Confectionery market slump linked to health-marketing

Posted by AFN Staff Writers on 12th December 2011

Consumer concerns surrounding health issues such as obesity are giving the confectionery markets a challenging time in the EU, where sales of sugar and gum confectionery have remained stagnant over the past four years (2008-2011), from €8.6 billion in 2008 to an estimated €8.9billion in 2011.

According to global market research company Mintel’s latest research, sales declined the most in mature markets such as Germany, which despite remaining the largest market in Europe has seen sales drop from €3.8 billion in 2008 to €3.6 billion in 2011.

Mintel’s Director of Innovation and Insight, David Jago said that prolonged economic uncertainty has affected consumer confidence, and now people have started cutting down on non-essentials items, affecting a market that was supposed to be recession proof. Other factors hampering sales include a plethora of other snacking products, healthy eating trends, and an ageing population.

Meanwhile, Mintel’s research showed that Asia Pacific was the leading region in new product development during the four year period, accounting for 42 per cent of total launches.

Mr Jago said that the most noticeable trend to come out of the research was the introduction of more natural ranges and the elimination or reduction of additives and preservatives. The ‘no additives/preservatives’ claim was the second most popular across Europe during the six months to June 2011.

Meanwhile, the ‘Low/no/reduced sugar’ claim dominates in new product development in the category, with 22 per cent of new confectionery launches making this claim over the past six months.

Pastilles, Gums, Jellies and Chews remain the largest sub-category in Europe for NPD at around a quarter (23 per cent) of the launches for the review period, followed by Gum (14 per cent), Toffees, Caramels & Nougats (12 per cent), and Boiled Sweets (9 per cent).