Confectionery in Asia Pacific

October 2017

Confectionery in Asia Pacific remains small in comparison for per capita consumption, but has seen healthy growth across the region illustrating ample room for development. During 2012-2017, growth was largely driven by India. While gum struggled in some major markets such as China and Japan, both chocolate and sugar confectionery registered healthy growth rates over 2012-2017 – with chocolate outperforming sugar confectionery – translating into strong absolute growth forecasts for 2017-2022.

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Asia Pacific has the second lowest per capita spending on confectionery – leaving ample room for growth

A low per capita in a very populous region coupled with healthy growth means good opportunities for confectionery players if they understand and respond to the challenges in the region well. These include distribution, affordability and increasing awareness for health and wellness concerns.

India drives growth for confectionery

Although not the largest market in actual terms by far, India registered the strongest absolute growth in constant terms over the period 2012-2017, ahead of China and Japan, illustrating the growth potential in this country. This potential for growth is underpinned by a young population with a median age that is 10 years below that in China and 20 years below the median age in Japan.

Gum suffers in China and Japan

In both China and Japan gum sales have seen strong decline affecting gum’s performance across the region. In China, schools are teaching children about potential health issues related to gum and a negative impact on the environment discouraging younger people from gum consumption, while in Japan the decline is mainly driven by a decline in the number of the smoking population.

Improved distribution and affordable products to boost growth

Many Asia Pacific countries have a retail landscape still geared towards traditional retail. Particularly for chocolate confectionery this is a challenge if outlets do not have refrigerators to chill products in hot climates. Improvements in distribution alongside manufacturers investing in affordable small pack sizes are expected to drive growth in developing regions where consumers remain very price-sensitive.



Regional Overview

Putting Asia Pacific into context


Key findings
India drives growth in Asia Pacific confectionery sales
Confectionery in China stagnates in 2017
Chocolate confectionery takes off in Malaysia
Gum in Japan suffers from declining number of smoking population
Chocolate confectionery performs strongly
Gum declines in China as a result of school education
Traditional retailers remain most important in many countries
South Korea stands out with hypermarkets as dominant channel

Leading Companies and Brands

Fragmented market environment for confectionery in China
Ferrero delivers impressive growth driven by success in India
Lotte Group faces losses in China due to political differences
Top brands stable but challenged by growing Ferrero brands

Forecast Projections

Indonesia and Pakistan fourth and fifth for growth behind the “big 3”
Health concerns yet to deter Indonesians from buying confectionery
Availability and product variety positively affect the forecast
Improved distribution and affordable products to boost growth

Country Snapshots

China: Market context
China: Competitive and retail landscape
Japan: Market context
Japan: Competitive and retail landscape
India: Market context
India: Competitive and retail landscape
Indonesia: Market context
Indonesia: Competitive and retail landscape
South Korea: Market context
South Korea: Competitive and retail landscape
Kazakhstan: Market context
Kazakhstan: Competitive and retail landscape
Philippines: Market context
Philippines: Competitive and retail landscape
Taiwan: Market context
Taiwan: Competitive and retail landscape
Thailand: Market context
Thailand: Competitive and retail landscape
Hong Kong, China: Market context
Hong Kong, China: Competitive and retail landscape
Vietnam: Market context
Vietnam: Competitive and retail landscape
Azerbaijan: Market context
Azerbaijan: Competitive and retail landscape
Malaysia: Market context
Malaysia: Competitive and retail landscape
Pakistan: Market context
Pakistan: Competitive and retail landscape
Uzbekistan: Market context
Uzbekistan: Competitive and retail landscape
Singapore: Market context
Singapore: Competitive and retail landscape

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models


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