The main driver of growth in the market was chocolate sold by promotions and cheap cookies.
Last year, on average, every Russian consumed 25.2 kg of confectionery. Sales increased over the year by 3% in physical terms, the market volume was 3.7 million tons, according to RBC, citing data from the Association of Confectionery Enterprises (Ascond).
The consumption of confectionery products in Russia has been steadily growing since 2010 by an average of 1-3% per year. The previous record of consumption was recorded in 2017, when one Russian ate 24.5 kg of sweet a year. The exception was 2015, when per capita consumption decreased by 6.2% compared with the previous year – from 24.1 to 22.4 kg per person per year.
Confectionery manufacturers surveyed by the publication, confirmed the growth rates. So, the company Mondelēz International, which produces Milka chocolate and Jubilee cookies, recorded an increase in all categories of its products in Russia – chocolate, cookies and chewing gum. The company’s market growth was explained by a general recovery in consumer demand among Russians. In Russia, seasonal demand also contributes to sales growth: Russians traditionally actively buy chocolate and other confectionery for the New Year and March 8.
The retailer “Magnet” in 2018 also increased sales of chocolate and chocolates. Candies belong to the category of “products for pleasure”, therefore, it is in demand among buyers according to the representative of “Magnit”. Another reason for sales growth, he said, is regular price and promotions in stores.
According to Nielsen, the confectionery market is the second largest segment of food consumer goods (FMCG) in Russia and occupies one fifth of the total consumer goods market in money terms (19.9%). At the end of 2018, this market showed “steady growth”: 1.7% in kind and 3.9% in money terms. The main drivers of growth in the confectionery market, according to Nielsen, are promotions and sales of chocolate bars. Chocolate is the largest category in the Russian confectionery market, and it makes the largest contribution to sales growth. In particular, chocolate leads in the share of sales for promotions among all food products.
According to Nielsen, for 2018, sales of chocolate in bars increased by 13% in kind and by 8% in monetary terms. Sales of the second largest category – assorted chocolates – decreased by 4% in physical terms, while sales of weight-on chocolates increased by 7%. Consumption in the past three years and supported the successful launch of new products. According to NEO Center, flour products became the growth driver of the confectionery market in 2018: this segment increased by more than 9%, and the main trend in this segment is cheaper products.