A more home-centred lifestyle and remote work in 2021 are anticipated to negatively affect sweet snacks, including sugar confectionery, as there are fewer occasions for impulse purchasing and consumers have more time, opportunity and inclination to prepare meals at home. Moreover, the health and wellness trend continues to negatively affect demand for snacks that contain sugar.
Medicated confectionery continues to be the most dynamic performer within sugar confectionery in retail volume and current value growth terms in 2021. These products continued to benefit from the health and wellness trend, as medicated confectionery products are relatively low in sugar and offer functional benefits, as well as having a healthier image than more indulgence-oriented types of sugar confectionery.
In 2021, Kras Trgovina maintains its position as leader within sugar confectionery, increasing its share despite pressure from smaller players, due to consumers’ loyalty to Kraš products. The company particularly benefitted from partnering with the Croatian Post Mostar during lockdown by offering an e-commerce service where one can order a package of Kraš products with free delivery.
As social conditions return to normal, the economy gradually recovers and consumers indulge in impulse buys again, it is expected that sugar confectionery value and volume sales will recover over the forecast period. Many consumers will look for small ways, such as buying sugar confectionery products to treat themselves.
With concerns about obesity, diabetes and other diet-related health problems on the rise in Bosnia and Herzegovina, the perception of medicated confectionery as a healthier choice should continue to support growth in retail volume and current value sales over the forecast period. The fact that medicated confectionery primarily appeals to adults, a consumer group that has traditionally been neglected by sugar confectionery manufacturers, will also help to sustain the expansion of the product area.
Private label lines remained underdeveloped in sugar confectionery in 2021, with such products failing to claim a measurable share of total current value sales. However, this is likely to change over the forecast period, as consumer acceptance of private label products in general is increasing in Bosnia and Herzegovina.
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