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Seasonal and Boxed Chocolates - UK - August 2010

  • The importance of NPD activity and marketing support in the run up to the major festive periods cannot be underestimated as 25m adults bought boxed or seasonal chocolates as a gift for someone at Christmas while 17 million bought them at Easter.
  • Manufacturers should look to develop packing options that are edible or use easily recyclable materials to cater for the 13 million adults that admit that they avoid buying boxed chocolates with excessive packaging.
  • Ethical considerations are increasingly important in new product launches for chocolate confectionery, however only a fifth of adults agree that it is important that the chocolate they buy is fair-trade.
  • Own label boxed chocolate manufacturers need to position their product ranges as an acceptable gift option; almost half of all consumers (49%) agree that they would not consider giving someone own label boxed/seasonal chocolate as a gift.
  • Retailers and manufacturers should make better use of cross-branding opportunities between boxed chocolates and other gifting items; 12.5m adults agree that chocolates are not enough of a gift on their own.
  • With tightening budgets and relatively less disposable income, just over a third (36%) of consumers agree that they take advantage of special offers to stock up on boxed or seasonal chocolates.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • ‘With love and affection’
                • A box of friends
                  • Back in touch
                    • ‘Because I know you like…’
                      • Away from the screen
                        • This Valentine’s Day, do your partner a favour. Turn off your laptop.
                        • Market in Brief

                          • Value sales growth
                            • Indulgence before health
                              • Promoting their ranges
                                • What are consumers buying?
                                • Internal Market Environment

                                  • Key points
                                    • Stocking up for Spring
                                      • Premium in danger
                                        • Figure 1: Agreement with selected lifestyle statements, 2005-09
                                      • Leading a healthy lifestyle
                                        • Figure 2: Trends in healthy lifestyles and eating/snacking habits, 2005-09
                                        • Figure 3: Body Mass Index among adults in England, 2000-08
                                      • Fair trade
                                      • Broader Market Environment

                                        • Key points
                                          • Rising commodity prices impact on chocolate market
                                            • A poor cocoa harvest, but problems likely to continue
                                              • Figure 4: Monthly cocoa prices, Jan 2005-Jan 10
                                            • Rising milk prices have also impacted the market
                                              • Figure 5: Monthly milk prices, Jan 2005-Jan 10
                                            • Ageing consumer profile of the UK
                                              • Figure 6: Trends and projections in the UK population (‘000s), by age group, 2005, 2010 and 2015
                                            • Recession pushes affordable luxuries to the fore?
                                              • Figure 7: GDP, PDI, consumer expenditure and savings, at current prices, 2005-15
                                          • Competitive Context

                                            • Key points
                                              • Competing over a healthier consumer
                                                • Figure 8: Market size of sugar confectionery (incl. gum and mints) and chocolate confectionery, by value 2005-09
                                              • Chocolate retains treat credentials
                                                • Sugar confectionery struggles
                                                  • Gifting grows
                                                    • Figure 9: Retail sales of gifting products, by value, 2005-09
                                                • Strengths and Weaknesses

                                                  • Strengths
                                                    • Weaknesses
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Seasonal cheer
                                                          • Figure 10: Chocolate confectionery launches, by sub-category, January 2007-June 2010*
                                                          • Figure 11: Seasonal chocolate confectionery launches, by month of launch, January 2007-June 2010*
                                                        • A more ethical focus
                                                          • Figure 12: NPD in seasonal and boxed chocolate confectionery, % by positioning claim, January 2007-June 2010*
                                                        • Organic chocolates lose favour
                                                          • Branded manufacturers lead launches
                                                            • Figure 13: NPD in seasonal and boxed chocolate confectionery, % branded vs. own-label, January 2007-June 2010*
                                                            • Figure 14: NPD in seasonal and boxed chocolate confectionery, % by manufacturer, January 2007-June 2010*
                                                          • Sharing treats
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Value sales increase
                                                                • Figure 15: Retail value sales of seasonal and boxed chocolates, 2005-10
                                                              • Abandoning health for pleasure
                                                                • NPD activity energises the market
                                                                  • The future of the market
                                                                    • Figure 16: Forecast sales of the seasonal and boxed chocolates, 2005-15
                                                                  • Factors used in the forecast
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Tougher times for premium brands
                                                                        • Figure 17: Retail value sales of seasonal chocolate confectionery, 2005-10
                                                                      • Easter cheer
                                                                        • Figure 18: UK retail sales of seasonal chocolate confectionery by sector, 2008-10
                                                                      • Shell eggs lead sales
                                                                        • Figure 19: UK retail value sales of easter chocolates, 2008-10
                                                                      • Creating more opportunities for boxed chocolates
                                                                        • Figure 20: Retail value sales of boxed chocolate confectionery, 2005-10
                                                                    • Companies and Products

                                                                      • Major players
                                                                        • Nestlé UK Ltd
                                                                            • Figure 21: Examples of new products launched by Nestlé in the seasonal and boxed chocolate market in the UK, January 2008 to April 2010
                                                                          • Cadbury UK
                                                                              • Figure 22: Examples of new products launched by Cadbury in the seasonal and boxed chocolate market in the UK, January 2008 to April 2010
                                                                            • Kraft Foods Ltd
                                                                                • Figure 23: New products launched by Kraft Foods in the seasonal and boxed chocolate market in the UK, January 2008 to April 2010
                                                                              • Mars UK Ltd
                                                                                  • Figure 24: New products launched by Mars UK in the seasonal and boxed chocolate market in the UK, January 2008 to April 2010
                                                                                • Ferrero UK Ltd
                                                                                    • Figure 25: Example of New products launched by Ferrero in the seasonal and boxed chocolate market in the UK, January 2008 to April 2010
                                                                                  • Lindt & Sprüngli (UK)
                                                                                      • Figure 26: New products launched by Lindt UK in the seasonal and boxed chocolate market in the UK, January 2008 to April 2010
                                                                                    • Thorntons Plc
                                                                                        • Figure 27: Examples of new products launched by Thorntons in the seasonal and boxed chocolate market in the UK, January 2008 to April 2010
                                                                                    • Brand Elements

                                                                                      • Key points
                                                                                        • Brand map
                                                                                            • Figure 28: Attitudes towards and purchase of seasonal and boxed chocolate brands, February 2010
                                                                                          • Brand qualities of seasonal and boxed chocolate brands
                                                                                            • Indulgence and tradition split the pack
                                                                                              • Figure 29: Personalities of various seasonal and boxed chocolate brands, February 2010
                                                                                            • Experience of seasonal and boxed chocolate brands
                                                                                              • Creme Egg most frequently bought, selection boxes most tried
                                                                                                • Figure 30: Consumer purchase of various seasonal and boxed chocolate brands, February 2010
                                                                                              • Brand consideration for seasonal and boxed chocolate brands
                                                                                                • Creme Egg most commonly bought, but least considered
                                                                                                  • Figure 31: Consideration of various seasonal and boxed chocolate brands, February 2010
                                                                                                • Brand satisfaction for seasonal and boxed chocolate brands
                                                                                                  • Luxury most loved
                                                                                                    • Figure 32: Satisfaction with various seasonal and boxed chocolate brands, February 2010
                                                                                                  • Brand commitment to seasonal and boxed chocolate brands
                                                                                                    • Creme Egg lovers come out on top
                                                                                                      • Figure 33: Commitment to various seasonal and boxed chocolate brands, February 2010
                                                                                                    • Brand intentions for seasonal and boxed chocolate brands
                                                                                                      • Thorntons has best retention, Milk Tray has enduring affection
                                                                                                        • Figure 34: Future purchase intentions for various seasonal and boxed chocolate brands, February 2010
                                                                                                      • Brand recommendation for seasonal and boxed chocolate brands
                                                                                                        • Luxury brands most recommended
                                                                                                          • Figure 35: Recommendation of various seasonal and boxed chocolate brands, February 2010
                                                                                                        • Thorntons
                                                                                                          • What the consumer thinks
                                                                                                            • Figure 36: Attitudes towards the Thorntons brand, February 2010
                                                                                                          • Cadbury Creme Egg
                                                                                                            • What the consumer thinks
                                                                                                              • Figure 37: Attitudes towards the Cadbury Creme Egg brand, February 2010
                                                                                                            • Celebrations
                                                                                                              • What the consumer thinks
                                                                                                                • Figure 38: Attitudes towards the Celebrations brand, February 2010
                                                                                                              • Cadbury Milk Tray
                                                                                                                • What the consumer thinks
                                                                                                                  • Figure 39: Attitudes towards the Cadbury Milk Tray brand, February 2010
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Advertising expenditure falls
                                                                                                                    • Figure 40: Main monitored media spend on seasonal and boxed chocolates, 2007-09
                                                                                                                  • A pre-Christmas reminder
                                                                                                                    • Figure 41: Monthly media spend on seasonal and boxed chocolates, 2007-09
                                                                                                                  • TV accounted for largest share of advertising
                                                                                                                    • Figure 42: Main monitored media spend on seasonal and boxed chocolates, by medium used, 2007-09
                                                                                                                  • Nestlé leads advertising
                                                                                                                    • Figure 43: Main monitored media spend on seasonal and boxed chocolates by advertiser, 2007-09
                                                                                                                • Channels to Market

                                                                                                                  • Key points
                                                                                                                    • Supermarkets open all hours
                                                                                                                      • Figure 44: Distribution of seasonal chocolates, by retail channel, 2008 and 2009
                                                                                                                    • Convenience stores can do more
                                                                                                                      • Chocolate specialists still have an important role to play
                                                                                                                        • Figure 45: Place of purchase of novelty or boxed chocolates in the last 12 months, April 2010
                                                                                                                        • Figure 46: Place of purchase of novelty or boxed chocolates in the last 12 months and price paid, April 2010
                                                                                                                    • The Consumer – Chocolate Occasions

                                                                                                                      • Key points
                                                                                                                          • Figure 47: Novelty or boxed chocolates purchasing occasions in the last 12 months, April 2010
                                                                                                                        • Festive chocolates
                                                                                                                          • Because you are worth it
                                                                                                                            • Figure 48: Average spend on novelty and boxed chocolates, by purchasing occasion, April 2010
                                                                                                                            • Figure 49: Persons for whom novelty or boxed chocolates were bought in the last 12 months, April 2010
                                                                                                                          • Multiple gifting options
                                                                                                                            • For that special someone
                                                                                                                              • Figure 50: Persons for whom novelty or boxed chocolates were bought in the last 12 months, by key demographics April 2010
                                                                                                                          • The Consumer – Attitudes Towards Seasonal and Boxed Chocolates

                                                                                                                            • Key points
                                                                                                                                • Figure 51: Agreement with statements about novelty and boxed chocolates, April 2010
                                                                                                                              • It is good to share
                                                                                                                                • Who is sharing their chocolates?
                                                                                                                                  • The gift of chocolate
                                                                                                                                    • Chocolates … no thank you
                                                                                                                                        • Figure 52: Attitudes towards novelty and boxed chocolates, April 2010
                                                                                                                                      • More attention to packaging
                                                                                                                                        • On special offer
                                                                                                                                        • Seasonal and Boxed Chocolate Targeting Groups

                                                                                                                                          • Key points
                                                                                                                                              • Figure 53: Consumer clusters for seasonal and boxed chocolates, April 2010
                                                                                                                                            • Branded Chocolatiers (40%)
                                                                                                                                              • Who are they more likely to be?
                                                                                                                                                • Self-less Gifters (23%)
                                                                                                                                                  • Who are they more likely to be?
                                                                                                                                                    • Chocolate occasions and attitudes
                                                                                                                                                      • Un-gifted Options (17%)
                                                                                                                                                        • Who are they more likely to be?
                                                                                                                                                          • Chocolate occasions and attitudes
                                                                                                                                                            • Own-label Options (20%)
                                                                                                                                                              • Who are they more likely to be?
                                                                                                                                                                • Chocolate occasions and attitudes
                                                                                                                                                                • Appendix

                                                                                                                                                                  • Advertising data
                                                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                                                      • Figure 54: Penetration of chocolate bars and other chocolate items, by demographics, 2009
                                                                                                                                                                      • Figure 55: Penetration of chocolate bars and other chocolate items, by demographics, 2009
                                                                                                                                                                      • Figure 56: Penetration of chocolate assortments and other boxed chocolates, by demographics, 2009
                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                      • Figure 57: Agreement with statement “I have switched from branded to cheaper own-label groceries”, April 2010
                                                                                                                                                                  • Appendix – Channels to Market

                                                                                                                                                                      • Figure 58: Place of purchase of novelty or boxed chocolates in the last 12 months, by demographics, April 2010
                                                                                                                                                                  • Appendix – The Consumer – Chocolate Occasions

                                                                                                                                                                      • Figure 59: Most popular novelty or boxed chocolates purchasing occasions in the last 12 months, by demographics, April 2010
                                                                                                                                                                      • Figure 60: Next most popular novelty or boxed chocolates purchasing occasions in the last 12 months, by demographics, April 2010
                                                                                                                                                                      • Figure 61: Most popular persons for whom novelty or boxed chocolates were bought in the last 12 months, by demographics, April 2010
                                                                                                                                                                      • Figure 62: Next most popular persons for whom novelty or boxed chocolates were bought in the last 12 months, by demographics, April 2010
                                                                                                                                                                      • Figure 63: Acceptable expenditure on boxed or novelty chocolates, by demographics, April 2010
                                                                                                                                                                      • Figure 64: Expenditure on boxed or novelty chocolates, April 2010
                                                                                                                                                                      • Figure 65: Novelty or boxed chocolates purchasing occasions in the last 12 months, by acceptable expenditure on boxed or novelty chocolates, April 2010
                                                                                                                                                                      • Figure 66: Persons for whom novelty or boxed chocolates were bought in the last 12 months, by acceptable expenditure on boxed or novelty chocolates, April 2010
                                                                                                                                                                  • Appendix – The Consumer – Attitudes Towards Seasonal and Boxed Chocolates

                                                                                                                                                                      • Figure 67: Agreement with statement “I look out for more bargains (eg buy one get one free)”, April 2010
                                                                                                                                                                  • Appendix – Seasonal and Boxed Chocolate Targeting Groups

                                                                                                                                                                      • Figure 68: Statements on novelty and boxed chocolates, by target groups, April 2010
                                                                                                                                                                      • Figure 69: Attitudes towards novelty and boxed chocolates, by target groups, April 2010
                                                                                                                                                                      • Figure 70: Novelty or boxed chocolates purchasing occasions in the last 12 months, by target groups, April 2010
                                                                                                                                                                      • Figure 71: Persons for whom novelty or boxed chocolates were bought in the last 12 months, by target groups, April 2010
                                                                                                                                                                      • Figure 72: Place of purchase of novelty or boxed chocolates in the last 12 months, by target groups, April 2010
                                                                                                                                                                      • Figure 73: Target groups, by demographics, April 2010

                                                                                                                                                                  Seasonal and Boxed Chocolates - UK - August 2010

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