'Hwiba' in Slovenia and Bulgaria... Lotte Confectionery Sees Rapid Sales Growth in Eastern European Market
Lotte Confectionery Xylitol and Anytime
Sales Increase in Eastern European Market
[Asia Economy Reporter Seungjin Lee] Lotte Confectionery's Xylitol gum and Anytime candy are receiving positive responses in Eastern European markets such as Slovenia and Bulgaria, enhancing Lotte's gum status in the global market.
Lotte Confectionery announced its entry into the Eastern European market by exporting Xylitol gum to Slovenia in 2012. Since then, sales have expanded to Bulgaria and Romania. In Slovenia, Xylitol gum is sold at about 1,000 stores including supermarkets like Mercator, Interspar, OMV, as well as gas stations and convenience stores. Recently, by appointing the globally popular idol group BTS as the model for Xylitol gum, sales volume and brand awareness have rapidly increased.
To maintain this momentum, Lotte Confectionery is actively conducting advertising promotions and sales activities. In April this year, the product was featured on Bulgaria's only health education TV program, "Code Health," significantly boosting its recognition. Additionally, a product giveaway event in collaboration with Domino's Pizza also achieved good results.
Recently, through a contract with 'Viyana Yotovska,' a famous fitness athlete and health influencer, Lotte Confectionery is actively expanding its reach via YouTube marketing. From the second half of this year, Lotte plans to sell Xylitol gum to dental clinics across Bulgaria and install Xylitol gum vending machines in sports centers and subway stations.
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Lotte Confectionery is also focusing on expanding its sales network. Lotte Xylitol gum is stocked in more than half of the approximately 900 new retail stores of Bulgaria's largest distributors, including Fantastico, Kaufland, and Lokobaroko. Lotte Confectionery plans to expand its supply chain and increase its market share in Bulgaria from the current 3% to about 10% by 2023.
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