Wafer is regarded as one of the most popular confectionery products in the country, having a high-value size. More than 50 different businesses produce wafers in Iran
However, the quality of Iran’s products is at a high level compared to international competitors, even Turkey. The country’s production capacity exceeds the level of production and part of the country’s production is exported to Iraq and Afghanistan. But overall, in many cases, the quality of domestic products is unacceptably high. This low quality meant that a portion of the country’s market was transferred to international brands between 2014 and 2017. Currently, parallel to the increase in prices in recent years, less than 1.5% of the market is held by foreign brands (mainly Levaker).
However, the leaders of this market include:
-Shirin Asal (mainly with Hit and Extra sub-brands)
-Mino (mainly with Rangarang sub-brands, Taktak and Maxo)
In recent years, new brands have entered the market with a different approach in terms of quality, packaging, and variety, and they have been able to grow tremendously in a short period of time.
The most important of them include:
-Copa (belonging to Amadeh Laziz Company)
-Nika (belonging to Vitana)
In addition, this year (2022), the first product of the Zercam collection (ticker wafers) went in the market. In terms of quality, it is at the level of international and world-leading brands and will have a significant impact on the local confectionery market.