Table of Contents
Introduction
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- Definition
- Report structure
- Methodology
- Abbreviations
Executive Summary
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- The market
- Chinese chocolate market enjoys steady growth in recent years
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- Figure 1: Chocolate confectionery volume and value sales, China, 2008-13 (est)
- Market segmentation
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- Figure 2: Chocolate market segmentation, by volume sales share, 2013 (est)
- Market growth drivers and growth barriers
- The forecast
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- Figure 3: China retail volume sales of chocolate confectionery, 2008-18
- Figure 4: China retail value sales of chocolate confectionery, 2008-18
- Companies and brands
- Company share
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- Figure 5: Chocolate brand value share, 2009-12
- The arrival of Western chocolate brands
- The consumer
- Boxed gifting chocolate and individual bars are popular
- Consumers eat chocolate most often when craving for sweet taste
- Important consideration factors
- Modern trade is the key distribution channel
- Consumer attitudes towards chocolate
- Key issue: The importance of brand positioning
- Key issue: Innovation can stimulate growth in the chocolate market
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- Figure 6: Share of new chocolate confectionery launches within total chocolate NPD, by selected global markets, 2008-12
- Key issue: Targeting new chocolate consumption occasions
The Market
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- Key points
- Market size
- Chinese chocolate market enjoys steady growth in recent years
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- Figure 7: Annual chocolate consumption per capita, China, 2008-13 (est)
- Fully imported vs locally manufactured chocolate
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- Figure 8: Total China volume and value sales of chocolate confectionery, 2008-13 (est)
- Market segmentation
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- Figure 9: Chocolate market segmentation, by format, in terms of volume sales, 2008-13
- Figure 10: Chocolate market segmentation, by format, in terms of value sales, 2008-13
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- Figure 11: China chocolate market segmentation, by price points, 2013
- Market growth drivers
- Sustained economic growth
- Rising personal and household income
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- Figure 12: Per capita net income and actual growth rate of urban and rural residents in China, 2008-12
- Emergence of the middle class
- Western culture and lifestyle influence
- Development of modern trade distribution channels
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- Figure 13: Average monthly temperature in China, 2007-11
- The online shopping boom
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- Figure 14: Online shopping penetration by categories (%), 2012
- Growth barriers
- Shortage of cocoa supply and its fluctuating price
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- Figure 15: Cocoa pricing (US$ per ton), 2007-12
- Consumers’ health concerns
- Culture challenge
- Market forecast
- Value sales forecast to reach RMB 41 billion by 2018
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- Figure 16: China retail volume sales of chocolate confectionery, 2008-18
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- Figure 17: China retail value sales of chocolate confectionery, 2008-18
Companies and Brands
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- Key points
- Company share
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- Figure 18: Chocolate brand volume share, 2009-12
- Figure 19: Chocolate brand value share, 2009-12
- The arrival of Western chocolate brands
- Multinational brands have faced significant challenges
- Premium brands gaining momentum
- Chinese chocolate brands held back by a lack of scale
- Company profiles
- Multinationals
- Mars, Inc.
- Ferrero S.p.A.
- The Hershey Company
- Nestlé S.A.
- Premium brands
- Lindt & Sprüngli AG
- Godiva
- Local brands
- COFCO Group
- Shanghai Golden Monkey Foods Co., Ltd.
The Consumer
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- Key points
- Boxed gifting chocolate and individual bars are most typically eaten formats
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- Figure 20: Type of chocolate eaten, past 6 months, March 2013
- Consumers eat chocolate most often when craving for sweet taste
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- Figure 21: Occasions for eating chocolate, March 2013
- Important consideration factors
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- Figure 22: Important factors in choosing chocolate, March 2013
- Brand performance measurement
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- Figure 23: Brand loyalty and consistency indices for chocolate confectionery, March 2013
- Modern trade is the key distribution channel
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- Figure 24: Channels of chocolate purchasing, March 2013
- Consumer attitudes towards chocolate
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- Figure 25: Attitudes towards chocolate, March 2013
Key Issue: The Importance of Brand Positioning
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- Key points
- Chocolate consumption is underpinned by the gifting culture
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- Figure 26: Festive food bought as a gift, past 12 months, June 2013
- Brands need to address emotional as well as functional requirements
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- Figure 27: Chocolate brand positioning analysis, July 2013
- A lack of variety in brand associations and positioning
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- Figure 28: Brand positioning vs. consumer needs, July 2013
- New brand positionings can encourage people to consume chocolate more regularly
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- Figure 29: Occasion of eating chocolate, March 2013
- Scope to boost the association between chocolate and energy
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- Figure 30: Agreement with healthy lifestyle descriptions, November 2012
- What does it mean?
Key Issue: Innovation Can Stimulate Growth in the Chocolate Market
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- Key points
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- Figure 31: Important factors in choosing chocolate, March 2013
- China lags behind other markets for chocolate NPD
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- Figure 32: Share of new chocolate confectionery launches within total chocolate NPD, by selected global markets, 2008-12
- The importance of flavour innovation
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- Figure 33: Consumer attitudes towards chocolate, March 2013
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- Figure 34: Share of new chocolate confectionery launches within China, by flavour, 2008-12
- Drawing lessons from overseas markets
- Specific NPD for chocolate confectionery
- Inspiration from Chinese traditions
- Coffee and chocolate
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- Figure 35: Café house outlets in China, 2007-12 (est.)
- Healthier recipes
- Fruit and chocolate
- Adding salt to reduce sweetness
- Chocolate brands face major cross-category competition
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- Figure 36: Frequency of buying chocolates and snacks for oneself, January 2012
- Smaller and easy-to-carry packaging
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- Figure 37: New product launches by pack sizes, top 5 innovation countries and China, 2008-12
- What does it mean?
Key Issue: Targeting New Chocolate Consumption Occasions
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- Key points
- The downside of pitching on love and gifting
- Target leisure and business travellers’ energy boost needs
- Chocolate for people undertaking outdoor and indoor activities
- Selling chocolate at entertainment venues where people are likely to treat themselves
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- Figure 38: Middle class consumers discretionary spending, April 2012
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- Figure 39: Type of chocolate eaten, past 6 months by gender, March 2013
- Chocolate flagship stores can help entrench the chocolate culture
- What does it mean?
Appendix – Types of Chocolate Eaten
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- Figure 40: Type of chocolate eaten, past six months, March 2013
- Figure 41: Important factors in choosing chocolate, by most popular occasions for eating chocolate, March 2013
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- Figure 42: Important factors in choosing chocolate, by next most popular occasions for eating chocolate, March 2013
- Figure 43: Most popular type of chocolate eaten, past six months, by demographics, March 2013
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- Figure 44: Next most popular types of chocolate eaten, past six months, by demographics, March 2013
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Appendix – Occasions for Eating Chocolate
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- Figure 45: Occasion of eating chocolate, March 2013
- Figure 46: Most popular occasions for eating chocolate, by demographics, March 2013
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- Figure 47: Next most popular occasions for eating chocolate, by demographics, March 2013
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Appendix – Chocolate Brands Purchased
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- Figure 48: Chocolate brands purchased, past 6 months, March 2013
- Figure 49: Important factors in choosing chocolate, by most popular chocolate brands purchased, past six months, March 2013
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- Figure 50: Important factors in choosing chocolate, by next most popular chocolate brands purchased, past six months, March 2013
- Figure 51: Important factors in choosing chocolate, by other chocolate brands purchased, past six months, March 2013
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- Figure 52: Most popular chocolate brands purchased, past 6 months, by demographics, March 2013
- Figure 53: Next most popular chocolate brands purchased, past 6 months, by demographics, March 2013
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- Figure 54: Other chocolate brands purchased, past 6 months, by demographics, March 2013
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Appendix – Chocolate Brands Purchased Most Often
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- Figure 55: Chocolate brands purchased most often, past 6 months, March 2013
- Figure 56: Important factors in choosing chocolate, by chocolate brands purchased most often, past six months, March 2013
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Appendix – Channels of Chocolate Purchase
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- Figure 57: Channels of chocolate purchase, March 2013
- Figure 58: Most popular channels of chocolate purchase, by demographics, March 2013
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- Figure 59: Next most popular channels of chocolate purchase, by demographics, March 2013
- Figure 60: Other channels of chocolate purchase, by demographics, March 2013
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Appendix – Important Factors in Choosing Chocolate
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- Figure 61: Important factors in choosing chocolate, March 2013
- Figure 62: Most popular top ranked factors in choosing chocolate, by demographics, March 2013
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- Figure 63: Next most popular top ranked factors in choosing chocolate, by demographics, March 2013
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Appendix – Attitudes Towards Chocolate
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- Figure 64: Attitudes towards chocolate, March 2013
- Figure 65: Most popular attitudes towards chocolate, by demographics, March 2013
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- Figure 66: Next most popular attitudes towards chocolate, by demographics, March 2013
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