Unlike the larger snack categories of chocolate confectionery and savoury snacks which benefited from an indulgence aspect, sugar confectionery was unable to capitalise on the home seclusion trend of 2020 as a result of the pandemic-induced lockdown, even as children spent longer periods of time at home due to school closures. Portuguese parents are becoming increasingly concerned about their children’s sugar intake.
Health concerns amongst local consumers, particularly in light of the pandemic, is likely to lead to a full recovery of medicated confectionery in 2021. It will benefit from a healthier perception of products which appeal to consumers for their functionality, including relief from coughs and sore throat.
Local player Lusiteca – Transformação e Embalagem de Produtos Alimentares SA is set to retain its leadership of sugar confectionery in 2021, despite continuing to lose value share following the May 2019 announcement that the player was declared insolvent and placed under judicial administration. After intense cost reduction efforts, the company refocused and attempted to stimulate sales by launching new products that target adults specifically.
Overall demand for sugar confectionery in Portugal is set to decline further over the forecast period, impacted by the health and wellness trend as consumers become increasingly concerned about their sugar intake, particularly negatively impacting traditional types such as boiled sweets and lollipops, despite the efforts of major players to change this perception through the launch of sugar-free variants. For instance, retailer Mercadona launched sugar-free boiled sweets in early 2021 with ginger, lemon and propolis during the cold season.
The development of innovation within sugar confectionery is likely to be the main driver in terms of value growth, while players in struggling categories are likely to continue to resort to price promotions to move product. Companies present in gums, jellies and chews such as Jake will invest in new products due to further growth potential, while innovation is likely to be slower in areas such as boiled sweets where the offer of sugar-free variants has not had the impact intended.
Sustainability will continue to be a growing trend within sugar confectionery in Portugal. For example, Chupa Chups has stated its intention to replace its plastic sticks for its lollipops with a paper format.
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This report originates from Passport, our Sugar Confectionery research and analysis database.
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