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Chocolate Confectionery - US - April 2014

“Less than 10% of chocolate buyers say it’s important for a product they buy to be ethically sourced. While a preference for Fair Trade products appears low, even among those who are familiar with the concept, ethical claims will be means of preserving an audience as the attention to company practices increases.”

– Beth Bloom, Food and Drink Analyst

Some questions answered in this report include:

  • What do we know about consumer views of product pricing?
  • How should leading companies approach premium offerings?
  • Do consumers care about Fair Trade and ethical/environmental practices?

US retail sales of chocolate confectionery posted another year of gains in 2013. The category benefits from a high rate of penetration and a strong and growing snack culture in the US. Chocolate confectionery is viewed as an affordable indulgence, and maintained engagement among its consumer base through the economic downturn and into the period of recovery.

This report builds on the analysis presented in Mintel’s Chocolate Confectionery – US, April 2013, April 2012, July 2008, as well as Seasonal Chocolate – US, August 2011.

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.

For purposes of this report, Mintel has segmented the chocolate confectionery market as follows:

  • Bars/bags/boxes weighing less than 3.5 oz. – includes novelty candies; excludes seasonal candies
  • Bars/bags/boxes weighing 3.5 oz. or more – excludes seasonal candies
  • Seasonal – chocolate confections marketed for a specific holiday (eg Halloween, Easter)
  • Snack size – also known as fun size, sold in multi-count bags/boxes
  • Gift boxes – a variety of chocolates packaged in a box with most or all of the individual pieces presented unwrapped; excludes gift-boxed seasonal chocolates
  • Sugar free – chocolate confectionery sweetened with sugar alcohol or a sugar substitute

Value figures throughout this report are at retail selling prices (rsp) excluding sales tax unless otherwise stated.

 

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Table of contents

  1. Scope and Themes

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

                    • The market
                      • Chocolate confectionery sales grew 24% from 2008-13
                        • Figure 1: Total US retail sales and forecast of chocolate confectionery, at current prices, 2008-18
                      • Market segmentation
                        • Bars/bags/boxes 3.5 oz. or more segment lead sales and growth
                          • Figure 2: Total US retail sales of chocolate confectionery, by segment, at current prices, 2011 and 2013
                        • Innovation
                          • Kosher, seasonal claims see strong growth
                            • Figure 3: Chocolate confectionery launches, growth of top five claims (overall), 2010-14*
                          • Leading companies
                            • The Hershey Company comprises 43% of MULO sales of chocolate confectionery
                              • Figure 4: MULO sales of chocolate, by leading companies, rolling 52 weeks 2012 and 2013
                            • The consumer
                              • 86% consumers purchase chocolate; 74% eat it
                                • Figure 5: Chocolate confectionery purchase (for anyone in household), by age, February 2014
                              • What we think
                              • Issues and Insights

                                  • What do we know about consumer views of product pricing?
                                    • Issues
                                      • Insight: Keeping products available at a range of price points will secure appeal
                                        • How should leading companies approach premium offerings?
                                          • Issues
                                            • Insight: Premium offerings well positioned for permissibility
                                              • Do consumers care about Fair Trade and ethical/environmental practices?
                                                • Issue
                                                  • Insight: Stay ahead of the headlines
                                                  • Trend Applications

                                                      • Trend: Experience is All
                                                        • Trend: Transumers
                                                          • Trend: Extend My Brand
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Chocolate confectionery sales grew 24% from 2008-13
                                                                • Sales and forecast of chocolate confectionery
                                                                  • Figure 6: Total US retail sales and forecast of chocolate confectionery, at current prices, 2008-18
                                                                  • Figure 7: Total US retail sales and forecast of chocolate confectionery, at inflation-adjusted prices, 2008-18
                                                                • Fan chart forecast
                                                                    • Figure 8: Total U.S. retail sales and forecast of chocolate confectionery, at current prices, 2008-18
                                                                • Market Drivers

                                                                  • Interest in chocolate keeps building
                                                                    • Figure 9: Chocolate & other candy, July 2008-September 2013
                                                                  • Taste for chocolate beyond confectionery keeps category exciting
                                                                    • Popularity of snacking benefits chocolate confectionery
                                                                        • Figure 10: Reese’s Minis, “Pop,” TV Ad, 2014
                                                                    • Competitive Context

                                                                      • Encouraging responsible consumption can combat health concerns
                                                                          • Figure 11: Attitudes toward chocolate confectionery, by age, February 2014
                                                                        • Global demand for cocoa may impact product pricing
                                                                          • Consumer interest in environmental responsibility may drive action
                                                                          • Segment Performance

                                                                            • Key points
                                                                              • Bars/bags/boxes 3.5 oz. or more segment leads sales and growth
                                                                                • Figure 12: Total U.S. retail sales of chocolate confectionery, by segment, at current prices, 2011 and 2013
                                                                              • Sales of bars/bags/boxes 3.5 oz. or more grew 28% from 2008-13
                                                                                • US retail sales of bars/bags/boxes 3.5 oz. or more
                                                                                  • Figure 13: Total US retail sales and forecast of bars/bags/boxes 3.5 oz. or more, at current prices, 2008-18
                                                                                • Seasonal chocolate sales grew 14% from 2008-13
                                                                                    • Figure 14: Dove chocolate, “More Than One Valentine,” TV Ad, 2014
                                                                                  • US retail sales of seasonal chocolate confectionery
                                                                                    • Figure 15: Total US retail sales and forecast of seasonal chocolate confectionery, at current prices, 2008-18
                                                                                    • Figure 16: Total US retail sales of seasonal chocolate confectionery, by occasion, at current prices, 2011 and 2013
                                                                                  • Sales of bars/bags/boxes less than 3.5 oz. grew 40% from 2008-13
                                                                                    • US retail sales of bars/bags/boxes less than 3.5 oz.
                                                                                      • Figure 17: Total US retail sales and forecast of bars/bags/boxes less than 3.5 oz., at current prices, 2008-18
                                                                                    • Sales of snack-size chocolate grew 24% from 2008-13
                                                                                      • US retail sales of snack-size chocolate confectionery
                                                                                        • Figure 18: Total US retail sales and forecast of snack-size chocolate confectionery, at current prices, 2008-18
                                                                                      • Sales of gift boxes dip in 2013
                                                                                        • US retail sales of gift boxes
                                                                                          • Figure 19: Total US retail sales and forecast of gift boxes, at current prices, 2008-18
                                                                                        • Sugar free continues to struggle
                                                                                          • US retail sales of sugar-free chocolate confectionery
                                                                                            • Figure 20: Total US retail sales and forecast of sugar-free chocolate confectionery, at current prices, 2008-18
                                                                                        • Retail Channels

                                                                                          • “Other” channels dominate sales of chocolate confectionery
                                                                                            • Figure 21: Walgreens, “Good & Delish,” TV Ad, 2014
                                                                                          • Natural channel sales grew 53% from 2011-13, reach $91 billion
                                                                                            • Figure 22: Total US retail sales of chocolate confectionery, by channel, at current prices, 2011-13
                                                                                          • Supermarket sales of chocolate confectionery
                                                                                            • Figure 23: US supermarket sales of chocolate confectionery, at current prices, 2008-13
                                                                                          • Drug store sales of chocolate confectionery
                                                                                            • Figure 24: US drug store sales of chocolate confectionery, at current prices, 2008-13
                                                                                          • “Other” retail channel sales of chocolate confectionery
                                                                                            • Figure 25: US sales of chocolate confectionery, through other retail channels, at current prices, 2008-13
                                                                                          • Sales of chocolate confectionery in the natural channel
                                                                                            • Figure 26: Natural supermarket sales of chocolate confectionery, at current prices, 2011-13
                                                                                        • Leading Companies and Brand Share

                                                                                          • Key points
                                                                                            • Premium chocolate sees rapid growth in the segment led by Hershey
                                                                                              • Lindt makes a move for third place
                                                                                                • MULO sales of chocolate confectionery
                                                                                                  • Figure 27: MULO sales of chocolate, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                • Chocolate bar/bag/box segment driven by product innovation
                                                                                                  • Mars focuses on new formats
                                                                                                    • MULO sales of bars/bags/boxes
                                                                                                      • Figure 28: 2013 MULO sales of chocolate bars/bags/boxes, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                    • Hershey leads seasonal sales, Russell Stover wins Valentine’s Day
                                                                                                      • MULO sales of seasonal chocolate
                                                                                                        • Figure 29: MULO sales of seasonal chocolate, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                      • Snack-size segment sees slight growth led by Hershey, Mars
                                                                                                        • MULO sales of snack-size chocolate
                                                                                                          • Figure 30: sales of snack-size chocolate, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                        • Russell Stover losing ground to Ferrero in gift box segment
                                                                                                          • Figure 31: Ferrero USA “25 Days Wrapped In Foil” sweepstakes, December 25, 2013
                                                                                                        • MULO sales of gift box chocolate
                                                                                                          • Figure 32: sales of gift box chocolate, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                        • Sugar-free chocolate segment continues to struggle
                                                                                                          • Figure 2: Hershey Sugar Free Assortments, March 21, 2014
                                                                                                        • MULO sales of sugar-free chocolate
                                                                                                          • Figure 33: MULO sales of sugar-free chocolate, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                      • Innovations and Innovators

                                                                                                        • New product activity down
                                                                                                          • Figure 34: Chocolate confectionery launches, by launch type, 2010-14*
                                                                                                          • Figure 35: Attitudes toward chocolate confectionery (flavor), by age, February 2014
                                                                                                        • Kosher, seasonal claims see strong growth
                                                                                                          • Figure 36: Chocolate confectionery launches, by top 10 claims, 2010-14*
                                                                                                          • Figure 37: Attitudes toward chocolate confectionery, by age, February 2014
                                                                                                        • Unflavored/plain chocolate loses share
                                                                                                          • Figure 38: Chocolate confectionery launches, by top 10 flavors, 2010-14*
                                                                                                      • Social Media

                                                                                                        • Key points
                                                                                                          • Market overview
                                                                                                            • Key social media metrics
                                                                                                              • Figure 39: Key social media metrics, March 2014
                                                                                                            • Brand usage and awareness
                                                                                                              • Figure 40: Brand usage and awareness for select chocolate confectionery brands, February 2014
                                                                                                            • Interactions with chocolate confectionery brands
                                                                                                              • Figure 41: Interaction with selected chocolate confectionery brands, February 2014
                                                                                                            • Leading online campaigns
                                                                                                              • Highlighting seasonal offerings
                                                                                                                • Benefitting legacy brands
                                                                                                                  • Engaging with other brands
                                                                                                                    • What we think
                                                                                                                      • Online conversations
                                                                                                                        • Figure 42: Online mentions of select chocolate confectionery brands, by month, March 1, 2013-February 28, 2014
                                                                                                                      • Where are people talking about chocolate confectionery brands?
                                                                                                                        • Figure 43: Online mentions of select chocolate confectionery brands, by page type, March 1, 2013-February 28, 2014
                                                                                                                      • What are people talking about?
                                                                                                                        • Figure 44: Mentions by topic of conversations, select chocolate confectionery brands, March 1, 2013-February 28, 2014
                                                                                                                    • Chocolate Confectionery Purchase and Consumption

                                                                                                                      • Key points
                                                                                                                        • 86% consumers purchase chocolate; 74% eat it
                                                                                                                          • Figure 45: Chocolate confectionery purchase, by age, February 2014
                                                                                                                        • Adults eat candy twice a week
                                                                                                                          • Figure 46: Chocolate & other candy, July 2012-September 2013
                                                                                                                        • Men like bars. Smaller formats appeal to women
                                                                                                                          • Figure 47: Chocolate & other candy, by gender and age, July 2012-September 2013
                                                                                                                          • Figure 48: Hershey’s bliss chocolates, “One Square Inch,” TV Ad, 2013
                                                                                                                      • Chocolate Confectionery Spend

                                                                                                                        • Key points
                                                                                                                          • Average spend on individual candy bars exceeds other segments
                                                                                                                            • Men spend more than women on chocolate
                                                                                                                              • Figure 49: Hershey’s TV spot for York Peppermint Patty, 2014
                                                                                                                              • Figure 50: Price level, by gender, February 2014
                                                                                                                              • Figure 51: Attitudes toward chocolate confectionery (price), by gender, February 2014
                                                                                                                            • 25-34s can sustain higher price points
                                                                                                                              • Figure 52: Price level, by age, February 2014
                                                                                                                            • …but are also open to affordable offerings
                                                                                                                              • Figure 53: Attitudes toward chocolate confectionery (price), by age, February 2014
                                                                                                                            • Higher-price point products can find interest among higher-income earners
                                                                                                                              • Figure 54: Attitudes toward chocolate confectionery (price), by household income, February 2014
                                                                                                                            • Highest percentage of consumers would swallow a 25% price increase
                                                                                                                              • Figure 55: Purchase behavior if 25% price increase, February 2014
                                                                                                                            • Young shoppers engaged, but have spending limits
                                                                                                                              • Figure 56: Purchase behavior if 25% price increase, by age, February 2014
                                                                                                                          • Consumption Occasion

                                                                                                                            • Key points
                                                                                                                              • Snack positioning rules in chocolate confectionery
                                                                                                                                • Dessert chocolate finds strong target in women
                                                                                                                                  • Figure 57: Consumption occasion, by gender, February 2014
                                                                                                                                • Chocolate snacks may attract older shoppers
                                                                                                                                  • Figure 58: Hershey’s, “S’mores,” TV Ad, 2013
                                                                                                                                  • Figure 59: Consumption occasion, by age, February 2014
                                                                                                                                • Functional chocolate can find a place among young shoppers
                                                                                                                                  • Figure 60: Reasons for eating, by age, February 2014
                                                                                                                                • Lower-income earning households turn to category for snacking
                                                                                                                                  • Figure 61: Ghirardelli squares, “Rendezvous,” TV Ad, 2014
                                                                                                                                  • Figure 62: Consumption occasion, by household income, February 2014
                                                                                                                              • Purchase Decision

                                                                                                                                • Key points
                                                                                                                                  • Chocolate buyers open to new products
                                                                                                                                    • Importance of Fair Trade low, will allow products to stand out down the line
                                                                                                                                      • Familiarity important among older consumers
                                                                                                                                        • Figure 63: Purchase decision, by age, February 2014
                                                                                                                                      • Higher-income households interested in variety
                                                                                                                                        • Figure 64: Purchase decision, by household income, February 2014
                                                                                                                                    • Custom Consumer Group – Households with Children

                                                                                                                                      • Key points
                                                                                                                                        • HHs with children significantly more likely to purchase chocolate
                                                                                                                                          • Figure 65: Chocolate confectionery purchase, by presence of children in household, February 2014
                                                                                                                                        • Nearly three quarters of parents buy chocolate for their kids
                                                                                                                                          • Figure 66: Chocolate confectionery purchase, February 2014
                                                                                                                                        • Non-individually wrapped chocolate pieces popular among parents
                                                                                                                                          • Figure 67: Chocolate confectionery purchase, by any spent on chocolate confectionery spend, February 2014
                                                                                                                                        • Fun-size candy particularly popular among HHs with children
                                                                                                                                            • Figure 68: types of chocolate & other candy eaten, by presence of children in household, July 2012-September 2013
                                                                                                                                          • King-size bars attract teen boys 12-14
                                                                                                                                            • Figure 69: Chocolate & other candy eaten, by gender and age, May 2012-June 2013
                                                                                                                                          • Nearly one quarter of HHs with children look for natural ingredients
                                                                                                                                            • Figure 70: Purchase decision, by presence of children in household, February 2014
                                                                                                                                            • Figure 71: Purchase decision, by gender and parents with children in household, February 2014
                                                                                                                                          • Pester power likely influences purchase decision
                                                                                                                                              • Figure 72: Attitudes toward chocolate confectionery by any agree, by presence of children in household, February 2014
                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                            • Key points
                                                                                                                                              • Asian consumers good target for chocolate purchase
                                                                                                                                                  • Figure 73: Chocolate confectionery purchase, by race/Hispanic origin, February 2014
                                                                                                                                                • Functional chocolate may appeal to Hispanics
                                                                                                                                                  • Figure 74: Reasons for eating, by Hispanic origin, February 2014
                                                                                                                                                • Asians open to trying new products, Hispanics drawn to natural
                                                                                                                                                  • Figure 75: Purchase decision, by race/Hispanic origin, February 2014
                                                                                                                                                • Dark chocolate offerings should appeal to Asian shoppers
                                                                                                                                                  • Figure 76: Attitudes toward chocolate confectionery by any agree, by race/Hispanic origin, February 2014
                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                • Chocolate confectionery purchase
                                                                                                                                                  • Figure 77: Chocolate confectionery purchase, by gender and age, February 2014
                                                                                                                                                  • Figure 78: Chocolate confectionery purchase, by household income, February 2014
                                                                                                                                                  • Figure 79: Chocolate confectionery purchase, by gender and parents with children in household, February 2014
                                                                                                                                                  • Figure 80: Chocolate and other candy, by moms with children in household, July 2012-September 2013
                                                                                                                                                  • Figure 81: Food, April 2008-June 2013
                                                                                                                                                  • Figure 82: Bars and other candy, April 2008-June 2013
                                                                                                                                                  • Figure 83: Food and drink in school, April 2008-June 2013
                                                                                                                                                • Chocolate confectionery spend
                                                                                                                                                  • Figure 84: Chocolate confectionery spend, February 2014
                                                                                                                                                  • Figure 85: Price level, by gender and age, February 2014
                                                                                                                                                  • Figure 86: Price level, by household income, February 2014
                                                                                                                                                  • Figure 87: Price level, by presence of children in household, February 2014
                                                                                                                                                  • Figure 88: Price level, by gender and parents with children in household, February 2014
                                                                                                                                                  • Figure 89: Purchase behavior if 25% price increase, by Hispanic origin, February 2014
                                                                                                                                                  • Figure 90: Purchase behavior if 25% price increase, by gender, February 2014
                                                                                                                                                  • Figure 91: Purchase behavior if 25% price increase, by gender and age, February 2014
                                                                                                                                                  • Figure 92: Purchase behavior if 25% price increase, by household income, February 2014
                                                                                                                                                  • Figure 93: Purchase behavior if 25% price increase, by presence of children in household, February 2014
                                                                                                                                                  • Figure 94: Purchase behavior if 25% price increase, by gender and parents with children in household, February 2014
                                                                                                                                                  • Figure 95: Purchase behavior if 25% price increase, by any spent on chocolate confectionery spend, February 2014
                                                                                                                                                • Consumption occasion
                                                                                                                                                  • Figure 96: Consumption occasion, by gender and age, February 2014
                                                                                                                                                  • Figure 97: Reasons for eating, by gender, February 2014
                                                                                                                                                  • Figure 98: Reasons for eating, by gender and age, February 2014
                                                                                                                                                  • Figure 99: Reasons for eating, by household income, February 2014
                                                                                                                                                  • Figure 100: Consumption occasion, by presence of children in household, February 2014
                                                                                                                                                  • Figure 101: Consumption occasion, by gender and parents with children in household, February 2014
                                                                                                                                                  • Figure 102: Reasons for eating, by gender and presence of children in household, February 2014
                                                                                                                                                • Purchase decision
                                                                                                                                                  • Figure 103: Purchase decision, by gender, February 2014
                                                                                                                                                  • Figure 104: Purchase decision, by gender and age, February 2014
                                                                                                                                                  • Figure 105: Purchase decision, by any spent on chocolate confectionery spend, February 2014
                                                                                                                                                  • Figure 106: Purchase decision, by Hispanic origin and household income, February 2014
                                                                                                                                                • Attitudes toward chocolate confectionery
                                                                                                                                                  • Figure 107: Attitudes toward chocolate confectionery, February 2014
                                                                                                                                                  • Figure 108: Attitudes toward chocolate confectionery by any agree, by gender and age, February 2014
                                                                                                                                                  • Figure 109: Attitudes toward chocolate confectionery by any agree, by Hispanic origin and household income, February 2014
                                                                                                                                                  • Figure 110: Attitudes toward chocolate confectionery by any agree, by any spent on chocolate confectionery spend, February 2014
                                                                                                                                                  • Figure 111: Attitudes toward chocolate confectionery, by gender, February 2014
                                                                                                                                                  • Figure 112: Attitudes toward chocolate confectionery, by gender and parents with children in household, February 2014
                                                                                                                                              • Appendix – Social Media

                                                                                                                                                • Brand usage or awareness
                                                                                                                                                  • Figure 113: Brand usage or awareness, February 2014
                                                                                                                                                  • Figure 114: M&M’s usage or awareness, by demographics, February 2014
                                                                                                                                                  • Figure 115: Snickers usage or awareness, by demographics, February 2014
                                                                                                                                                  • Figure 116: Kit Kat usage or awareness, by demographics, February 2014
                                                                                                                                                  • Figure 117: Reese’s usage or awareness, by demographics, February 2014
                                                                                                                                                  • Figure 118: Lindt usage or awareness, by demographics, February 2014
                                                                                                                                                  • Figure 119: Ghirardelli usage or awareness, by demographics, February 2014
                                                                                                                                                • Activities done
                                                                                                                                                  • Figure 120: Activities done, February 2014
                                                                                                                                                  • Figure 121: M&M’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                  • Figure 122: M&M’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                  • Figure 123: M&M’s – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                  • Figure 124: M&M’s – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                  • Figure 125: Snickers – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                  • Figure 126: Snickers – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                  • Figure 127: Snickers – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                  • Figure 128: Snickers – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                  • Figure 129: Kit Kat – Activities done, by demographics – I have looked up/talked about this brand online on social media, February 2014
                                                                                                                                                  • Figure 130: Kit Kat – Activities done, by demographics – I have contacted/interacted with the brand online on social media to, February 2014
                                                                                                                                                  • Figure 131: Kit Kat – Activities done, by demographics – I follow/like the brand on social media because, February 2014
                                                                                                                                                  • Figure 132: Kit Kat – Activities done, by demographics – I have researched the brand on social media to, February 2014
                                                                                                                                                  • Figure 133: Reese’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                  • Figure 134: Reese’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                  • Figure 135: Reese’s – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                  • Figure 136: Reese’s – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                  • Figure 137: Lindt – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                  • Figure 138: Lindt – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                  • Figure 139: Lindt – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                  • Figure 140: Lindt – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                  • Figure 141: Ghirardelli – Activities done – I have looked up/talked about this brand online on social media, by demographics, February 2014
                                                                                                                                                  • Figure 142: Ghirardelli – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, February 2014
                                                                                                                                                  • Figure 143: Ghirardelli – Activities done – I follow/like the brand on social media because, by demographics, February 2014
                                                                                                                                                  • Figure 144: Ghirardelli – Activities done – I have researched the brand on social media to, by demographics, February 2014
                                                                                                                                                • Key social media metrics
                                                                                                                                                  • Figure 145: Social media metrics – Kit Kat, February 2014
                                                                                                                                                  • Figure 146: Social media metrics – Snickers, February 2014
                                                                                                                                                  • Figure 147: Social media metrics – M&M’s, February 2014
                                                                                                                                                  • Figure 148: Social media metrics – Reese’s, February 2014
                                                                                                                                                  • Figure 149: Social media metrics – Lindt, February 2014
                                                                                                                                                  • Figure 150: Social media metrics – Ghirardelli, February 2014
                                                                                                                                                • Online conversations
                                                                                                                                                  • Figure 151: Online mentions of select chocolate confectionery brands, by month, March 1, 2013-February 28, 2014
                                                                                                                                                  • Figure 152: Online mentions of select chocolate confectionery brands, by page type, March 1, 2013-February 28, 2014
                                                                                                                                                  • Figure 153: Mentions, by topic of conversations, select chocolate confectionery brands, March 1, 2013-February 28, 2014
                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                Companies Covered

                                                                                                                                                • Ferrero U.S.A. Inc.
                                                                                                                                                • Godiva Chocolatier
                                                                                                                                                • Hershey Company, The
                                                                                                                                                • Lindt & Sprüngli (US)
                                                                                                                                                • Mars Incorporated
                                                                                                                                                • Nestlé USA
                                                                                                                                                • R.M. Palmer Company
                                                                                                                                                • Russell Stover Candies Inc.
                                                                                                                                                • Target Corporation
                                                                                                                                                • The National Confectioners Association of the U.S. (NCA)
                                                                                                                                                • Walmart Stores (USA)

                                                                                                                                                Chocolate Confectionery - US - April 2014

                                                                                                                                                £3,199.84 (Excl.Tax)