Delve into these interesting observations provided by our esteemed Knowledge Partner, Innova Market Insights about the Growth and Challenges in Africa’s Confectionery Sector.

According to their research, consumers in Egypt, Nigeria and South Africa consume sugar confectionery because it tastes good, it makes them happy, and it allows them to indulge or reward themselves. 56% of respondents said that their consumption of sugar confectionery stayed the same. Nigerian consumers were most likely to decrease their consumption, with negative health perceptions as the top reason. On the other hand, 30% of Egyptians increased their intake of confectionery products, citing changing taste preferences.

The top influential claims for African consumers purchasing confectionery products are product safety (36%), made with real ingredients/natural (28%), and no artificial flavors or colors (22%). The top attributes that influence consumer purchases are taste, cost, and brand.

Opportunities in health benefits

Consumers in Nigeria place a higher preference on buying sugar confectionery with added health benefits compared to Egypt or South Africa. Additionally, consumers in Africa are more interested in purchasing confectionery products with added health benefits compared to the global average. Product innovation in this market should therefore be focused on implementing and improving health benefits to further incentivize African consumer purchases.

Brands are already taking notice of this consumer desire, with a 12% CAGR in confectionery product launches containing active and passive health claims in the past five years. Chocolate bars are notably showcasing health claims often, such as no additives/preservatives, gluten free, and sugar free. High/source of protein claims are also growing quickly on chocolate launches, with a 37% CAGR over the past five years.

Ways to innovate: fruit flavors and indulgence

Opportunities also lie in fruit flavors and indulgent claims for confectionery launches with health benefits. Fruit flavors are growing, such as red raspberry, lemon, and strawberry. Additionally, confectionery launches with both health claims and indulgent claims are showing growth with a CAGR of 7% in the last 5 years. Thus, health claims can help drive consumer interest in more indulgent confectionery products that African consumers might otherwise pass over.

For more valuable insights, exciting trends and the latest developments in the sweets and snacks industry, make sure to attend ISM Middle East from 24 – 26 September at Dubai World Trade Centre. Register now at https://bit.ly/3yvm5kb.