São Paulo – Confectionery sales in the Middle East and Africa should increase by 16% from 2009 to 2014, according to estimates made by consultancy firm Euromonitor International. Last year, sales of confectionery products in the region reached US$ 6.6 billion, representing growth of 10% over the previous year.
The survey points out that demand for sweets will rise due to economic recovery and to rising sales of leading confectionery brands, especially in the case of chocolate. The growth in demand varies from country to country. In 2009, three countries – South Africa, Iran and Saudi Arabia – accounted for nearly 50% of total retail sales of confectionery in the Middle East and Africa.
In Saudi Arabia, for instance, over a five-year period, the survey estimates that sales of bubblegum should grow by 20%, especially the sugar-free variety. The country, which has a high rate of children with tooth decay, has been investing in raising awareness of dental health. Thus, leading brands in the country, such as Extra, Clorets and Dirol have stepped up their TV advertising.
According to the survey, products targeting children, particularly sugar-free ones, are going to gain importance, and will have greater growth potential on the Saudi market. Last year, sales of bubblegum in Saudi Arabia grew by 2%, especially due to the rising demand for healthier bubblegum, who sales rose by 6%.
Bubblegum packages have also become more attractive. The new developments, according to the survey, include economic re-sealable packages.
*Translated by Gabriel Pomerancblum
