Sugar confectionery is a small category within snacks in Israel and is predicted to record only a marginal upturn in demand in 2021. Unlike other snacks, it was unable to strongly capitalise on the home seclusion trend during the pandemic, even as children were unable to attend school during the initial lockdown.
Standard mints was particularly negatively impacted by the home seclusion trend in 2021, recording notable retail volume decline due to limited travel occasions, either by car or on public transport where these products might be purchased at train stations, or impulse purchases for on-the-go consumption and alternative breath-freshening properties. As restrictions continue to be relaxed in Israel over 2021, demand is set to improve with value sales fully recovering to pre-pandemic levels.
Leading sugar confectionery leader Leiman Schlussel Ltd is set to lose further value share to its closest competitor Strauss Group in 2021 which offers leading pastilles, gums, jellies and chews brand Elite and Must, with the latter set to continue to gain notable value share and record impressive growth in standard mints.
Health awareness, and red product labels to a lesser extent, will likely influence the flat performance predicted for sugar confectionery in Israel over the forecast period in retail volume terms. There is likely to be an overall shift towards healthier eating in light of the pandemic and heightened health awareness, and even more so with higher sugar content highlighted on packaging labels compared to gum for instance.
The expected return of out-of-home and on-the-go consumption over the forecast period as Israelis regain their confidence as the threat level of the virus wanes, particularly as the country continues on its successful vaccination rollout, will drive greater demand for mints. This will be particularly evident within standard mints which offers more affordable price points compared to power mints, and indeed to gum as an alternative breath freshener.
Stagnation and lack of innovation within many areas of sugar confectionery will limit growth opportunities over the forecast period. Although there are some launches of new brands or products likely such as Haribo, overall innovation is scarce and therefore the category's value growth (at constant 2021 prices) is expected to be weaker compared to the review period.
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This report originates from Passport, our Sugar Confectionery research and analysis database.
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