Market Trends of Europe Confectionery Packaging Industry
This section covers the major market trends shaping the Europe Confectionery Packaging Market according to our research experts:
Chocolate is Expected to Hold Significant Market Share
- Chocolate is packaged in materials that prevent oxidation and protect the taste and aroma of the chocolate. Chocolate can get stale when exposed to oxygen and lose its flavor; therefore, it becomes inedible, rendering it unfit to sell. Hence, virgin fiber paperboard is used, but barriers are also needed to mitigate the transfer of external odors and ensure shelf life.
- Moreover, chocolate bars are typically wrapped in one of two ways: aluminum foil which is in direct contact with the chocolate, and a decorative paper sleeve that fits over the entire bar, or PET films, that serves as primary and secondary packaging.
- Packaging plays a vital role in chocolate purchasing behavior. Packaging of chocolates is particularly relevant as chocolate is often purchased as a gift for someone else. Thus, many studies indicated that the quality of the chocolate is as important as the packaging that wraps it. If the consumer is not familiar with the product, then the consumer tends to choose the one with the most pleasant packaging.
- According to a study conducted by Rebollar, the consumer’s eye is primarily drawn to the size of the information on the packaging. It tends to focus on the elements from left to right and from top to bottom. The consumers perceive the packaging message that combines these two patterns with a more significant impact.
- Furthermore, in February 2021, Nestlé’s Smarties brand planned to adopt recyclable paper packaging for its chocolate confectionery products. Smarties is one of the first global confectionery brands to switch to recyclable paper packaging, removing around 250 million plastic packs sold worldwide every year.
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United Kingdom Accounts for the Largest Market Share
- The UK confectionery market is expanding as manufacturers develop new means of tempting the UK consumer base to indulge its sweet tooth. A vast number of products available to UK consumers at retail is expanding due to the increasing consumer demand for innovation. More adventurous products are quickly imitated in style, as exemplified by Nestlé’s Wonka brand and Cadbury Dairy Milk’s Marvellous Creations. Besides, the taste and brand preferences allow for individual solid demand.
- According to a report published on confectionerynews.com in November 2020, consumers have reportedly bought GBP 50 million more chocolates than they did in 2019, majorly driven by multipacks and sharing bars purchases at supermarkets during the lockdown. The grocers also revealed that the demand for popular brand sharing bars rose by 37%, while sales for its labels jumped by a fifth. Such increasing demand trends in the confectionery industry will likely increase the demand for packaging solutions in the country.
- With rising concerns over plastic packaging wastes, several leading confectionery players in the market are switching over to plastic-free solutions. For instance, recently, Flower & White, which sells its gourmet treats in outlets from Selfridges to QVC, and overseas, unveiled its latest gourmet product using a paper-based pouch with a heat-sealable coating. Further, the company has also relaunched its successful Meringue Bars’ range in paper sleeves as part of a broader commitment to improve sustainability and reduce energy.
- Further, in 2020, Nestle’s famous brand Smarties was launched with recyclable paper packaging for its confectionery products in the United Kingdom. It represents the transition of 90% of the Smarties range and 10% of the range already packed in recyclable paper packaging. Smarties will be the first global confectionery brand to switch to recyclable paper packaging, omitting approximately 250 million plastic packs sold globally every year.
- Further, Nestle UK and Ireland operations, which sell approximately 140 million confectionery sharing bags in the United Kingdom and Ireland every year, are redesigning their bags to deliver a 15% cut in packaging. This would remove 83 tons of plastic from its annual supply chain.
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