The candy industry, as one of the two major traditional snack industries in our country, has maintained rapid growth, with its potential market share continuously expanding. In the past five years, China's candy market has maintained an annual growth rate of 8%-12%. By 2011, the scale of China's candy industry had reached 62 billion yuan.
As the domestic candy industry is expanding, various types of candies such as health-oriented, low-sugar, fun, and eco-friendly are rapidly entering the Chinese candy market from abroad. In contrast, the products in China's candy market appear to be quite homogeneous. Under the dual pressure of foreign companies' competition and fierce domestic competition, the product development in China's candy industry faces significant obstacles.

The competition among domestic candy companies mainly focuses on price, and their development in new areas is significantly lacking compared to foreign investments. The serious phenomenon of product homogeneity severely hinders domestic candy companies' competition with foreign brands, resulting in much lower profits than foreign brands, and the main battlefield for domestic brands has also been forced down to the second and third-tier markets.

It is worth noting that the global annual per capita consumption of candy is about 3 kilograms, while in our country it is only 0.7 kilograms, indicating that China's candy market has enormous development potential. Domestic companies should focus on product innovation, continuously launching new products and enriching product varieties. China's candy industry faces a demand pattern of small products and a large market, and candy production companies are currently in a stage of structural adjustment, product renewal, survival of the fittest, and corporate restructuring. As the market operation of candy products shifts from product competition to market marketing, the candy industry enters an era of brand competition.