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Chocolate Confectionery - UK - April 2008

ISSUES IN THE MARKET
Key themes
Definitions
INSIGHTS AND OPPORTUNITIES
Enabling healthy choices
Men on the move
FAST FORWARD TRENDS
Trend 1: Brand Cooperation
What’s it about?
What we’ve seen
What next?
Trend 2: Stress Society
What’s it about?
What we’ve seen
What next?
MARKET IN BRIEF
A return to form
A niche alternative
Children harder to reach
Flexible future
INTERNAL MARKET ENVIRONMENT
Key points
Obesity debate rages on
All natural
Figure 1: Agreement with selected lifestyle statements, 2003-07
The values of provenance
Figure 2: Agreement with selected lifestyle statements, 2003-07
TV advertising regulations
Indulgence
Nostalgia-mania
Connoisseurship
Pocket money spending
Figure 3: How 7-10-year-olds spend their money, 2003-07
Pocket money power
BROADER MARKET ENVIRONMENT
Key points
Crises ‘avoidance’
Richer mixing
Figure 4: Breakdown of the UK Population, by socio-economic group, 2003-13
Age old tale
Figure 5: UK Population trends, by age group, 2003-13
A growing problem
You and me
Figure 6: Breakdown of the UK population, by household size, 2003-13
COMPETITIVE CONTEXT
Key points
Sweet biscuits suffer
Figure 7: market size of sweet biscuits, by value and volume, 2002-12
Not so sweet confectionery
Figure 8: Market size of sugar confectionery, by volume and value, 2002-07
Figure 9: Summary of market strategies in indulgent snack markets, 2007
Cereal killers
Figure 10: UK retail value sales of cereal bars, 2002-07
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Packaging – taste, smell, touch
Bite me
Natural health
Extreme health
Guilt-less treats
Organic movement
All white
What’s hotting up elsewhere
Chocolate for wine lovers
The bacon chocolate
MARKET SIZE AND FORECAST
Key points
A chocolate renaissance
Chocolate revival
Figure 11: UK retail sales of all chocolate, 2003-08
Boxes get special
Figure 12: UK retail sales of chocolate by sector, 2003-07
Competitive season
Confectionery giant
Figure 13: UK retail sales of chocolate confectionery, 2003-08
 THE FUTURE
 FORECAST
Figure 14: Estimated value of chocolate confectionary market 2008-13
Figure 15: Estimated real value of chocolate confectionary market, 2003-08 compared to 2008-13
 FACTORS USED IN THE FORECAST
SEGMENT PERFORMANCE
Key points
A divided market
Figure 16: UK retail sales of chocolate confectionery, by sector, 2003-07
Countdown for countlines
Selflines, a selfish opportunity
Blocks are brilliant
Figure 17: UK retail sales of moulded bar chocolate by size and positioning, 2003-07
Let’s share
Good things in small packages
The love of luxury
Dark delights
MARKET SHARE
Key points
 MANUFACTURER SHARES
Figure 18: Manufacturers’ value shares in the UK chocolate market (retail sales), 2003-07
Cadbury’s the cream
 BRAND SHARES
Figure 19: Leading brands purchased in the UK chocolate confectionery market, 2003-07
Masterful Masterfoods
Own-label steps up
COMPANIES AND PRODUCTS
 COMPANY PROFILES
Cadbury Trebor Bassett (CTB)
Mars UK Ltd
Nestlé Ltd
Ferrero UK Ltd
Divine Chocolate Ltd
Lindt & Sprungli Ltd
Guylian
Kinnerton
Kraft Foods Ltd
Thorntons Plc
Tangerine Confectionery Ltd
Venture Foods UK Ltd
Perfetti Van Melle
Kshocolat Ltd
The Hershey Company
BRAND ELEMENTS
 BRAND MAP
Figure 20: Attitudes and usage of Chocolate confectionery brands, March 2008
Cadbury Dairy Milk
What the brand is trying to achieve
What the consumer thinks
Figure 21: Attitudes towards the Cadbury Dairy Milk brand, March 2008
Cadbury Flake
What the brand is trying to achieve
What the consumer thinks
Figure 22: Attitudes towards the Flake brand, March 2008
Galaxy Ripple
What the brand is trying to achieve
What the consumer thinks
Figure 23: Attitudes towards the Galaxy Ripple brand, March 2008
Green & Black’s
What the brand is trying to achieve
What the consumer thinks
Figure 24: Attitudes towards the Green & Black’s brand, March 2008
Kinder Bueno
What the brand is trying to achieve
What the consumer thinks
Figure 25: Attitudes towards the Kinder Bueno brand, March 2008
KitKat
What the brand is trying to achieve
What the consumer thinks
Figure 26: Attitudes towards the KitKat brand, March 2008
Lindt
What the brand is trying to achieve
What the consumer thinks
Figure 27: Attitudes towards the Lindt brand, March 2008
Mars
What the brand is trying to achieve
What the consumer thinks
Figure 28: Attitudes towards the Mars brand, March 2008
Terry’s Chocolate Orange
What the brand is trying to achieve
What the consumer thinks
Figure 29: Attitudes towards the Terry’s chocolate orange brand, March 2008
Toblerone
What the brand is trying to achieve
What the consumer thinks
Figure 30: Attitudes towards the Toblerone brand, March 2008
 BRAND QUALITIES OF CHOCOLATE CONFECTIONERY BRANDS
Lindt and G+B are expensive, luxurious and indulgent, but CDM and KitKat are traditional, nostalgic and moreish
Figure 31: Consumer usage of various chocolate confectionary brands, March 2008
 EXPERIENCE OF CHOCOLATE CONFECTIONERY BRANDS
Awareness unusually high across the board, but CDM and KitKat used the most often
Figure 32: Consumer usage of various chocolate confectionary brands, March 2008
 BRAND CONSIDERATION FOR CHOCOLATE CONFECTIONERY BRANDS
Retention dominated by the big two, but G+B offers the most potential
Figure 33: Consideration of various chocolate confectionary brands, March 2008
 BRAND MOMENTUM FOR CHOCOLATE CONFECTIONERY BRANDS
Green & Black’s and Lindt gaining most ground
Figure 34: Momentum of various chocolate confectionery brands, March 2008
 BRAND SATISFACTION FOR CHOCOLATE CONFECTIONERY BRANDS
Incredibly high levels of satisfaction, but Lindt steals the excellence show
Figure 35: Satisfaction of various Chocolate confectionery brands, March 2008
 BRAND COMMITMENT TO CHOCOLATE CONFECTIONERY BRANDS
People will pay more for G+B and Lindt, but CDM is the highest proportion of user’s first choice
Figure 36: Satisfaction of various chocolate confectionery brands, March 2008
 ROUND UP
BRAND COMMUNICATION AND PROMOTION
Key points
Spend intensifies
Figure 37: Main monitored media advertising expenditure (bars and countlines) on chocolate confectionery, 2003-07
Mega manufacturers
Figure 38: Main monitered advertising spend on chocolate bars and countlines by manufacturer in the chocolate confectionery category, 2003-07
Figure 39: Top ten brands advertised from 2003-07
Branded
CHANNELS TO MARKET
Key points
Figure 40: Sales of chocolate confectionery, by outlet type, 2003-07
Multiple madness
Independent cause
THE CONSUMER – PENETRATION AND FREQUENCY OF CONSUMPTION
Key points
Figure 41: Penetration of chocolate confectionery, by type, 2003-07
It’s all about bars
Premium fancy
A chocolate continuum
Figure 42: Consumer profile of heavy users of chocolate confectionery, 2007
 THE YOUNG CONSUMER
Figure 43: Consumption of chocolate, 7-16-year-olds, 2003-07
It’s a chocolate life
Health-factor
A question of lunch
THE CONSUMER – ATTITUDES
Key points
Figure 44: Attitudes towards chocolate confectionery, January 2008
A fairer society
Older consumers welcome small size bars
Dark vs milk
Figure 45: Percentage agreeing to the statement “I prefer milk chocolate” and “dark chocolate is better for you” by age group, January 2008
THE CONSUMER – WHICH FORMATS?
Key points
Figure 46: Chocolate formats purchased in the last six months, January 2008
Bright young things
Sharing bags appeal to mums
Countlines still the firm favourite format
Format devotees
Figure 47: Repertoire of chocolate formats
THE CONSUMER – EATING OCCASIONS
Key points
Figure 48: Chocolate eating occasions, January 2008
Men on the move
Women are sharing
The young ones
A class divide
APPPENDIX
Advertising data
 ABBREVIATIONS
APPENDIX: THE CONSUMER – ATTITUDES
Figure 49: Attitudes towards chocolate confectionery, January 2008
Figure 50: Attitudes towards chocolate confectionery, January 2008
Figure 51: Attitudes towards chocolate confectionery, January 2008
APPENDIX: THE CONSUMER – WHICH FORMATS?
Figure 52: Chocolate formats purchased in the last six months, January 2008
Figure 53: Chocolate formats purchased in the last six months, January 2008
Figure 54: Chocolate formats purchased in the last six months, January 2008
Figure 55: Repertoire of chocolate bar formats by demographics
APPENDIX: THE CONSUMER – EATING OCCASIONS
Figure 56: Chocolate eating occasions, January 2008
Figure 57: Chocolate eating occasions, January 2008

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