Chocolate confectionery was the largest and fastest-growing category within confectionery in 2014. Despite the economic slowdown, all categories recorded value growth, as chocolate confectionery was regarded as a product to improve one’s mood. Manufacturers continually changed their offers, focusing on attracting customers with new variants, tastes and refined packaging design. Chocolate confectionery sales were still characterised by seasonality, as demand was higher in autumn and winter and lower in spring and summer, which was related to the lower consumption of chocolate when the temperature was high.
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Mondelez and Lotte Wedel remained the leading chocolate confectionery producers in Poland, with value shares of 16% and 11%, respectively, in 2014. Both players held strong positions due to their recognisable brand names, such as Milka, Prince Polo, Alpen Gold and Wedel, as well as their activity in the implementation of new products and strong investments in advertising, which worked as a solid driver. Their offerings were reasonably priced and broadly available, which allowed them to maintain strong market positions. Wedel was traditionally rooted in the minds of Polish consumers as a domestic brand, despite having an international owner.
Chocolate confectionery is expected to grow over the forecast period, with CAGRs of 4% in value terms at constant 2014 prices and 3% in retail volume terms. Prospects for the category stem from the strong attachment of Polish consumers to chocolate confectionery, regarding it as a small pleasure, which is difficult to give up even during weaker economic situations. The cost-effective approach to consumer purchases is likely to be an impetus for the development of private label over the forecast period. A range of chocolate confectionery in small sizes and weight and an approachable unit price is also expected to be developed over the forecast period. Branded manufacturers are likely to develop their assortment with new products, flavours and packaging to meet the increasingly competitive private label head on.
GumIn Poland gum is a typical impulse category, being placed right next to the checkout at customer eye level. In 2014, gum registered a decline in value terms. The economic slowdown drove consumers to products with a lower unit price, such as economy, small-size packages or larger packages, which were cheaper per kilo. In addition, the presence of private label gum with low unit prices in the rapidly growing discounters channel adversely affected value sales of gum.
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