The mystery of choosing sweets

Confectioneries is one of the most impulsive FMCG categories. This means that there is a strong competition between sweets manufacturers. It is very important for brands how they position themselves, it is key to build a firm and loyal buyer base and to create the impression in shoppers that the given brand is a safe choice – something that has never caused disappointment to them. A recent research done in supermarkets by using eye tracking technology has found that from a 5-minute-long shopping customers spend half a minute with choosing which sweets to buy. More than one third of shoppers are looking for the product they regularly buy. More than 90 percent of sweets end up in the shopping baskets from their primary placement.

Ákos Perjés
managing director
for marketing and sales
Haribo Hungária

Haribo entered the Hungarian market in the early 1990s and today practically every Hungarian is familiar with the brand. The Haribo story started 97 years ago in the suburbs of Bonn. Hungarian production started in the 2000s in Nemesvámos. In the last 10 years Haribo became the favourite gummy candy of Hungarians between the ages of 3 and 99 years, irrespective of sex, social status and place of residence. A large selection of different gummy candies is available to consumers, from double-layer ones to sour variants. Product ingredients come from sustainable sources. Since 2016 production has been in compliance with the FSSC 22000 food safety standards. Innovation work focuses on the use of natural ingredients. Almost every Haribo product made in Hungary is free from preservatives and artificial colouring. The company’s iconic Goldbären gummy candies and the new innovation Wummis Fizz are flavoured with real fruit juice that is made from concentrate. Every generation can find a Haribo product that suits their taste.

Bea Pethő
head of marketing
Haribo Hungária

Packaging variants also serve the needs of different consumer groups: mini bags are the perfecto choice for those who like to offer some to others, small bags are for those who like to have gummy candies on the go or eat them alone, large or family bags target shoppers who have sweets in the company of others or want to give them as a gift. Haribo has been the Hungarian market leader not only in the gummy candy category but in the candy market as well. In the last 3 years per capita Haribo consumption increased by 30 percent in Hungary. In January new product Wummis F!zz hit the shops: these pleasantly sour gummy candies are characterised by an intense fruit flavour, and are available in 100g bags. (x)