Nestle Espana continues to lead chocolate confectionery in 2013 with a 23% value share. It's high presence in the different distribution channels and predominance in the market, especially in tablets and countlines, is providing a stable ground for the performance of the brand, which continues promoting and advertising its products, like Kit Kat, Extrafino tablets or CajaRoja. Ferrero Iberica is the second key player in the market with a 17% value share. Ferrero leads boxed assortments and chocolate with toys, and includes brands like Ferrero Rocher, Mon Cheri and Kinder.
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Chocolate confectionery is expected to remain stable in constant value terms with little increases over the forecast period, reaching sales of EUR994 in 2018. This almost negligible growth is due to the different performances within the category: Countlines and seasonal chocolate are expected to decrease, whilst bagged selflines/softlines, boxed assortments, chocolate with toys or tablets, will witness nominal CAGRs in constant value terms.
GumUsed to maintain important growth before the crisis started, and showing a low decline during the slump, today, gum is the only category within confectionery that is in decline. In 2013, it went down by 5% in current value terms and 2% in volume terms. This means a faster decrease to that observed over the review period, when a negative CAGR of 3% in current value terms and negative CAGR of 1% in volume terms, were recorded. The reason behind this rapid decrease is the worsening economic situation and lower disposable incomes, which make it difficult for consumers to buy these rather pricey products.
Gum is primarily dominated by international companies. The first three key players, Wrigley Co, Cadbury Espana and Perfetti hold together a combined value share of 85% of the category. These are followed by a number of small Spanish companies, such as Fleer Espanola, Vidal Golosinas, Sanchez Cano or Intervan, which are also present in sugar confectionery.
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