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Chocolate Confectionary - China - June 2017

“Chinese consumers primarily consume chocolate to enhance the mood rather than as a snack, so making chocolate more snack-like should potentially expand the usage. Manufacturers can include popular healthy snack foods such as nuts, dried fruits, or puffed grains to not only add flavour and health benefits to the product but naturally reduce chocolate’s fat and sugar content which has been consumers’ major concern.”
–    Ching Yang, Senior Research Analyst

This report will cover the following areas:

  • Chocolate snackification to increase consumption
  • Position cocoa beans in a similar way as coffee beans
  • Personalisation makes chocolate a better gift

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
          • Figure 1: Definition of low/mid/high MHI groups, by city tier
      • Executive Summary

          • The market
            • A market yet to recover
              • Figure 2: Total China chocolate market retail value, 2012-22
              • Figure 3: Total China chocolate market retail volume, 2012-22
            • Tablet is the largest segment but decreasing
              • Figure 4: Segment percentage in the chocolate retail market, by value, 2016
            • Companies and brands
              • Mainstream brands losing out to premium brands
                • Figure 5: Retail market share of chocolate market in China, 2015-16
              • The consumer
                • Plain chocolate for self-use; assorted for gifting
                  • Figure 6: Type of chocolates bought for self/family or gifting, March 2017
                • Imported products more often used for gifting
                  • Figure 7: Chocolate purchase channels for self/family or gifting, March 2017
                • Mood enhancement is the primary purpose
                  • Figure 8: Chocolate purchase purposes in the last six months, self-use-related, March 2017
                • Chocolate could be healthy
                  • Figure 9: General attitudes towards chocolate, March 2017
                • Individually-wrapped more popular than chocolate blocks
                  • Figure 10: General attitudes towards chocolate, March 2017
                • Healthy comes before premium
                  • Figure 11: Favourable changes in the chocolate category, product-related, March 2017
                • Most consumers would not change their usage
                  • Figure 12: Self-evaluated change of chocolate consumption in the next 12 months, March 2017
                • Mintropolitans are eating more and will keep up the consumption
                  • Figure 13: Type of chocolates bought for self/family, by consumer classification, March 2017
                  • Figure 14: Self-evaluated change of chocolate consumption in the next 12 months, by consumer classification, March 2017
                • What we think
                • Issues and Insights

                  • Chocolate snackification to increase consumption
                    • The facts
                      • The implications
                        • Figure 15: Product example of chocolate coated snack nuts, South Africa, Hong Kong, and Canada
                        • Figure 16: Product example of chocolate coated dried fruits, UK, US, and Germany
                        • Figure 17: Product example of chocolate thin products, South Korea, Singapore, and Germany
                      • Position cocoa beans in a similar way as coffee beans
                        • The facts
                          • The implications
                            • Figure 18: G from Godiva
                            • Figure 19: Meiji’s The chocolate bar and Nestlé’s Les Retables de l'Atelier
                          • Personalisation makes chocolate a better gift
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Decrease slows down
                                  • Innovation slowed down between 2015 and 2016
                                    • Decreasing cocoa bean price
                                    • Market Size and Forecast

                                      • Decrease slows down
                                        • Figure 20: Retail market size of chocolate in China, 2012-17 (est)
                                        • Figure 21: Total China chocolate market retail value, 2012-22
                                        • Figure 22: Total China chocolate market retail volume, 2012-22
                                    • Market Factors

                                      • Innovation slowed down between 2015 and 2016
                                        • Figure 23: Percentage of China’s chocolate product in global chocolate market
                                        • Figure 24: Launch type of chocolate products, China 2014-17 (till April)
                                      • Decreasing cocoa bean price
                                        • Product premiumisation
                                          • Figure 25: Average price of chocolate product launched in China, 2013-17
                                        • Rising awareness of childhood obesity
                                          • Figure 26: Product example of children-targeting chocolate products, US and Germany 2015-16
                                      • Market Segmentation

                                        • Tablet is the largest segment but decreasing
                                          • Figure 27: Segment percentage in the chocolate retail market, by value, 2016
                                          • Figure 28: Market retail value of tablet chocolate in China, 2012-22
                                          • Figure 29: Market retail value of individually wrapped chocolate in China, 2012-22
                                        • Non-individually wrapped chocolate pieces are more promising
                                          • Figure 30: Market retail value of non-individually wrapped chocolate in China, 2012-22
                                      • Key Players – What You Need to Know

                                        • Mainstream brands losing to premium brands
                                          • Mondelez introduced Milka to China
                                            • Room for more ethical claims and flavour expansions
                                            • Market Share

                                              • Mars and Hershey were losing
                                                • Figure 31: Retail market share of chocolate market in China, 2015-16
                                              • Premium brands winning
                                                • Threat from e-commerce
                                                • Competitive Strategies

                                                  • Mondelez introduced Milka to China
                                                    • Figure 32: Product example of Milka’s chocolate products, Germany, Italy, and France 2015-16
                                                  • International players localised production in China
                                                    • Clean label commitment from the major players
                                                      • Hollygee took over Jin Di chocolate
                                                      • Who’s Innovating?

                                                        • Rise of products featuring social media, seasonal and child-targeting claims
                                                          • Figure 33: Product example of Kinder’s chocolate egg, China 2016
                                                          • Figure 34: Top 10 chocolate product claims, China 2014-17 (April)
                                                        • Room for more ethical claims
                                                          • Scope to diversify the flavours
                                                            • Figure 35: Top 10 chocolate flavours, China 2014-17 (April)
                                                            • Figure 36: Mars’ white chocolate product line, China 2016
                                                          • Chocolate with health benefits
                                                            • Figure 37: Product example of chocolate with health benefits
                                                        • The Consumer – What You Need to Know

                                                          • Most consumers would not change their future usage
                                                            • Chocolate could be healthy
                                                              • Mood enhancement is the primary purpose
                                                                • Mintropolitans shop more online
                                                                • Chocolate Usage

                                                                  • More for self-use than for gifting
                                                                    • Figure 38: Usage of chocolate, March 2017
                                                                  • Plain for self-use
                                                                    • Figure 39: Type of chocolates bought for self/family or gifting, March 2017
                                                                    • Figure 40: Type of chocolates bought for self/family, by region, March 2017
                                                                  • Males are the target
                                                                    • Figure 41: Type of chocolates bought for self/family or gifting, by gender, March 2017
                                                                  • Purchase channels
                                                                    • Buy self-use chocolate at supermarkets
                                                                      • Figure 42: Chocolate purchase channels for self/family or gifting, March 2017
                                                                    • Imported products more often used for gifting
                                                                      • Unconsciously consuming less
                                                                        • Figure 43: Chocolate purchase channels for self/family, January 2015 and March 2017
                                                                        • Figure 44: Chocolate purchase channels for gifting, January 2015 and March 2017
                                                                    • Purchase Purpose

                                                                      • Mood enhancement is the primary purpose
                                                                        • Figure 45: Chocolate purchase purposes in the last six months, self-use-related, March 2017
                                                                      • More commonly used as a gift in China
                                                                        • Figure 46: Chocolate purchase purposes in the last six months, gifting-related, March 2017
                                                                      • Individually-wrapped for gifting; block for self-use
                                                                        • Figure 47: Chocolate purchase purposes in the last six months, gifting-related, March 2017
                                                                    • General Attitudes

                                                                      • Chocolate could be healthy
                                                                        • Figure 48: General attitudes towards chocolate, March 2017
                                                                        • Figure 49: General attitudes towards chocolate, March 2017
                                                                      • VFM chocolate is more mainstream than premium chocolate
                                                                        • Figure 50: General attitudes towards chocolate, March 2017
                                                                        • Figure 51: General attitudes towards chocolate, March 2017
                                                                      • Familiar flavours outperform seasonal-limited flavours
                                                                        • Figure 52: General attitudes towards chocolate, March 2017
                                                                      • Individually-wrapped more popular than chocolate blocks
                                                                        • Figure 53: General attitudes towards chocolate, March 2017
                                                                      • Commonly read the labels
                                                                        • Figure 54: General attitudes towards chocolate, March 2017
                                                                    • Favourable Changes

                                                                      • Healthy comes before premium
                                                                        • Figure 55: Favourable changes in the chocolate category, product-related, March 2017
                                                                        • Figure 56: Product example of chocolate with healthy inclusions, US and Austria 2016
                                                                      • Room to improve the convenience of eating
                                                                        • Figure 57: Favourable changes in the chocolate category, package-related, March 2017
                                                                        • Figure 58: Percentage of chocolate products in a flexible stand-up pouch, global 2014-17 (till April)
                                                                    • Future Consumption

                                                                      • Most consumers would not change their usage
                                                                        • Figure 59: Self-evaluated change of chocolate consumption in the next 12 months, March 2017
                                                                      • Sugar and fat does not really stop people from eating
                                                                        • Figure 60: Favourable changes in the chocolate category, by consumer classification of their future usage, March 2017
                                                                    • Meet the Mintropolitans

                                                                      • Already eating more and will keep up the consumption
                                                                        • Figure 61: Type of chocolates bought for self/family, by consumer classification, March 2017
                                                                        • Figure 62: Self-evaluated change of chocolate consumption in the next 12 months, by consumer classification, March 2017
                                                                      • Wider usage occasions and more careful with their purchase
                                                                        • Figure 63: Chocolate purchase purposes in the last six months, by consumer classification, March 2017
                                                                      • Interested in delicate packaging and wider range of flavours and inclusions
                                                                        • Figure 64: Favourable changes in the chocolate category, by consumer classification, March 2017
                                                                    • Appendix – Market Size and Forecast

                                                                        • Figure 65: China chocolate market value and volume, 2012-22
                                                                        • Figure 66: China chocolate market value, by segment 2012-22
                                                                    • Appendix – Methodology and Abbreviations

                                                                      • Methodology
                                                                        • Fan chart forecast
                                                                          • Abbreviations

                                                                          Companies Covered

                                                                          To learn more about the companies covered in this report please contact us.

                                                                          Chocolate Confectionary - China - June 2017

                                                                          US $3,990.00 (Excl.Tax)