The global confectionery market reached 12.7 billion tonnes in 2000, and interestingly the much-hyped rise of health conscious eating has not led to a reduction in global sales of confectionery, which increased by 8.5% over the period 1996-2000.
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It seems that consumers want their cake and healthy snack too. But which nation is driving this growth?
According to Euromonitor International packaged food account manager Eric Combelles: “Globally we consume an annual average of 2.1kgs of confectionery, with Western European figures just over four times as high. But it is the Danes who record the highest rates of consumption at an amazing 1,167.6kgs of confectionery over a expected life span of 69.5 years.”
Traditionally high consumers of confectionery, the Danes record an average obesity rate of 14.75%, interestingly lower that UK and US averages of 19.9% and 22.5% respectively.
With obesity on the rise so too is the Danish confectionery market with sales amounting to over 89,400 tonnes in 2000, with volume growth of 4.5% between 1996 and 2000 and by just over 1% on 1999.
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By GlobalDataSugar confectionery was the major force behind growth in the Danish market, increasing by 8.4% in volume terms over the review period as a whole and by 2% over the 1999/2000 period.
Much of the increase came from higher consumption among children and teenagers. Manufacturers exploited this focusing marketing efforts on a young audience as a result.
The volume increase for chocolate confectionery was limited to just 0.8% between 1996 and 2000, and actually saw a slight decline over 1999/2000. In volume terms the split between chocolate and sugar confectionery is 48% and 49% respectively.
Extended working hours and reduced leisure time has resulted in the increased importance of supermarkets in packed food distribution over the review period. Growth demand of supermarkets had a positive effect on the market as confectionery is normally merchandised close to the checkout encouraging impulse purchases.
Higher levels of disposable income drove premium branded confectionery products. With the luxury of additional resources branded products focused on promotional and advertising activities, communicating a message of superior quality to consumers.
Danish consumers have less and less time to spend on shopping as they are working increasingly long hours are like to spend their free time engaged in leisure activities rather than food shopping.
Euromonitor estimates that total sales of confectionery will continue to grow in volume as well as value terms over the forecast period. Value growth is estimated to reach 4.3% in constant terms, with volume growth of 4.9%. Total per capita consumption is estimated to reach 17.6kgs in 2005, an increase of just under 1% on 2000.
To view Euromonitor’s recent report on the global confectionery market, click here.
