In recent years, the shelves of stores have been filled with sugar confectionery products that target children and at the same time follow modern food trends. Many smaller retailers are now looking for ways to both increase their turnover and cope with the fierce competition created by the growth of supermarkets and the rapid rise of online shopping in the midst of the COVID-19.
Sugar confectionery recorded a significant retail value and volume sales decline, with the long-term drop in demand accelerating due to strengthening health-awareness and economic difficulties brought to the fore by COVID-19. Losses were seen across most products, and in both retail and foodservice.
Mondelez Hellas will continue to lead sugar confectionery in value terms in 2021; however, the company’s share has dipped since 2019 due to the poor performance of its Halls brand. Lavdas, ranked second with its eponymous brand, is not expected to be able to capitalise and will see a slight share decline.
More and more Greek consumers tend to shop online, with the trend accelerating since lockdown, and several small companies in this category have created an e-shop or updated the ones they already had. This has been key to surviving as mini-markets and kiosks have been negatively affected by the pandemic and have had to find other ways to promote and sell their products.
The trading effects of COVID-19 on sugar confectionery in Greece will continue to hamper retail sales in 2021. Shop closures and reductions in social occasions and waiting-room confectionery will all impede purchases, while simultaneously consumers are increasingly aware of their health and diets.
Besides health-orientated NPD, innovation through new flavour variants will continue to be a key growth strategy for confectionery manufacturers in Greece. While the most popular flavours are still classic fruit and mint variants, consumers are keen to explore new and exciting tastes.
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This report originates from Passport, our Sugar Confectionery research and analysis database.
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