Sales Rise of Weight Chocolate Candies is the Main Tendency of the Confectionery Season 2005-2006

The AVK marketing specialists forecast that one of the primary tendencies of the confectionery season 2005-2006 will become further sales increase of weight chocolate candies. According to the market studies, only for the first half year of 2006 the increase of weight chocolate candies (in monetary terms) was 58% compared with the same period of 2005. For the same period of time the sales of weight chocolate products increased by 23%. The sales increase of these categories stands out against a background of inexpensive sweets market reduction.

“With the rise of public living standard in Ukraine, solvent demand (платежеспособный), culture of sweets consumption, consumers more and more in masses turn their attention from inexpensive simple in production sweets to high-quality chocolate products. We have been noticing similar tendency for several last years. And now it has become apparent mostly vivid”, says the General Director of the Company “AVK” Andrey Dikunov.

AVK is a leader in the bulk chocolate candies category and its share is about 30%. One of the AVK strategy goals is forestalling business rivals in segment of high-quality chocolate sweets. Recent organizational reformation, considerable capital investment into modernization of productive capacities, optimization of the assortment: launching of new products and reduction of the “yesterday’s” products share (caramel, iris, dragee) contributed to achievement of this goal.

Particularly, in the new confectionery season the “AVK” puts on the market pralinee candies in alongated form “Kedrik with nuts”. The marketing specialists of the company rely on perfected receipt, premium class label of the novelty and also alongated form of candies to be much in demand among customers. The company has also increased productive capacity of the production of coreless waffles and plans to increase sales of bulk candies “King’s charm”.

Besides, the company will launch a line of new products in the segment of weight chocolate candies. The Director of the Marketing and Sales Department Vladislav Averchenko says, “We concentrate on increasing of our share in the premium and middle price segment of the chocolate products market, that’s why some of our new products such as candies “Domior” have no analogues in Ukraine.” The bulk candies “Domior” have vivid rum taste, premium class package and will be positioned as an elegant present.

In addition the “AVK” will enlarge a line of the popular mixed candies by the novelty “Kankan de Paris” and renovate design of the whole bulk sweets line. The mixed candies will meet consumers’ expectations, who prefer to present confectionery products in effective boxes with golden stamping.