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Chocolate Confectionery - UK - April 2013

“Using more unusual flavour combinations in bars may appeal to the 28% of users who like trying chocolate with exciting flavours. Chilli flavours are now fairly commonplace in premium block and boxed chocolates and could add an exciting twist to bars, as could a hint of sea salt in a caramel centre.”

– Alex Beckett, Senior Food Analyst

Some questions answered in this report include:

  • Which NPD areas offer most potential in chocolate bars?
  • How can manufacturers benefit from the growing over-65s population?
  • To what extent do consumers believe ethically sourced chocolate is worth a price premium?
  • How much of a deterrent is price inflation to demand?

 

Britain’s partiality to chocolate is indisputable as 94% of consumers bought chocolate confectionery in 2012 and 95% ate it, with filled bars and block chocolate the two most typically eaten types. However, underlying growth in the market has struggled. Price hikes, forced through from rising ingredient prices, have pushed up total value sales by 14.1% between 2007 and 2012, with volume sales falling by 3.5% over the period.

 

This report examines the UK retail market for chocolate confectionery. The market size includes sales through all retail channels including direct to consumer. Mintel defines the market as comprising packaged chocolate confectionery products, including the following segments:

  • Block Chocolate Also referred to as tablet chocolate. Moulded blocks of chocolate that are broken into chunks to eat and are generally regarded as indulgence items. Key brands: Galaxy, Cadbury Dairy Milk, Lindt.
  • Chocolate Straight Lines Also referred to as non-individually wrapped pieces. Bite-size chocolate products which are sold in a sharing bag or pouch. Key brands: Maltesers, M&M’s, CDM Buttons.
  • Chocolate-filled Bars Also referred to as countlines.
  • Chocolate bars that are eaten whole (as opposed to being broken into chunks), often contain a filling. Key brands: Mars, Snickers and Crunchie.
  • Chocolate Confectionery Variety Packs Packs containing assorted chocolate items/brands. Also referred to as individually wrapped pieces. Key brand examples are Cadbury Roses, Nestlé Quality Street, Mars Celebrations.
  • Confectionery Assortments Chocolate gift assortments that are packed in box. Products include boxed chocolates, chocolate-covered mints, liqueurs, toffee, fudge, marzipan, truffles and nut assortments.

 

 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Total UK retail value sales of chocolate confectionery, 2007-17
              • Figure 2: Total UK retail volume sales of chocolate confectionery, 2007-17
            • Segment performance
              • Figure 3: UK retail volume sales of chocolate confectionery, by sector, 2012
            • Market factors
              • Half of adults indulge in unhealthy treats
                • Growth of over-65s poses a challenge to the market
                  • Companies, brands and innovation
                    • NPD in seasonal chocolate declines as blocks and countlines gain share
                      • Mondelēz has biggest share of NPD activity
                        • Limited editions reach a five-year high
                          • Cadbury Dairy Milk is the chocolate market’s biggest brand
                            • The consumer
                              • Consumption and purchasing of chocolate declines with age
                                • Price is the biggest choice factor when choosing a chocolate product
                                  • Over-55s are the most likely to prefer dark chocolate
                                    • Figure 4: Consumer preference to chocolate, by flavour type, by age, February 2013
                                  • Chocolate boasts value and treat appeal
                                    • Figure 5: Attitudes towards chocolate confectionery, February 2013
                                  • What we think
                                  • Issues in the Market

                                      • Which NPD areas offer most potential in chocolate bars?
                                        • How can manufacturers benefit from the growing over-65s population?
                                          • To what extent do consumers believe ethically sourced chocolate is worth a price premium?
                                            • How much of a deterrent is price inflation to demand?
                                            • Trend Application

                                                • Trend: Moral Brands
                                                  • Trend: Extend my Brand
                                                    • Mintel Futures Trend: Human
                                                    • Market Drivers

                                                      • Key points
                                                        • Treat appeal remains consistent over the downturn
                                                          • Figure 6: Agreement with selected lifestyle statements, 2008-12
                                                        • Fewer people buy fair trade when available
                                                          • Cocoa prices steady after volatile 2009-11 period
                                                            • Figure 7: Global monthly average of cocoa prices, January 2009-January 2013
                                                          • Ageing population represents a challenge
                                                            • Figure 8: Projected trends in population growth, by age, 2012-17
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Share of chocolate confectionery NPD tumbles in 2012 after record 2011
                                                              • Seasonal NPD falls as countlines and blocks gain share
                                                                • Figure 9: Share of new product launches within the UK chocolate confectionery market, by product category, 2008-12
                                                              • Mondelēz has biggest share of NPD activity
                                                                • Figure 10: Share of new product launches within the UK chocolate confectionery market, by company, 2008-12
                                                              • Mondelēz International
                                                                • Nestlé
                                                                  • Mars
                                                                    • Limited editions reach a five-year high
                                                                      • Vegetarian has the biggest share of claims
                                                                        • Figure 11: Annual growth/decline in new chocolate confectionery product claims, 2011-12
                                                                      • Other notable NPD
                                                                        • Alternative flavours and textures
                                                                          • Probiotic and low calorie
                                                                          • Strengths and Weaknesses

                                                                            • Strengths
                                                                              • Weaknesses
                                                                              • Market Size and Forecast

                                                                                • Key points
                                                                                  • Commodity price inflation fuels value growth in chocolate confectionery
                                                                                    • Figure 12: Total UK retail value and volume sales of chocolate confectionery, 2007-17
                                                                                  • The future of the chocolate confectionery market
                                                                                    • Market forecasts
                                                                                      • Figure 13: Total UK retail value sales of chocolate confectionery, 2007-17
                                                                                      • Figure 14: Total UK retail volume sales of chocolate confectionery, 2007-17
                                                                                    • Forecast methodology
                                                                                    • Market Segmentation

                                                                                      • Key points
                                                                                        • Chocolate bars record value decline
                                                                                          • Figure 15: UK retail sales of chocolate confectionery, by sub-category, 2009-11
                                                                                        • Price hikes lift block chocolate as assortments see value declines
                                                                                          • Chocolate egg sales crash in 2012
                                                                                          • Market Share

                                                                                            • Key points
                                                                                              • Cadbury rules the roost with Cadbury Dairy Milk
                                                                                                • Figure 16: Leading brands’ sales and shares in the UK chocolate confectionery market, by value and volume, 2012 and 2013
                                                                                              • Galaxy value sales stumble but there’s strong growth from Mars’ other stalwarts
                                                                                                • Nestlé’s big brands struggle to keep up
                                                                                                  • Thorntons grows value sales in line with market
                                                                                                  • Companies and Products

                                                                                                      • Figure 17: Leading companies in the chocolate confectionery market and their brands*, 2013
                                                                                                    • Ferrero
                                                                                                      • Lindt & Sprüngli
                                                                                                        • Mars
                                                                                                          • Mondelēz International
                                                                                                            • Nestlé
                                                                                                              • Thorntons
                                                                                                              • Brand Research

                                                                                                                • Brand map
                                                                                                                    • Figure 18: Attitudes towards and usage of brands in the chocolate confectionery sector, January 2013
                                                                                                                  • Correspondence analysis
                                                                                                                    • Brand attitudes
                                                                                                                      • Figure 19: Attitudes, by chocolate confectionery brand, January 2013
                                                                                                                    • Brand personality
                                                                                                                      • Figure 20: Chocolate confectionery brand personality – macro image, January 2013
                                                                                                                      • Figure 21: Chocolate confectionery brand personality – micro image, January 2013
                                                                                                                    • Brand experience
                                                                                                                      • Figure 22: Chocolate confectionery brand usage, January 2013
                                                                                                                      • Figure 23: Satisfaction with various chocolate confectionery brands, January 2013
                                                                                                                      • Figure 24: Consideration of chocolate confectionery brands, January 2013
                                                                                                                      • Figure 25: Consumer perceptions of current chocolate confectionery brand performance, January 2013
                                                                                                                      • Figure 26: Chocolate confectionery brand recommendation – Net Promoter Score, January 2013
                                                                                                                    • Brand index
                                                                                                                      • Figure 27: Chocolate confectionery brand index, January 2013
                                                                                                                      • Figure 28: Chocolate confectionery brand index vs. recommendation, January 2013
                                                                                                                    • Target group analysis
                                                                                                                      • Figure 29: Target groups, January 2013
                                                                                                                      • Figure 30: Chocolate confectionery brand usage, by target groups, January 2013
                                                                                                                    • Group One – Conformists
                                                                                                                      • Group Two – Simply the Best
                                                                                                                        • Group Three – Shelf Stalkers
                                                                                                                          • Group Four – Habitual Shoppers
                                                                                                                            • Group Five – Individualists
                                                                                                                            • Brand Communication and Promotion

                                                                                                                              • Key points
                                                                                                                                • Advertising levels regain in 2012
                                                                                                                                  • Figure 31: Main monitored media advertising spend on chocolate confectionery, 2009-12
                                                                                                                                • Record-spending Mars is untouchable as the biggest advertiser
                                                                                                                                  • Figure 32: Main monitored media advertising spend on chocolate confectionery, by advertiser, 2009-12
                                                                                                                                • M&M’s is the highest-supported individual brand in 2012
                                                                                                                                  • Figure 33: Main monitored media advertising spend on chocolate confectionery, by brand, 2009-12
                                                                                                                                • Mars
                                                                                                                                  • Cadbury Dairy Milk
                                                                                                                                    • Ferrero
                                                                                                                                      • Lindt
                                                                                                                                        • TV spend falls as cinema rises sharply in 2012
                                                                                                                                          • Figure 34: Main monitored media advertising spend on chocolate confectionery, by media type, 2009-12
                                                                                                                                      • Channels to Market

                                                                                                                                        • Key points
                                                                                                                                          • Multiple grocers continue to reinforce growth
                                                                                                                                            • Figure 35: Estimated UK retail sales of chocolate confectionery, by outlet type, 2010-12
                                                                                                                                          • Chocolatiers seek expansion opportunities
                                                                                                                                          • Consumer – Usage of Chocolate Confectionery

                                                                                                                                            • Key points
                                                                                                                                              • Individual bars are the most typically bought and eaten type of chocolate confectionery
                                                                                                                                                  • Figure 36: Usage of chocolate confectionery, by type, February 2013
                                                                                                                                                • Gender differences apply to chocolate usage
                                                                                                                                                  • Figure 37: Consumption of selected chocolate types, by gender, February 2013
                                                                                                                                                • Over-55s are most likely to eat block chocolates
                                                                                                                                                  • Figure 38: Consumption of selected chocolate types, by age, February 2013
                                                                                                                                                • Disparity between purchasing of sharing bags and boxes of wrapped chocolates
                                                                                                                                                  • Figure 39: Purchasing of selected chocolate types, by gender and age, February 2013
                                                                                                                                              • Consumer – Choice Factors and Flavour Preferences

                                                                                                                                                • Key points
                                                                                                                                                  • Price ranks highest when choosing chocolate
                                                                                                                                                      • Figure 40: Choice factors when buying chocolate confectionery, February 2013
                                                                                                                                                    • On-pack promotions appeal to lower earners
                                                                                                                                                      • Figure 41: On-pack promotions as a choice factor when choosing chocolate, by socio-economic group and gross household income, February 2013
                                                                                                                                                    • Just 16% of users consider higher cocoa content to be important
                                                                                                                                                      • Milk chocolate is most popular flavour as preference for dark increases with age
                                                                                                                                                        • Figure 42: Consumer preference to chocolate, by flavour type, by age, February 2013
                                                                                                                                                    • Consumer – Attitudes Towards Chocolate Confectionery

                                                                                                                                                      • Key points
                                                                                                                                                        • Chocolate boasts value and treat appeal
                                                                                                                                                            • Figure 43: Attitudes towards chocolate confectionery, February 2013
                                                                                                                                                          • Dark chocolate boasts a healthy reputation
                                                                                                                                                            • Figure 44: Agreement with the statements ‘Dark chocolate is healthier than milk or white chocolate’ and ‘I’d like to see more chocolate with added health benefits’, by gender and age, February 2013
                                                                                                                                                          • High level of interest in added health benefits
                                                                                                                                                            • Limited editions attract high interest
                                                                                                                                                              • Ethically sourced chocolate lacks credibility among a sizeable minority of users
                                                                                                                                                                • Figure 45: Agreement with the statements ‘Ethically sourced chocolate (eg Fairtrade, Rainforest Alliance) is worth paying more for’ and ‘I don’t trust ethical claims (eg Fairtrade, Rainforest Alliance) on chocolate’, by gender and age, February 2013
                                                                                                                                                            • Consumer – Further Attitudes Towards Chocolate Confectionery

                                                                                                                                                              • Key points
                                                                                                                                                                • Half of female users eat chocolate as a comfort food
                                                                                                                                                                    • Figure 46: Further attitudes towards chocolate confectionery, February 2013
                                                                                                                                                                  • Tray chocolates are poor value for money for one in three
                                                                                                                                                                    • Resealable packaging on bars has stronger appeal among women
                                                                                                                                                                      • Figure 47: Agreement with selected statements, by gender, February 2013
                                                                                                                                                                  • Consumer – Attitudes Towards Price Rises

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Price hikes would force the majority of users to eat chocolate less often
                                                                                                                                                                          • Figure 48: Attitudes towards price rises, February 2013
                                                                                                                                                                        • Fewer than three in ten would not change buying patterns at all
                                                                                                                                                                        • Consumer – Target Groups

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Four target groups
                                                                                                                                                                              • Figure 49: Target groups, February 2013
                                                                                                                                                                            • Flavour Adventurers (22%)
                                                                                                                                                                              • Choc Sharers (28%)
                                                                                                                                                                                • Ethical Cynics (26%)
                                                                                                                                                                                  • Cocoa Connoisseurs (24%)
                                                                                                                                                                                  • Appendix – Market Drivers

                                                                                                                                                                                      • Figure 50: Trends in obesity, by gender, 2006-12
                                                                                                                                                                                      • Figure 51: Trends and projections in the UK population (‘000s), by age group, 2007-17
                                                                                                                                                                                      • Figure 52: Forecast adult population trends, by socio-economic group, 2007-17
                                                                                                                                                                                      • Figure 53: Forecast adult population trends, by lifestage, 2007-17
                                                                                                                                                                                      • Figure 54: Agreement with selected lifestyle statements, by demographics, 2012
                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                      • Figure 55: Best- and worst-case forecasts for UK value sales of chocolate confectionery, 2012-17
                                                                                                                                                                                      • Figure 56: Best- and worst-case forecasts for UK volume sales of chocolate confectionery, 2012-17
                                                                                                                                                                                  • Appendix – Brand Research

                                                                                                                                                                                      • Figure 57: Brand usage, January 2013
                                                                                                                                                                                      • Figure 58: Brand commitment, January 2013
                                                                                                                                                                                      • Figure 59: Brand momentum, January 2013
                                                                                                                                                                                      • Figure 60: Brand diversity, January 2013
                                                                                                                                                                                      • Figure 61: Brand satisfaction, January 2013
                                                                                                                                                                                      • Figure 62: Brand recommendation, January 2013
                                                                                                                                                                                      • Figure 63: Brand attitude, January 2013
                                                                                                                                                                                      • Figure 64: Brand image – macro image, January 2013
                                                                                                                                                                                      • Figure 65: Brand image – micro image, January 2013
                                                                                                                                                                                      • Figure 66: Profile of target groups, by demographics, January 2013
                                                                                                                                                                                      • Figure 67: Psychographic segmentation, by target groups, January 2013
                                                                                                                                                                                      • Figure 68: Brand usage, by target groups, January 2013
                                                                                                                                                                                    • Brand index
                                                                                                                                                                                      • Figure 69: Brand index, January 2013
                                                                                                                                                                                  • Appendix – Consumer – Usage of Chocolate Confectionery

                                                                                                                                                                                      • Figure 70: Most popular types of chocolate have eaten in the past six months, by demographics, February 2013
                                                                                                                                                                                      • Figure 71: Next most popular types of chocolate have eaten in the past six months, by demographics, February 2013
                                                                                                                                                                                      • Figure 72: Most popular types of chocolate have bought in the past six months, by demographics, February 2013
                                                                                                                                                                                      • Figure 73: Next most popular types of chocolate have bought in the past six months, by demographics, February 2013
                                                                                                                                                                                  • Appendix – Consumer – Choice Factors and Flavour Preferences

                                                                                                                                                                                      • Figure 74: Consumer preference to chocolate, by flavour type, by demographics, February 2013
                                                                                                                                                                                      • Figure 75: Most popular choice factors when buying chocolate confectionery, by demographics, February 2013
                                                                                                                                                                                      • Figure 76: Next most popular choice factors when buying chocolate confectionery, by demographics, February 2013
                                                                                                                                                                                      • Figure 77: Other choice factors when buying chocolate confectionery, by demographics, February 2013
                                                                                                                                                                                  • Appendix – Consumer – Attitudes towards Chocolate Confectionery

                                                                                                                                                                                      • Figure 78: Agreement with the statements ‘Chocolate is a good value treat’ and ‘Chocolate is a good source of energy’, by demographics, February 2013
                                                                                                                                                                                      • Figure 79: Agreement with the statements ‘Dark chocolate is healthier than milk or white chocolate’ and ‘I like trying limited edition versions of my favourite brands’, by demographics, February 2013
                                                                                                                                                                                      • Figure 80: Agreement with the statements ‘I’d like to see more chocolate with added health benefits’ and ‘Ethically sourced chocolate is worth paying more for’, by demographics, February 2013
                                                                                                                                                                                      • Figure 81: Agreement with the statements ‘Eating chocolate tends to make me feel guilty’ and ‘I’d eat more chocolate if it was less expensive’, by demographics, February 2013
                                                                                                                                                                                      • Figure 82: Agreement with the statements ‘I like trying chocolate with exciting flavours’ and ‘I don’t trust ethical claims on chocolate’, by demographics, February 2013
                                                                                                                                                                                  • Appendix – Consumer – Further Attitudes towards Chocolate Confectionery

                                                                                                                                                                                      • Figure 83: Most popular further attitudes towards chocolate confectionery, by demographics, February 2013
                                                                                                                                                                                      • Figure 84: Next most popular further attitudes towards chocolate confectionery, by demographics, February 2013
                                                                                                                                                                                      • Figure 85: Other further attitudes towards chocolate confectionery, by demographics, February 2013
                                                                                                                                                                                  • Appendix – Consumer – Attitudes towards Price Rises

                                                                                                                                                                                      • Figure 86: Further attitudes towards chocolate confectionery, by demographics, February 2013
                                                                                                                                                                                  • Appendix – Consumer Target Groups

                                                                                                                                                                                      • Figure 87: Target groups, by demographics, February 2013
                                                                                                                                                                                      • Figure 88: Types of chocolate eaten, by target groups, February 2013
                                                                                                                                                                                      • Figure 89: Consumer preference to chocolate, by flavour type, by target groups, February 2013
                                                                                                                                                                                      • Figure 90: Choice factors when buying chocolate confectionery, by target groups, February 2013
                                                                                                                                                                                      • Figure 91: Attitudes towards chocolate confectionery, by target groups, February 2013
                                                                                                                                                                                      • Figure 92: Further attitudes towards chocolate confectionery, by target groups, February 2013
                                                                                                                                                                                      • Figure 93: Further attitudes towards chocolate confectionery, by target groups, February 2013

                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                  • Cadbury Schweppes European Confectionery
                                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                                  • Ferrero U.S.A. Inc.
                                                                                                                                                                                  • Green & Black's Ltd
                                                                                                                                                                                  • Kraft Foods UK
                                                                                                                                                                                  • Lindt & Sprüngli (UK)
                                                                                                                                                                                  • Mars Incorporated
                                                                                                                                                                                  • Nestlé UK Ltd
                                                                                                                                                                                  • Tesco (UK)
                                                                                                                                                                                  • Thorntons Plc

                                                                                                                                                                                  Chocolate Confectionery - UK - April 2013

                                                                                                                                                                                  £1,995.00 (Excl.Tax)