Confectionary Market
Market Characteristics:
The UK accounts for the third largest confectionary consumption in Europe, with only Ireland and Denmark ahead in terms of sales . Confectionary sales are predominantly gained from chocolate bars (70%) whilst the sweets sector also plays a central role for many companies. The market bares all the characteristic hallmarks of an oligopoly structure with a few main firms dominated the industry. Many of these firms are firmly entrenched in the history of the confectionary industry, prime examples being Cadbury Schweppes, Nestle and Mars. A key aspect of their success lies with their heavy investment in advertising in order to muster brand loyalty and recognition; few would be unable to identify the infamous red and white packaging of Kit-Kat for example. The tendency has been to extend existing brands with new flavours and/or into new product areas, taking advantage of reputable names by turning them into umbrella brands. For example, during 2005, the......
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Approximate Word Count: 638
Approximate Pages: 3 (250 words per double-spaced page)
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