Items in confectionery market consists of candies, chocolates, toffees, lollies, bakery items;basically food items that are rich in sugar and sweet content. Mostly confectionery market items consists of food products like butter, cocoa, honey, milk, flour, fruits, honey, nuts, sugar syrup and more. They are consumed globally, mostly by all regions and countries and are expected to grow in developing countries. Confectionery market is growing in mostly all the South East Asian countries and saw a tremendous growth in the last couple of years.
ASEAN Confectionery Market Segmentation
The confectionery market is segmented into three segments – Chocolates, Sugar confectionery and Gum. Chocolates constitutes the significant part of confectionery market. Cocoa and sugar are the raw materials for chocolate and latex is the raw material used for gum.World’s largest cocoa processor Barry Callebaut’s production has also moved to Asia pacific and Latin America because of its low production costs and great future opportunities.Its factories are in Malaysia and Thailand. Nestle has acquired a majority stake in Chinese confectioner Hsu Fu Chi.
Europe constitutes the biggest share of confectionery market, followed by Asia Pacific confectionery market. ASEAN region has become an attractive place to do business. Some big MNC’s have shifted their base(plants) for the production of chocolate to Indonesia to improve efficiency and reduce costs in supply. Indonesia has the most consumption of confectionery items as compared to other South East Asian countries. Flavors GmbH (WILD), another company is opening its branch center in Singapore to serve the hub for the ASEAN region. Main markets in South East Asian countries include Thailand, Vietnam, Philippines and Indonesia for confectionery market.
ASEAN Confectionery Market Dynamics
Rising disposable income, higher population, high GDP growth and consumer spending are the major key drivers of ASEAN confectionery market. The biggest constraint to ASEAN confectionery market could be rise in raw material cost and uncertain consumer behaviour. Also health issues, increasing government regulations, could also be the biggest challenge for confectionery market. Chocolate segment expected to grow the most under ASEAN confectionery market. On special occasions and celebrations, sale of confectionery items increase because people gift each other and its consumption and demand increase. Vietnam is gradually cutting down the import tax imposed on products of ASEAN, countries in accordance with the ASEAN Free Trade Area, AFTA, regulations. As a result, the Vietnamese confectionery market is vibrant compared to other nations.
ASEAN Confectionery Market Distribution Channel
Mostly confectionery items are sold in retail stores, hypermarkets, supermarkets and convenience stores. Multinational flavor companies and smaller local manufacturers are active in South EastAsia confectionery market. The latter offers good distribution expertise and local connections. Innovation by producers playing a great role in experimenting with flavors, taste, size which is driving a growth of this market. Enterprises operating under Vietnamese confectionery market use modern technology of foreign countries such as Germany, Italy, Japan and Austria to make their products, and apply non-chemical preservation techniques
Key players in this confectionery market are Ferraro, Hershey’s,Lindt, Wrigley’s, Perfetti Van Melle and ChupaChupa. Product innovation and consistent in quality are the reasons for their success. Dunkin Donuts has signed a franchisee agreement to develop a brand in Vietnam with Vietnam Food and Beverage Co. domestic confectionery companies have simultaneously launched many new products in confectionery market. Pioneers of the campaign included famous companies such as Kinh Do, Bibica, Kotobuki, and smaller producers like Nguyen Tran and ThanhPhat, etc. ierce competition was found between Malaysian Khongguan biscuits and Vietnamese products
