New Zealand society is famously progressive, with the inclusiveness that defines the country’s multicultural population a key part of the country’s “brand”. With this in mind, category leader Mondelez recently announced its decision to change the name of its iconic sugar confectionery brand Pascall Eskimos to Pascall Explorers, specifically in reference to any racially insensitive connotations that the Eskimo brand name may have.
2021 saw Perfetti Van Melle remain the dominant player in lollipops via its two leading brands Chupa Chup Original and Chupa Chups. Each of these brands has a very strong presence on retail shelves throughout New Zealand, with Chupa Chups in particular benefiting from favourable shelf positioning in supermarkets and dairies, the latter retail channel categorised under traditional grocery retailers.
During 2021, the motivation for sugar confectionery brands to engage in constant flavour innovation and regularly collaborate with brands from other packaged food categories remained a major theme throughout the category. Indeed, innovation and brand collaborations continue to fuel sales growth and spark consumer interest in sugar confectionery generally, in spite of the fact that consumers are becoming increasingly mindful about their sugar intake due to the concerns over the negative health implications.
Hi-Chew has experienced robust growth since the brand was launched in New Zealand in 2017. Indeed, sales for the brand having nearly tripled in three years, a phenomenal performance in a country in which demand for sugar confectionery is already quite mature.
Sustainability is expected to become one of the major themes in sugar confectionery in New Zealand over the forecast period. This was already in evidence towards the end of the review period, with Australian brand Darrell Lea making fundamental changes to more than 100 of the products within its range by removing palm oil from the ingredients.
The global kombucha trend has trickled down to sugar confectionery in New Zealand and the forecast period is expected to see a proliferation of products that are either kombucha flavoured or which contain kombucha as a key ingredient. April 2021 for instance saw The Natural Confectionery Co launch kombucha-inspired jellies, with the brand’s new offerings slated to appeal to health-conscious consumers as the jellies are free from artificial colours and flavours whilst containing 25% less sugar than the category’s leading products.
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Understand the latest market trends and future growth opportunities for the Sugar Confectionery industry in New Zealand 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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