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Chocolate Confectionery - China - July 2014

“Product innovation is key to business growth, since consumers are open towards new and luxurious chocolate flavours and are willing to pay extra for chocolates with health-enhancing benefits. Meanwhile from an execution perspective, manufacturers could resort to launching seasonal flavours and packaging to both maintain consumer excitement and attract new users.”
– Laurel Gu, Senior Research Analyst

This report looks at the following areas:

  • Functional benefits as a new value proposition
  • Seasonal chocolates/limited editions are white spaces to explore
  • Exploring indulgent chocolate flavours

For this report, following the same definition as last year, chocolate confectionery is defined as chocolates made from cocoa butter and cocoa butter alternatives (eg made from vegetable oil). The scope of this report analysis and forecast covers both imported and locally made chocolates which are sold in China. In addition, the market size and forecast in this report cover all chocolate sales sold into the China market through retail channels – including both bricks-and-mortar stores and online B2C (business to customer) retailers – eg, company’s official online store, JD.com, etc.

The chocolate confectionery market includes the following segments:

  • Tablets – slab or block chocolates where pieces can be broken off. Chocolate tablets are moulded/segmented chocolate in a wide range of sizes from bite-size to “family bars”. Some are filled or contain nuts or raisins and made of different types of chocolate, ie white, milk and dark.
  • Individual bars (countlines) – full size individual chocolate bars. It cannot be broken into same size pieces (except KitKat and similar, which are classified as countlines). It can also be sold in different formats, including multipacks, single large pieces or mini sizes.
  • Individually wrapped chocolates – boxed but individually wrapped chocolates, and bite-size wrapped chocolates. The chocolates may be solid or filled. Multipacks of tablets and countlines are categorised under tablets and individual bars.
  • Non-individually wrapped chocolates – assortments such as M&M’s, boxed and unwrapped chocolates, and bite-size unwrapped chocolates. The chocolates tend to be small and solid or filled.
  • Other forms of chocolates – chocolate products which do not fall within previous definitions including boxed assortments, artisanal chocolates, other forms of gifting or wedding chocolates.

Chocolate biscuits, cakes, cake bars and wafers, as well as chocolate drinks, are excluded in the forecast, but are discussed where necessary.

 

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Table of contents

  1. Introduction

      • Definition
        • Methodology
          • Abbreviations
          • Executive Summary

              • The market
                • 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
                • Figure 4: Volume share and value share of China retail chocolate market, by segment, 2013
              • Companies and brands
                • Figure 5: Leading companies’ market shares in the China retail chocolate market, by value, 2012 and 2013
              • The consumer
                • Chocolate consumption beyond confectionery
                  • 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
                  • Figure 7: Favourite chocolate brand, April 2014
                • Individually wrapped chocolates and tablets/blocks are preferred chocolate formats
                  • Figure 8: Most interested chocolate format, April 2014
                • Flavoured and dark chocolate enjoy similarly strong consumer interest
                  • Figure 9: Most interested chocolate flavours, April 2014
                • Chocolates are not only bought for snacking and gifting but also very often out of impulse
                  • Figure 10: Reasons for buying chocolate confectionery, April 2014
                • Taste is the most important purchase driver, followed by natural ingredients and brand equity
                  • Figure 11: Important factors in buying chocolate for self/family consumption, April 2014
                • The criteria of buying chocolates as a gift vary by occasions
                  • 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
                  • 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

                            • Functional benefits as a new value proposition
                              • The facts
                                • The implications
                                    • Figure 14: Examples of chocolate with stress-releasing functions, Japan (2014) and US (2012)
                                    • Figure 15: Examples of chocolate with slimming functions, Brazil (2014) and Japan (2013)
                                    • 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
                                          • 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
                                              • Figure 19: Example of chocolate with dessert flavours, Germany (2014), Japan (2013)
                                              • 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

                                              • Trend: Extend My Brand
                                                • Trend: Prove It
                                                  • Trend: Make It Mine
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • China’s chocolate market is growing steadily in both volume consumption and value sales
                                                        • Figure 22: China chocolate market, retail volume and value sales, 2009-19
                                                      • There is scope for further growth in consumption
                                                        • 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
                                                        • Figure 25: China chocolate market retail sales, by volume, 2009-19
                                                        • Figure 26: China chocolate market retail sales, by value, 2009-19
                                                    • Market Segmentation

                                                      • Key points
                                                        • Tablet chocolate is a maturing market
                                                          • 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
                                                          • 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
                                                          • 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
                                                          • Figure 34: Examples of new chocolate launches in non-individually wrapped format, China, 2013-14
                                                      • Market Share

                                                        • Key points
                                                          • China chocolate market is dominated by international brands
                                                            • 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?

                                                            • Key points
                                                              • Cereals emerge as a new popular ingredient to make chocolate confectionery
                                                                • 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
                                                                • 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

                                                                • Mars, Incorporated
                                                                  • 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
                                                                                  • Figure 40: Hershey flagship store in Shanghai, China, 2014
                                                                                • Yildiz Holding (Godiva Chocolatier, Inc.)
                                                                                  • COFCO Group
                                                                                  • The Consumer – Frequency of Chocolate Consumption

                                                                                    • Key points
                                                                                      • Chocolate consumption spreads across a wide range of in-home food and beverages categories
                                                                                        • Figure 41: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
                                                                                        • 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
                                                                                        • Figure 43: Frequency of eating chocolate confectionery, by income, April 2014
                                                                                      • Opportunity for targeting families with kids
                                                                                        • Figure 44: Frequency of eating chocolate confectionery, by family composition, April 2014
                                                                                      • Opportunity for boosting chocolate usage among males
                                                                                        • Figure 45: Frequency of eating chocolate confectionery, by gender, April 2014
                                                                                      • Opportunity for boosting chocolate usage amongst older consumers
                                                                                        • Figure 46: Frequency of eating chocolate confectionery, by age, April 2014
                                                                                    • The Consumer – Favourite Chocolate Brand

                                                                                      • Key points
                                                                                        • Dove has a clear lead in consumer preference, followed by Ferrero
                                                                                          • Figure 47: Favourite chocolate brand, April 2014
                                                                                          • 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
                                                                                          • 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

                                                                                        • Key points
                                                                                          • Individually wrapped chocolates and tablets/blocks are preferred chocolate formats
                                                                                            • Figure 50: Most interested chocolate format, by gender, April 2014
                                                                                          • Flavoured and dark chocolate enjoy similarly strong consumer interest
                                                                                            • Figure 51: Most interested chocolate flavours, by gender, April 2014
                                                                                          • Chocolate with a coating or liquid fillings can target the high-income consumers
                                                                                            • Figure 52: Most interested chocolate flavours, by income and age, April 2014
                                                                                            • Figure 53: Example of chocolate products with coatings and fillings, Germany (2014), Italy (2014)
                                                                                        • The Consumer – Reasons for Buying Chocolate Confectionery

                                                                                          • Key points
                                                                                            • Chocolates are commonly bought as an everyday snacking food
                                                                                              • Figure 54: Reasons for buying chocolate confectionery, April 2014
                                                                                              • 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

                                                                                                • Key points
                                                                                                  • Taste is the most important purchase driver, followed by natural ingredients and brand equity
                                                                                                    • 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
                                                                                                      • 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
                                                                                                      • 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
                                                                                                      • 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

                                                                                                    • Key points
                                                                                                      • The consideration factors of buying chocolates as a gift vary by occasions
                                                                                                        • 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
                                                                                                        • Figure 61: Important factors in buying chocolate as a gift, by age, April 2014
                                                                                                    • The Consumer – Attitudes towards Chocolate

                                                                                                      • Key points
                                                                                                        • Consumers look for new chocolate taste experiences
                                                                                                          • Figure 62: Attitudes towards chocolate innovations, April 2014
                                                                                                        • Chocolate communications can go beyond taste and indulgence
                                                                                                          • Chocolate as a “mood food”
                                                                                                            • Figure 63: Attitudes towards chocolate’s functional benefits, April 2014
                                                                                                          • Marketing dark chocolate as a superfood
                                                                                                            • Figure 64: Attitudes towards chocolate’s health benefits, April 2014
                                                                                                          • Opportunity for small size packs to relieve health concerns
                                                                                                            • Figure 65: Attitudes towards the amount of chocolate to take, April 2014
                                                                                                        • Appendix: Market Size and Forecast

                                                                                                            • 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
                                                                                                            • Figure 70: Volume sales of chocolate countlines, China, 2009-19
                                                                                                            • Figure 71: Volume sales of non-individually wrapped chocolates, China, 2009-19
                                                                                                        • Appendix – The Consumer – Frequency of Chocolate Consumption

                                                                                                            • Figure 72: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
                                                                                                            • Figure 73: Frequency of eating chocolate and chocolate-based food and beverages, April 2014
                                                                                                            • Figure 74: Most popular frequency of eating chocolate confectionery, by demographics, April 2014
                                                                                                            • Figure 75: Next most popular frequency of eating chocolate confectionery, by demographics, April 2014
                                                                                                        • Appendix – The Consumer – Favourite Chocolate Brand

                                                                                                            • Figure 76: Favourite chocolate brand, April 2014
                                                                                                            • Figure 77: Most popular favourite chocolate brand, by demographics, April 2014
                                                                                                            • Figure 78: Next most popular favourite chocolate brand, by demographics, April 2014
                                                                                                        • Appendix – The Consumer – Most Preferred Types of Chocolate

                                                                                                            • Figure 79: Most interested chocolate format/flavour, April 2014
                                                                                                            • Figure 80: Most interested chocolate format, by demographics, April 2014
                                                                                                            • Figure 81: Most interested chocolate flavour, by demographics, April 2014
                                                                                                        • Appendix – The Consumer – Reasons for Buying Chocolate Confectionery

                                                                                                            • Figure 82: Reason for buying chocolate confectionery, April 2014
                                                                                                            • Figure 83: Most popular reason for buying chocolate confectionery, by demographics, April 2014
                                                                                                            • Figure 84: Next most popular reason for buying chocolate confectionery, by demographics, April 2014
                                                                                                            • Figure 85: Other reason for buying chocolate confectionery, by demographics, April 2014
                                                                                                        • Appendix – The Consumer – Important Factors in Buying Chocolate for Self/Family Consumption

                                                                                                            • Figure 86: Important factors in buying chocolate for self/family consumption, April 2014
                                                                                                            • Figure 87: Most important factors in buying chocolate for self/family consumption – Any, by demographics, April 2014
                                                                                                            • Figure 88: Next most important factors in buying chocolate for self/family consumption – Any, by demographics, April 2014
                                                                                                            • Figure 89: Other important factors in buying chocolate for self/family consumption – Any, by demographics, April 2014
                                                                                                        • Appendix – The Consumer – Important Factors in Buying Chocolate as a Gift

                                                                                                            • Figure 90: Important factors in buying chocolate as a gift, April 2014
                                                                                                            • Figure 91: Most important factors in buying chocolate as a gift – For family members, by demographics, April 2014
                                                                                                            • Figure 92: Next most important factors in buying chocolate as a gift – For family members, by demographics, April 2014
                                                                                                            • Figure 93: Other important factors in buying chocolate as a gift – For family members, by demographics, April 2014
                                                                                                            • Figure 94: Most important factors in buying chocolate as a gift – For friends and relatives, by demographics, April 2014
                                                                                                            • Figure 95: Next most important factors in buying chocolate as a gift – For friends and relatives, by demographics, April 2014
                                                                                                            • Figure 96: Other important factors in buying chocolate as a gift – For friends and relatives, by demographics, April 2014
                                                                                                            • Figure 97: Most important factors in buying chocolate as a gift – For business partners^, by demographics, April 2014
                                                                                                            • Figure 98: Next most important factors in buying chocolate as a gift – For business partners^, by demographics, April 2014
                                                                                                            • Figure 99: Other important factors in buying chocolate as a gift – For business partners^, by demographics, April 2014
                                                                                                        • Appendix – The Consumer – Attitudes towards Chocolate

                                                                                                            • Figure 100: Attitudes towards chocolate, April 2014
                                                                                                            • Figure 101: Agreement with the statement ‘I worry about the health concerns from eating too much chocolate’, by demographics, April 2014
                                                                                                            • Figure 102: Agreement with the statement ‘Mini packs of chocolate are helpful in controlling calorie intake’, by demographics, April 2014
                                                                                                            • Figure 103: Agreement with the statement ‘Eating a small amount of chocolate every day is good for the health’, by demographics, April 2014
                                                                                                            • Figure 104: Agreement with the statement ‘It’s worth paying more for chocolate with added health benefits’, by demographics, April 2014
                                                                                                            • Figure 105: Agreement with the statement ‘Dark chocolate is healthier than other types of chocolate’, by demographics, April 2014
                                                                                                            • Figure 106: Agreement with the statement ‘I would like to see more new chocolate flavours available’, by demographics, April 2014
                                                                                                            • Figure 107: Agreement with the statement ‘I am interested in trying different chocolate brands’, by demographics, April 2014
                                                                                                            • Figure 108: Agreement with the statement ‘Handmade chocolates in branded chocolate stores are worth paying more for’, by demographics, April 2014
                                                                                                            • 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
                                                                                                            • Figure 110: Agreement with the statement ‘I would like to see more luxuriant chocolate flavours’, by demographics, April 2014
                                                                                                            • Figure 111: Agreement with the statement ‘Chocolate is good for lifting the mood’, by demographics, April 2014
                                                                                                            • Figure 112: Agreement with the statement ‘Eating chocolate is an effective way to relieve stress’, by demographics, April 2014

                                                                                                        Companies Covered

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                                                                                                        Chocolate Confectionery - China - July 2014

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