After several years of broadly solid growth over the review period, sugar confectionery took a sharp dip in volume sales in 2020. The outbreak of COVID-19 drove the decline, and in particular, the closure of schools.
During the pandemic period and into 2021, sugar confectionery products increased their presence on e-commerce. As unessential retailers were closed and many consumers were fearful of leaving the household, e-commerce saw a boost in growth, with players turning to the online platform for being a safer form of retailing.
Consumer health awareness, in particular in relation to sugar consumption, is set to rise during 2021 as a result of the outbreak of COVID-19. However, producers in sugar confectionery have largely failed to develop healthier options that satisfy consumers, although a government-led campaign to reduce sugar content is leading product development in this direction.
Across the forecast period, the raw material for sugar confectionery, sugar, is expected to become more expensive. If sugar prices continue to rise over the forecast period, the result will be higher price points and more significant growth in value sales.
Packaging development offers the opportunity to drive unit sales over the forecast period, particularly as levels of concern surrounding sugar consumption rises. Smaller average pack sizes meet emerging consumer preferences and mean better average volume price positions.
Until the outbreak of COVID-19, the health trends that have depressed sales of these products in nearby countries like Germany and Sweden were yet to impact sales in Lithuania. However, products with a better health profile, such as pastilles, gums, jellies and chews that offer a higher fruit juice content, are expected to perform better, as interest in health and wellness rises.
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Understand the latest market trends and future growth opportunities for the Sugar Confectionery industry in Lithuania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sugar Confectionery research and analysis database.
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