Sugar confectionery is strongly associated with specific consumption occasions, for example when children go to school they tend to share these snacks with each other, or when they come back from school they want to spoil themselves and the friends they hang out with. During the COVID-19 pandemic, home schooling has become part of everyday life, whilst outside of school they have also been unable to see their friends as often as before.
Medicated confectionery turned to decline as a result of COVID-19 in 2020, and this trend is set to continue in 2021. Reduced exposure in supermarkets and the desire of consumers to leave these stores as quickly as possible negatively affected the growth of this category.
However, some categories have maintained growth during the pandemic. As children have been experiencing pressures during school closures and social restrictions, they have been treating themselves by consuming boiled sweets at home, especially whilst they are being home educated.
Opportunities for growth in sugar confectionery will arise due to the reopening of the country as vaccination is rolled out. Children’s sharing occasions will resume, including children’s parties, whilst more time spent outside of the home will lead to more on-the-go consumption once again.
New product development is expected to remain important in sugar confectionery in the forecast period. For instance, playing to popular trends amongst consumers, Perfetti van Melle added Klene Puur with liquorice flavour, a sugar-free product, to its offerings.
In contrast to 2020 and 2021, all sugar confectionery categories are set to see positive current value CAGRs in the forecast period. Liquorice will not only remain the largest category, it will also see the highest growth in the forecast period due to its popularity across age groups.
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