to eat a balanced diet are likely to give up on treats such as sugar confectionery as a way of reinforcing healthy eating habits.
The demise of the gum confectionery segment has also had an impact on overall category sales. Canadian consumers tend to use gum primarily for oral care or breath freshening, and interest in the segment is otherwise on the decline, in Canada and across other developed markets as well.
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