Sugar confectionery was negatively affected by Coronavirus (COVID-19) in 2020, with retail volume and current value sales seeing significantly slower growth than in 2019. Meanwhile, on-trade volume sales declined steeply due to the closure and subsequent restrictions on foodservice outlets.
Power mints is projected to see the fastest retail volume and current value growth in sugar confectionery in 2021. The category was among the most severely hit during the pandemic in 2020, since it is relatively underdeveloped with a small consumer base.
The leading player, Pionir, is expected to continue to grow its retail value share in sugar confectionery in 2021. The company does not appear to have been swayed significantly by COVID-19 in terms of its plans and strategies, particularly with regard to new product development.
Sugar confectionery is expected to see positive retail volume and value (2021 constant prices) growth over the forecast period. The return to pre-pandemic lifestyles is set to boost consumption occasions and sales, while innovation in terms of new flavours is likely to stimulate interest.
When Lidl arrived in Serbia in 2018, it made a quick and noticeable impact on sugar confectionery with its private label lines, especially Sugarland. Lidl and Sugarland’s retail value shares have risen year-on-year in the category, including in 2021.
In terms of distribution, a main trend over the forecast period is expected to be the decline of independent small grocers and further growth of e-commerce. It is predicted that independent small grocers will come under stronger pressure from the wider modernisation of retailing in Serbia.
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Understand the latest market trends and future growth opportunities for the Sugar Confectionery industry in Serbia 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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