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Sugar Confectionery - China - December 2017

“The sugar confectionery market has finally regained resilience in retail value, though volume sales are still in decline as more health-conscious consumers are cutting down consumption frequency or switching to adjacent categories or other snacks.
Consumers’ scattered needs for either personal consumption or gifting speak volumes for the fragmented competition landscape. Brands big or small still have opportunities to build strengths of their own by fortifying functional benefits and enhancing emotional attachment by delivering more interactive experiences.”
– Cici Wu, Research Analyst

This report looks at the following areas:

  • Blurring lines between snacks and confectionery
  • Opportunities in developing functional gum
  • How to make sugar confectionery better comfort food

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Positive sign of recovery in 2017
              • Figure 1: Retail market value of gum and sugar confectionery, by segment, China, 2012-17
              • Figure 2: Best- and worst-case forecast of gum and sugar confectionery retail market volume, China, 2012-22
              • Figure 3: Best- and worst-case forecast of gum and sugar confectionery retail market value, China, 2012-22
            • Exposure of more imported sugar confectionery
              • Companies and brands
                • International brands gaining minor share from local ones
                  • Figure 4: Retail value share of leading companies in sugar confectionery market, China, 2015 and 2016
                • Echo the trend of sugar reduction
                  • Promote sharing among young consumers
                    • The consumer
                      • Chewing gum remains the most popular sugar confectionery
                        • Figure 5: Penetration of sugar confectionery, September 2017
                      • Scattered need for both personal consumption and gifting
                        • Figure 6: Sugar confectionery purchase purpose, September 2017
                      • Consumers are easy to switch to other confectionery foods
                        • Figure 7: Substitution choices of unavailable sugar confectionery, September 2017
                      • Flavour and ingredient upgrade is the key upgrade factor for gum
                        • Figure 8: Upgrade drivers for gum, September 2017
                      • Four types of consumers
                          • Figure 9: Consumer segmentation based on their attitudes towards sugar confectionery, September 2017
                        • What we think
                        • Issues and Insights

                          • Blurring lines between snacks and confectionery
                            • The facts
                              • The implications
                                • Figure 10: Example of sugar confectionery with hunger-filling claims, Japan, 2017
                                • Figure 11: Example of sugar confectionery positioned as snacks, Japan, 2017
                              • Opportunities in developing functional gum
                                • The facts
                                  • The implications
                                    • How to make sugar confectionery better comfort food
                                      • The facts
                                        • The implications
                                          • Figure 12: Examples of sugar confectionery brand specialty stores, global
                                      • The Market – What You Need to Know

                                        • Sugar confectionery receives positive sign of recovery in 2017
                                          • Exposure of more imported sugar confectionery
                                            • Functional candy with rising popularity
                                            • Market Size and Forecast

                                              • Positive sign of recovery in 2017
                                                • Figure 13: Retail market value of gum and sugar confectionery, by segment, China, 2012-17
                                              • Total market volume hard to pick up growing momentum
                                                • Figure 14: Best- and worst-case forecast of gum and sugar confectionery retail market volume, China, 2012-22
                                                • Figure 15: Best- and worst-case forecast of gum and sugar confectionery retail market value, China, 2012-22
                                            • Market Factors

                                              • Sugar control becomes shared pursuit across all ages
                                                • Availability of imported sugar confectionery
                                                  • Popularity of creative candy rises
                                                    • Figure 16: Examples of creative candy targeting fun-seeking youngsters, China, 2017
                                                • Market Segmentation

                                                  • Gum still challenged with negative growth
                                                    • Figure 17: Best- and worst-case forecast of gum segment retail value, China, 2012-22
                                                    • Figure 18: Launches of new mint formats, global and China, 2016-17
                                                  • Rise of functional candy helps rejuvenate sugar confectionery
                                                    • Figure 19: Best- and worst-case forecast of sugar confectionery segment retail value, China, 2012-22
                                                    • Figure 20: Top nine claims of new sugar confectionery launches, China 2016
                                                    • Figure 21: Launches of functional sugar confectionery, global and China, 2017
                                                  • Real juice gummy gaining popularity
                                                    • Figure 22: Examples of sugar confectionery emphasising its fruit ingredient, global and China, 2017
                                                    • Figure 23: Examples of sugar confectionery with fruit pulp providing new sensations, global and China, 2016-17
                                                • Key Players – What You Need to Know

                                                  • Local brands slightly losing share to international conglomerates
                                                    • Echo the trend of sugar reduction
                                                      • Bold flavours to satisfy curious adventurers
                                                      • Market Share

                                                        • International brands gaining minor share from local ones
                                                          • Figure 24: Retail value share of leading companies in sugar confectionery market, China, 2015 and 2016
                                                        • Nestlé sets eyes on CNY and wedding market with product innovations
                                                          • Figure 25: Top three companies with most new sugar confectionery launches, China, 2015-17
                                                          • Figure 26: Examples of Hsu Fu Chi’s festive candy with clear positioning, China 2017
                                                        • Perfetti attempting to win over young fans by leveraging the power of celebrities
                                                          • Figure 27: Examples of Perfetti products with celebrity endorsement, China 2016-17
                                                      • Competitive Strategies

                                                        • Encourage sharing among young consumers
                                                          • Figure 28: Products that enable sharing through packaging, China, 2016-17
                                                          • Figure 29: Mentos Gum campaign in encouraging authentic engagement
                                                        • Targeting young parents by providing extra value
                                                          • Figure 30: Examples of sugar confectionery products providing fun of creation, global and China, 2016-17
                                                        • Echo the trend of sugar reduction
                                                          • Figure 31: Rowntree’s favourites with 30% less sugar, UK, 2017
                                                          • Figure 32: Top five claims of sugar confectionery, China, 2013-17
                                                        • Create brand distinctiveness through limited editions
                                                          • Figure 33: Examples of Wrigley’s Extra limited editions, China, 2017
                                                      • Who’s Innovating?

                                                        • Back to the plants for natural ingredients
                                                          • Figure 34: Sugar confectionery products with plant-based ingredients, global and China, 2017
                                                          • Figure 35: Ingredient claim trend of sugar confectionery in China, 2013-17
                                                        • Flavour and ingredient choices echoing functional needs
                                                          • Figure 36: Flavour component trend of sugar confectionery in China, 2013-17
                                                          • Figure 37: Sugar confectionery with prebiotics as ingredient, China, 2016-17
                                                        • Bold flavours to satisfy curious adventurers
                                                          • Figure 38: Sugar confectionery products with bold flavours, global and China, 2017
                                                        • Expanded consumption occasions for gum
                                                          • Figure 39: Examples of gum targeting expanded occasions, global and China, 2017
                                                      • The Consumer – What You Need to Know

                                                        • Diverse needs for personal consumption and gifting
                                                          • Consumers prone to switch to other confectionery foods
                                                            • Consumption trend skews towards negative
                                                              • Four types of consumers
                                                              • Sugar Confectionery Consumption

                                                                • Chewing gum remains the most popular sugar confectionery
                                                                  • Figure 40: Penetration of sugar confectionery, September 2017
                                                                  • Figure 41: Penetration of certain sugar confectionery, by gender and age, September 2017
                                                                • Childhood fun severely challenged
                                                                  • Figure 42: Penetration change of sugar confectionery, September 2016 vs 2017
                                                                  • Figure 43: Penetration change of bubble gum, by presence of children and city tier, September 2016 vs 2017
                                                                  • Figure 44: Penetration change of lollipops, by presence of children and city tier, September 2016 vs 2017
                                                                • Variety favoured by young females
                                                                  • Figure 45: Types of sugar confectionery consumed in the last 6 months, by gender and age, September 2017
                                                              • Purchase Purpose

                                                                • Scattered need for both personal consumption and gifting
                                                                  • Figure 46: Sugar confectionery purchase purpose, September 2017
                                                                  • Figure 47: Comparison of purchase purpose of sugar and chocolate confectionery, March and September 2017
                                                                • Functional needs more desired by men
                                                                  • Figure 48: Percentage of consumers who buy sugar confectionery to freshen their breath/soothe their throat, by gender and age, September 2017
                                                                  • Figure 49: Examples of sugar confectionery targeting males, global, 2016-17
                                                                  • Figure 50: Penetration of sugar confectionery, by gender, September 2017
                                                                • Exotic taste not considered a strong incentive
                                                                • Substitution Choices

                                                                  • Consumers are easy to switch to other confectionery foods
                                                                    • Figure 51: Substitution choices of unavailable sugar confectionery, September 2017
                                                                  • Chocolate most likely to snatch wavering consumers
                                                                    • Figure 52: Percentage of consumers who choose to switch to chocolate confectionery, by age and income, September 2017
                                                                  • Brand-loyal youngsters and category-loyal middle-aged
                                                                    • Figure 53: Substitution choices, by age, September 2017
                                                                  • Desserts also poised threat for gifting occasions
                                                                    • Figure 54: Substitution choices, by purchase driver, September 2017
                                                                • Upgrade Driver

                                                                  • Flavour and ingredient upgrade is the key upgrade factor for gum
                                                                    • Figure 55: Upgrade drivers for gum, September 2017
                                                                  • Diversity highly valued by other confectionery buyers
                                                                    • Figure 56: Upgrade drivers for other confectionery, September 2017
                                                                    • Figure 57: New launches of sugar confectionery with rich texture, global and China, 2016-17
                                                                  • Natural ingredients tops priorities of gum upgrade
                                                                    • Figure 58: Upgrade drivers for gum, September 2014 and 2017
                                                                • Foreseeable Consumption Change

                                                                  • Consumption trend skews towards negative
                                                                    • Figure 59: Foreseeable consumption trend, September 2017
                                                                  • Chewing gum and mint, friend and foe
                                                                  • Attitudes towards Sugar Confectionery

                                                                    • Four types of consumers
                                                                      • Figure 60: Consumer segmentation based on their attitudes towards sugar confectionery, September 2017
                                                                      • Figure 61: Consumer attitudes towards sugar confectionery, by consumer clusters, September 2017
                                                                    • Unashamed enthusiasts
                                                                      • Figure 62: Consumer segmentation, by age, September 2017
                                                                      • Figure 63: Penetration of different types of sugar confectionery, by consumer segmentation, September 2017
                                                                    • Innovation seekers
                                                                      • Figure 64: Upgrade driver, innovation seekers vs total, September 2017
                                                                    • Followers
                                                                      • Figure 65: Substitution choices, by consumer segmentation, September 2017
                                                                    • Sceptics
                                                                      • Figure 66: Consumer segmentation, by city tier, September 2017
                                                                  • Meet the Mintropolitans

                                                                    • More buying into the emotional effects of sugar confectionery
                                                                      • Figure 67: Percentage of consumers buying sugar confectionery to improve one’s mood, by consumer classification, September 2017
                                                                      • Figure 68: Examples of sugar confectionery products emphasising on emotional benefits, global, 2016-17
                                                                    • More enthusiastic about increasing sugar confectionery consumption
                                                                      • Figure 69: Percentage of consumers who plan to eat more, by consumer classification, September 2017
                                                                  • Appendix – Market Size and Forecast

                                                                      • Figure 70: Value sales of China’s gum and sugar confectionery retail market, 2012-22
                                                                      • Figure 71: Volume sales of China’s gum and sugar confectionery retail market, 2012-22
                                                                  • Appendix – Market Segmentation

                                                                      • Figure 72: Value sales of China’s gum and sugar confectionery retail market, by segment, 2012-22
                                                                      • Figure 73: Volume sales of China’s gum and sugar confectionery retail market, by segment, 2012-22
                                                                  • Appendix – Methodology and Abbreviations

                                                                    • Methodology
                                                                      • Fan chart forecast
                                                                        • Abbreviations

                                                                        Sugar Confectionery - China - December 2017

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