China International Food and Beverage Exhibition has been committed to becoming the most influential trade platform for the food industry. Today, the editor of China Food Exhibition will share with you the development prospect of the candy industry.

With the completion of the transformation of the market operation of candy food from product competition to marketing, the candy industry has entered the era of brand competition. With the continuous development of China's candy industry and the intensified layout of foreign brands, the competition in China's candy market is becoming more and more fierce, and the development trend of candy industry is good.

Under the increasingly fierce market competition, most domestic candy enterprises have a sharp rise in marketing costs and a general decline in enterprise profitability. The market share of functional candy has been quite close to that of traditional candy, and the market share of gum mother candy has increased steadily. The influence of the brand strength of candy enterprises on the sales volume is becoming more and more obvious. In the high-end candy market, the high concentration of brands has become a foregone conclusion, and most small and medium-sized candy enterprises are facing extinction. Some discerning candy enterprises began to change from price marketing to brand marketing, and brand power determines profit power.

1. Different sales channels

At present, there are four main ways of candy distribution channels, including traditional wholesale market, modern terminal channel, group purchase channel, candy and happy candy store. Among them, the sales proportion of modern terminal channel in the whole consumer goods market is increasing day by day. With the gradual improvement of people's living standards, people pay more and more attention to details and pay more and more attention to wedding happy candy, The happy sugar industry is getting bigger and bigger.

2 different sales categories

According to different candy categories, traditional candy is mainly fruit hard candy, Bullbar sugar, low-end milk sugar and crisp sugar. The packaging is mainly twist packaging, and there are few products in pillow packaging. With the substantial improvement of consumers' living standards and the further penetration and guidance of multinational candy companies into the high-end candy market in the Chinese market, they have successfully launched candy products with high scientific and technological content to change the product pattern of the candy market. Therefore, the market share of traditional candy will shrink day by day in the future.

The launch of functional candy is the extension of traditional candy brands to high-end product categories, the high-level and multi-level demand of consumers for candy products, the product strategy of multinational candy companies to enter China's candy market, and the product of differentiated operation of various candy brands. With the further maturity of the cultivation degree of functional product market and the further intensification of market competition, the market differentiation operation of various candy brands has been strengthened.

3 market segments

A milk candy market is the candy item with the largest base in the candy market. It is the favorite candy item of Chinese consumers and the one that all candy enterprises must do. In addition, the future development trend of milk candy is high-end, nutrition and green high technology. At present, the big white rabbit ranks first in sales.

B hard candy market is the oldest item in China's candy industry. Among them, fruit hard candy is deeply loved by consumers because of its low price and high quality, especially in rural markets and remote areas.

C soft candy market is suitable for consumers of all ages, especially children. The market capacity is huge, but the existing soft candy products have low scientific and technological content, many brands and a very fierce competitive environment.

D. the chocolate market is highly concentrated and the market is in an oligopoly state. The development trend of the chocolate market is that the competition is becoming increasingly fierce, the brand is highly concentrated, and the market share is gradually moving towards monopoly. After the long-term market cultivation of multinational corporations, China's chocolate market has entered the growth period of the market from the introduction period of the market, and the market capacity is growing day by day.

E. the entry threshold of crisp sugar market is low, the brand concentration is not high, and the product homogenization is serious; The scale of pastry; The profit of crisp sugar products is very high, and the sales season is very long, which can run through the whole year.

Today, Xiaobian Xiaobian is here to share with you. For more information, please pay attention to China International Food and Beverage Exhibition or WeChat official account "Chinese food exhibition".