Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- Lifestage and Special Groups
- Advertising data
- Abbreviations
Premier Insight
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- Men need to be targeted
- Targeting the health conscious
- Consumers need to be encouraged to plan their chocolate purchase
Executive Summary
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- External Influences threaten
- Volume down, value holding its own (just about)
- Mixed fortunes across the sectors
- Top 3 dominate
- Support levels are strong
- An impulse driven market
- Consumer dynamics
- The future is planned
Market Drivers
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- We love chocolate!
- More affluence drives premium growth
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- Figure 1: PDI and consumer expenditure, at constant 1999 prices, 1999-2008
- Focus on value
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- Figure 2: Trends and projections in the UK population, by socio-economic group, 1999-2008
- Trading up on change
- Shifting demographics
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- Figure 3: Trends and projections in UK population, by age group, 1999-2008
- Fewer children
- More retired adults
- Children’s market
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- Figure 4: Spending power of those aged 7-16, 2004
- Top priority for youngsters
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- Figure 5: How children aged 7-10 spend their pocket money, by gender, 2004
- Looking good starts to compete
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- Figure 6: How children aged 11-16 spend their pocket money, by gender, 2004
- Health impact
- Public enemy no. 1
- Increasing regulation
- What ever happened to self-control?
- Weathering the storm
- Merchandising trends
- Mood States
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- Figure 7: Mood states map for the chocolate confectionery market
- Hunger under threat?
- Sheer pleasure
Market Size and Trends
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- Putting the market in context
- Chocolate dominates confectionery market
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- Figure 8: UK trade dispatch data for sugar and total chocolate confectionery, 1999-2004
- Sugar confectionery drives volume growth
- Chocolate volume stagnant
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- Figure 9: UK trade dispatch data for all UK chocolate confectionery, 1999-2004
- Value sales lift market
- Volumes slide
- Retail sales
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- Figure 10: UK retail sales of all chocolate, 1999-2004
- Chocolate confectionery
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- Figure 11: UK retail sales of chocolate by sector, 2001-04
- Boxed – second largest sector
- Seasonal – specific characteristics
- Chocolate confectionery
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- Figure 12: UK retail sales of chocolate confectionery, 1999-2004
- Prices creep up
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- Figure 13: Average price of chocolate confectionery based on retail prices, 1999-2004
- Less is more
- The price of obesity
Market Segmentation
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- Segmenting by format
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- Figure 14: UK retail sales of chocolate confectionery, by sector, 2001-04
- Countlines struggle
- Bags of self-control
- Bars – find opportunities in premium
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- Figure 15: UK retail sales of moulded bar chocolate by size and positioning, 2001-04
- Luxury Blocks – the fastest growth
The Supply Structure
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- Trends among the big players
- Manufacturer shares
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- Figure 16: Manufacturers' value shares in the UK chocolate market (retail sales), 2001-03
- Cadbury retains dominance
- Masterfoods hot on the heals
- Nestlé suffers
- Ferrero Leap ahead
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- Figure 17: Leading brands purchased in impulse for immediate consumption, in the UK chocolate confectionery market, 2001-03
- Cadbury takes the lead
- Masterfoods dominates
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- Figure 18: Leading brands purchased for planned consumption, in the UK chocolate confectionery market, 2001-03
- A similar picture
- A battle for KitKat?
- Brand audit
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- Figure 19: An audit of selected manufacturers and their leading brands, November 2004
- Cadbury Trebor Bassett (CTB)
- Cost-cutting
- The might of Dairy Milk
- The purple patch
- Introducing a yellow zone
- Brand responsibility
- Luxury offering
- NPD keeps category alive
- Ferrero UK Limited
- Kraft Foods
- Masterfoods (formerly Mars Confectionery & Pedigree Masterfoods)
- The Mars brand
- Something for the ladies…
- The Galaxy masterbrand
- A range of popular brands
- The health angle
- Nestlé
- Have a break…
- Another classic revamp
- New kid on the block
- Thorntons
- Retail background
- e-tailing
- Big Bear Limited (Fox’s Confectionery)
- Kinnerton Confectionery
New Product Development
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- Flavour developments
- Diets and Health
- Retailers make inroads
- Boxed Brands encroach
- Ethical and multicultural
New Product Briefs
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- November 2004
- October 2004
Advertising and Promotion
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- Avoiding criticism!
- Spend reflects market size
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- Figure 20: Advertising support by percentage of sales and advertising index, 1999-2004
- Deep pockets dominate
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- Figure 21: Main monitored media advertising expenditure on chocolate confectionery, by leading advertisers, 2001-04
- Masterfoods Lead
- Nestlé diminishes
- Cadbury reaps rewards
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- Figure 22: Main monitored media advertising expenditure on chocolate, by high spending brands, 2001-03
- Cadbury – The Power of Dairy Milk
- Happiness is a laughing hyena…?
- Promotions under fire
- Direct marketing
- Ferrero – focused and strong
- Masterfoods back Galaxy star
- Maltesers boom
- Twix – highlighted
- Points mean prizes
- Nestlé KitKat focus
- Smarties revival
- Cross-brand cost-effective
- Below the line activity
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- Figure 23: Selected below the line promotions from leading brands within the chocolate confectionery market, price-based activity, September 2004
- Multibuy dominates – but for how long?
- Hold distribution – at whatever the cost?
- Too many cause confusion
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- Figure 24: Selected below the line promotions from leading brands within the chocolate confectionery market, on pack activity, 2004
- A mixed bag
Distribution
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- Figure 25: Distribution of chocolate confectionery by retail channel, based on retail sales estimates, 2002 and 2003
- Multiples – biggest but skewed
- Category management
- Impulse under fire
- Impulse drives the category
- Stunted growth
- Merchandising matters
- Other channels
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The Consumer
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- Saturation point
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- Figure 26: Penetration of chocolate confectionery, by type, 1999-2001
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- Figure 27: Penetration of chocolate confectionery, by type, 2002-04
- Chocolate equality
- Focus on frequency
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- Figure 28: Usage of chocolate confectionery, by type, 2004
- Light users dominate
- Significant heavy usage
- Frequency breakdown
- Men boost volume sales
- Young chocoholics
- Youth and children drive market
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- Figure 29: Purchasing of chocolate confectionery, by type, 2000, 2002, and 2004
- A grim picture
- Sharing is shaping the market
- Men the dominant countline consumers
- Profile of the flagging categories
- Women promoting industry change
- Women, families and the sharing categories
- Mini’s – a balancing act
- Selflines – a planned purchase?
- King size – and the male domain
- Diverting snackers
- Punishing the wrong people
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- Figure 30: Repertoire purchasing of chocolate confectionery, September 2004
- Multibuy in impulse?
- 4 or more – multiple fixtures are used
- Detailed Demographics
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- Figure 31: Usage of chocolate confectionery, by type and by gender, age and socio-economic group, 2004
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- Figure 32: Usage of chocolate confectionery, by type and by lifestage, presence of children and Mintel’s Special Groups, 2004
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- Figure 33: Usage of chocolate confectionery, by type and by region, marital status, working status and household size, 2004
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- Figure 34: Usage of bars of chocolate, by demographic sub-group, 2004
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- Figure 35: Usage of other chocolate items, by demographic sub-group, 2004
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- Figure 36: Purchasing of chocolate confectionery, by gender, age, socio-economic group, region and ACORN category, September 2004
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- Figure 37: Purchasing of chocolate confectionery, by lifestage, presence of children, Mintel’s Special Groups, marital status, working status, household size and tenure, September 2004
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- Figure 38: Purchasing of chocolate confectionery, by media usage, television viewing habits and supermarket usage, September 2004
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- Figure 39: Purchasing of chocolate confectionery, by gender, age, socio-economic group, region and ACORN category, September 2004
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- Figure 40: Purchasing of chocolate confectionery, by lifestage, presence of children, Mintel’s Special Groups, marital status, working status, household size and tenure, September 2004
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- Figure 41: Purchasing of chocolate confectionery, by media usage, television viewing habits and supermarket usage, September 2004
The Consumer: Attitudes and Typologies
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- Figure 42: Consumer attitudes toward buying chocolate, September 2004
- Habitual impulse
- Limiting consumption
- A host of out-of-home usage
- Planning the impulse
- Broadly impulsive
- Television stimulates usage
- Cutting back
- Out of home occasions
- Cheer up with chocolate
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- Figure 43: Cross-tabulation of usage of chocolate, with product purchased, September 2004
- Familiar and easy
- Fulfilment on the go
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- Figure 44: Cross-tabulation of usage with product purchased, September 2004
- Family planning
- Consumer Typologies
- Typology profile
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- Figure 45: Chocolate confectionery consumer typology groups, September 2004
- Chocoholics (10% of sample)
- Reaching the Chocoholics
- Chocolate planners (18% of sample)
- No cocoa (31% of sample)
- Reaching No cocoa
- Impulse eaters (41% of sample)
- Reaching the Impulse eaters
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- Figure 46: Consumer typologies and number of items of chocolate purchased, 2004
- Chocoholics want it all
- Chocolate planners divided
- High income groups shun variety
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- Figure 47: Consumer attitudes toward buying chocolate, by gender, age, socio-economics group, region and ACORN category, September 2004
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- Figure 48: Consumer attitudes toward buying chocolate, by lifestage, presence of children, Mintel’s Special Groups, marital status, working status, household size and tenure, September 2004
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- Figure 49: Consumer attitudes toward buying chocolate, by media usage, television viewing habits and supermarket usage, September 2004
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- Figure 50: Consumer attitudes toward buying chocolate, by gender, age, socio-economic group, region and ACORN category, September 2004
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- Figure 51: Consumer attitudes toward buying chocolate, by lifestage, presence of children, Mintel’s Special Groups, marital status, working status, household size and tenure, September 2004
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- Figure 52: Consumer attitudes toward buying chocolate, by media usage, television viewing habits and supermarket usage, September 2004
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- Figure 53: Consumer typology groups for chocolate confectionery, by gender, age, socio-economic group, region and ACORN category, September 2004
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- Figure 54: Consumer typology groups for chocolate confectionery, by lifestage, presence of children and Mintel’s Special Groups, September 2004
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- Figure 55: Consumer typology groups for chocolate confectionery, by media use, television viewing habits and supermarket use, September 2004
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The Future
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- Changing volume into value
- Upholding freedom of choice
- Limited space
- Increased competition
- Limited editions and NPD
- Changing base
- Growing role of the take-home market
Forecast
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- Figure 56: Forecast of sales of chocolate confectionery, by value, 2004-09
- Countlines suffer from declining impulse
- Movement from moulded bars
- Volume to struggle
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- Figure 57: Forecast of sales of chocolate confectionery, by volume, 2004-09
- Over-promotion and obesity
- Factors used
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