Over the review period, sugar confectionery has been in decline due to the increasing awareness of the effects of sugar consumption on consumer health. In 2020, the pandemic outbreak deteriorated the category’s performance due to a reduction in impulse purchases amongst consumers.
Perfetti Van Melle remained the category leader in sugar confectionery in 2020 further expanding its current value shares, with Golia being the company’s bestselling brand. The company was hit by the pandemic outbreak not only because of the reduced opportunity for impulse purchases, but also because its distribution relies heavily on small independent retailers, such as tobacconists and foodservice outlets, which were forced to close during the lockdown periods.
Despite the sales increase in 2021, sugar confectionery will continue to be challenged by the increasing awareness of sugar consumption and the negative effect it has on obesity levels and oral health. Demand for healthy versions of sugar confectionery will continue gaining ground with the sugar free category set to witness the highest growth in 2021.
Despite the increase in 2021, retail sales of sugar confectionery is anticipated to decline throughout the forecast period. The expected decline is due to the growing health concerns around sugar consumption and its association with obesity which makes the body more vulnerable to other diseases.
As sugar confectionery will continue being perceived as an unhealthy category with many Italians reducing their consumption, manufacturers are expected to respond by removing harmful ingredients and adding extra value to their products. As reducing the sugar content will not be enough to reverse negative perceptions, innovation will focus more and more on taste and functionality.
The public awareness around children obesity rates is leading to parents reducing their children’s sugar intake by limiting their sugar confectionery purchases. At the same time, the birth rate continues declining and is likely to continue doing so given the economic hardship created by the pandemic and the additional uncertainty about the future.
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This report originates from Passport, our Sugar Confectionery research and analysis database.
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