Food Bites - Sugar-based Confectionery
CATEGORY ANALYSIS
BMI - May 15th 2011, 14:56
Boiled sweets continue to play a major role in the sugar confectionery category with 26.7% contribution to total volumes in 2010.
Growth in the boiled sweets market averaged -0.6% per annum over the past four years. In 2010, the category shrunk by 2.9% and is yet to recover to the peak achieved in 2004. 2010 saw a drop in per capita consumption of 3.3% with South Africans consuming 9.5% less of boiled sweets than they did in 2000.
The growth trend in the boiled sweet category is typical of products in the maturity stage of the product life cycle and focus should be directed at keeping consumer interest through activities such as flavour and packaging innovations.
There is a growing trend towards sugar-free sweets and it is expected that this will rejuvenate the category, going forward.
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