Volume sales of sugar confectionery have been struggling over the review period, with negative volume growth year-on-year. This is expected to continue in 2021, with a further small decrease in volume sales, along with significant price rises.
Ukrainian player Roshen is expected to continue to lead sugar confectionery in current value terms in 2021. Its inexpensive imported brand is likely to retain large shelf space due to its low price, strong distribution and wide product assortment, mainly in boiled sweets, pastilles, gums, jellies, and chews and toffees, caramels and nougat.
Pastilles, gums, jellies and chews is seeing new lower sugar products being launched. For example, Krasny Pishchevik has developed a 0% sugar marshmallow under the Zelenyj Pischevik brand.
Sugar confectionery is not expected to perform strongly over the forecast period, with constant value growth expected to be low and volume sales also expected to fall slightly. Belarusians are likely to pay increasing attention to unit prices in the forecast period as consumers are impacted by the economic recession, significantly reducing brand loyalty.
Although sugar confectionery in Belarus is expected to continue to see constant value growth, it is likely to see a slight retail volume drop due to saturation and declining demand. Growing health awareness is also expected to hamper the retail volume growth of sugar confectionery, mainly boiled sweets, lollipops, and toffees and caramels and nougat, which contain particularly high amounts of sugar.
Despite the retail volume growth of categories such as pastilles, gums, jellies and chews, over the forecast period sugar confectionery is expected to continue to see a slight retail volume decline. It will continue to struggle with growing competition from chocolate confectionery and healthier snack options, with boiled sweets seeing the strongest decline.
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This report originates from Passport, our Sugar Confectionery research and analysis database.
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