Pre-COVID-19, health-orientated trends were already strong in Poland, as consumers were already checking nutritional values of products (eg protein, carbohydrates and fat content). This behaviour has only strengthened in 2021, as customers have been paying extra attention to their health due to the pandemic and their general more sedentary lifestyle due to lockdown measures.
Discounters will remain the main retail channel for sugar confectionery in 2021, even extending its lead slightly. Tesco Polska has announced the sale of the majority of its Polish business to discounter Netto, which is going to further boost discounters’ prospects in Poland.
Despite the hit taken by the category in respect to COVID-19, indulgence among customers, established eating habits as well as nostalgic attachment to well-known brands (primarily within toffees, and pastilles, gums, jellies and chews) is helping the overall performance of sugar confectionery to stabilise in 2021 following decline in 2020. Generally long expiry dates, small sizes and low prices make sugar confectionery in Poland attractive for consumers who are making less frequent purchases owing to lockdown measures.
In 2021 the tax on sugary drinks increased the prices of these beverages by 20-30%. It is possible that the Polish government will impose a sugar tax on other sweet products such as sugar confectionery to combat obesity.
The pandemic has caused a reshuffle in the value shares of channels of distribution. Consumers have been shopping less often, and preferring to do so in larger retailers, such as convenience stores, discounters, supermarkets and hypermarkets.
Throughout the review period, lollipops were in constant decline. The category lacks media presence, and has a limited and stagnant product range.
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This report originates from Passport, our Sugar Confectionery research and analysis database.
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