Table of Contents
Introduction
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- Definition
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: China chocolate market, retail volume and value sales, 2009-14
- Figure 2: Total China chocolate market retail sales, by volume, 2009-19
- Figure 3: Total China chocolate market retail sales, by value, 2009-19
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- Figure 4: Volume share and value share of China retail chocolate market, by segment, 2013
- Companies and brands
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- Figure 5: Leading companies’ market shares in the China retail chocolate market, by value, 2012 and 2013
- The consumer
- Chocolate consumption beyond confectionery
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- Figure 6: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
- Dove has a clear lead in consumer preference, followed by Ferrero and Hershey’s
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- Figure 7: Favourite chocolate brand, April 2014
- Individually wrapped chocolates and tablets/blocks are preferred chocolate formats
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- Figure 8: Most interested chocolate format, April 2014
- Flavoured and dark chocolate enjoy similarly strong consumer interest
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- Figure 9: Most interested chocolate flavours, April 2014
- Chocolates are not only bought for snacking and gifting but also very often out of impulse
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- Figure 10: Reasons for buying chocolate confectionery, April 2014
- Taste is the most important purchase driver, followed by natural ingredients and brand equity
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- Figure 11: Important factors in buying chocolate for self/family consumption, April 2014
- The criteria of buying chocolates as a gift vary by occasions
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- Figure 12: Important factors in buying chocolate as a gift, April 2014
- Consumers desire more indulgent taste experiences as well as functional benefits from eating chocolates
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- Figure 13: Attitudes towards chocolate, April 2014
- Key issues
- Functional benefits as a new value proposition
- Seasonal chocolates/limited editions are white spaces to be exploited
- Exploring indulgent chocolate flavours
- What we think
Issues and Insights
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- Functional benefits as a new value proposition
- The facts
- The implications
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- Figure 14: Examples of chocolate with stress-releasing functions, Japan (2014) and US (2012)
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- Figure 15: Examples of chocolate with slimming functions, Brazil (2014) and Japan (2013)
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- Figure 16: Examples of chocolate with muscle-strengthening functions, Sweden (2014) and US (2011)
- Seasonal chocolates/limited editions are white spaces to explore
- The facts
- The implications
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- Figure 17: Examples of limited edition of chocolates sold during festival seasons, Brazil (2014), UK (2013) and Belgium (2014)
- Figure 18: Examples of limited edition of chocolates sold during festival seasons, Japan (2014), Brazil (2014), Canada (2011) and Japan (2014)
- Exploring indulgent chocolate flavours
- The facts
- The implications
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- Figure 19: Example of chocolate with dessert flavours, Germany (2014), Japan (2013)
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- Figure 20: Examples of chocolate with nuts and fruits of higher nutritional value, Japan (2014), France (2014), Spain (2014) and Germany (2014)
- Figure 21: Examples of chocolate of new textures, South Africa (2013), Greece (2014) and Spain (2014)
Trend Application
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- Trend: Extend My Brand
- Trend: Prove It
- Trend: Make It Mine
Market Size and Forecast
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- Key points
- China’s chocolate market is growing steadily in both volume consumption and value sales
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- Figure 22: China chocolate market, retail volume and value sales, 2009-19
- There is scope for further growth in consumption
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- Figure 23: Chocolate consumption frequency, China (2014) and UK (2013)
- Figure 24: Annual per capita volume consumption (gram), retail only, China, Japan and Korea, 2013
- Growth is forecast to continue
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- Figure 25: China chocolate market retail sales, by volume, 2009-19
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- Figure 26: China chocolate market retail sales, by value, 2009-19
Market Segmentation
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- Key points
- Tablet chocolate is a maturing market
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- Figure 27: Volume and value sales of China retail chocolate market, by segment, 2012-14
- Figure 28: Value sales of chocolate tablets, China, 2009-19
- Non-tablet chocolates exhibit strong growth potential
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- Figure 29: Share of new chocolate launches, by segment, China, 2009-13
- Figure 30: Value sales of individually wrapped chocolates, China, 2009-19
- Figure 31: Value sales of chocolate countlines, China, 2009-19
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- Figure 32: Examples of new chocolate launches in countlines format, China, 2013-14
- Figure 33: Value sales of non-individually wrapped chocolates, China, 2009-19
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- Figure 34: Examples of new chocolate launches in non-individually wrapped format, China, 2013-14
Market Share
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- Key points
- China chocolate market is dominated by international brands
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- Figure 35: Leading companies’ market shares in the China retail chocolate market, by value, 2012 and 2013
- Opportunity for domestic chocolate companies to upgrade
Who’s Innovating?
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- Key points
- Cereals emerge as a new popular ingredient to make chocolate confectionery
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- Figure 36: Share of new chocolate launches, by flavour, China, 2011-13
- Figure 37: Example of new chocolate products with cereal flavours, China 2013-14
- “Minus” claims to cater to consumers’ desire for food safety assurances
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- Figure 38: Share of new chocolate launches, by claims, China, 2011-13
- Niche chocolate brands offer better price value via selling online
Companies and Brands
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- Mars, Incorporated
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- Figure 39: Typical chocolate shelf shot in convenience stores, Shanghai, China, 2014
- Dove
- Snickers
- M&M’s
- Crispy
- Ferrero S.p.A.
- Ferrero
- Kinder
- The Hershey Company
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- Figure 40: Hershey flagship store in Shanghai, China, 2014
- Yildiz Holding (Godiva Chocolatier, Inc.)
- COFCO Group
The Consumer – Frequency of Chocolate Consumption
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- Key points
- Chocolate consumption spreads across a wide range of in-home food and beverages categories
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- Figure 41: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
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- Figure 42: Repertoire analysis on number of different types of chocolate food eaten in the past six months, by income, April 2014
- Chocolate consumption frequency increases as people’s income grow
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- Figure 43: Frequency of eating chocolate confectionery, by income, April 2014
- Opportunity for targeting families with kids
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- Figure 44: Frequency of eating chocolate confectionery, by family composition, April 2014
- Opportunity for boosting chocolate usage among males
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- Figure 45: Frequency of eating chocolate confectionery, by gender, April 2014
- Opportunity for boosting chocolate usage amongst older consumers
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- Figure 46: Frequency of eating chocolate confectionery, by age, April 2014
The Consumer – Favourite Chocolate Brand
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- Key points
- Dove has a clear lead in consumer preference, followed by Ferrero
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- Figure 47: Favourite chocolate brand, April 2014
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- Figure 48: City spread of consumers who named different brands being their favourite, top six mentioned brands, April 2014
- Top brands target different consumer needs
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- Figure 49: Important factors in buying chocolate for self/family consumption, by consumers who are attracted by different brands, April 2014
The Consumer – Most Preferred Types of Chocolate
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- Key points
- Individually wrapped chocolates and tablets/blocks are preferred chocolate formats
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- Figure 50: Most interested chocolate format, by gender, April 2014
- Flavoured and dark chocolate enjoy similarly strong consumer interest
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- Figure 51: Most interested chocolate flavours, by gender, April 2014
- Chocolate with a coating or liquid fillings can target the high-income consumers
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- Figure 52: Most interested chocolate flavours, by income and age, April 2014
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- Figure 53: Example of chocolate products with coatings and fillings, Germany (2014), Italy (2014)
The Consumer – Reasons for Buying Chocolate Confectionery
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- Key points
- Chocolates are commonly bought as an everyday snacking food
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- Figure 54: Reasons for buying chocolate confectionery, April 2014
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- Figure 55: Examples of new chocolate products launched in jumbo packs, China, 2013-14
- Chocolate confectionery is popular for gifting and celebration occasions
- Brands can capitalise on impulsive chocolate purchase opportunities
The Consumer – Important Factors in Buying Chocolate for Self/Family Consumption
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- Key points
- Taste is the most important purchase driver, followed by natural ingredients and brand equity
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- Figure 56: Important factors in buying chocolate for self/family consumption, April 2014
- Natural ingredients and a strong brand equity are important safety assurances
- Male consumers are more price-sensitive
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- Figure 57: Importance of “good value for money” in buying chocolate for self/family consumption, by gender, April 2014
- Young consumers attach greatest importance to taste
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- Figure 58: Important factors in buying chocolate for self/family consumption, by age, April 2014
- High-income consumers like chocolate assortments and look at ingredient quality
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- Figure 59: Important factors in buying chocolate for self/family consumption, by income, April 2014
The Consumer – Important Factors in Buying Chocolate as a Gift
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- Key points
- The consideration factors of buying chocolates as a gift vary by occasions
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- Figure 60: Important factors in buying chocolate as a gift, April 2014
- Young consumers are less brand-driven when purchasing chocolates as a gift for their acquaintances
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- Figure 61: Important factors in buying chocolate as a gift, by age, April 2014
The Consumer – Attitudes towards Chocolate
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- Key points
- Consumers look for new chocolate taste experiences
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- Figure 62: Attitudes towards chocolate innovations, April 2014
- Chocolate communications can go beyond taste and indulgence
- Chocolate as a “mood food”
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- Figure 63: Attitudes towards chocolate’s functional benefits, April 2014
- Marketing dark chocolate as a superfood
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- Figure 64: Attitudes towards chocolate’s health benefits, April 2014
- Opportunity for small size packs to relieve health concerns
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- Figure 65: Attitudes towards the amount of chocolate to take, April 2014
Appendix: Market Size and Forecast
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- Figure 66: China chocolate market, retail volume sales (000 tonnes), by segment, 2009-19
- Figure 67: China chocolate market, retail value sales (RMB bn), by segment, 2009-19
- Figure 68: Volume sales of chocolate tablets, China, 2009-19
- Figure 69: Volume sales of individually wrapped chocolates, China, 2009-19
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- Figure 70: Volume sales of chocolate countlines, China, 2009-19
- Figure 71: Volume sales of non-individually wrapped chocolates, China, 2009-19
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Appendix – The Consumer – Frequency of Chocolate Consumption
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- Figure 72: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
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- Figure 73: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
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- Figure 74: Most popular frequency of eating chocolate confectionery, by demographics, April 2014
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- Figure 75: Next most popular frequency of eating chocolate confectionery, by demographics, April 2014
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Appendix – The Consumer – Favourite Chocolate Brand
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- Figure 76: Favourite chocolate brand, April 2014
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- Figure 77: Most popular favourite chocolate brand, by demographics, April 2014
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- Figure 78: Next most popular favourite chocolate brand, by demographics, April 2014
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Appendix – The Consumer – Most Preferred Types of Chocolate
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- Figure 79: Most interested chocolate format/flavour, April 2014
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- Figure 80: Most interested chocolate format, by demographics, April 2014
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- Figure 81: Most interested chocolate flavour, by demographics, April 2014
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Appendix – The Consumer – Reasons for Buying Chocolate Confectionery
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- Figure 82: Reason for buying chocolate confectionery, April 2014
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- Figure 83: Most popular reason for buying chocolate confectionery, by demographics, April 2014
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- Figure 84: Next most popular reason for buying chocolate confectionery, by demographics, April 2014
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- Figure 85: Other reason for buying chocolate confectionery, by demographics, April 2014
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Appendix – The Consumer – Important Factors in Buying Chocolate for Self/Family Consumption
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- Figure 86: Important factors in buying chocolate for self/family consumption, April 2014
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- Figure 87: Most important factors in buying chocolate for self/family consumption – Any, by demographics, April 2014
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- Figure 88: Next most important factors in buying chocolate for self/family consumption – Any, by demographics, April 2014
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- Figure 89: Other important factors in buying chocolate for self/family consumption – Any, by demographics, April 2014
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Appendix – The Consumer – Important Factors in Buying Chocolate as a Gift
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- Figure 90: Important factors in buying chocolate as a gift, April 2014
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- Figure 91: Most important factors in buying chocolate as a gift – For family members, by demographics, April 2014
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- Figure 92: Next most important factors in buying chocolate as a gift – For family members, by demographics, April 2014
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- Figure 93: Other important factors in buying chocolate as a gift – For family members, by demographics, April 2014
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- Figure 94: Most important factors in buying chocolate as a gift – For friends and relatives, by demographics, April 2014
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- Figure 95: Next most important factors in buying chocolate as a gift – For friends and relatives, by demographics, April 2014
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- Figure 96: Other important factors in buying chocolate as a gift – For friends and relatives, by demographics, April 2014
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- Figure 97: Most important factors in buying chocolate as a gift – For business partners^, by demographics, April 2014
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- Figure 98: Next most important factors in buying chocolate as a gift – For business partners^, by demographics, April 2014
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- Figure 99: Other important factors in buying chocolate as a gift – For business partners^, by demographics, April 2014
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Appendix – The Consumer – Attitudes towards Chocolate
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- Figure 100: Attitudes towards chocolate, April 2014
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- Figure 101: Agreement with the statement ‘I worry about the health concerns from eating too much chocolate’, by demographics, April 2014
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- Figure 102: Agreement with the statement ‘Mini packs of chocolate are helpful in controlling calorie intake’, by demographics, April 2014
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- Figure 103: Agreement with the statement ‘Eating a small amount of chocolate every day is good for the health’, by demographics, April 2014
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- Figure 104: Agreement with the statement ‘It’s worth paying more for chocolate with added health benefits’, by demographics, April 2014
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- Figure 105: Agreement with the statement ‘Dark chocolate is healthier than other types of chocolate’, by demographics, April 2014
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- Figure 106: Agreement with the statement ‘I would like to see more new chocolate flavours available’, by demographics, April 2014
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- Figure 107: Agreement with the statement ‘I am interested in trying different chocolate brands’, by demographics, April 2014
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- Figure 108: Agreement with the statement ‘Handmade chocolates in branded chocolate stores are worth paying more for’, by demographics, April 2014
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- Figure 109: Agreement with the statement ‘I am interested in trying bakery products/snacks/desserts from the chocolate brand I like’, by demographics, April 2014
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- Figure 110: Agreement with the statement ‘I would like to see more luxuriant chocolate flavours’, by demographics, April 2014
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- Figure 111: Agreement with the statement ‘Chocolate is good for lifting the mood’, by demographics, April 2014
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- Figure 112: Agreement with the statement ‘Eating chocolate is an effective way to relieve stress’, by demographics, April 2014
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