Prior to 2020, some sugar confectionery categories had been stagnant or declining, owing to the government’s ongoing efforts to promote a healthier lifestyle through lowering sugar intake, thus encouraging less consumption of products such as boiled sweets, toffees, caramels and nougat. However, in 2020 Singapore residents were required to stay at home as much as possible to prevent COVID-19 transmission.
In 2020, with mints being used to freshen one’s breath and thus associated with social occasions, the category recorded a decline in volume and value sales because consumers were required to stay at home and prevent unnecessary social interaction outside the household. However, in 2021 social interaction will gradually resume as Singapore is expected to roll out its vaccination programme successfully, leading to more opening up of the economy in the second half of 2021.
Pastilles, gums, jellies and chews is expected to see stable retail volume growth in 2021 and over the rest of the forecast period. Besides establish brands such as Haribo, Hi-Chew and Mentos Fruit, there are many newer brands entering the category, with different positionings being taken such as low-carb Sugarless Confectionery chews, and The Natural Confectionery Co.
Over the forecast period, in addition to established brands, imported sugar confectionery products are likely to see growth in terms of variety across common retailing channels such as supermarkets and hypermarkets. Local retailers such as Fairprice and Cold Storage have been increasingly importing or listing sugar confectionery products from different countries, with most of these items covering the pastilles, gums, jellies and chews categories.
Sugar confectionery is constantly facing scrutiny from health-conscious consumers who are constantly looking for healthier eating options, be it for drinks, daily meals or snacks. As a result, reduced-sugar confectionery, such as stevia-sweetened chews from Sugarless Confectionery, or jellies from The Natural Confectionery Co.
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