Perfetti Van Melle Group in Packaged Food

Company Profile

About This Report

Dec 2015

Perfetti Van Melle is best known for its brands Mentos and Chupa Chups. Some of its strongest growth is taking place in India where its Center and Alpenliebe brands have benefited from a growing appetite for sugar confectionery and gum. Although the company has some strong brands, it will struggle as sugar confectionery sales slow in Western markets. The company needs to focus on growth in China and India, and potentially focus on new products such as sweet and savoury snacks.

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Perfetti Van Melle Group in Packaged Food

Euromonitor International's report on Perfetti Van Melle Group delivers a detailed strategic analysis of the company's business, examining its performance in the Confectionery market and the global economy.

Company and market share data provide a detailed look at the financial position of Perfetti Van Melle Group, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Perfetti Van Melle Group.

This report examines:
  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWOT analysis of Perfetti Van Melle Group provides strategic intelligence on:
  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research You Can Trust:

Euromonitor International's company profile reports are written by our Confectionery research team, a dedicated group of analysts that knows the industry inside and out.

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Scope of the Report


Strategic Evaluation

Perfetti focuses on expansion within India and China
Sales stall due to weakening Western demand
SWOT: Perfetti Van Melle Group
Key strategic challenges and objectives

Competitive Positioning

Perfetti loses ground to core confectionery rivals with broader portfolios
Emerging markets make up for weak performance in Europe
Despite being competitive, Perfetti may lose ground to rivals
Asia Pacific becoming laboratory for new product development

Market Assessment

Perfetti Van Melle has foothold in Asia Pacific but losing out in the West
Absence from chocolate confectionery looking unwise as sales stall


US and China overtake Italy in sugar confectionery
Dwindling interest in sugar confectionery a constraint on growth
Mars dominates gum; Perfetti strong in Western Europe and Asia
Young population could help gum in China and India
Old habits die quickly in the US as gum sales decline
Alpenliebe well positioned for growth due to popularity of toffees
Impressive performance in China gives Mentos a strong platform
Potential for lollipop growth limited due to health concerns

Other Opportunities

Perfetti should emulate Stop Not globally
Targeting Western Europe for savoury snacks is an option
Sweet and savoury snacks undeterred by economic headwinds
Chocolate confectionery and ice cream also possibilities

Brand Strategy

Top Perfetti Van Melle brands in 2015
Licensing an important part of company strategy
Iconic brands could perform well in retailing
Innovation in packaging essential


Packaging and distribution strategy innovations


Developing products for local markets

Appendix: Competitor Analytics

Competitor Analytics tool
Market Overlap
Overlap Matrices

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