Sugar and Gum Confectionery - Europe - October 2011
A few factors – such as the well-established healthy eating trend, aiming to reduce childhood obesity, and an ageing population – hamper further development in the review markets. Western European countries (excluding the UK and Turkey) declined by around 7% over the 2005-10 period, while gum confectionery rose by 8%. The recession has partially counterbalanced the negative trend, as consumers look for cheap comfort foods to ease the economic hardship.
However, the prolonged economic uncertainty, reduced purchasing power and low consumer confidence, are having a major impact on consumer behaviour. People have started cutting back on non-essential items and impulse purchases. The trend is more notable in countries, where the review products enjoy the highest penetration and frequency of consumption; such as sugar confectionery in the UK and Germany, or gum confectionery in Italy.
Some key questions answered in the report include:
- What other factors are impacting on sales? The sugar and gum confectionery market seems largely recession proof, owing to its image as a cheap indulgence for comfort in hard economic times. However, the impact of the recession is still felt, with own-labels and discount brands faring well. What steps can manufacturers take to overcome potential recessionary threats?
- NPD is still needed to attract consumers. However, there is a fine line between enticing new consumers and keeping current consumers. How can NPD maintain traditional characteristics, valued in indulgence terms by consumers? Simultaneously, which company has been able to launch a successful new product?
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