Development of the confectionery industry in recent years
The candy industry, as one of the two traditional pillar snack industries in China, has maintained rapid growth and continued to expand its potential market share. In the past five years, China's candy market has maintained an annual growth rate of 8% - 12%. In 2011, the scale of China's candy industry has reached 62 billion yuan.
As the domestic candy industry develops and expands, various types of candy, such as health care, low sugar, fun, and ecotype candy, are accelerating their pace in the international market and are poised to collectively attack the Chinese candy market. In contrast, the products in China's candy market appear to be very single. Under the dual pressure of pressure from foreign enterprises and fierce competition from domestic enterprises, there are many obstacles to product development in China's candy industry.
The competition of domestic candy enterprises mainly stays at the price level, and the development of new fields is obviously insufficient compared to foreign investment. The phenomenon of product homogeneity has seriously hindered the competition between domestic candy companies and foreign brands, making their profits far less than those of foreign brands. The main battlefield of domestic brands has also been forced to sink into the secondary and tertiary markets.
It is worth noting that the global annual per capita consumption of candy is around 3 kilograms, while in China, it is only 0.7 kilograms. Therefore, China's candy market has great development potential. The breakthrough of domestic enterprises should focus on product upgrading, constantly introducing new products, and constantly enriching product varieties. China's candy industry is facing a demand pattern of small products and large markets. Candy production enterprises are in the stage of structural adjustment, product upgrading, survival of the fittest, and enterprise restructuring. With the completion of the transformation of the market operation of candy foods from product competition to marketing, the candy industry has entered an era of brand competition.