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Chocolate Confectionery - US - April 2013

“Increased concerns over obesity and related diseases as well as product price increases have caused some consumers to become weary of purchasing chocolate. The chocolate industry must address these challenges with products, packaging and marketing that addresses consumer concerns and invigorates consumer interest in the category.”

– Sarah Day Levesque, Food Analyst

Some questions answered in this report include:

  • What factors are contributing to sluggish chocolate sales?
  • What more can be done to promote occasional or regular indulgences?
  • How can industry balance chocolate’s healthful properties and obesity concerns?

The chocolate confectionery industry has maintained slow growth over the past five years as the U.S. economy tries to slowly recover from recession. This growth was driven in large part by continued demand for affordable indulgence, an increased interest in high-quality artisanal foods, including chocolate, and price increases due to rising ingredient costs. Increased concern over obesity and related diseases as well as the threat of further price increases are expected to keep category growth at a minimum through 2017. The market already has begun to address these threats with new formulations and packaging that cater to consumers’ needs for better-for-you, convenient and reasonably priced chocolate but continued innovation will be necessary to fully engage consumers in the chocolate market.

Among the topics covered in this report are:

  • What is driving the chocolate confectionery market as well as the current market size and future projections?
  • How can chocolate confectionery companies address trends in healthy eating and concerns over obesity which may hinder sales growth in the category?
  • Which companies have been the most aggressive in terms of marketing, product mix and product innovations, and are they in sync with what consumers are most interested in?
  • What factors influence consumer behavior and what matters most to consumers?

For the purposes of this report, Mintel has used the following definitions:

This report covers chocolate confectionery products including those in bar, bag, and box form, and those sold year-round or seasonally for holidays. Primarily this includes chocolate that is sold in grocery outlets, such as supermarkets (conventional and natural), mass merchandisers, drug and convenience stores. However, the report also covers chocolate confectionery that is sold in specialty chocolate shops, such as Godiva, Lindt, Neuhaus, and Ghirardelli.

 

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Overview
                        • Chocolate confectionery expected to continue slow growth
                          • Figure 1: Total U.S. sales and fan chart forecast of chocolate confectionery, at current prices, 2007-17
                        • Bag/bar/box and seasonal chocolates dominate category
                          • Figure 2: Total U.S. retail sales of chocolate confectionery, by segment, 2007-17
                        • Unstable ingredient costs could continue to affect chocolate prices
                          • Concerns over sugar and fat content may hinder chocolate sales
                            • Figure 3: Reasons for eating less chocolate, December 2012
                          • Retailers must work harder for chocolate consumer loyalty
                            • Figure 4: U.S. retail sales of chocolate confectionery, by channel, 2010 and 2012
                          • The Hershey Company, Mars, Inc. lead all chocolate companies in sales
                            • Figure 5: Manufacturer sales of chocolate confectionery, 2012 and 2013
                          • Nearly as many consumers upping chocolate use as are cutting back
                            • Figure 6: Chocolate eating behavior, by gender and age, December 2012
                          • Consumers prefer milk chocolate but dark gaining in popularity
                            • Figure 7: Favorite type of chocolate, by gender and age, December 2012
                          • Interest in seasonal chocolate presents market growth opportunity
                            • Figure 8: Seasonal chocolates—Attitudes and behavior, December 2012
                          • More than any other group, Hispanics up chocolate consumption…
                            • Figure 9: Chocolate eating behavior, by Hispanic origin, December 2012
                          • …but appealing to them will require a value proposition
                            • Figure 10: Chocolate purchasing behavior—Any do, by Hispanic origin, December 2012
                          • What we think
                          • Issues in the Market

                              • What factors are contributing to sluggish chocolate sales?
                                • What more can be done to promote occasional or regular indulgences?
                                  • How can industry balance chocolate’s healthful properties and obesity concerns?
                                  • Insights and Opportunities

                                    • Dark chocolate’s reputation as superfood needs to be nurtured
                                      • Expansion of small chocolatiers will perpetuate interest in chocolate
                                        • Seasonal flavors of chocolate may create excitement
                                        • Trend Applications

                                            • Trend: Mood to Order
                                              • Trend: Guiding Choice
                                              • Market Size and Forecast

                                                • Key points
                                                  • Chocolate market grows despite sluggish economy
                                                    • Growth expected to continue at slower rate
                                                      • Sales and forecast of market
                                                        • Figure 11: Total U.S. retail sales and forecast of chocolate confectionery, at current prices, 2007-17
                                                        • Figure 12: Total U.S. retail sales and forecast of chocolate confectionery, at inflation-adjusted prices, 2007-17
                                                      • Fan chart forecast
                                                          • Figure 13: Total U.S. sales and fan chart forecast of chocolate confectionery, at current prices, 2007-17
                                                      • Market Drivers

                                                        • Key points
                                                          • Health concerns loom in consumer minds
                                                            • Volatile ingredient and input costs threaten chocolate price stability
                                                              • Increased demand for premium chocolate drives category interest
                                                              • Competitive Context

                                                                • Nonchocolate confectionery competes for candy sales
                                                                  • Increasing number of BFY snacks present alternatives to chocolate
                                                                    • Figure 14: Top five snack attributes that matter, March 2012
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Larger bag/bar/box format chocolates lead category but faltering
                                                                      • Sales of chocolate confectionery, by segment
                                                                        • Figure 15: Sales of chocolate CONFECTIONERY segmented by type, 2010 and 2012
                                                                    • Segment Performance – Bag/bar/box >3.5 oz.

                                                                      • Key points
                                                                        • Segment dominates with lackluster sales growth
                                                                          • Sales and forecast of bag/bar/box >3.5 oz.
                                                                            • Figure 16: Sales and forecast of bag/bar/box >3.5 oz, at current prices, 2007-17
                                                                        • Segment Performance – Bag/bar/box <3.5 oz.

                                                                          • Key points
                                                                            • Smaller format bag/bar/box chocolate finding success
                                                                              • Sales and forecast of bag/bar/box <3.5 oz.
                                                                                • Figure 17: Sales and forecast of bag/bar/box <3.5 oz., at current prices, 2007-17
                                                                            • Segment Performance – Seasonal

                                                                              • Key points
                                                                                • Seasonal chocolate showing potential for lasting slow growth
                                                                                  • Sales and forecast of seasonal chocolates
                                                                                    • Figure 18: Sales and forecast of seasonal chocolates, at current prices, 2007-17
                                                                                • Segment Performance – Snack-size

                                                                                  • Key points
                                                                                    • Snack size chocolates losing favor for other formats
                                                                                      • Sales and forecast of snack-size chocolates
                                                                                        • Figure 19: Sales and forecast of snack-size chocolates, at current prices, 2007-17
                                                                                    • Segment Performance – Gift Box

                                                                                      • Key points
                                                                                        • Gift box chocolate to maintain popularity
                                                                                          • Sales and forecast of gift box chocolates
                                                                                            • Figure 20: Sales and forecast of gift box chocolates, at current prices, 2007-17
                                                                                        • Segment Performance – Sugar-free

                                                                                          • Key points
                                                                                            • Sugar-free chocolates continue descent
                                                                                              • Sales and forecast of sugar-free chocolates
                                                                                                • Figure 21: Sales and forecast of sugar-free chocolates, at current prices, 2007-17
                                                                                            • Retail Channels

                                                                                              • Key points
                                                                                                • Other channels dominate three-quarters of chocolate sales
                                                                                                  • Sales of market, by channel
                                                                                                    • Figure 22: U.S. retail sales of chocolate confectionery, by channel, 2010 and 2012
                                                                                                • Retail Channels – Supermarket

                                                                                                  • Key points
                                                                                                    • Supermarkets grew more than all other channels in past five years
                                                                                                      • Supermarket sales of chocolate confectionery
                                                                                                        • Figure 23: U.S. supermarket sales of chocolate confectionery, at current prices, 2006-11
                                                                                                    • Retail Channels – Drug Store

                                                                                                      • Key points
                                                                                                        • Drug store sales show potential for channel growth
                                                                                                          • Drug store sales of chocolate confectionery
                                                                                                            • Figure 24: Drug store sales of chocolate confectionery, at current prices, 2007-12
                                                                                                        • Retail Channels – Other Channels

                                                                                                          • Key points
                                                                                                            • Variety of other channels account for nearly three-quarters of sales
                                                                                                              • Other channels sales of chocolate confectionery
                                                                                                                • Figure 25: Other channels sales of market, at current prices, 2007-12
                                                                                                            • Retail Channels – Natural Supermarkets

                                                                                                              • Key points
                                                                                                                • Insights
                                                                                                                  • Sales of chocolate confectionery in the natural channel
                                                                                                                    • Figure 26: Natural supermarket sales of chocolate confectionery, at current prices, 2010-12*
                                                                                                                    • Figure 27: Natural supermarket sales of chocolate confectionery, at inflation-adjusted prices, 2010-12*
                                                                                                                  • Brands of Note
                                                                                                                    • Natural channel sales of chocolate confectionary by organic
                                                                                                                      • Figure 28: Natural supermarket sales of chocolate confectionery, by organic, 2010 and 2012*
                                                                                                                    • Natural channel sales of chocolate confectionery by fair-trade
                                                                                                                      • Figure 29: Natural supermarket sales of chocolate confectionery, by fair-trade, 2010 and 2012*
                                                                                                                    • Natural channel sales of chocolate confectionery by gluten-free
                                                                                                                      • Figure 30: Natural supermarket sales of chocolate confectionery, by gluten-free, 2010 and 2012*
                                                                                                                  • Leading Companies

                                                                                                                    • Key points
                                                                                                                      • Top five companies, led by Hershey, continue to grow market share
                                                                                                                        • Private label chocolate small but growing
                                                                                                                          • Manufacturer sales of chocolate confectionery
                                                                                                                            • Figure 31: Manufacturer sales of chocolate confectionery, 2011 and 2012
                                                                                                                        • Brand Share – Bag/bar/box chocolate

                                                                                                                          • Key points
                                                                                                                            • Innovation helps M&M’s lead segment growth
                                                                                                                              • Leaders lose market share to smaller brands
                                                                                                                                • Manufacturer sales of bag/bar/box chocolate
                                                                                                                                  • Figure 32: MULO sales of bag/bar/box chocolate, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                              • Brand Share – Seasonal Chocolate

                                                                                                                                • Key points
                                                                                                                                  • The Hershey Company, Easter chocolates dominate seasonal sales
                                                                                                                                    • Private label suffocating under brand name competition
                                                                                                                                      • Manufacturer sales of seasonal chocolate
                                                                                                                                        • Figure 33: MULO sales of seasonal chocolate, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                                    • Brand Share – Snack-size Chocolate

                                                                                                                                      • Key points
                                                                                                                                        • Leaders lose sales in 2012
                                                                                                                                          • Manufacturer sales of snack-size chocolate
                                                                                                                                            • Figure 34: MULO sales of snack-size chocolate, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                                        • Brand Share – Gift Box

                                                                                                                                          • Key points
                                                                                                                                            • Russell Stover stands firmly at top of gift-box segment
                                                                                                                                              • Manufacturer sales of gift box chocolate
                                                                                                                                                • Figure 35: MULO sales of gift box chocolate, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                                            • Brand Share – Sugar-free

                                                                                                                                              • Key points
                                                                                                                                                • Hershey brands offer bright spot in struggling segment
                                                                                                                                                  • Manufacturer sales of sugar-free chocolate
                                                                                                                                                    • Figure 36: MULO sales of sugar-free chocolate, by leading companies, rolling 52-weeks 2012 and 2013
                                                                                                                                                • Innovations and Innovators

                                                                                                                                                  • Innovation in chocolate down since 2008
                                                                                                                                                    • Figure 37: New chocolate product introductions, by subcategory, 2008-13*
                                                                                                                                                  • Nestlé, Aldi show positive growth in innovation during past five years
                                                                                                                                                    • Figure 38: New chocolate product introductions, by top 10 innovating companies, 2008-13*
                                                                                                                                                  • Number of allergen related, gluten-free and ethical product claims up
                                                                                                                                                    • Figure 39: New chocolate product claims, 2008-13
                                                                                                                                                  • Salty sweet combination tops flavor trends
                                                                                                                                                      • Figure 40: New chocolate product introductions, by flavor blend, 2008-13
                                                                                                                                                  • Marketing Strategies

                                                                                                                                                    • Overview of brand landscape
                                                                                                                                                      • Brand analysis: M&M’s
                                                                                                                                                        • Online initiatives
                                                                                                                                                          • Figure 41: M&M’s Facebook Post, 2013
                                                                                                                                                          • Figure 42: Ms. Green M&M’s Tweet, 2013
                                                                                                                                                        • TV presence
                                                                                                                                                          • Figure 43: M&M’s Website, 2013
                                                                                                                                                          • Figure 44: M&M’s TV ad, “But I Won’t Do That!” 2013
                                                                                                                                                        • Brand analysis: Snickers
                                                                                                                                                          • Figure 45: Brand analysis of Snickers, 2013
                                                                                                                                                        • Online initiatives
                                                                                                                                                          • Figure 46: Snickers Facebook Post, 2013
                                                                                                                                                        • TV presence
                                                                                                                                                          • Figure 47: Snickers TV ad, “Anything With An O,” 2013
                                                                                                                                                        • Print and other
                                                                                                                                                          • Figure 48: Snickers Print Ad, 2013
                                                                                                                                                          • Figure 49: ProFlowers Website, 2013
                                                                                                                                                        • Brand analysis: Reese’s
                                                                                                                                                          • Online initiatives
                                                                                                                                                            • Figure 50: Let’s Go Reese’s Website, 2013
                                                                                                                                                            • Figure 51: Reese’s Tweet, 2013
                                                                                                                                                          • TV presence
                                                                                                                                                            • Figure 52: Reese’s TV ad, “Completely Covered,” 2013
                                                                                                                                                          • Brand analysis: Lindt
                                                                                                                                                            • Online initiatives
                                                                                                                                                              • Figure 53: Lindt Facebook Post, 2013
                                                                                                                                                              • Figure 54: Lindt Website, 2013
                                                                                                                                                            • TV presence
                                                                                                                                                              • Figure 55: Lindt Website, 2013
                                                                                                                                                              • Figure 56: Lindt Chocolates TV ad, “Federererer,” 2012
                                                                                                                                                            • Brand analysis: Crunch
                                                                                                                                                              • Online initiatives
                                                                                                                                                                • Figure 57: Crunch Facebook Post, 2013
                                                                                                                                                              • TV presence
                                                                                                                                                                • Figure 58: Crunch Facebook Post, 2012
                                                                                                                                                                • Figure 59: Crunch TV ad, “Stampede,” 2013
                                                                                                                                                              • Print and other
                                                                                                                                                                • Figure 60: Reading Is Fundamental Website, 2013
                                                                                                                                                            • Social Media – Chocolate Confectionery

                                                                                                                                                              • Key points
                                                                                                                                                                • Social media metrics
                                                                                                                                                                  • Figure 61: Key performance indicators, March 2013
                                                                                                                                                                • Market overview
                                                                                                                                                                  • Brand usage and awareness
                                                                                                                                                                    • Figure 62: Personal awareness of chocolate confectionery brands, December 2012
                                                                                                                                                                  • Interaction with chocolate confectionery brands
                                                                                                                                                                    • Figure 63: Interaction with chocolate confectionery brands, December 2012
                                                                                                                                                                  • Online conversations
                                                                                                                                                                    • Figure 64: Selected chocolate confectionery brands’ share of conversations, Feb. 20-March 19, 2013
                                                                                                                                                                    • Figure 65: Conversations on selected chocolate confectionery brands, by day, Feb. 20-March 19, 2013
                                                                                                                                                                  • Where are people talking about chocolate confectionery?
                                                                                                                                                                    • Figure 66: Selected chocolate confectionery brands’ share of brand conversations, by page type, Feb. 20-March 19, 2013
                                                                                                                                                                  • What are people talking about?
                                                                                                                                                                    • Figure 67: Topics of conversations concerning chocolate confectionery brands, Feb. 20-March 19, 2013
                                                                                                                                                                    • Figure 68: Topics of conversation regarding selected chocolate confectionery brands, by day, Feb. 20-March 19, 2013
                                                                                                                                                                    • Figure 69: Types of conversations regarding selected chocolate confectionery brands, by type of website, Feb. 20-March 19, 2013
                                                                                                                                                                  • Analysis by brand
                                                                                                                                                                    • M&M’s
                                                                                                                                                                      • Figure 70: M&M’s—Key social media indicators, March 27, 2013
                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                      • What we think
                                                                                                                                                                        • Snickers
                                                                                                                                                                          • Figure 71: Snickers—Key social media indicators, March 27, 2013
                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                          • What we think
                                                                                                                                                                            • Kit Kat
                                                                                                                                                                              • Figure 72: Kit Kat—Key social media indicators, March 27, 2013
                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                              • What we think
                                                                                                                                                                                • Reese’s
                                                                                                                                                                                  • Figure 73: Reese’s—Key social media indicators, March 27, 2013
                                                                                                                                                                                • Key online campaigns
                                                                                                                                                                                  • What we think
                                                                                                                                                                                    • Twix
                                                                                                                                                                                      • Figure 74: Twix—Key social media indicators, March 27, 2013
                                                                                                                                                                                    • Key online campaigns
                                                                                                                                                                                      • What we think
                                                                                                                                                                                        • Hershey’s
                                                                                                                                                                                          • Figure 75: Hershey’s—Key social media indicators, March 27, 2013
                                                                                                                                                                                        • Key online campaigns
                                                                                                                                                                                          • What we think
                                                                                                                                                                                            • Butterfinger
                                                                                                                                                                                              • Figure 76: Butterfinger—Key social media indicators, March 27, 2013
                                                                                                                                                                                            • Key online campaigns
                                                                                                                                                                                              • What we think
                                                                                                                                                                                              • Chocolate Eating Behavior

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Chocolate market continues to be well penetrated
                                                                                                                                                                                                    • Figure 77: Adult consumption frequency of chocolate and other candy, August 2011-August 2012
                                                                                                                                                                                                    • Figure 78: Teens' frequency usage of chocolate and candy, by gender and age, April 2011-June 2012
                                                                                                                                                                                                  • Slightly more than one-fifth of consumers eating less chocolate this year
                                                                                                                                                                                                    • Figure 79: Chocolate eating behavior, by gender and age, December 2012
                                                                                                                                                                                                    • Figure 80: Reasons for changing chocolate eating behavior—Less, by age, December 2012
                                                                                                                                                                                                    • Figure 81: Chocolate eating behavior, by household income, December 2012
                                                                                                                                                                                                  • Variety of reasons encourage consumers to eat more chocolate this year
                                                                                                                                                                                                    • Figure 82: Reasons for changing chocolate eating behavior—More, by gender, December 2012
                                                                                                                                                                                                • Favorite Types and Flavors of Chocolate

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Milk chocolate favored by most but dark chocolate making gains
                                                                                                                                                                                                      • Figure 83: Favorite type of chocolate, by gender and age, December 2012
                                                                                                                                                                                                    • Men and women differ in favorite flavors of chocolate
                                                                                                                                                                                                      • Figure 84: Flavor of chocolate, by gender, December 2012
                                                                                                                                                                                                    • Some unique flavors appeal more to higher income consumers
                                                                                                                                                                                                      • Figure 85: Flavor of chocolate, by household income, December 2012
                                                                                                                                                                                                    • Dark chocolate lovers favor nuts, others prefer caramel and cream filling
                                                                                                                                                                                                      • Figure 86: Flavor of chocolate, by favorite type, December 2012
                                                                                                                                                                                                  • Chocolate Purchasing Behavior

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Chocolate as gift, premium chocolate appeals to high income consumers
                                                                                                                                                                                                        • Dark chocolate users more likely to use for mood, energy boost
                                                                                                                                                                                                          • Figure 87: Chocolate purchasing behavior—Any do, by favorite type, December 2012
                                                                                                                                                                                                      • Attitudes Toward Chocolate

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Unique flavors hold significant appeal for young men
                                                                                                                                                                                                            • Figure 88: Agreement with attitudes on chocolate, by gender and age, December 2012
                                                                                                                                                                                                          • Understanding of dark chocolate’s health attributes varies
                                                                                                                                                                                                            • Healthier chocolate, single-serve packaging present opportunity
                                                                                                                                                                                                              • Figure 89: Agreement with attitudes on chocolate, by gender, December 2012
                                                                                                                                                                                                          • Attitudes and Behavior Toward Seasonal Chocolate

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • Seasonal chocolate appealing but not necessarily at higher price
                                                                                                                                                                                                                • Figure 90: Seasonal chocolates—Attitudes and behavior, December 2012
                                                                                                                                                                                                              • Consumers eat more and bigger variety of chocolate at holidays
                                                                                                                                                                                                                • Halloween most popular holiday to buy more chocolate
                                                                                                                                                                                                                  • Figure 91: Seasonal chocolates—Attitudes and behavior, by gender and age, December 2012
                                                                                                                                                                                                                  • Figure 92: Seasonal chocolates—Attitudes and behavior, by presence of children in household, December 2012
                                                                                                                                                                                                              • Race and Hispanic Origin

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Hispanics present opportunity for market growth
                                                                                                                                                                                                                    • Figure 93: Chocolate eating behavior, by Hispanic origin, December 2012
                                                                                                                                                                                                                    • Figure 94: Reasons for changing chocolate eating behavior—More, by Hispanic origin, December 2012
                                                                                                                                                                                                                    • Figure 95: Chocolate purchasing behavior—Any do, by Hispanic origin, December 2012
                                                                                                                                                                                                                  • Hispanic consumers more likely to value shop for chocolate
                                                                                                                                                                                                                    • Figure 96: Chocolate purchasing behavior—Any do, by Hispanic origin, December 2012
                                                                                                                                                                                                                  • Seasonal chocolate appeals to Hispanics, Asians and other race groups
                                                                                                                                                                                                                    • Figure 97: Agreement with attitudes on chocolate, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                  • Black consumers least engaged in seasonal chocolates market
                                                                                                                                                                                                                    • Figure 98: Seasonal chocolates—Attitudes and behavior, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                • Cluster Analysis

                                                                                                                                                                                                                    • Cluster 1: Dark Decenters
                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                            • Cluster 2: Enthusiastic Chocoholics
                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                    • Cluster 3: Unengaged Consumers
                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                          • Opportunity
                                                                                                                                                                                                                                            • Cluster 4: Festive Participants
                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                  • Opportunity
                                                                                                                                                                                                                                                    • Cluster characteristic tables
                                                                                                                                                                                                                                                      • Figure 99: Target clusters, December 2012
                                                                                                                                                                                                                                                      • Figure 100: Chocolate eating behavior, by target clusters, December 2012
                                                                                                                                                                                                                                                      • Figure 101: Favorite type of chocolate, by target clusters, December 2012
                                                                                                                                                                                                                                                      • Figure 102: Flavor of chocolate, by target clusters, December 2012
                                                                                                                                                                                                                                                      • Figure 103: Seasonal chocolates—Attitudes and behavior, by target clusters, December 2012
                                                                                                                                                                                                                                                      • Figure 104: Chocolate purchasing behavior—I always do this, by target clusters, December 2012
                                                                                                                                                                                                                                                      • Figure 105: Chocolate purchasing behavior—Any do, by target clusters, December 2012
                                                                                                                                                                                                                                                      • Figure 106: Agreement with attitudes on chocolate, by target clusters, December 2012
                                                                                                                                                                                                                                                    • Cluster demographic tables
                                                                                                                                                                                                                                                      • Figure 107: Target clusters, by demographic, December 2012
                                                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                                                    • IRI/Builders – Key Household Purchase Measures

                                                                                                                                                                                                                                                        • Overview of chocolate confectionery
                                                                                                                                                                                                                                                          • Easter candy
                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—Easter candy
                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                • Figure 108: Brand map, selected brands of Easter candy buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                  • Figure 109: Key purchase measures for the top brands of Easter candy, by household penetration, 2012*
                                                                                                                                                                                                                                                                • Christmas candy
                                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures—Christmas candy
                                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                                      • Figure 110: Brand map, selected brands of Christmas candy buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                                        • Figure 111: Key purchase measures for the top brands of Christmas candy, by household penetration, 2012*
                                                                                                                                                                                                                                                                      • Valentine’s Day candy
                                                                                                                                                                                                                                                                        • Consumer insights on key purchase measures—Valentine’s Day candy
                                                                                                                                                                                                                                                                          • Brand map
                                                                                                                                                                                                                                                                            • Figure 112: Brand map, selected brands of Valentine’s day candy buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                                                                                                              • Figure 113: Key purchase measures for the top brands of Valentine’s day candy, by household penetration, 2012*
                                                                                                                                                                                                                                                                            • Halloween candy
                                                                                                                                                                                                                                                                              • Consumer insights on key purchase measures—Halloween candy
                                                                                                                                                                                                                                                                                • Brand map
                                                                                                                                                                                                                                                                                  • Figure 114: Brand map, selected brands of Halloween candy buying rate, by household penetration, 2012*
                                                                                                                                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                                                                                                                                    • Figure 115: Key purchase measures for the top brands of Halloween candy, by household penetration, 2012*
                                                                                                                                                                                                                                                                                • Appendix – Food and Drink Market Drivers

                                                                                                                                                                                                                                                                                  • Consumer confidence
                                                                                                                                                                                                                                                                                    • Figure 116: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                                                                                                                                                                  • Unemployment
                                                                                                                                                                                                                                                                                    • Figure 117: U.S. Unemployment Rate, by month, 2002-13
                                                                                                                                                                                                                                                                                    • Figure 118: U.S. Unemployment and underemployment rates, 2007-13
                                                                                                                                                                                                                                                                                    • Figure 119: Number of employed civilians in U.S., in thousands, 2007-13
                                                                                                                                                                                                                                                                                  • Food cost pressures
                                                                                                                                                                                                                                                                                    • Figure 120: Changes in USDA Food Price Indexes, 2011 through 2013, Feb. 25, 2013
                                                                                                                                                                                                                                                                                  • Obesity
                                                                                                                                                                                                                                                                                    • Figure 121: U.S. obesity, by age group, 2008 and 2012
                                                                                                                                                                                                                                                                                  • Childhood and teen obesity—highest in decades
                                                                                                                                                                                                                                                                                    • Figure 122: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
                                                                                                                                                                                                                                                                                  • Racial, ethnic population growth
                                                                                                                                                                                                                                                                                    • Figure 123: Population by race and Hispanic origin, 2008, 2013, and 2018
                                                                                                                                                                                                                                                                                    • Figure 124: Households with children, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                                                                                                                  • Shifting U.S. demographics
                                                                                                                                                                                                                                                                                    • Figure 125: Population, by age, 2008-18
                                                                                                                                                                                                                                                                                    • Figure 126: Households, by presence of own children, 2002-12
                                                                                                                                                                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                                                                    • Figure 127: Chocolate eating behavior, by household income, December 2012
                                                                                                                                                                                                                                                                                    • Figure 128: Chocolate eating behavior, by presence of children in household, December 2012
                                                                                                                                                                                                                                                                                    • Figure 129: Chocolate eating behavior, by parents with children and age, December 2012
                                                                                                                                                                                                                                                                                    • Figure 130: Agreement with attitudes on chocolate—Health, by chocolate eating behavior, December 2012
                                                                                                                                                                                                                                                                                    • Figure 131: Reasons for changing chocolate eating behavior—More, by gender, December 2012
                                                                                                                                                                                                                                                                                    • Figure 132: Reasons for changing chocolate eating behavior—More, by presence of children in household, December 2012
                                                                                                                                                                                                                                                                                    • Figure 133: Reasons for changing chocolate eating behavior—Less, by age, December 2012
                                                                                                                                                                                                                                                                                    • Figure 134: Favorite type of chocolate, by presence of children in household, December 2012
                                                                                                                                                                                                                                                                                    • Figure 135: Favorite type of chocolate, by generation, December 2012
                                                                                                                                                                                                                                                                                    • Figure 136: Flavor of chocolate, by gender, December 2012
                                                                                                                                                                                                                                                                                    • Figure 137: Flavor of chocolate, by gender and age, December 2012
                                                                                                                                                                                                                                                                                    • Figure 138: Flavor of chocolate, by presence of children in household, December 2012
                                                                                                                                                                                                                                                                                    • Figure 139: Flavor of chocolate, by favorite type, December 2012
                                                                                                                                                                                                                                                                                    • Figure 140: Seasonal chocolates—Attitudes and behavior, by gender and age, December 2012
                                                                                                                                                                                                                                                                                    • Figure 141: Seasonal chocolates—Attitudes and behavior, by household income, December 2012
                                                                                                                                                                                                                                                                                    • Figure 142: Seasonal chocolates—Attitudes and behavior, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                                                                                    • Figure 143: Seasonal chocolates—Attitudes and behavior, by presence of children in household, December 2012
                                                                                                                                                                                                                                                                                    • Figure 144: Chocolate purchasing behavior, December 2012
                                                                                                                                                                                                                                                                                    • Figure 145: Chocolate purchasing behavior—I always do this, by gender and age, December 2012
                                                                                                                                                                                                                                                                                    • Figure 146: Chocolate purchasing behavior—I always do this, by household income, December 2012
                                                                                                                                                                                                                                                                                    • Figure 147: Chocolate purchasing behavior— always do this, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                                                                                    • Figure 148: Chocolate purchasing behavior—I always do this, by household size, December 2012
                                                                                                                                                                                                                                                                                    • Figure 149: Chocolate purchasing behavior—I always do this, by presence of children in household, December 2012
                                                                                                                                                                                                                                                                                    • Figure 150: Chocolate purchasing behavior—I always do this, by employment, December 2012
                                                                                                                                                                                                                                                                                    • Figure 151: Chocolate purchasing behavior—I sometimes do this, December 2012
                                                                                                                                                                                                                                                                                    • Figure 152: Chocolate purchasing behavior—Any do, by gender and age, December 2012
                                                                                                                                                                                                                                                                                    • Figure 153: Chocolate purchasing behavior—Any do, by household income, December 2012
                                                                                                                                                                                                                                                                                    • Figure 154: Chocolate purchasing behavior—Any do, by Hispanic origin, December 2012
                                                                                                                                                                                                                                                                                    • Figure 155: Chocolate purchasing behavior—Any do, by presence of children in household, December 2012
                                                                                                                                                                                                                                                                                    • Figure 156: Chocolate purchasing behavior—Any do, by chocolate eating behavior, December 2012
                                                                                                                                                                                                                                                                                    • Figure 157: Chocolate purchasing behavior—Any do, by favorite type, December 2012
                                                                                                                                                                                                                                                                                    • Figure 158: Attitudes on chocolate, December 2012
                                                                                                                                                                                                                                                                                    • Figure 159: Agreement with attitudes on chocolate, by gender, December 2012
                                                                                                                                                                                                                                                                                    • Figure 160: Agreement with attitudes on chocolate, by gender and age, December 2012
                                                                                                                                                                                                                                                                                    • Figure 161: Agreement with attitudes on chocolate, by household income, December 2012
                                                                                                                                                                                                                                                                                    • Figure 162: Agreement with attitudes on chocolate, by race/Hispanic origin, December 2012
                                                                                                                                                                                                                                                                                    • Figure 163: Agreement with attitudes on chocolate, by presence of children in household, December 2012
                                                                                                                                                                                                                                                                                    • Figure 164: Agreement with attitudes on chocolate, by generation, December 2012
                                                                                                                                                                                                                                                                                    • Figure 165: Seasonal chocolates—Attitudes and behavior, by agreement with attitudes on chocolate, December 2012
                                                                                                                                                                                                                                                                                    • Figure 166: Agreement with attitudes on chocolate, by favorite type, December 2012
                                                                                                                                                                                                                                                                                    • Figure 167: Agreement with attitudes on chocolate, by flavor of chocolate, December 2012
                                                                                                                                                                                                                                                                                    • Figure 168: Agreement with attitudes on chocolate, by flavor of chocolate, December 2012
                                                                                                                                                                                                                                                                                • Appendix – Social Media

                                                                                                                                                                                                                                                                                  • Brand usage and awareness
                                                                                                                                                                                                                                                                                    • Figure 169: Brand usage or awareness, December 2012
                                                                                                                                                                                                                                                                                    • Figure 170: Reese’s usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 171: Hershey’s usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 172: Kit Kat usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 173: M&M’s usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 174: Snickers usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 175: Twix usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 176: Butterfinger usage or awareness, by demographics, December 2012
                                                                                                                                                                                                                                                                                  • Activities done
                                                                                                                                                                                                                                                                                    • Figure 177: Activities done, December 2012
                                                                                                                                                                                                                                                                                    • Figure 178: Reese's—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 179: Hershey's—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 180: Kit Kat—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 181: M&M’s—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 182: Snickers—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 183: Twix—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                                                    • Figure 184: Butterfingers—Activities done, by demographics, December 2012
                                                                                                                                                                                                                                                                                  • Online conversations
                                                                                                                                                                                                                                                                                    • Figure 185: Selected chocolate confectionery brands’ share of conversations, Feb. 20-March 19, 2013
                                                                                                                                                                                                                                                                                    • Figure 186: Conversations on selected chocolate confectionery brands, by day, Feb. 20-March 19, 2013
                                                                                                                                                                                                                                                                                    • Figure 187: Selected chocolate confectionery brands’ share of brand conversations, by page type, Feb. 20-March 19, 2013
                                                                                                                                                                                                                                                                                    • Figure 188: Topics of conversations concerning chocolate confectionery brands, Feb. 20-March 19, 2013
                                                                                                                                                                                                                                                                                    • Figure 189: Topics of conversation regarding selected chocolate confectionery brands, by day, Feb. 20-March 19, 2013
                                                                                                                                                                                                                                                                                    • Figure 190: Types of conversations regarding selected chocolate confectionery brands, by type of website, Feb. 20-March 19, 2013
                                                                                                                                                                                                                                                                                • Appendix – SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                                                                    • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                                                                                      • 7-Eleven (North America)
                                                                                                                                                                                                                                                                                      • Alimentation Couche-Tard Inc.
                                                                                                                                                                                                                                                                                      • Casey's General Stores Inc
                                                                                                                                                                                                                                                                                      • Cumberland Farms, Inc
                                                                                                                                                                                                                                                                                      • Exxon Mobil Corporation
                                                                                                                                                                                                                                                                                      • Facebook, Inc.
                                                                                                                                                                                                                                                                                      • Family Dollar Stores, Inc
                                                                                                                                                                                                                                                                                      • Hershey Company, The
                                                                                                                                                                                                                                                                                      • Lindt & Sprüngli (US)
                                                                                                                                                                                                                                                                                      • Nestlé USA
                                                                                                                                                                                                                                                                                      • Russell Stover Candies Inc.
                                                                                                                                                                                                                                                                                      • Sheetz, Inc
                                                                                                                                                                                                                                                                                      • Target Corporation
                                                                                                                                                                                                                                                                                      • The Kroger Co.
                                                                                                                                                                                                                                                                                      • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                      • Walgreen Co
                                                                                                                                                                                                                                                                                      • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                      • Wawa, Inc

                                                                                                                                                                                                                                                                                      Chocolate Confectionery - US - April 2013

                                                                                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)