The pandemic certainly has caused major changes in consumer behaviours even in China.
Chinese consumers have become health conscious and are more aware of the nutritional contents in the products that they shopped. In the sweet candy segment, there is a growing demand for less sugar and zero sugar products. Traditional sweets, which are usually laden with sugar, are getting less popular as they switch for candy, chocolate and desserts with ‘health claims’.
Wan Jinling, Vice President of Marketing at Mars Wrigley China said that the consumption of sweets has shifted more from outdoors to home, from social needs to self-enjoyment. With consumers becoming more aware of maintaining good health amid the pandemic, many confectionery companies are also catering to the trend of healthy eating and reducing the use of sucrose. In 2021, Mars Wrigley launched zero-sugar and reduced sugar Dove® chocolate candies and snacks.
Meanwhile, Nestle updated that the performance of Xu Fu Ji, a local candy brand bought (60% stake) by Nestle in 2011, has rebounded in the 3rd quarter of its financial year. It attributed the strong performance of Xu Fu Ji to health innovation. Xu Fu Ji has launched a series of products with less sugar and oil while increasing the number of nutritionally fortified and functional candy products. Nielsen reported that Xu Fu Ji now has more than 30% share of the bulk candies and chocolate markets.
