Candy industry sales fell for two years in a row

The taste of the year is fading After two consecutive years of sales decline, especially after the cold winter of the FMCG industry in 2016, the Spring Festival 2017 has become an opportunity for the festival leisure food industry, including candy, cakes and so on The reporter of Yangcheng Evening News visited Guangzhou market and found that the major brands had been riveted in the major stores and started to push new promotions, and group buying gradually recovered and began to become a new bright spot in the industry Fashion and health elements have become a new trend In recent years, the new year's atmosphere has become weak In addition, the overall economic situation is still under downward pressure, which has a great impact on the FMCG industry According to Nielsen data, offline sales of snacks, biscuits, chocolate, candy and chewing gum decreased by 0.5% in 2015 compared with 2014, and 2.6% in 2016 compared with 2015, which has been declining for two consecutive years During the Spring Festival, the whole package of candy continued to decline In 2014, the sales volume of packaged candy was 2.498 billion yuan, 2.378 billion yuan in 2015 and 2.272 billion yuan in 2016, down 5% and 4% respectively year on year, with a significant downward trend Since 2012, sales of these categories have declined year after year, according to industry figures In order to reverse the trend, industry giants frequently push new products to seize the market According to a recent visit, the candy market is dominated by brands such as xufuji, Alps, Wangwang, Yake, golden monkey and big white rabbit Many new products have been launched by major brands in the new year, and the fashionable candy that meets the needs of young groups, as well as the delicious new year's products with the concept of health, are becoming a new trend Take Xu Fuji, who has the largest market share in New Year's sugar market, for example This year, 57 New Year's sugar varieties have been launched, including 10 new products, accounting for nearly 20%, focusing on fashion and health concepts It is reported that with new products and single point efforts, xufuji's market share of packaging sugar rose 17% against the market in 2016 Group buying and rural market have become new highlights Despite the overall downturn in the industry, group buying has recovered against the trend According to internal data from Xu Fuji, the growth of sugar shipments last year was mainly driven by the recovery of group buying According to Nielsen, the growth is mainly from hypermarkets and convenience stores Last year, the hypermarket accounted for 33% of the total confectionery sales, while xufuji's sales accounted for 58% of its total sales The rural market has also become a new bright spot With the development of rural construction and the emergence of the trend of returning home in recent years, the consumption demand of leisure snacks such as new year sugar and festival cakes in the third and fourth tier cities has increased significantly, and the e-commerce channel has also become a new trend of current consumption Using Alibaba, Jingdong, Suning and other e-commerce platforms, snack giants have been able to penetrate into the rural market that must be developed through agents level by level before, which is also expected to become a new driving force for the growth of festival leisure snacks.