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Chocolate Confectionery - China - May 2012

"Chocolates are still very much regarded as a foreign product to Chinese consumers, despite the fact that chocolates have existed in China for many years. There are still people in the country that have not tasted a real chocolate, let alone gourmet chocolate. Average consumer incomes have risen in recent years, increasing the consumer base for more premium and foreign products, which are of particular interest to the younger generation. These younger generations are looking forward to enjoying the finer things in life and are more aware of the luxury associated with real chocolate. There are also many new occasions and prospects for chocolate consumption that have not yet been fully explored, and any innovation will create new opportunities in the market.”

– Lui Meng Chow– Research Analyst


Some questions answered in this report include:

  • How can chocolate manufacturers increase sales, when sweets, gums and snacks are more widely consumed?
  • Can the diversification of cocoa butter use within products continue to drive sales of chocolate confectionery in the face of rising cocoa commodity pricing?
  • Can chocolate brands align themselves with changing consumer lifestyles in order to motivate more spending in the category?
  • What prompts chocolate gifting, which represents a multibillion-dollar business in an extensive market?
  • Can chocolate benefit from the 'healthier' halo that dark chocolate gives it?

 

Report Introduction:

Although China’s population accounts for a fifth of the world’s population, the amount of chocolate sold in China is relatively small, accounting for less than 2% of total global consumption. Per capita consumption of chocolate in China has increased to about 180g per person in 2011, which is low compared to other countries such as Switzerland which has a population of less than 8 million, but consumes 10kg per person. When comparing Chinese chocolate consumption with countries that have a similar culture to China, Chinese consumption is still relatively low, with the chocolate per capita consumption in Taiwan recorded at 0.6kg and in Hong Kong it is 2kg (Mintel, 2010).

China is much larger (by land mass) compared to its neighbouring countries, which is partly responsible for the nation’s low level of chocolate consumption, and relates to the vast regional differences that exist among consumers in terms of lifestyle and living standards, food palate, income distribution and demographic difference. The lack of proper cold chain infrastructure also means that chocolate can only be sold in modern retail channels (these are chain stores for instance convenient stores, supermarkets and hypermarkets, as opposed to traditional retail shops, they are all air-conditioned) and these channels are only confined to Tier 1 cities, Tier 2 cities and some parts of the Tier 3 cities.

These factors have caused limitations in the penetration of chocolate in China, making it more of an occasional consumption or gift product, more so than a mass-consumption snack product

Chocolates are still very much regarded as a foreign product to Chinese consumers, despite the fact that chocolates have existed in China for many years. There are still people in the country that have not tasted a real chocolate, let alone gourmet chocolate. Average consumer incomes have risen in recent years, increasing the consumer base for more premium and foreign products, which are of particular interest to the younger generation. These younger generations are looking forward to enjoying the finer things in life and are more aware of the luxury associated with real chocolate. There are also many new occasions and prospects for chocolate consumption that have not yet been fully explored, and any innovation will create new opportunities in the market.”

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Consumer research
          • Report structure
          • Executive Summary

            • The market
              • Figure 1: Chocolate confectionery sector volume sales, by subsector, 2006-11
              • Figure 2: Chocolate confectionery sector value sales, by subsector, 2006-11
            • The forecast
              • Figure 3: Forecast – volume sales of chocolate in China, 2006-16
              • Figure 4: Forecast – value sales of chocolate in China, 2006-16
            • International brands dominate the market
              • Figure 5: Chocolate brand value share, 2009-11
            • Acquisition of Hsu Fu Chi by Nestlé
            • Issues in the Market

              • Innovation Can Overcome Cocoa Pricing and Supply Fluctuations
                • Figure 6: Attitudes towards chocolate, January 2012
              • Premium Gifting Stimulates Market Growth
                • Figure 7: Average spend per purchase on chocolate, January 2012
              • The Influence of Health Remains Peripheral
                • Figure 8: Types of chocolate bought for themselves, January 2012
              • Diversification Important in Competitive Context
                • Figure 9: Confectionery and snacking sector total market size, by volume, 2007-11
              • Different channels drive consumer engagement
                • Figure 10: Attitudes towards food and drink in general, January 2012
              • China’s chocolate target consumer groups
              • Innovation Can Overcome Cocoa Pricing and Supply Fluctuations

                • Issues at a glance
                  • Instability in cocoa-growing countries fuels price hikes
                    • Figure 11: Cocoa pricing (US$ per tonne), 2007-11
                    • Figure 12: Chocolate companies with WCF
                    • Figure 13: World cocoa production, 2009/10-2012/13
                  • Price rises challenge regular consumption
                    • Figure 14: Attitudes towards chocolate, by target groups, January 2012
                    • Figure 15: Chocolate confectionery clusters, by personal income and tier groups, January 2012
                  • Production of most chocolate resides in China
                    • Figure 16: Average pricing for the respective chocolate brands in China
                    • Figure 17: Brands of chocolate bought in the last 12 months, by tier groups and target groups, January 2012
                  • Are cocoa butter substitutes a viable option?
                      • Figure 18: Percentage of chocolate made by cocoa butter and cocoa butter substitute launched in the market, 2007-11
                      • Figure 19: Attitudes towards chocolate, by target groups, January 2012
                    • Innovative ingredients in the fight against price hikes
                      • Figure 20: Brands of chocolate bought most often, by tier groups, January 2012
                    • What does it mean?
                    • Premium Gifting Stimulates Market Growth

                      • Issues at a glance
                        • Gifting choices are critical in developing relationships
                          • Festive seasons boost spending on chocolates
                            • Figure 21: Top ten occasions of buying chocolate for other people, by marital status, January 2012
                            • Figure 22: Other minor potential holidays where Chinese either visit or gather with friends
                            • Figure 23: Average spending per purchase on chocolate, January 2012
                          • Premium image essential in the wedding sector
                            • Figure 24: Number of weddings registered in China, 2004-10
                          • Imported chocolate gifts broaden taste and spend
                            • Figure 25: Retail sales volume for fully imported chocolates, 2006-11
                            • Figure 26: Attitudes towards chocolate, by target groups January 2012
                          • What does it mean?
                          • The Influence of Health Remains Peripheral

                            • Issues at a glance
                              • Indulgence and satisfaction have bigger pull than health concerns
                                • Figure 27: Occasions for buying chocolate for oneself, by gender, January 2012
                              • Dark chocolate popularity due to bitter taste
                                • Figure 28: Types of chocolate that consumers bought for themselves, January 2012
                                • Figure 29: Types of chocolate bought, by region, January 2012
                                • Figure 30: Types of chocolate bought, by region, January 2012 (continued)
                              • Education creates more sophisticated consumers
                                • Specific health issues can be tackled
                                  • Figure 31: The top five claims of sugar and gum confectionery launches, 2008-11
                                  • Figure 32: New chocolate product launch with health claims, 2008-11
                                • Chocolates that offers beauty, weight control and health
                                  • Products target specific needs
                                    • Figure 33: New product launch for special group of consumers, 2008-11
                                    • Figure 34: Use of stevia in soft drinks in China, 2008-11
                                    • Figure 35: Diabetic-friendly chocolates launched in Asia, 2008-11
                                  • ‘Lighter’ implies healthier
                                    • Figure 36: Types of chocolate bought for themselves, January 2012
                                  • Potential to exploit chocolate as light snack
                                    • TV snack or lunchbox snack
                                      • Figure 37: Occasions of buying chocolate for oneself, January 2012
                                      • Figure 38: Time of day savoury snacks are typically eaten, December 2011
                                    • What does it mean?
                                    • Diversification Important in Competitive Context

                                      • Issues at a glance
                                        • Competitive environment is challenging
                                          • Figure 39: Frequency of buying chocolates, sweets, gums and snacks for oneself, January 2012
                                        • Diversification into other categories can extend consumption
                                          • Chocolate flavouring most popular in sugar confectionery
                                            • Figure 40: Top ten flavours of sweets or chewing gum/bubblegum usually bought for oneself, by demographics, January 2012
                                          • Package changes can improve experience and extend usage
                                            • Figure 41: New product launch, by type of chocolate, 2008-11
                                          • Portable packaging is badly situated in retail
                                            • Figure 42: Location of buying chocolate for oneself, by target groups, January 2012
                                          • What does it mean?
                                          • Different Channels Drive Consumer Engagement

                                            • Issues at a glance
                                              • Both visual and virtual SKUs attract more buying interest
                                                • Figure 43: New product launched by top ten companies, 2008-11
                                                • Figure 44: Chocolate retail value share, 2009-11
                                              • Online B2C platforms and websites attract younger generations
                                                • Emotional communications wooing consumers with chocolate
                                                  • Figure 45: Attitudes towards food and drink in general, January 2012.
                                                • Ferrero expands reach via sponsorship
                                                    • Figure 46: Brands of chocolate bought most often, by tier groups, January 2012
                                                  • Speciality stores begin to make their mark
                                                    • What does it mean?
                                                    • The Future of the Market

                                                        • Figure 47: Forecast – volume sales of chocolate in China, 2006-16
                                                        • Figure 48: Forecast – value sales of chocolate in China, 2006-16
                                                    • Appendix – Market Size and Segmentation

                                                        • Figure 49: Chocolate confectionery sector volume sales, by subsector, 2006-11
                                                        • Figure 50: Chocolate confectionery sector value sales, by subsector, 2006-11
                                                        • Figure 51: Chocolate confectionery sector volume sales, by segment, 2006-11
                                                        • Figure 52: Chocolate confectionery sector value sales, by segment, 2006-11
                                                    • Appendix – Companies and Brands

                                                        • Figure 53: Chocolate brand value share, 2009-11
                                                    • Appendix – Market Forecast

                                                        • Figure 54: Chocolate confectionery total forecast volume sales, 2006-11
                                                        • Figure 55: Chocolate confectionery total forecast value sales, 2006-11
                                                    • Appendix – Consumer Purchasing and Consumption Habits

                                                        • Figure 56: Types of chocolate packages bought for oneself or other people, January 2012
                                                        • Figure 57: Types of chocolate packages bought for oneself or other people, January 2012
                                                        • Figure 58: Types of chocolate packages bought for oneself or other people, by demographics, January 2012
                                                        • Figure 59: Most popular types of chocolate packages bought for oneself, by demographics, January 2012
                                                        • Figure 60: Next most popular types of chocolate packages bought for oneself, by demographics, January 2012
                                                        • Figure 61: Most popular types of chocolate packages bought for other people, by demographics, January 2012
                                                        • Figure 62: Next most popular types of chocolate packages bought for other people, by demographics, January 2012
                                                        • Figure 63: Types of chocolate bought, January 2012
                                                        • Figure 64: Most popular types of chocolate bought, by demographics, January 2012
                                                        • Figure 65: Next most popular types of chocolate bought, by demographics, January 2012
                                                        • Figure 66: Other types of chocolate bought, by demographics, January 2012
                                                        • Figure 67: Frequency of buying chocolate for oneself, January 2012
                                                        • Figure 68: Most popular frequency of buying chocolate for oneself, by demographics, January 2012
                                                        • Figure 69: Next most popular frequency of buying chocolate for oneself, by demographics, January 2012
                                                        • Figure 70: Other frequency of buying chocolate for oneself, by demographics, January 2012
                                                        • Figure 71: Occasions of buying chocolate for oneself, January 2012
                                                        • Figure 72: Most popular occasions of buying chocolate for oneself, by demographics, January 2012
                                                        • Figure 73: Next most popular occasions of buying chocolate for oneself, by demographics, January 2012
                                                        • Figure 74: Other occasions of buying chocolate for oneself, by demographics, January 2012
                                                        • Figure 75: Buying chocolate for other people, January 2012
                                                        • Figure 76: Buying chocolate for other people, by demographics, January 2012
                                                        • Figure 77: Most popular occasions of buying chocolate for other people, by demographics, January 2012
                                                        • Figure 78: Occasions of buying chocolate for other people, January 2012
                                                        • Figure 79: Next most popular occasions of buying chocolate for other people, by demographics, January 2012
                                                        • Figure 80: Other occasions of buying chocolate for other people, by demographics, January 2012
                                                        • Figure 81: Location of buying chocolate – For oneself, January 2012
                                                        • Figure 82: Most popular location of buying chocolate – for oneself, by demographics, January 2012
                                                        • Figure 83: Next most popular location of buying chocolate – for oneself, by demographics, January 2012
                                                        • Figure 84: Other location of buying chocolate – for oneself, by demographics, January 2012
                                                        • Figure 85: Location of buying chocolate – For other people, January 2012
                                                        • Figure 86: Most popular location of buying chocolate – For other people, by demographics, January 2012
                                                        • Figure 87: Next most popular location of buying chocolate – For other people, by demographics, January 2012
                                                        • Figure 88: Other location of buying chocolate – For other people, by demographics, January 2012
                                                    • Appendix – Consumer Brand Preference

                                                        • Figure 89: Brands of chocolate bought in the last 12 months, January 2012
                                                        • Figure 90: Most popular brands of chocolate bought in the last 12 months by demographics, January 2012
                                                        • Figure 91: Next most popular brands of chocolate bought in the last 12 months by demographics, January 2012
                                                        • Figure 92: Popular brands of chocolate bought in the last 12 months by demographics, January 2012
                                                        • Figure 93: Other brands of chocolate bought in the last 12 months by demographics, January 2012
                                                        • Figure 94: Least popular brands of chocolate bought in the last 12 months by demographics, January 2012
                                                    • Appendix – Consumer Attitudes

                                                        • Figure 95: Attitudes towards food and drink, January 2012
                                                        • Figure 96: Most popular attitudes towards chocolate, by demographics, January 2012
                                                        • Figure 97: Next most popular attitudes towards chocolate, by demographics, January 2012
                                                        • Figure 98: Attitudes towards chocolate, January 2012
                                                        • Figure 99: Agreement with the statements ‘I like to try new types (or flavors/varieties) of chocolate’ and ‘Chocolate is not as bad as sweets’, by demographics, January 2012
                                                        • Figure 100: Agreement with the statements ‘Usually end up sharing my chocolate’ and ‘Tend to buy chocolate based on the colour and shape of its package’, by demographics, January 2012
                                                        • Figure 101: Agreement with the statements ‘Eating chocolate is a fashionable things to do’ and ‘My kids tend to eat a lot of chocolate’, by demographics, January 2012
                                                        • Figure 102: Agreement with the statements ‘I believe chocolate is more popular among female than male’ and ‘I have no problem eating chocolates made from cocoa butter alternatives’, by demographics, January 2012
                                                        • Figure 103: Agreement with the statements ‘I prefer local chocolate brands than chocolate of foreign brands’ and ‘I eat much less chocolate today than before’, by demographics, January 2012
                                                        • Figure 104: Agreement with the statements ‘I tend to buy chocolate of foreign-sourced brands’ and ‘I buy less chocolate today than before because of the rise in price’, by demographics, January 2012
                                                    • Appendix – Further Analysis

                                                        • Figure 105: Target groups, by demographics, January 2012
                                                        • Figure 106: Attitudes toward food and drink, by target groups, January 2012
                                                        • Figure 107: Types of chocolate packages bought for oneself or other people, by target groups, January 2012
                                                        • Figure 108: Types of chocolate bought, by target groups, January 2012
                                                        • Figure 109: Occasions of buying chocolate for oneself, by target groups, January 2012
                                                        • Figure 110: Occasions of buying chocolate for other people, by target groups, January 2012
                                                        • Figure 111: Brands of chocolate bought in the last 12 months, by target groups, January 2012
                                                        • Figure 112: Brands of chocolate bought most often, by target groups, January 2012
                                                        • Figure 113: Attitude towards chocolate, by target groups, January 2012
                                                    • Appendix – Repertoire Analysis

                                                        • Figure 114: Repertoire of occasions of buying chocolate for other people, January 2012
                                                        • Figure 115: Repertoire of occasions of buying chocolate for other people, by demographics, January 2012
                                                        • Figure 116: Repertoire of locations of buying chocolate - for oneself, January 2012
                                                        • Figure 117: Repertoire of location of buying chocolate - for oneself, by demographics, January 2012
                                                        • Figure 118: Repertoire of location of buying chocolate – For other people, January 2012
                                                        • Figure 119: Repertoire of location of buying chocolate – For other people, by demographics, January 2012
                                                        • Figure 120: Repertoire of brands of chocolate bought in the last 12 months, January 2012
                                                        • Figure 121: Repertoire of brands of chocolate bought in the last 12 months by demographics, January 2012

                                                    Companies Covered

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

                                                    Chocolate Confectionery - China - May 2012

                                                    £3,273.18 (Excl.Tax)