engleski

The trend analysis of less sugar chocolate confectionery markets

The qualitative approach in trend analysis of chocolate confectionery emphasises comparative advantages of consumption in European countries relative to the global market. Trend analysis in consumer behaviour toward less sugar confectionery extracts strengths, weakness, opportunities and threats relevant for the implementation of the RCA indicator for the consolidated period of six consecutive years, till 2017. From the United Nation Conference Trade and Development (UNCTAD) statistics, authors extract and interpret significant factors relevant for consumer demand in Western Europe. The trend analysis helps them to detect potential beneficiary outcomes as synergy toward product and price optimisation while entering eminent European markets. The factors such as quality of ingredients and product information relative to the geographical location are described without going into the details. The expanding of the RCA factor for Croatian chocolate confectionery as a link toward Western European countries accounts as a marker to the economic growth and development. Growth issues in the chocolate confectionery define conceptual strategies of individual preferences explained by historical data. They are important for determining variables such as uptrend, downtrend and sideways. In the final part, the authors are going summarise all useful findings related to the area of interest in studies and business.

Chocolate confectionery, UNCTAD, RCA, consumer demand, Western Europe.

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