Boston, MA -- (SBWIRE) -- 07/08/2014 -- Adult consumers' craving for luxury and premium chocolates, such as Lindt, continued to grow further in 2013. To tap into the trend, manufacturers of premium chocolates, such as Chocoladefabriken Lindt & Sprungli expanded their presence in premium stores, such as Brown Tree, in urban areas. Interestingly, gourmet chocolate manufacturers including Japan's luxury chocolate maker Royce also made foray into India's premium chocolate segment in 2013. The sales of premium chocolates were supported further as consumers continued to prefer gifting premium chocolates on occasions such as traditional Indian festivals -Diwali and Raksha Bandhan.
In 2013, Cadbury India continued to dominate with a value share of 56% mainly due to its long established presence and portfolio of popular brands including 5 Star and Cadbury Dairy Milk. In addition, Cadbury India continued to target rural consumers and children in tier II cities with its smaller SKUs priced at Rs5. Furthermore, the company started to promote its products through TV commercials with tag lines, 'Khaane Ke Baad Kuch Meetha Ho Jaaye' (let us have some sweets after food) and 'Shubh Arambh' (auspicious beginning) to build connections with consumers.
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Chocolates will continue to grow as adult consumers continue to prefer them as snacks over the forecast period. To drive uptake of chocolates by adults, manufacturers will continue to do TV commercials, such as Snickers- 'Hungry? Grab A Snickers'. The growing consumption of chocolates by adults would be facilitated by the increased availability of chocolates, including premium chocolates in modern retail stores where most of the urban consumers go for their weekly grocery shopping.
Companies including Perfetti Van Melle and Cadbury continued to modify their adverts to target pre-teens and young adults. For instance, Perfetti Van Melle India modified its ad for its brand Center Fruit to target adults. Manufacturers also focused on positioning their brands next to other confectionery products in modern retail stores. Most of the organised retail chains, such as Reliance Fresh, keep gum near the check-out counter to push impulse purchases.
Perfetti Van Melle continued to dominate gum with a value share of 63% in 2013. The company's long established presence and wide distribution supported it to reach a wide consumer base and helped the company to maintain leadership in gum. In addition, Perfetti continued to introduce new variants under its brands Center Fruit and Center Fresh to maintain consumers' interest in the company's brand.
Most of the manufacturers are likely to introduce variants in terms of flavours to maintain consumers' interest and compete with other bite-sized rivals, over the forecast period. Additionally, manufacturers such as Perfetti Van Melle India are likely to promote their brands through TV commercials and digital campaigns to gain popularity amongst consumers. Further, new launches by manufacturers, including ITC Ltd, coupled with increased uptake of gum by adults is likely to drive growth of gum over the forecast period.
Sugar confectionery, especially in urban areas, started to face competition from other indulgent products, including chocolate confectionery priced at Rs5 or Rs10. To sustain competition and maintain consumers' interest, manufacturers such as Perfetti Van Melle India and ITC Ltd, introduced new flavours and formats to offer choice to consumers. For instance, Wrigley India introduced Boomer jellies in mango flavour in 2013, following the launch of Juzt Jelly by Perfetti Van Melle in late-2012.
Perfetti Van Melle India continued to lead with a value share 23% in 2013. Perfetti continued to enjoy a wide portfolio of popular sugar confectionery brands - including Alpenliebe, Chlor-Mint, Mentos, Fruit-tella, and Cofitos. Of all, Alpenliebe continued to enjoy huge preference by adults and children and accounted for a significant value share in 2013. In addition, the company introduced new variants, such as Alpenliebe Spicey under its brand Alpenliebe. Furthermore, the availability of Alpenliebe in various flavours and a push created by huge media campaigns, supported strong growth in sales in 2012 and 2013.
Manufacturers including Perfetti Van Melle are likely to start focusing on introducing fruit-based confectionery in different forms, including jellies and chews, to maintain consumers' interest. Sugar confectionery is likely to start facing competition from other confectionery, especially chocolates, due to the small price differential.
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