Sugar confectionaries will record positive current value growth in 2021, showing an improved performance from the negative growth experienced last year. The poor results during the first year of the pandemic were due to the category being perceived to be amongst the least necessary of snacking products.
Standard mints is by far the largest category within sugar confectionery and will see the strongest retail current value growth in 2021. The category is supported by a wide product selection, wide distribution, and through the perception that they are healthier than other sugar confectionery, because they have a lower sugar content.
Mayora Indah is expected to continue to lead sugar confectionery in retail current value terms in 2021, thanks to its two main brands Kopiko (in boiled sweets) and Kis (in standard mints). As a local packaged food giant, the company has an extensive distribution network across the country, including in rural areas, where distribution is dominated by traditional retail outlets or warungs.
As the COVID-19 virus is controlled and restrictions are eased, consumers are expected to regain some of their confidence and spend more on snacks and treats once again, whilst outlets are expected to return to normal opening, enabling higher sales. The main current value contributor for sugar confectionery will remain coming from small independent grocery retailers, such warung and street vendors, and modern grocery retailers, such as convenience stores.
The population aged above 15 accounted for around three quarters of the total Indonesian population in 2021 and this proportion is expected to continue rising over the forecast period. This population group is the main consumer base for two types of sugar confectionery: mints and medicated confectionery.
Whilst the health trend will have some impact in limiting the growth of less healthy categories, such as boiled sweets, lollipops, and pastilles, gums, jellies and chews, price will remain a key consideration for most Indonesians when purchasing sugar confectionery. This will be particularly true in the early forecast period whilst consumers are still suffering from the economic consequences of the pandemic.
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This report originates from Passport, our Sugar Confectionery research and analysis database.
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