Confectionery Market Research Articles

Features of Marketing Promo-Campaigns of Ukrainian Confectionery Manufacturers within Domestic and Foreign Markets

The confectionery industry is of significant importance for the stable development of the country for many economic reasons, it’s an ancient and effective industry, creating serious competition in the international market of confectionery products. Therefore the purpose of the scientific article is the analysis of the market of confectionery products in Ukraine and estimation of features of promo campaigns of the Ukrainian manufacturers of confectionery products. In the course of writing the article, both theoretical and statistical methods of data analysis were used. The found information about differences in marketing campaigns of Ukrainian manufacturers of confectionery products is supported by graphs, tables, and diagrams for clarity and ease of perception. It is pointed out that Ukrainian confectionery companies are competitive both on foreign and domestic markets. It has been found that the success of Ukrainian confectionery companies is based on many factors that influence their results to a different extent: management, product quality, logistics, start-up capital, the economic and political situation in the country, luck, and others. It is determined that the marketing campaign of the enterprise is used mainly to attract customers. The article also describes the promo campaigns of major national confectionery companies, their features, and differences, since even a few major players in this market have significant differences in marketing campaigns. The article, for practical purposes, can be used to study marketing methods often applied by large product manufacturers; to research the Ukrainian economy as a whole; to evaluate Ukrainian companies that are major suppliers to the Ukrainian confectionery market; by students to study marketing and advertising issues and various economic disciplines related to entrepreneurship

Analysis of the target audience of the confectionery market

The article researches the target audience of the confectionery market. The segmentation of the visitors of the pastry shop was carried out, the possible types of customers of the pastry shop were considered, the classification of potential customers based on the "code lock" feature was presented, the target audience was selected by evaluating each criterion. A personification of a confectionery cafe based on the type of "Sweets" was built (consumption situation, purchase situation, need awareness situation, leisure situation, work situation, home situation, manner of behavior, places of stay). A market coverage strategy (concentrated marketing) is recommended.

Marketing research on the study of consumer preferences for sweet dishes

The article presents the analysis research results of the confectionery mass market of production and consumption. A comparative characteristic of the confectionery products consumption by residents of Russia and Europe is carried out, the reasons for the differences in consumption are clarified. An analysis of the confectionery market in Russia in 2015–2019, coronavirus impact assessment on it, and a forecast for 2020–2024, according to “Businesstat” data, is presented. Based on the Russian State Policy goals in the field of healthy nutrition, the production priorities of the raw materials food main types that meet modern quality and safety requirements are determined, the introduction development vector of additional regional raw materials is determined, taking into account the of the region population traditions: berry raw materials, algae (kelp). When conducting marketing research, the methods of qualitative and quantitative analysis were used in this work. Marketing research was conducted using the questionnaire method, the sample size was 100 random respondents. The object of the study was consumer preferences when choosing sweet dishes. The survey examined consumer preferences in the category of sweet dishes: whether consumers of Murmansk region buy sweet dishes, where they buy them, what kind of sweet dishes they prefer, what possible additives would be acceptable and preferable for the consumer, what Murmansk-city and the region residents rely on when choosing and buying a sweet dish. Based on marketing research, the sweet dish producing feasibility that meets the potential consumers requirements and preferences was revealed. The consumers interest in this product type enriched with berries of the Kola Peninsula is established.

Statistical analysis of the state and prospects of the Russian confectionery market

Statistical analysis of the state and prospects of the Russian confectionery market

Development of Functional Candy with Banana, Ginger and Skim Milk Powder as a Source of Phenolics and Antioxidants

The present pandemic situation has increased the demand for plant-based functional foods that enhancing the immunity of all aged groups against COVID-19. This factor has led to innovation in confectionery market because healthy and good quality confectionery products are lacking. In this study, an attempt has been made to develop functional candy from various combinations of banana, ginger, skim milk powder, and honey at 2-10% and evaluated its sensory, nutraceutical, functional properties and microbial stability for 60 days. Among various combinations of banana and ginger pulp, candy prepared from 96:6 w/w (banana: ginger) ratio was found better than other combinations in respect to organoleptic and nutritional quality. Ginger and skim milk powder addition increased the contents of protein (4.54%), ash (2.82%), phenolic (8.59 mgGAE/g), flavonoid (2.43 mQ/g), and antioxidant activity (36.15% DPPH activity) of functional candy. Microbial studies of functional candy revealed it could be stored up to 60 days without microbial contamination and acceptable by the consumer. The cost of functional candy was Rs.1.53 per candy, which was less than market candy. This study showed that candy manufactured from banana, ginger, skim milk powder, and honey was nutritionally and economical improved with acceptable sensory properties. Developed functional candy increases the market's revenue and enables confectionary market to develop a new candy type.

INNOVATIVE METHODS AND TECHNOLOGIES OF DESSERT PREPARATION

Modern market conditions require constant improvement and application of innovative technologies in the food industry. The main technologies of making dessert products with low sugar content are investigated in the article. Natural and artificial sugar substitutes, their benefits and harms of use are analyzed.
 The latest trend in the development of the food industry in Ukraine and the world is the strengthening of integration and globalization. This situation leads to stable economic growth and ensuring the competitiveness of the food industry. An important condition for the implementation of innovative technologies and methods in the food industry is the evaluation of their effectiveness, which largely depends on the object of evaluation, the type of effect, the approach to evaluating efficiency.
 Today, desserts are the most popular food. The constant increase of the population and, accordingly, the satisfaction of the consumption needs of any products require innovative approaches to product technologies. The latest trends and trends in improving the quality of food products while reducing calories and increasing nutritional value lead to the creation of innovative types of dessert products with functional recognition. New types of dessert products are significantly influenced by the need for a healthy diet, taking into account all the necessary macronutrients.
 When creating a new functional dessert, much attention is paid to improving the nutritional value. A promising area of the development of functional products is dessert products with low energy value and low sugar content.
 As of today, the confectionery industry and, accordingly, dessert products are becoming increasingly popular. The total production of food industry enterprises, in terms of dessert products, is more than 1.4 million tons of products per year (3% of GDP). This house closely cooperates with agricultural enterprises of Ukraine and is one of the largest consumers of their products ˗ milk, flour, sugar, etc. In modern conditions, the food industry is stably developed, self-sufficient and occupies a leading position in both domestic and global markets. The production of dessert products is constantly growing. This trend is observed not only in Ukraine.
 Monitoring and research of the confectionery market in Ukraine demonstrates the fact that the largest share is occupied by domestic products. This is about 95% of the total. This percentage is provided by a highly concentrated market with a large number of food industry enterprises (about 800 companies).
 Modern consumers want to get something innovative as a dessert, with a low sugar content, balanced in the number of macronutrients. In a number of European countries and Japan, desserts with the addition of vitamins, minerals, sweeteners, sugar substitutes (including stevia) have become very popular.

Problems and prospects of development of confectionery industry enterprises in Ukraine

The article is devoted to the analysis of the modern confectionery market of Ukraine. This article examines the state of the confectionery industry and highlights the main trends and problems in the development of the confectionery market in Ukraine. It identifies the main factors influencing the increase of competitiveness of confectionery enterprises and the development of the confectionery industry in Ukraine and highlights the problems related to sourcing domestic and imported raw materials for production. It contains a listof the largest exporting countries of cocoa, cocoa beans and cocoa products to Ukraine. The articlesconsiders opportunities and problems of export of Ukrainian confectionery products and contains a list of thelargest importing countries of Ukrainian confectionery products. The analysis was made of the dynamics ofthe volume of exported production and the total volume of sales of confectionery products over severalyears. The main reasons for the decline in confectionery exports have been identified. The ways to improvethe efficiency of domestic confectionery sales have been indicated. The article determines that to strengthentheir market positions, the enterprises need to monitor the quality of their products and equipment, ensurethe relevance of marketing activities to increase sales, improve the existing product range and develop new,exclusive products that could take a free market niche, and also look for ways to export, diversify or find newways to market products sale in Ukraine.

PROVIDING OF FINANCIAL STABILITY OF ENTERPRISES OF PASTRY INDUSTRY

The article identifies the main trends characteristic of the modern confectionery market of Ukraine. The reasons for the slowdown in production growth, the gradual increase in prices for all types of confectionery, changes in the structure of demand for products are considered. Exports of confectionery products require Ukrainian producers to expand their own range, as well as to bring the quality of products to European standards. The recent trend characterizes the increase in demand in the domestic market for complex (combined) confectionery, so the main prerequisite for the development of the industry is to improve production, which requires significant capital investment. The paper analyzes the dynamics of the main indicators of the sample of confectionery enterprises in order to assess the stability of their financial condition. For providing of steady development of industry the Government program, is needed built on balanced to demand with application of state-private partnership. In the conditions of COVID epidemic with the aim of prevention of possible bankruptcy it is expedient to inculcate the cost-oriented management and preventive anti-crisis dynamic management. For their introduction it is necessary to work out branch purposeful events on in-plant training of workers of pastry industry.

Влияние COVID-19 на отрасль кондитерских изделий Киргизской Республики

The coronavirus infection has been continuing to spread all around the world for a year and a half. And it has had an impact not only on the health and life expectancy of the population, but also on the overall psychological and financial condition of people all around the world. The Kyrgyz Republic was no exception to this. Because, unfortunately, tons of employees lost their jobs during the quarantine. The competition killed most part of small businesses. The same situation was in the confectionery market of Kyrgyzstan. This article examines the main companies in the confectionery market of Kyrgyzstan, their market shares, as well as the volume of imported products over the past 8 years. Also the paper shows the main factors that influenced the indicators of confectionery consumption and changes in the companies management structure during the pandemic.

PROBLEMS OF STABILITY OF FINANCIAL STATUS OF CONFECTIONERY ENTERPRISES

The article justifies the relevance of solving the problem of financial status stability of confectionery industry enterprises. It is shown that according to the most recent figures, the volume of the world confectionery market for 2016-2018 increased by 3.2% and was approximately US$ 157.64 billion. The average annual growth rate of confectionery products consumption during 2016-2018 was at 2.1% and reached 15.15 million tons at the end of 2018. The world experience of ensuring the stability of confectionery industry enterprises is addressed. Based on a review, the 10 largest countries account for about 76% of the world market of confectionery sales. Countries with high stable consumption are: the United Kingdom, France, and the United States. Russia and China are countries with a potentially large market, i.e they have the opportunity to significantly expand their domestic confectionery products markets by increasing the stability of their financial status and stimulating the effective demand from the population. The common problems of the industry functioning are highlighted and the algorithm of their description is offered. It was found that there is no leader for all the examined indicators, many companies are losing profits and profitability, enterprises are losing bargaining power and are virtually in a pre-crisis situation. It is proposed to introduce value-driven management and preventive anti-crisis dynamic management.

Application of the microwave field in jelly products technology

The object of research is the agar-based chocolate-jelly cake technology. Due to the annual decrease in the production of natural jelly-forming agents and their high price, the possibilities of improving the qualitative change in their functional properties are being studied. In this connection, various methods of modification by gelling agents, both chemical and physical, are proposed. It is proposed to use the field of ultra-high frequencies (UHF) during the preparation of agar-sugar-treacle syrup in the "Chocolate-jelly" cake technology, as a result of which the consumption of gelling agents is reduced to 40 %. Microwave processing of the swollen gelling substance allows to reduce its consumption without introducing other components into the product formulation and without significant changes in the production process. It is shown that microwave treatment of a 1 % agar solution leads to an increase in the strength of the formed jellies by 40 %. It was found that microwave treatment leads to an increase in the melting temperature of the jelly in comparison with the untreated sample. It was revealed that hysteresis is observed at solidification and melting temperatures, the value of which ranges from 10 to 30 °C. Microwave treatment of a polysaccharide solution in a microwave field reduces the critical concentration of the transition of the molecular structure of the gel to the supramolecular one. Comparison of the enthalpies of melting of agar jelly after microwave treatment and jelly without finishing indicates that a larger number of hydrogen bonds are involved in the formation of a single node of the structure network. The improved technology of the "Chocolate-jelly" cake based on agar differs from the traditional one in that the dissolution by gelling agents is carried out under the action of a microwave field, which makes it possible to reduce the prescription amount of agar. The proposed method of processing a 1 % agar solution with an ultrahigh frequency field leads to the strengthening of the jelly structure, and due to this, the costs of gelling agents in the production of jelly products are reduced and leads to a decrease in its cost. The implementation of the plan will expand the range of jelly products and create competitive products in the confectionery market.

THE INFLUENCE OF ANTI-CRISIS MANAGEMENT ON HARMONIZATION OF ECONOMIC INTERESTS OF PARTICIPANTS OF CREATION, MANUFACTURE AND IMPLEMENTATION OF CONFECTIONERY

The article highlights the features of the current crisis of Ukrainian confectionery companies. It is noted that in the local confectionery market among domestic and private entrepreneurs there is strong internal competition. It is substantiated that the high probability of occurrence and development of the crisis in the process of activity necessitates the implementation of specialized anti-crisis management of these enterprises. The functions of anti-crisis management are determined and their essence is revealed. The basic tools of diagnostics are offered. Special attention is paid to controlling and monitoring as elements of system of anti-crisis management. The necessity of a comprehensive approach to the formation of the crisis management mechanism and its construction using the system of analysis of hazards and critical control points of HACCP and quality indicators of confectionery at critical control points (CTC) is substantiated. It is proved that such an approach will ensure the harmonization of the interests of participants in the creation, manufacture and sale of confectionery products.

Assessment of the enterprises competitive advantages on the basis of financial and economic activity indicators

Object of the research is the level of competitiveness, competitive behavior and efficiency of making logistic decisions at PJSC «AVK» as key representative of national confectionery market. One of the most problematic aspects is the absence of mechanism of support of sustainable competitive status of domestic enterprises in conditions of crisis that requires daily and permanent monitoring and strategic assessment of the state of ensuring competitiveness and existing advantages, analyses of the key factors of leading competitors functioning at current confectionery market. The objective of this investigation is theoretical overview of the concepts of competitiveness and competitive behavior, analysis of competition in the domestic confectionery market in Ukraine in conditions of accelerating globalization and maintaining negative trends in the world economy, as well as identifying prospects for logistics in further development of domestic enterprises in conditions of crisis. In order to achieve this goal, the authors applied such research methods as: analysis and synthesis, comparison, method of classification and generalization, due to which the final conclusions are made. Also, economic and statistical methods are used in this paper, namely: horizontal analysis and index method for the determination of competition intensity in the market, traditional methods of statistical information processing, SWOT-analysis, methods of economic analyses, method of five forces of competition by M. Porter, method «Square of potential» to assess the effectiveness of making logistics decisions in the nearest future. The priority meaning of recommendations, proposed in the paper, is to form a set of organizational, managerial, financial, economic and logistical measures to increase the competitiveness of PJSC «AVK», which is implemented by means of management of key competitive advantages at tactical and strategic levels, and will have a positive impact on future results of production and economic activity of the enterprise and its financial indicators while maintaining negative trends in world and domestic economy. The authors proposed the set of organizational and economic measures based on systematization of sectoral peculiarities of financial and economic activities that will ensure stable competitive advantage of PJSC «AVK» and provides, first of all, introduction of new types of bar chocolate, and its further implementation will increase net income of the enterprise, performance, and accordingly – will allow to predict potential competitive advantages and improve the level of competitiveness of the enterprise as a whole in the domestic confectionery market.

МАРКЕТИНГОВЕ ЦІНОУТВОРЕННЯ НА КОНДИТЕРСЬКОМУ РИНКУ УКРАЇНИ

At the present stage of development, the confectionery market of Ukraine has changed significantly compared to previous years (market conditions, fluctuated position of market leaders, as well as preferences and approaches to the choice of sweets buyers).The relevance of the chosen research topic is confirmed by the usage of marketing approach that pricing allows to adapt the production and sale of goods to environmental conditions and increase the efficiency of the enterprise. The purpose of the article is to study the pricing process, the choice of price formation method and substantiation of the marketing pricing strategy in the confectionery market of Ukraine. The results of activity and market shares of the largest Ukrainian confectionery producers are analyzed. It is established that in the confectionery market there are four largest companies – Roshen, PJSC «HBF», AVK, «KONTI», whose market shares are respectively – 28,73%, 7,92%, 7,6%, 4,29%. The factors influencing the level of elasticity of demand are given. Possible elements of price risk that may arise when setting the price of products of domestic enterprises, as well as the main reasons for their occurrence are identified. The choice of enterprises – confectionery manufacturers in the formation of marketing pricing strategy is analyzed. Recommendations on the expediency of applying the method of pricing with a focus on competition, as well as proposals to improve the efficiency of domestic enterprises in the confectionery market of Ukraine. The study concluded that companies – confectionery manufacturers – are advisable to use a strategy of differentiated prices. The use of this strategy is associated with the production of different classes of consumption, which guarantees the success of enterprises in all markets. In addition, special attention is paid to the level of competence of the company’s management staff, increasing the level of which will increase market share and sales due to, as well as timely response to changes in consumption, changing consumer preferences, which will improve efficiency.

ОСОБЛИВОСТІ, ПРОБЛЕМИ ТА ПЕРСПЕКТИВИ РОЗВИТКУ КОНДИТЕРСЬКОЇ ГАЛУЗІ УКРАЇНИ

The article is devoted to the study of basic trends in the development of enterprises of the confectionery industry of Ukraine in order to determine the characteristics of the industry and outline the prospects for development. Analyzed the volume of production, export and import of confectionery, indicators of development of domestic confectionery enterprises. The problems of development of confectionery enterprises in Ukraine were determined. Prospective directions of development for enterprises of the confectionery industry are proposed. Economic development depends largely on the food industry, and in particular the confectionery industry, so the problems of improving the efficiency of the confectionery industry are of particular relevance. The efficiency of enterprises depends on the ability to quickly respond and adapt to changes in the external and internal environment and involves the use of efficient and high-quality production. The result will be a high level of economic stability and compliance with market standards and prospects. Recently, Ukrainian confectionery market has undergone significant changes associated primarily with rising prices for raw materials, the situation in eastern Ukraine and the decline in purchasing power, which in turn led to an economic crisis. However, the confectionery industry in Ukraine has a high potential, which determined the relevance of the theme of the study. One of the most developed branches of the food industry in Ukraine is the confectionery industry. The main direction of development of the industry is the need to improve the quality and taste of products and improve their assortment. It is important to meet the needs of the population with high-quality products; to improve the production of the confectionery industry. Confectionery products are products with high calorie content and digestibility, pleasant taste and aroma, as well as attractive appearance. One of the most developed sectors of the food industry in Ukraine is the confectionery industry, the range of which covers almost all groups of confectionery products. Analyzing the current prospects for the development of Ukraine's confectionery industry, it can be noted that domestic production is currently the main source of supply in the market and its products account for 95% of the total volume.

Effect of functional and technological properties of vegetable shortenings on qualitative characteristics of biscuit

The modern market has strict requirements for competitive products, forcing the manufacturer to implement scientific and technological progress in production, increase labor productivity and product quality, and reduce cost. The unchanged favorite on the confectionery market is sugar biscuits, it is in high demand among all groups of the population, the share of domestic products is more than 85 %. The quality and nutritional value of food products largely depend on the properties and composition of the predominant amount of raw materials, which in the production of sugar cookies are wheat flour, sugar and fat component. In order to update the technological control schemes and optimize the recipe composition of sugar cookies, depending on the type of fat component used, the influence and the relationship between the functional and technological properties of fatty products traditionally used in the production of sugar cookies (margarine, confectionery fat, milk substitute fat, palm oil), and quality characteristics of finished products (structural and mechanical, physicochemical and organoleptic indicators, rheological indicators of emulsion and dough) have been investigated. As a result of the studies, it has been found that the type of fatty products has a significant impact on the development and optimization of technological methods in relation to specific production conditions, the formation of sensory and structural characteristics of the finished product. Recommendations have been developed for optimizing the recipe composition of cookies depending on the type of fat used. In particular, it has been shown that it is advisable to use a milk fat substitute or margarine in products with a simple recipe composition, while the use of palm oil and confectionery fat is more justified in products with a rich recipe composition, in which organoleptic characteristics are formed by the presence of additional raw materials: dairy products, cocoa powder, nuts, dried fruits, etc.

Evaluation of texture in jelly gums incorporating berries and aromatic plants

Abstract In the confectionery market, jelly gums are one of the most relevant sectors, being frequently consumed by many people, from children to adults. The present work intended to evaluate the textural properties in newly developed jelly gums made with berry fruits and herbs, given the critical role of texture in products with a gel-like structure. Four types of gums were developed (Strawberry & Anise, Strawberry & Mint, Raspberry & Mint, Blueberry & Mint) and their texture was evaluated through two types of tests (compression with a 75 mm probe and puncture with a 2 mm probe) allowing to calculate several textural properties. The results showed some differences between the two faces of the jelly gums analysed, i.e. on the top and on the bottom. As for the compression test, the Strawberry & Anise gums were among the softer (25.6 N) and with lower resilience (36.3%) and chewiness (16.9 N), despite being more adhesive (−0.5 N s). As for the puncture test, the sample Strawberry & Mint had the highest adhesiveness (−2.0 N s) but the lowest stickiness (−0.38 N). Additionally, very strong correlations were encountered between some of the properties studied (r = 0.861 or r = 0.822), and the factor analysis allowed defining three factors, the first clearly associated with the puncture properties while the other two were related to the compression properties. This work allowed concluding that the jelly gums presented different textural properties, particularly when assessed through different types of measurements. Hence, the use of different types of tests for texture analysis is recommended, since the results are complementary. This is relevant when developing food products intended for industrial production and commercialization.

Methodology for assessment of competitive potential of functional purpose confectionery in the context of global market trends

The confectionery industry in the world belongs to dynamically developing sectors of the economy and fast-growing segments of the consumer market, due to the accelerated transformation of demand under influence of healthy nutrition and safety trends, as well as ability of the industry to adapt and develop considering consumer preferences through innovations and development of sustainable competitive strategies. New products with original consumer properties of functional purpose with a low sugar content and healthy fats are constantly appearing in the confectionery market. In this regard, assessment of products competitiveness should take into account the new qualities and availability to the consumer, which will allow commodity producers to form an efficient competitive strategy based on the analysis, plan innovative initiatives, and achieve success in promoting in the domestic and foreign markets. The paper presents the results of studying the trends in the world confectionery market, as well as marketing analysis of quality price parameters of products of domestic and foreign producers in the domestic market. An efficient methodology for assessing competitiveness of functional purpose confectionery products in terms of chocolate has been substantiated, and its testing results made it possible to identify the competitive advantages of domestic products in the field of organoleptic properties, nutritional value, functional efficiency and information content of packaging for the consumer. Use of the development in practice will make it possible to successfully position Belarusian chocolate as an original product of high quality, increase the added value of products for export, as well as form a stable consumer demand for healthy foods in the domestic market. Acknowledgments. The research was carried out as part of the Branch Scientific and Technical Program “Child Nutrition. Quality and safety” for 2016-2020, as well as the state program of scientific research “Quality and Efficiency of Agroindustrial Production” for 2016-2020, subprogram 1 “AIC Economy”.

Problems of the Confectionery Market Development in the City of Irkutsk

The article explores some problems of the development of confectionery products market in the city of Irkutsk. Comparative description of the market in the Russian Federation and the Irkutsk region based on the analysis of the statistical information is presented. The main trends of the market development are formulated. Based on the author's research and the questionnaire, the preferences, goals of the purchase of confectionery products as well as the factors affecting consumers choice were revealed. The probability degree of factors was analyzed. The main economic entities of the market and their brief characteristics were studied. An expert survey was used to conduct a competitive analysis of the main economic entities of the market and their competitive advantages. Problems of the promotion of confectionery enterprises in the city of Irkutsk were analyzed and solutions were suggested.

Analysis of supply and demand in the confectionery market

Analysis of supply and demand in the confectionery market