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Chocolate Confectionery - US - February 2015

“Chocolate confectionery is a treat. Nearly three quarters of consumers turn to these products as a treat, meaning the category will need to promise and meet this most basic expectation.”
– Beth Bloom, Food and Drink Analyst

This report answers the following questions:

  • Are consumers noticing price increases?
  • What’s the role of health in chocolate confectionery?
  • What kind of innovation resonates with consumers?
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 stores, and convenience stores. However, the report also covers chocolate confectionery that is sold in specialty chocolate shops operated by Godiva, Lindt, and Ghirardelli.

Chocolate sales grew from 2009-14. Seasonal and box/bag/bar greater than 3.5 oz segments drive growth, with innovation fusing familiarity and specialization. Struggling snack size, gift box, and sugar-free sales limited the category to a 2.9% increase in 2014. Small bites and premium additions in other category segments poach snack size and gift box share, while sugar-free struggles with indulgent health-focused offerings in other categories, including chocolate spreads.

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

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

  • Bars/bags/boxes weighing 3.5 oz or more – excludes seasonal candies
  • Bars/bags/boxes weighing less than 3.5 oz – includes novelty candies; excludes seasonal candies
  • Seasonal – chocolate confections marketed for a specific holiday (eg, Halloween, Easter)
  • Snack size – also known as fun size, sold in multicount 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. 
Chocolate confectionery is a mature category with a loyal consumer base. Leading brands are widely familiar, and evoke images of nostalgia, fun, and quality. While consumers exhibit an increasing sweet tooth, manufacturers will continue to be pressed to offer BFY (better-for-you) options and engage in responsible product positioning as the spotlight on health intensifies. The category leads as a treat, and the value of the pleasure derived from its products is a strong selling point that should not be discounted. A move toward mass market premiumization seen in product innovation as of late is a keen tack that benefits the category in multiple ways, including excusing price increases that have been passed on by manufacturers due to rising commodities costs, and moving products away from being seen as sugary candy toward worthwhile indulgences.

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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
                      • Category sales are estimated to reach $21.3 billion in 2014
                        • Figure 1: Total US retail sales and forecast of chocolate confectionery, at current prices, 2009-19
                      • Segment performance
                        • Box/bag/bars greater than 3.5 oz. continue to lead the category, growth
                          • Figure 2: Total US retail sales of chocolate confectionery, by segment, at current prices, 2009-14
                        • Leading companies
                          • Lindt overtakes Nestlé in MULO sales of chocolate in 2014
                            • Figure 3: Total US retail sales of chocolate confectionery, by segment, at current prices, 2012 and 2014 ($ millions)
                          • The consumer
                            • Some 85% of consumers buy chocolate, but only 75% eat it
                              • Figure 4: Any chocolate confectionery purchase (%), by age, November 2014
                            • Treat positioning is key
                              • Figure 5: Reasons for eating (%), by age, November 2014
                            • What we think
                            • Issues and Insights

                                • Are consumers noticing price increases?
                                  • Issue
                                    • Insight: Enhancing perception of quality and engaging in price promotions can preserve engagement
                                      • What’s the role of health in chocolate confectionery?
                                        • Issue
                                          • Insight: The category should promote inherent health offerings and expand permissible options
                                            • What kind of innovation resonates with consumers?
                                              • Issue
                                                • Insight: Innovation should carry some form of familiarity
                                                • Trend Application

                                                    • Trend: Mood to Order
                                                      • Trend: Never Say Die
                                                        • Trend: Let’s Make a Deal
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales and forecast of chocolate confectionery
                                                              • Figure 6: Total US retail sales and forecast of chocolate confectionery, at current prices, 2009-19
                                                              • Figure 7: Total US retail sales and forecast of chocolate confectionery, at inflation-adjusted prices, 2009-19
                                                            • Category growth will continue, but slow slightly
                                                              • Figure 8: Total US retail sales and forecast of chocolate confectionery, at current prices, 2009-19
                                                            • Forecast methodology
                                                            • Market Drivers

                                                              • US consumer taste for confectionery grows
                                                                • Figure 9: Chocolate and other candy, July 2009-September 2014
                                                              • A taste for chocolate also appears to be on the rise
                                                                • More chocolate launches means more competition for confectionery category
                                                                  • Category can combat the competition by doing what it does best
                                                                    • Blurring the lines may lessen any negative view chocolate has as a candy
                                                                      • Co-branding can be a means of keeping skin in the game
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Box/bag/bars greater than 3.5 oz continue to lead the category, growth
                                                                            • Figure 10: Total US retail sales of chocolate confectionery, by segment, at current prices, 2012 and 2014
                                                                          • Box/bag/bars >3.5 oz grew 31% from 2009-14
                                                                            • US retail sales of box/bag/bar >3.5 oz
                                                                              • Figure 11: Total US retail sales and forecast of box/bag/bar >3.5 oz, at current prices, 2009-19
                                                                              • Figure 12: Total US retail sales and forecast of Box/bag/bar >3.5 oz, at inflation-adjusted prices, 2009-19
                                                                            • Seasonal sales grew 23% from 2009-14
                                                                              • US retail sales of seasonal chocolate
                                                                                • Figure 13: Total US retail sales and forecast of seasonal chocolate, at current prices, 2009-19
                                                                                • Figure 14: Total US retail sales and forecast of seasonal chocolate, at inflation-adjusted prices, 2009-19
                                                                              • Box/bag/bars <3.5 oz grew 31% from 2009-14
                                                                                • US retail sales of box/bag/bar <3.5 oz
                                                                                  • Figure 15: Total US retail sales and forecast of box/bag/bar <3.5 oz, at current prices, 2009-19
                                                                                  • Figure 16: Total US retail sales and forecast of box/bag/bar <3.5 oz, at inflation-adjusted prices, 2009-19
                                                                                • Snack size chocolate continues downward slide
                                                                                  • US retail sales of snack size chocolate
                                                                                    • Figure 17: Total US retail sales and forecast of snack-size chocolate, at current prices, 2009-19
                                                                                    • Figure 18: Total US retail sales and forecast of snack size chocolate, at inflation-adjusted prices, 2009-19
                                                                                  • Gift box sales fell 4% in 2014
                                                                                    • US retail sales of gift box chocolate
                                                                                      • Figure 19: Total US retail sales and forecast of gift box chocolate, at current prices, 2009-19
                                                                                      • Figure 20: Total US retail sales and forecast of gift box chocolate, at inflation-adjusted prices, 2009-19
                                                                                    • Sugar free sales decline by 19% from 2009-14
                                                                                      • US retail sales of sugar-free chocolate
                                                                                        • Figure 21: Total US retail sales and forecast of sugar-free chocolate, at current prices, 2009-19
                                                                                        • Figure 22: Total US retail sales and forecast of sugar-free chocolate, at inflation-adjusted prices, 2009-19
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Other retail channels represent largest share of category sales
                                                                                          • Mass appeals for convenience, affordability
                                                                                            • Purchase habits limit growth potential of supermarkets, drug stores
                                                                                              • Total US sales of chocolate confectionery
                                                                                                • Figure 23: Total US retail sales of chocolate confectionery, by channel, at current prices, 2012 and 2014
                                                                                              • Supermarket sales grew 24% from 2009-14
                                                                                                • Supermarket sales of chocolate confectionery
                                                                                                  • Figure 24: US supermarket sales of chocolate confectionery, at current prices, 2009-14
                                                                                                • Drug store sales grew 17% from 2009-14
                                                                                                  • Drug store sales of chocolate confectionery
                                                                                                    • Figure 25: US drug store sales of chocolate confectionery, at current prices, 2009-14
                                                                                                  • Other MULO channel sales grew 26% from 2009-14
                                                                                                    • Other MULO channel sales of chocolate confectionery
                                                                                                      • Figure 26: US sales of chocolate confectionery through other MULO channels*, at current prices, 2009-14
                                                                                                    • Other retail channel sales grew 23% from 2009-14
                                                                                                      • Convenience
                                                                                                        • Other retail channel sales of chocolate confectionery
                                                                                                          • Figure 27: US sales of chocolate confectionery through other retail channels*, at current prices, 2009-14
                                                                                                        • Natural channel sales grow 40% from 2012-14
                                                                                                          • Natural channel sales of chocolate confectionery
                                                                                                            • Figure 28: Natural supermarket sales of chocolate confectionery, at current prices, rolling 52 weeks 2012-14
                                                                                                          • Fair Trade certification growing at natural channels
                                                                                                            • Natural channel sales of Fair Trade chocolate confectionery
                                                                                                              • Figure 29: Supermarket sales of chocolate confectionery, by fair-trade status, at current prices, rolling 52 weeks 2012 and 2014
                                                                                                          • Competitive Context

                                                                                                            • Health concerns call indulgence items into question
                                                                                                              • Figure 30: Chocolate statements (health), by age, November 2014
                                                                                                            • Promote chocolate’s strengths
                                                                                                              • Provide healthy options
                                                                                                                • Rising commodities costs result in product price increases
                                                                                                                • Leading Companies

                                                                                                                  • Key points
                                                                                                                    • Lindt overtakes Nestlé in MULO sales of chocolate in 2014
                                                                                                                        • Figure 31: MULO sales of chocolate, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                      • Hershey is a classic; Ghirardelli leads for quality
                                                                                                                        • Figure 32: Opinions toward chocolate companies, correspondence Analysis, February 2015
                                                                                                                        • Figure 33: Opinions toward chocolate companies, February 2015
                                                                                                                      • Hershey represents 50% of bars/bags/boxes >3.5 oz
                                                                                                                        • MULO sales of bars/bags/boxes >3.5 oz
                                                                                                                          • Figure 34: MULO sales of chocolate bars/bags/boxes >3.5 oz, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                        • Easter drives sales for seasonal leaders
                                                                                                                          • MULO sales of seasonal chocolate
                                                                                                                            • Figure 35: MULO sales of seasonal chocolate, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                          • Snack size leader Hershey’s gains, but all others struggle
                                                                                                                            • MULO sales of snack size
                                                                                                                              • Figure 36: MULO sales of snack size chocolate, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                            • Ferrero gains on Russell Stover in gift box segment
                                                                                                                              • MULO sales of gift box
                                                                                                                                • Figure 37: MULO sales of gift box chocolate, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                              • York sees strong growth in sugar-free
                                                                                                                                • MULO sales of sugar-free chocolate
                                                                                                                                  • Figure 38: MULO sales of sugar-free chocolate, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                                • Leaders maintain their position in <3.5 oz bar and novelty segment
                                                                                                                                  • MULO sales of <3.5 oz bar and novelty chocolate
                                                                                                                                    • Figure 39: MULO sales of <3.5oz bar and novelty chocolate, by leading companies, rolling 52 weeks 2013 and 2014
                                                                                                                                • Innovations and Innovators

                                                                                                                                  • New product launches continue to drop, packaging innovation is up
                                                                                                                                    • Figure 40: Chocolate confectionery launches, by launch type, 2010-15
                                                                                                                                  • Seasonal launches see strong growth
                                                                                                                                    • Figure 41: Chocolate confectionery launches, by subcategory, 2010-14
                                                                                                                                  • Leading claims continue to grow
                                                                                                                                      • Figure 42: Chocolate confectionery launches, by top 10 claims, 2010-14
                                                                                                                                    • Gift boxes should better align with consumer interest
                                                                                                                                      • Figure 43: Chocolate confectionery launches, by top 10 claims of boxed launches, 2010-14
                                                                                                                                    • Plain launches down, nuts and nut flavors up
                                                                                                                                      • Figure 44: Chocolate confectionery launches, by top 10 flavors, 2010-14
                                                                                                                                    • Fruit and other mix-ins boost health profile, make category less candy-like
                                                                                                                                      • Premiumization also seen in flavor innovation
                                                                                                                                        • Functionality also adds value
                                                                                                                                          • Dessert-inspired flavors may boost dessert usage
                                                                                                                                            • Seasonal positioning offers opportunity for flavor innovation
                                                                                                                                                • Figure 45: Chocolate confectionery launches, by top 10 flavors among seasonal launches, 2010-14
                                                                                                                                              • Pouches see strong growth
                                                                                                                                                  • Figure 46: Chocolate confectionery launches, by packaging, 2010-15*
                                                                                                                                                • Nostalgia is evident in product launches
                                                                                                                                                • Social Media

                                                                                                                                                    • Market overview
                                                                                                                                                      • Key social media metrics
                                                                                                                                                        • Figure 47: Key social media metrics, January 2015
                                                                                                                                                      • Brand usage and awareness
                                                                                                                                                        • Figure 48: Brand usage and awareness for select chocolate confectionery brands, Nov. 2014
                                                                                                                                                      • Interactions with chocolate confectionery brands
                                                                                                                                                        • Figure 49: Interactions with select chocolate confectionery brands, November 2014
                                                                                                                                                      • Leading online campaigns
                                                                                                                                                        • Sports promotions
                                                                                                                                                          • Legacy
                                                                                                                                                            • Seasonal/special occasions
                                                                                                                                                              • What we think
                                                                                                                                                                • Online conversations
                                                                                                                                                                  • Figure 50: Online conversations for select chocolate confectionery brands, by week, Jan. 26, 2014-Jan. 25, 2015
                                                                                                                                                                • Where are people talking about chocolate confectioneries?
                                                                                                                                                                  • Figure 51: Online conversations for select chocolate confectionery brands, by page type, Jan. 26, 2014-Jan. 25, 2015
                                                                                                                                                                • What are people talking about?
                                                                                                                                                                  • Figure 52: Topics of conversation for select chocolate confectionery brands, Jan. 26, 2014-Jan. 25, 2015
                                                                                                                                                              • Chocolate Purchase and Consumption

                                                                                                                                                                • Key points
                                                                                                                                                                  • Some 85% of consumers buy chocolate, but only 75% eat it
                                                                                                                                                                    • Figure 53: Any chocolate confectionery purchase, by age, November 2014
                                                                                                                                                                  • Half of consumers eat chocolate at least once a week
                                                                                                                                                                    • Figure 54: Chocolate statements (consumption frequency), by age, November 2014
                                                                                                                                                                  • Category needs stronger appeal to older consumers
                                                                                                                                                                    • Figure 55: Chocolate confectionery purchase (for self), by age, November 2014
                                                                                                                                                                  • Young men are big box buyers
                                                                                                                                                                    • Figure 56: Any chocolate confectionery purchase, by gender and age, November 2014
                                                                                                                                                                  • Lower earners less likely to buy chocolate, but are still in the market
                                                                                                                                                                    • Figure 57: Any chocolate confectionery purchase, by household income, November 2014
                                                                                                                                                                    • Figure 58: Chocolate statements (consumption frequency), by household income, November 2014
                                                                                                                                                                  • Favorite brands might attract attention with boxes
                                                                                                                                                                    • Figure 59: Chocolate confectionery purchase (for self), by chocolate brands (purchased consumed in the past year), November 2014
                                                                                                                                                                • Attributes of Interest

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Interest in mix-ins can help the category weather price increases
                                                                                                                                                                      • A focus on health may be the key to appealing to older consumers
                                                                                                                                                                        • Figure 60: Chocolate purchase (attributes), by age, November 2014
                                                                                                                                                                      • Premium offerings appeal to highest earners
                                                                                                                                                                        • Figure 61: Chocolate purchase (attributes), by household income, November 2014
                                                                                                                                                                      • Sugar-free may benefit from expanded formats
                                                                                                                                                                        • Figure 62: Chocolate confectionery purchase (for self), by chocolate candy buyer (by attributes), November 2014
                                                                                                                                                                    • Reasons for Eating

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Snacking leads consumption occasion
                                                                                                                                                                          • Figure 63: Consumption occasion, by age, November 2014
                                                                                                                                                                        • Premium chocolate may benefit from dessert/sharing positioning
                                                                                                                                                                          • Figure 64: Consumption occasion, by chocolate candy buyer (by attributes), November 2014
                                                                                                                                                                        • Energy chocolate may be positioned for on-the-go
                                                                                                                                                                          • Figure 65: Consumption occasion, by reasons for eating, November 2014
                                                                                                                                                                        • Treat positioning leads reasons for eating
                                                                                                                                                                          • Figure 66: Reasons for eating, by gender, November 2014
                                                                                                                                                                        • Mood enhancement important among young shoppers
                                                                                                                                                                          • Figure 67: Reasons for eating, by age, November 2014
                                                                                                                                                                        • Older women looking for a way to treat themselves
                                                                                                                                                                          • Figure 68: Reasons for eating, by gender and age, November 2014
                                                                                                                                                                        • Bars rule for on-the-go
                                                                                                                                                                          • Figure 69: Chocolate confectionery purchase (for self), by consumption occasion, November 2014
                                                                                                                                                                        • Seasonal chocolate has reward appeal
                                                                                                                                                                          • Figure 70: Chocolate confectionery purchase (for self), by reasons for eating, November 2014
                                                                                                                                                                        • Dark and premium find appeal among hosts
                                                                                                                                                                          • Figure 71: Chocolate purchase (attributes), by consumption occasion, November 2014
                                                                                                                                                                        • Consumers seeking an energy boost go for the solid, pure stuff
                                                                                                                                                                          • Figure 72: Chocolate purchase (attributes), by reasons for eating, November 2014
                                                                                                                                                                      • Purchase Location

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Mass leads chocolate purchase location
                                                                                                                                                                            • Supermarkets hold on to older shoppers
                                                                                                                                                                              • Figure 73: Purchase location, by age, November 2014
                                                                                                                                                                            • Supermarket chocolate may be perceived as high in price
                                                                                                                                                                              • Figure 74: Purchase location, by household income, November 2014
                                                                                                                                                                              • Figure 75: Purchase location, by frequent chocolate eaters, November 2014
                                                                                                                                                                            • Online could stand to grow seasonal share
                                                                                                                                                                                • Figure 76: Purchase location, by chocolate candy buyer (by type), November 2014
                                                                                                                                                                              • Supermarkets/natural outlets have premium appeal
                                                                                                                                                                                • Figure 77: Purchase location, by chocolate candy buyer (by attributes), November 2014
                                                                                                                                                                              • Club stores can position chocolate for entertaining
                                                                                                                                                                                • Figure 78: Purchase location, by consumption occasion, November 2014
                                                                                                                                                                              • Natural stores may do well to promote healthfulness of chocolate
                                                                                                                                                                                • Figure 79: Chocolate statements (health), by purchase location (1 of 3), November 2014
                                                                                                                                                                                • Figure 80: Chocolate statements (health), by purchase location (2 of 3), November 2014
                                                                                                                                                                                • Figure 81: Chocolate statements (health), by purchase location (3 of 3), November 2014
                                                                                                                                                                              • Fair Trade certification important among natural store shoppers
                                                                                                                                                                                • Figure 82: Chocolate statements (attributes of interest), by purchase location (1 of 3), November 2014
                                                                                                                                                                                • Figure 83: Chocolate statements (attributes of interest), by purchase location (2 of 3), November 2014
                                                                                                                                                                                • Figure 84: Chocolate statements (attributes of interest), by purchase location (3 of 3), November 2014
                                                                                                                                                                            • Statements Related to Chocolate

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Purchase habits
                                                                                                                                                                                  • Holidays boost chocolate purchase
                                                                                                                                                                                    • Young shoppers look for discounts, more open to new products
                                                                                                                                                                                      • Figure 85: Chocolate statements (purchase habits), by age, November 2014
                                                                                                                                                                                    • Premium offerings around holidays may attract high earners
                                                                                                                                                                                      • Figure 86: Chocolate statements (purchase habits), by household income, November 2014
                                                                                                                                                                                    • Boxes may get a bump from holidays, premium positioning
                                                                                                                                                                                      • Figure 87: Chocolate statements (purchase habits), by chocolate candy buyer (by type), November 2014
                                                                                                                                                                                    • Store brand buyers interested in variety, cost savings
                                                                                                                                                                                        • Figure 88: Chocolate statements (purchase habits), by chocolate candy buyer (by attributes), November 2014
                                                                                                                                                                                      • Frequent eaters not looking for new products
                                                                                                                                                                                        • Figure 89: Chocolate statements (purchase habits), by frequent chocolate eaters, November 2014
                                                                                                                                                                                      • Attributes of interest
                                                                                                                                                                                        • Interest in Fair Trade is still small, but patterns may suggest growth
                                                                                                                                                                                          • Figure 90: Chocolate statements (attributes of interest), by age, November 2014
                                                                                                                                                                                        • Higher earners look for more cocoa
                                                                                                                                                                                          • Figure 91: Chocolate statements (attributes of interest), by household income, November 2014
                                                                                                                                                                                          • Figure 92: Chocolate statements (attributes of interest), by chocolate candy buyer (by attributes), November 2014
                                                                                                                                                                                        • Boxes should go dark
                                                                                                                                                                                          • Figure 93: Chocolate statements (attributes of interest), by chocolate candy buyer (by type), November 2014
                                                                                                                                                                                      • Impact of Price Increases

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Price increases are being noticed
                                                                                                                                                                                            • Young shoppers trading down to less expensive brands
                                                                                                                                                                                              • Figure 94: Impact of price increases, by age, November 2014
                                                                                                                                                                                            • Lower earners buying less, middle earners looking for savings
                                                                                                                                                                                              • Figure 95: Impact of price increases, by household income, November 2014
                                                                                                                                                                                            • Frequent eaters are less likely to be impacted, but are looking for sales
                                                                                                                                                                                              • Figure 96: Impact of price increases, by frequent chocolate eaters, November 2014
                                                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Hispanics may be buying bars for kids
                                                                                                                                                                                                • Figure 97: Any chocolate confectionery purchase, by race/Hispanic origin, November 2014
                                                                                                                                                                                                • Figure 98: Chocolate confectionery purchase (for self), by race/Hispanic origin, November 2014
                                                                                                                                                                                              • Blacks reducing consumption due to health
                                                                                                                                                                                                • Figure 99: Chocolate statements, by race/Hispanic origin, November 2014
                                                                                                                                                                                                • Figure 100: Chocolate statements, by race/Hispanic origin, November 2014
                                                                                                                                                                                              • Asians interested in premium, Hispanics in health
                                                                                                                                                                                                • Figure 101: Chocolate purchase (attributes), by race/Hispanic origin, November 2014
                                                                                                                                                                                                • Figure 102: Chocolate statements, by race/Hispanic origin, November 2014
                                                                                                                                                                                              • Mass is an important outlet for Hispanic chocolate shoppers
                                                                                                                                                                                                • Figure 103: Purchase location, by race/Hispanic origin, November 2014
                                                                                                                                                                                              • Reward positioning resonates with Hispanics
                                                                                                                                                                                                • Figure 104: Reasons for eating, by race/Hispanic origin, November 2014
                                                                                                                                                                                              • One in 10 Hispanics have traded up to higher-priced chocolate
                                                                                                                                                                                                • Figure 105: Impact of price increases, by race/Hispanic origin, November 2014
                                                                                                                                                                                            • Custom Consumer Group – Buying for Kids

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • More than half of respondents buy chocolate for their kids
                                                                                                                                                                                                  • Figure 106: Chocolate purchase, by presence of children in household, November 2014
                                                                                                                                                                                                • Mass outlets, club stores, and candy stores popular among those who buy for kids
                                                                                                                                                                                                    • Figure 107: Purchase location, by chocolate candy buyer for kids, November 2014
                                                                                                                                                                                                  • Holidays and variety appeal to those who buy for kids
                                                                                                                                                                                                    • Figure 108: Chocolate statements (purchase habits), by chocolate candy buyer for kids, November 2014
                                                                                                                                                                                                  • Mix-ins may appeal for health
                                                                                                                                                                                                    • Figure 109: Chocolate statements (health), by chocolate candy buyer for kids, November 2014
                                                                                                                                                                                                  • Hershey appears as high quality and innovative to those who buy for kids
                                                                                                                                                                                                    • Figure 110: Opinions toward chocolate companies (Hershey), by chocolate candy buyer for kids, November 2014
                                                                                                                                                                                                  • Kids are slightly more likely than teens to eat candy
                                                                                                                                                                                                    • Figure 111: Chocolate and other candy, April 2009-June 2014
                                                                                                                                                                                                    • Figure 112: Chocolate and other candy, April 2009-June 2014
                                                                                                                                                                                                  • Teens eat more
                                                                                                                                                                                                    • Figure 113: Bars and other candy, by age, April 2013-June 2014
                                                                                                                                                                                                    • Figure 114: Chocolate and other candy, by age, April 2013-June 2014
                                                                                                                                                                                                  • Kids access to candy on the decline
                                                                                                                                                                                                    • Figure 115: Food and drink in school, April 2009-June 2014
                                                                                                                                                                                                    • Figure 116: Allowance/money, April 2009-June 2014
                                                                                                                                                                                                • Appendix – Other Useful Tables

                                                                                                                                                                                                  • Chocolate purchase and consumption
                                                                                                                                                                                                    • Figure 117: Chocolate confectionery purchase (for self), by gender and age, November 2014
                                                                                                                                                                                                    • Figure 118: Chocolate statements (consumption frequency), by gender and age, November 2014
                                                                                                                                                                                                  • Chocolate attributes
                                                                                                                                                                                                    • Figure 119: Chocolate purchase (attributes), by gender and age, November 2014
                                                                                                                                                                                                    • Figure 120: Chocolate purchase (attributes), by Hispanic origin and household income, November 2014
                                                                                                                                                                                                    • Figure 121: Chocolate purchase (attributes), by presence of children and age in household, November 2014
                                                                                                                                                                                                    • Figure 122: Chocolate purchase (attributes), by chocolate candy buyer (by type), November 2014
                                                                                                                                                                                                  • Reasons for eating
                                                                                                                                                                                                    • Figure 123: Consumption occasion, by race/Hispanic origin, November 2014
                                                                                                                                                                                                    • Figure 124: Chocolate statements (consumption frequency), by reasons for eating, November 2014
                                                                                                                                                                                                  • Purchase location
                                                                                                                                                                                                    • Figure 125: Purchase location, by gender and age, November 2014
                                                                                                                                                                                                    • Figure 126: Purchase location, by household size, November 2014
                                                                                                                                                                                                    • Figure 127: Purchase location, by reasons for eating, November 2014
                                                                                                                                                                                                  • Chocolate statements
                                                                                                                                                                                                    • Figure 128: Chocolate statements (purchase habits), by gender and age, November 2014
                                                                                                                                                                                                    • Figure 129: Chocolate statements (health), by gender and age, November 2014
                                                                                                                                                                                                    • Figure 130: Chocolate statements (attributes of interest), by gender and age, November 2014
                                                                                                                                                                                                    • Figure 131: Chocolate statements, by race/Hispanic origin, November 2014
                                                                                                                                                                                                    • Figure 132: Chocolate statements, by Hispanic origin and household income, November 2014
                                                                                                                                                                                                    • Figure 133: Chocolate statements (attributes of interest), by consumption occasion, November 2014
                                                                                                                                                                                                    • Figure 134: Chocolate statements (health), by reasons for eating, November 2014
                                                                                                                                                                                                    • Figure 135: Chocolate statements (purchase habits), by purchase location (1 of 3), November 2014
                                                                                                                                                                                                    • Figure 136: Chocolate statements (purchase habits), by purchase location (2 of 3), November 2014
                                                                                                                                                                                                    • Figure 137: Chocolate statements (purchase habits), by purchase location (3 of 3), November 2014
                                                                                                                                                                                                • Appendix – Social Media

                                                                                                                                                                                                  • Brand usage or awareness
                                                                                                                                                                                                    • Figure 138: Brand usage or awareness, November 2014
                                                                                                                                                                                                    • Figure 139: Butterfinger usage or awareness, by demographics, November 2014
                                                                                                                                                                                                    • Figure 140: Dove (chocolate) usage or awareness, by demographics, November 2014
                                                                                                                                                                                                    • Figure 141: Reese’s usage or awareness, by demographics, November 2014
                                                                                                                                                                                                    • Figure 142: Lindt usage or awareness, by demographics, November 2014
                                                                                                                                                                                                    • Figure 143: Ghirardelli usage or awareness, by demographics, November 2014
                                                                                                                                                                                                    • Figure 144: Russell Stover usage or awareness, by demographics, November 2014
                                                                                                                                                                                                  • Activities done
                                                                                                                                                                                                    • Figure 145: Activities done, November 2014
                                                                                                                                                                                                    • Figure 146: Butterfinger – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
                                                                                                                                                                                                    • Figure 147: Butterfinger – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
                                                                                                                                                                                                    • Figure 148: Butterfinger – Activities done – I follow/like the brand on social media because, by demographics, November 2014
                                                                                                                                                                                                    • Figure 149: Butterfinger – Activities done – I have researched the brand on social media to, by demographics, November 2014
                                                                                                                                                                                                    • Figure 150: Dove (chocolate) – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
                                                                                                                                                                                                    • Figure 151: Dove (chocolate) – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
                                                                                                                                                                                                    • Figure 152: Dove (chocolate) – Activities done – I follow/like the brand on social media because, by demographics, November 2014
                                                                                                                                                                                                    • Figure 153: Dove (chocolate) – Activities done – I have researched the brand on social media to, by demographics, November 2014
                                                                                                                                                                                                    • Figure 154: Reese’s – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
                                                                                                                                                                                                    • Figure 155: Reese’s – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
                                                                                                                                                                                                    • Figure 156: Reese’s – Activities done – I follow/like the brand on social media because, by demographics, November 2014
                                                                                                                                                                                                    • Figure 157: Reese’s – Activities done – I have researched the brand on social media to, by demographics, November 2014
                                                                                                                                                                                                    • Figure 158: Lindt – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
                                                                                                                                                                                                    • Figure 159: Lindt – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
                                                                                                                                                                                                    • Figure 160: Lindt – Activities done – I follow/like the brand on social media because, by demographics, November 2014
                                                                                                                                                                                                    • Figure 161: Ghirardelli – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
                                                                                                                                                                                                    • Figure 162: Ghirardelli – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
                                                                                                                                                                                                    • Figure 163: Ghirardelli – Activities done – I follow/like the brand on social media because, by demographics, November 2014
                                                                                                                                                                                                    • Figure 164: Ghirardelli – Activities done – I have researched the brand on social media to, by demographics, November 2014
                                                                                                                                                                                                    • Figure 165: Russell Stover – Activities done – I have looked up/talked about this brand online on social media, by demographics, November 2014
                                                                                                                                                                                                    • Figure 166: Russell Stover – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, November 2014
                                                                                                                                                                                                  • Key social media metrics
                                                                                                                                                                                                    • Figure 167: Key social media metrics, Jan. 2015
                                                                                                                                                                                                  • Online conversations
                                                                                                                                                                                                    • Figure 168: Online conversations for select chocolate confectionery brands, by week, Jan. 26, 2014-Jan. 25, 2015
                                                                                                                                                                                                • Appendix – Trade Associations

                                                                                                                                                                                                    • Food Marketing Institute (FMI)
                                                                                                                                                                                                      • Grocery Manufacturers Association (GMA)
                                                                                                                                                                                                        • Specialty Food Association
                                                                                                                                                                                                          • National Confectioners Association (NCA)
                                                                                                                                                                                                            • National Association of Convenience Stores (NACS)

                                                                                                                                                                                                            Companies Covered

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

                                                                                                                                                                                                            Chocolate Confectionery - US - February 2015

                                                                                                                                                                                                            US $3,995.00 (Excl.Tax)