While the impulsive nature of sugar confectionery dampened volume sales in 2020, as society opens up in 2021 and shoppers visit brick-and-mortar stores more frequently, impulse purchases of sugar confectionery are expected to pick up and expected to drive a small increase in current value and volume growth. Belgians’ consumption of sugar content snacks is relatively high in comparison with other European countries and customers enjoy the element of indulgence that sugar confectionery provides.
Haribo will continue to be the leading player in sugar confectionery in 2021. This will be due to Haribo’s impressive performance which has been supported by the growth of Haribo and Maoam, due to promotions and innovations such as its reduced sugar format for Haribo Fruitilicious 30% Reduced Sugar Sweets in a sharing bag of 220g and a multipack size of 325g, featuring miniature versions of the chews.
Pastilles, gums, jellies and chews are by far the largest product area in terms of value sales within sugar confectionery and it is also expected to register the highest current value growth in 2021. Fruit-flavoured sugar confectionery is popular among Belgians, particularly red berry flavour.
Over the forecast period, sugar confectionery is predicted to make a recovery from as soon as 2021 in terms of current value growth rates. Although most key retail distributors have remained open throughout lockdown, they have been running at a much lower capacity and seeing fewer customers per day.
In an attempt to address falling demand for a traditionally perceived unhealthy category, sugar confectionery players will focus on launching sugar-free and reduced sugar products over the forecast period. Prior to the pandemic, the health and wellness trend was gathering pace and will likely be accelerated as many consumers continue to be anxious about their health.
The expected decline to the economy caused by the pandemic will negatively impact overall demand for sugar confectionery in Belgium over the forecast period. Boiled sweets, lollipops and liquorice will likely be impacted the most as they are some of the least popular products within sugar confectionery.
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Understand the latest market trends and future growth opportunities for the Sugar Confectionery industry in Belgium with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sugar Confectionery research and analysis database.
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