Schools remain closed in Turkey for much of 2021 as the COVID-19 pandemic continues to rampage through the world. However, with children spending more time at home and also socialising in their streets, they have more free time to go and buy snacks for themselves, especially sugar confectionery.
With the increase of COVID-19 cases during the holiday season of Ramadan and Eid, consumers remained at home and did not visit relatives or friends that live far away during 2020. As a result, sales of boiled sweets which is a popular confectionery product during the holiday season, slowed.
Koska Helvacisi takes the lead from Kent Gida Maddeleri San ve Tic AS in 2021 due to its Koska helva brand seeing strong growth in its value share. The company consolidated its position with strong retail value growth following the launch of new types of helva during the review period.
As students and children return to school when they reopen in the short term, they are expected to feel some freedom and purchase sugar confectionery products rather than the healthy snacks that many parents urge children to have while they are at home. This trend is likely to drive constant retail value sales growth of sugar confectionery during the forecast period, with the forecast CAGR at constant 2021 prices to equal that of the review period.
Travel bans are likely to be lifted in 2022 benefiting Turkish consumers that wish to celebrate the Ramadan and Eid season with their long-distance relatives. Consequently, consumers who have not seen their relatives for a long period are expected to purchase more boiled sweets over the forecast period.
Tourism is expected to resume in the short term and return to the high growth period before the pandemic. Therefore, other sugar confectionery variants such as Turkish delight and helva are predicted to see a boost in sales as a result of visiting tourists buying these products; however, the forecast CAGR at constant 2021 prices is likely to be lower than that of the review period.
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