Sweet industry goes digital: Nielsen, Kantar Worldpanel, Google, Campofrio, Ulabox and Eibens analyse the potential development of the industry


Last Wednesday May 31st, Eibens participated in the III Seminario del Dulce (3rd Sweet Industry Seminar) where Pablo Recio evaluated the online and offline market trend for imported products in China. Spanish sweets presence in Chinese market is still reduced, which offers opportunities that the industry should study and evaluate in order to make the most of them, paying attention to the market limitations.

Many other experts were invited. For example, Alberto Iglesias, from Nielsen, stated that Spain is leading the growth in Western Europe and that Spanish people spend 1 out of 10 euros in sweet products, so there is huge trust and optimism for the industry development. Joan Riera, F&B sector director of Kantar Worldpanel, analysed consumer behaviour and explain that even though people are getting more concerned about nutritional values, they still make their buying decision based on pleasure, flavour and convenience. Also, Maite Gómez Fraile, from Google, considered digitalization as a key movement for the development of the business.

The seminar, organized by Produlce, the Spanish Association of Sweet Producers and supported by the Ministry of Economy, Industry and Competitiveness, is the most important of this industry.

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