Several sugar confectionery categories saw a boost in demand during the COVID-19 lockdown in 2021, as consumers purchased small indulgences and bought products for children who were confined to home during school closures. However, sugar confectionery remains high on the list of product areas threatened by the negative image of sugar in an increasingly health-conscious environment.
Haribo Middle East FZE remains the leading player in sugar confectionery for the third year running in 2021. Haribo’s strength is founded on the popularity of its brand, which benefits from wide-ranging distribution, ongoing innovation and strong marketing activity.
In addition to increasing competitive pressure from other product areas, the increased awareness of health and wellness will inevitably influence developments in sugar confectionery. However, it may not be enough to simply reduce the amount of sugar or use only natural ingredients to compete with the growing array of alternative snack products that communicate a healthier message.
Both private and public bodies such as the Ministry of Health have initiated various campaigns to promote a healthier lifestyle and a reduction of sugar consumption, and this pattern is likely to continue over the forecast period. As consumers and parents are becoming more educated about the dangers of excessive sugar intake, healthier products are likely to grow faster than standard variants over the forecast period.
With manufacturers of mints and medicated confectionery continuing to invest in new product development, including healthier options such as sugar-free products, these categories stand to win more sales from gum over the forecast period.
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