Nielsen monitor: moderate price increases and healthy sales growth

According to the latest Nielsen monitor, confectionery sales in Germany up until calendar week 44/2013 rose 3.6% in volume compared with the previous year. While price increases were moderate at 0.5%, sales value grew 4.1%. Both seasonal and year round products accounted for growth. Fastest growth in sales value was confirmed for baked goods (+ 6.5%) and salty snacks (+ 8.2%). Sugar confectionery (+ 3.6%) and chocolate (+ 1.9%) also achieved higher sales.

A glance at chocolate – still the leading product group – reveals that price increases were minimal. Easter items, chocolate snack bars and smaller sized chocolate tablets (less than 100g) all performed well. Sales of 100g chocolate tablets, assorted chocolates and cake snack bars were slower. Sugar confectionery growth was driven by good sales of fruit and wine gums, cough sweets, licorice, fruit sweets, chews and chocolate mallows. Chewing gum sales were well down on the previous year, as were sales of jellies, peppermints and lollies. Sales volume slid slightly by 1.8%.

There was a surge in sales across all segments in the salty snacks category. Growing fastest in terms of percentages were potato crisps, nut kernels, peanuts, fruit and nut mixes, salted pretzels and crackers. Strong sales of sandwich biscuits, other baked goods with/without chocolate and plain wafers generated significant growth in the baked goods category. Promotional revenue increased 0.7%, up to 21.9%. This was due primarily to sugar confectionery (+1.5%) , followed by baked goods (+0.9%) and chocolate confectionery (+0.7%)

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