‘Sweets resist the crisis’

The line cited above is the main conclusion of the Nielsen research – conducted in five countries – that was commissioned by Sweets Global Network, an international sweets trade association that gave a press conference at the ISM. Cologne’s ISM is the world’s biggest confectionery trade fair that attracted 32,000 professional visitors from 140 countries early February. 1,503 companies, including 6 Hungarian, were present from 66 countries. Márta Kakuk, the fair’s representative in Hungary informed our magazine that the stands of Hungarian companies were more attractive than ever before. She compared ISM to a fashion show: – New innovations are introduced before the season starts and new trends are outlined. The fair was characterised by two directions: novelties that meet the requirements of traditional taste and different combinations where creativity knew no limits (e.g. a German chef created a dark chocolate truffle with quail eggs and pear pálinka). Márta Kakuk is of the opinion that several types of innovation convinced a part of visitors that seemingly contradictory flavours can create harmony. This year was the first when a competition was organised for innovative products: 93 products entered and the winner was a sweet sushi by Belgian chocolate company Rovacos. Our experiences in Cologne suggest that the confectionery industry of the world keeps expanding. The main direction of innovation is health: probiotic chocolate, wellness chewing gum, fruit crisps and stress-easing chocolate could all be found at the ISM. Ruth Schlicker, a researcher at Nielsen Germany said about the research mentioned at the beginning of this article: – Consumers like to sweeten their holidays, usually with chocolate, sweet biscuits and country-specific specialties. Seasons are important for retail in sweets sales, especially Easter and Christmas. Seasonal sweets are a growing market.