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Learn moreSep 2020
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The COVID-19 pandemic broke out during early March in 2020 and will have a heavy impact on sales in the year, with a considerably slower retail volume growth anticipated in comparison to that seen in 2019. Initially, consumers stockpiled chocolate confectionery during the first weeks of the pandemic, as they prepared for a very strict and long lockdown.
The demand for dark, premium chocolate continues as many consumers perceive milk chocolate as containing a greater amount of fat due to its milk content and sugar. Tuning into the trend, several retailers launched private label premium products in 2020.
Consumers continue to show a preference for multinational brands, despite the presence of smaller, local brands. Chocolate confectionery will continue to be led in 2020 by Mondelez Hungária Kft, and its two leading brands, Milka and Sport gained value share and are now the top two brands.
Chewing gum is largely an impulse purchase and is often purchased on-the-go, as a breath freshener outside of home and at work. Thus, as result of the COVID-19 lockdown, retail sales volume of chewing gum dropped immediately.
Um is lacking momentum and manufacturers are struggling to find new flavours that will interest consumers and generate some buzz. The main reason consumers chew gum is to freshen their breath and mint and peppermint flavours are associated with fresh breath and consumers are reluctant to try something new.
Orbit Mega chewing gum launched in autumn 2019 and is positioned as a premium product, with a 35-40% price premium over a regular 10-piece Orbit pack. It is a soft-base chewing gum and is very popular in Western Europe, but was a new concept for Hungarian consumers.
The COVID-19 pandemic is expected to have a heavy impact on sales in 2020. Sugar confectionery is a particularly sensitive product area within overall snacks, as these products are not considered to be a necessity, with consumers likely to switch their spending to products that are considered to be healthier during times of economic uncertainty.
The fairly fragmented category of sugar confectionery continued to be led by multinational players led by Haribo, Mondelez with Negro and Halls medicated confectionery and Ferrero Magyarország with its popular Tic Tac brand.
Tic Tac, the second largest sugar confectionery brand in terms of retail value, continues to push boundaries. As part of a global limited edition roll out, Tic Tac partnered with Coca-Cola.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Confectionery industry in Hungary with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Confectionery industry in Hungary, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Packaged Food market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.