In Italy, when shopping for sugar confectionery, consumers are still choosing healthier options such as sugar-free and reduced sugar sweets. Hence, brands such as Ricola which are sugar-free are performing well amid the overall decline in sugar confectionery sales.
With historically low birth rates in the country, some sugar confectionery players continue to target adults specifically rather than children. Italian sugar confectionery has experienced a spur in sales of organic boiled sweets thanks to natural/organic chains such as Natura Sì and Valle Bio increasing their sales penetration.
Younger consumers and children are targeted by sugar confectionery players with marketing that uses social media and prize competitions. This consumer segment sustains sales for brands of sugar confectionery, despite most products not having a natural or healthy image, thanks to the common occurrence of parties and other celebratory activities among this age group where sugar confectionery is served or given as gifts.
Perfetti Van Melle Italia Srl continued to lead sugar confectionery in 2019 and marginally increased its value share. It has a wide and diverse product portfolio with a variety of brands and focuses on regular new product development.
Ferrero SpA’s refreshment of its Tic Tac brand of mints seems to have paid off with positive growth in value sales. The new image of Tic Tac with its brightly coloured packaging and interesting new flavours such as Tic Tac Breeze Lemon Balm, Tic Tac Breeze Liquorice and Tic Tac Breeze Aniseed, all with crystallised herbs and sugar-free, has made the product much more visible.
Private label continues to increase its value share of sugar confectionery in Italy, aided by purchases by consumers who seek more economical sugar confectionery, especially that sold in discounters. However, within private label ranges, such as Selex, Coop, Carrefour and Lidl, increasing segmentation is observed, with more premium products also being included.
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This industry report originates from Passport, our Packaged Food market research database.