Boston, MA -- (SBWIRE) -- 12/12/2014 -- Chocolate confectionery is sensitive to the reduction of incomes and is perceived by consumers as a sophisticated and unnecessary product. The effect was the strong volume decline over the review period as the crisis had a negative impact on the consumers? purchasing power. However, 2013 has witnessed a slight recovery of the sales of chocolate confectionery, marginal in terms of volume but stronger in value terms, a result of the increasing confidence of Romanians in the future. In fact, the evolution of chocolate confectionery follows the perception of the population about the economic activity and the improvement of the living standards.

Competitive Landscape

The year 2013 can be considered as crucial in terms of leadership of chocolate confectionery. The acquisition of Heidi Chocolats SA by Kandia Dulce SA led to the creation of a new company, Kex Confectionery SA, responsible as GBO for the activity of both Kandia Dulce SA and Heidi Chocolats SA, which will continue their activity as independent NBOs. As a consequence, the new GBO leader in 2013 will be Kex Confectionery SA. However, when referring to the NBOs, Mondelez Romania SA is expected to retain the leading position in 2013. In fact it represents the continuation of Kraft Foods Romania SA, which changed the name into Mondelez Romania SA after the creation of Mondelez International Inc at the international level. Whilst Mondelez Romania will keep its position due to the performance of the flag brands Milka and Poiana, Kex Confectionery?s position as GBO is only the result of the consolidation of the shares of two main players in chocolate confectionery.

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Industry Prospects

After a period when it registered significant decline, chocolate confectionery is expected to witness growth over the forecast period. The explanation stands in the low consumption per capita and the turn of Romanians to be more confident in the future, which will have a positive impact on consumption of chocolate confectionery, which is perceived as sophisticated. Premium chocolate confectionery will be less affected as high-income consumers will keep their consumption habits. Economy brands will be also in the view of consumers as the purchasing power is not expected to recover at the same rate as the overall economy.

Gum The year 2013 will witness a stagnation of gum in volume terms but also a 7% growth in current value terms. Gum is one of the product categories with the strongest impulse character and the stagnation of volume is mainly the result of the decrease of the available incomes and the change of purchasing habits, with consumers becoming more careful with their expenses, directed more to immediate need products and less to impulse purchases.

Competitive Landscape

Wrigley Romania retained an indisputable leading position not only in 2012 and 2013 but also during the whole review period. In fact, gum can be considered as synonymous with Wrigley, which is the creator of gum demand in Romania. Its excellent distribution network allows its brands to reach the most distant localities. Wrigley Romania dominates sugar free gum with Orbit and Winterfresh, functional gum with Airwaves and bubble gum with Hubba Bubba and is making the attempt to gain recognition in sugarised gum with Big Red, available in larger 10-stick packs.

Industry Prospects

The expected positive volume growth of gum over the forecast period will be the continuation of the perception of gum as providing teeth health and its appeal as an impulse product. The forecast value CAGR is expected to grow slightly due to the impulse character of the most popular brands Orbit and Winterfresh. Private label is also estimated to be present, very timid at the beginning but showing good prospects for the future following the strong penetration of large multinational chains in the life of Romanians.

Sugar Confectionery Volume is expected to witness 1% growth in 2013 whilst the current value approaches double-digit growth, a result of the severe drop of sales in both volume and value terms over the review period at a level which has allowed an upward trend more recently. The slower volume growth is the consequence of the fact that the most loyal consumers of more expensive sugar confectionery are young professionals in large cities, which are less affected by the effects of the crisis. Meanwhile, the rest of the population continues to appreciate the standard and economy brands. Meanwhile, the unit price growth and the rising impulse character conduce to the good value growth.

Competitive Landscape

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