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This report provides the results for the Confectionery market in Italy
from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged
Goods (CPG) consumption habits, and forms part of an overall series covering all
CPG product markets. Its coverage includes, but is not limited to, consumption
behaviors, the extent to which consumer trends influence their consumption, the
value of the market these trends influence, and brand and private label choices
as well as retailer choices. Much of this information can also be analyzed by
specific consumer groups, providing hard and fast data on consumers and markets
at the product category level.
Introduction and Landscape
Why was the report written?
Marketers in the Confectionery market face a major challenge. Understanding
market size and segmentation is valuable, but the key to effective targeting is
knowing just how valuable specific consumer groups are, and being able to
quantify the impact of consumer trends. This data report solves these problems
by providing survey-based data on consumer trends and consumer groups, and
market data that shows the exact size of consumer groups, how much of the
Confectionery market they account for, and which consumer trends drive their
What is the current market landscape and what is changing?
High consumption rates across the ages combined with the maturity of the Italian
confectionery market in general mean that targeting younger markets will miss a
large part of the markets value. Driven by the Chocolate category older
consumers account for a major share, and marketers should seek to target the
needs and wants of these consumers.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are
fundamental causes of change in markets – making knowing what these trends are
and the extent of their influence crucial. The survey-based data provided in
this report examines over 20 consumer trends that affect the market and examines
the share of consumption across 26 consumer groups. This data provides a
detailed insight into exactly who the consumer is and just how much impact the
latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through
to its actual value impact on a product market. This provides readers with a
unique data analysis of the market, allowing marketing tactics and strategy to
be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group
tracking and modeling for the following specific categories: Chocolate, Gum, and
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer
trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original
survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level, based upon the
original survey and then subsequent consumer tracking and modeling.
Key Market Issues
In Italy consumers don’t act on Consumer Trends consistently across all
the product categories. In some they are much more likely to act on behavioral
trends in terms of actual consumption patterns. As a result, manufacturers will
need to know where consumer trends offer addressable markets, and just as
importantly, where the impact of these trends is much more limited.
Cumulative volume share of the top five retailers of confectionery products in
Italy amounts to over two-thirds of the total market. This indicates that these
companies have a medium-to-high level of bargaining power compared to other
retailers in the Italy confectionery market, and for any product seeking to
build share, relationships with these retailers will be crucial.
Overall, the Chocolate category accounts for over 57% of the market’s value.
This dominance is limiting the opportunities for the Sugar Confectionery
category in particular and this pattern is likely to continue into the future.
Across the categories the Personal Space and Time trend has the biggest
influence on total market value. This also fits with the slightly older age
profile of consumers than might be expected. Overall, Confectionery products in
Italy appear to offer little pockets of “me time” for a slightly older
In contrast to other product categories, Gum consumption frequency is highest
among the Older Young Adults group (aged between 25 and 34 years). Far from Gum
being a kid’s product it is a slightly older group who are some of the most
Across all of the categories, women account for a slightly greater share of
sales than men – with their share of consumption exceeding their overall share
of the Italian population.