Nielsen monitor: year-round products contribute to positive growth trend

According to the current Nielsen monitor, confectionery sales volume through calendar week 9 of 2014 increased by 1.1% over the year prior at 279,461 tonnes. With only a moderate price increase averaging 1.0%, this resulted in a sales increase of 2.1% at € 2.06 bn for confectionery providers in Germany (based on food retailers, drug stores, impulse channel, forecourt, and department stores). Year-round products contributed to this positive development, according to the Nielsen findings.

The product groups salty snacks (+ 12.5%) and sugar confectionery (+ 1.9%) demonstrated sales growth. Chocolate products (- 1.4%) and baked goods (- 1.7%) did not increase. Only a slight price increase (+ 0.4%) was seen in chocolate products, the product group with the strongest sales. The most important sales segments show positive development. The sales growth for sugar confectionery was marked by fruit and wine gums, chewing gum, chewy bonbons, and lollipops. Compared with the year prior, sales of fruit and cough lozenges fell. The volume decrease for sugar confectionery amounted to - 2.1%.

Almost all of the sub-segments within the salty snacks category showed growth. The greatest percentage growth for sales figures went to premium nuts, peanuts, trail mix, tortillas and crackers. The sales decreases for baked goods can be attributed to trends in the product groups waffles with chocolate, other baked goods without chocolate, and cookies. Growth was evident in the seasonal baked goods segment.

Sales growth among confectionery was the result of sales outlets at consumer markets, drug stores, large supermarkets, Aldi/Lidl/Norma discount stores, as well as forecourt and impulse channel. Figures lower than the year prior were reported for small supermarkets, department stores, and cooperating discount stores. Confectionery promotional sales increased by 1.3% to 23.0%. With an increase of 2.6%, baked goods had the greatest influence, followed by chocolate products (+ 1.8%) and salty snacks (+ 1.2%).

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