Development of confectionery industry in recent years
As one of the traditional two pillar snack industries in China, the candy industry has maintained rapid growth and its potential market share has been expanding. In recent 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.
At the time of the development and expansion of the domestic candy industry, various types of candy in the world, such as health care, low sugar, interesting and ecological candy, have the tendency to accelerate the pace of collective attack on China's candy market. In contrast, the products in China's candy market are very single. Under the dual pressures of foreign enterprises and domestic enterprises, there are many obstacles in the development of products in China's candy industry.
The competition of domestic confectionery enterprises mainly stays at the price level, and the development of new fields is obviously insufficient compared with foreign investment. The phenomenon of product homogeneity has seriously hindered the competition between domestic candy enterprises and foreign brands, making their profits far less than 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 annual per capita consumption of candy in the world is about 3 kg, while in China it is only 0.7 kg. Therefore, China's candy market has huge development potential. The breakthrough of domestic enterprises should focus on the upgrading of products, constantly introducing new products and constantly enriching product varieties. China's candy industry is facing the demand pattern of small products and large markets. The candy production enterprises are in the stage of structural adjustment, product renewal, survival of the fittest, and enterprise restructuring. With the completion of the transition from product competition to marketing in the market operation of candy products, the candy industry has entered the era of brand competition.