TRENDS IN THE DEVELOPMENT OF THE CONFECTIONERY MARKET AND NEW MARKETING APPROACHES IN THE POST-EPIDEMIC PERIOD

Abstract

Marketing does not remain aloof from the confectionery industry. The global confectionery market is constantly evolving. The changing preferences of people from year-to-year challenge confectionery companies to create new, original, unusual taste combinations. Confectionery consumption doubled as the culture of chocolate gifting spread. Marketing tools play a pivotal role in devising specific and effective ways to showcase products, aiming to capture the attention of consumers who often make impulse purchases when it comes to confectionery. The confectionery market in Armenia is saturated with both domestic and imported products. Regarding marketing activities in this industry, it should be noted that new marketing trends observed in the global confectionery market have found partial adoption in Armenia. Among companies operating in the confectionery industry, there are also omissions associated with the implementation of marketing activities on social networks. All of the above determines the relevance of the research topic. The purpose of the study is to identify current trends in the development of marketing in the global confectionery market and their manifestations in Armenia, using the example of ‘Grand Candy’ LLC.

The article presents current marketing trends, analyzes the dynamics of the development of the global confectionery market by product, age group, price category, distribution channels, regions, and also identifies the features of marketing in modern conditions of the confectionery market development. As a result of a multilateral analysis of the marketing activities of ‘Grand Candy’, one of the leading companies in the confectionery market of the Republic of Armenia, existing problems are revealed, and possible ways to overcome them are proposed.