Sugar Confectionery in Romania

2021 DEVELOPMENTS

Lockdown in the first half of the year results in volume growth for pastilles, gums, jellies and chews, as children are treated to an indulgence during extended periods of home seclusion

2021 is in many ways a continuation of the previous year, with a third wave of infections leading to another lockdown in March 2021. Remote work, school closures and restrictions on activities outside of the home continue to shape demand for sugar confectionery in 2021.

Mints suffers from a lack of on-the-go consumption moments, while medicated confectionery benefits from the pandemic

For many adults, mints are the main attraction in sugar confectionery, aligning to the demand for fresh breath, particularly when on-the-go. A trend towards premiumisation has also been noticed from brands such as Winterfresh and Orbit Professional.

Roshen One SRL takes over leadership in sugar confectionery in 2021

Previously dominated by international player Mars Romania SRL, Roshen One SRL is anticipated to take over the lead in sugar confectionery in 2021. Roshen One SRL benefits from the activity of a significant number of distributors across the country, which have succeeded to enter in traditional trade; a first significant step for the brands' visibility.

PROSPECTS AND OPPORTUNITIES

Pastilles, gums, jellies and chews will see volume growth stabilise in 2022, as children return to school and snacking occasions decline

Pastilles, gums, jellies and chews is expected to see growth stabilise in 2022, as children return to school in 2022, while remaining positive across the forecast period. Pastilles, gums, jellies and chews will remain the largest product area across the forecast period, with sales expected to be sustained by the same leading brands as in the review period.

On-the-go consumption boosts growth for mints, lollipops and boiled sweets across the forecast period

Lack of on-the-go consumption during 2021 is predicted to be one of the key reasons for a decline in volume growth for mints, which are often purchased for car journeys or for travelling. As COVID-19 restrictions are loosened in 2022, on-the-go consumption is predicted to increase once more, enabling retail volume and value growth in mints to recover.

Medicated confectionery will continue to perform well, recording the highest retail volume growth across the forecast period, despite higher price-points

Medicated confectionery is predicted to continue to benefit from its perceived ability to fight colds, and volume growth will continue to remain positive across the forecast period. In addition, medicated confectionery is predicted to record a high level of retail value growth across the forecast period.