As in other packaged food categories, sugar confectionery saw growing demand for healthier products in line with rising health-consciousness among consumers, with natural ingredients and fortification being among the key areas of development in 2018. Thus, the brand Verbena expanded its product portfolio in the area of sugar-free confectionery and launched a new product with Eucalyptus and Menthol flavour, containing vitamin C.
Due to strong competition via a wide range of products within sugar confectionery, as well as competition from other snack categories, several category players introduced existing products in new flavours and/or limited-edition variants to gain interest in their products. A good example is Ferrero, which offers its Tic Tac mints in special fruit flavours from time to time, in addition to its traditional mint-flavoured product variant.
Although sugar confectionery is less affected by the presence of economy brands in Hungary compared to other snack or packaged food categories, sugar confectionery recorded only modest price growth in 2018. This trend is expected to continue over the forecast period, which is due to a large number of consumers remaining price-sensitive despite favourable economic conditions projected for the short term.
International manufacturers of sugar confectionery remained the key category players within sugar confectionery in Hungary over the review period. Ferrero Magyarország held the leading value share in 2018, which was thanks to its popular Tic Tac mint brand.
Haribo Hungária was also among the leading players over the review period, which was thanks to the success of pastilles, gums, jellies and chews in Hungary. In addition, frequent promotions as well as new product launches, such as Tic Tac Mixers from Ferrero Magyarország offering a flavour-changing experience from cherry to coke and from coconut to pineapple, or Haribo’s new Milchbären and Fruitmania Berry products.
Locally owned companies, especially some established towards the end of the review period, such as Chocco Garden and Happy Chocolates Factory among others, which primarily produce chocolate confectionery products, may also decide to enter sugar confectionery in the future to boost their competitiveness, expand their product portfolios and also to increase the visibility of their brands. Possible new category entries may lead to investments resulting in the launch of products with healthy features in the wave of growing health-consciousness.
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This industry report originates from Passport, our Packaged Food market research database.