Sugar Confectionery - China - May 2012
"Mintel’s research has found that consumers’ interest in sugar confectionery remains strong, and growth opportunities still abound in China’s sugar confectionery market. The challenge facing manufacturers and suppliers is to understand consumers’ inner needs for sugar confectionery and gum, particularly in the aspect of emotional fulfilment, in order to bring down any barriers to consumption that may exist in the impulse buying market.”
– Xing Huang, Senior Research Manager
In this report we answer the key questions:
- How to grow the sugar confectionery business in this highly seasonal market?
- What does functional confectionery really mean to consumers?
- What motivates consumers to buy and consume sugar confectionery?
- How can sugar confectionery compete more effectively against chocolate and savoury snacks?
China’s sugar confectionery market is ranked second in the world behind that of the US. However, the country’s per capita spending on sugar confectionery still remains low by global standards.
Back when China was still a central-planning economy, Chinese peoples’ standard of living was so low that they did not have many options open to them in terms of snacking, but sugar confectionery was one of the few luxuries that Chinese people could afford. Today, Chinese consumers are facing a plethora of choice in terms of accessible snacking options, including nuts and seeds, dried meat or fish and dried fruits and vegetables to name but a few, and within each snack food category, the range of varieties, flavours, types and brands continues to grow on a daily basis.
Chinese consumers today regard sugar confectionery more or less as a commodity. The market is also very seasonal, with the bulk of purchases being made as a ritual exercise during festive seasons eg Chinese New Year, Children’s Day and for wedding ceremonies. Outside of festive seasons, sugar confectionery sales typically remain flat, especially in the event of a hot summer (between the months of June and September).
Mintel’s research has found that consumers’ interest in sugar confectionery remains strong, and growth opportunities still abound in China’s sugar confectionery market. The challenge facing manufacturers and suppliers is to understand consumers’ inner needs for sugar confectionery and gum, particularly in the aspect of emotional fulfilment, in order to bring down any barriers to consumption that may exist in the impulse buying market.
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