Haribo Case Study: reinvigorating the sugar confectionery market by focusing on health and comfort trends

Consumer

Publication Date	September 2009
Publisher	Datamonitor
Product Type	Report
Pages	11
ISBN Number	not applicable
Product Code	DAT16042

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Summary

Introduction

This case study on Haribo forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It examines how the confectioner adjusted its business strategy to be in line with the health trend. In addition, it looks at how the sector is experiencing a boost in adult consumers due to growing nostalgia and comfort trends.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
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Content

Datamonitor View
Catalyst
Summary
Analysis
- The sugar confectionery sector is addressing health and comfort trends to reverse falling growth
- Growth in the sugar confectionery sector is slowing due to consumers' growing concern for their health
- Manufacturers have responded to the slowdown with products that are focused on health and comfort
- Leading claims in sugar confectionery have a focus on health
- A significant proportion of Europeans are choosing foods that comfort them
- Haribo is a leading brand in the European sugar confectionery sector that has been successful in targeting both adults and children
- Haribo was formed in Germany in 1920 and has grown strongly in international markets
- The company has a longstanding focus on marketing to both children and adults
- Haribo has changed its marketing strategy in line with stricter regulations by focusing more on the adult consumer
- The company has addressed restrictions on marketing to kids by directing its TV adverts towards adults
- Haribo has moved its kids marketing online where regulations are less stringent
- The company has addressed the health trend with the new Lite range and by reviewing its product ingredients
- Haribo could capitalize on the nostalgia trend but faces competition from others keen to exploit this
- Conclusion
Appendix
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
List of Tables
- Table 1: Leading countries for sugar confectionery in Europe by value, US$ m, 2003-13
- Table 2: Leading five players in the sugar confectionery market in Europe, 2008
List of Figures
- Figure 1: Health claims dominate the leading claims of the past year in European sugar confectionery launches
- Figure 2: A significant proportion of Europeans are growing more interested in comfort foods
- Figure 3: Haribo has factories and sales offices around Europe and the US, but exports globally
- Figure 4: Haribo has an extensive sugar confectionery portfolio in Europe
- Figure 5: Rowntree Randoms and Thorntons Sweet Shop are new rivals to Haribo's sweet confection range