Seasonal Chocolate - US - August 2011
- As seasonal chocolate is an indulgent treat, what are manufacturers doing to encourage usage at a time when the media has been extensively covering the country’s obesity problem?
- What are manufacturers doing in order to identify and maximize opportunities presented by socioeconomic, gender, race/ethnicity, and other demographic factors?
- Where are consumers most likely to buy seasonal chocolate products, and what kind of impact does this have on overall buying behavior?
- Given the challenging economy, what kind of shifts in buying behavior have been seen during the past year? Are these anomalies, or the beginning of long-term trends?
This report builds on the analysis presented in Mintel’s Seasonal Chocolate—U.S., August 2010, and the same title in August 2006.
For the purposes of this report, seasonal chocolate includes chocolate confections that are marketed for a specific holiday (eg, Christmas, Halloween). The marketing includes packaging claims/customization, advertising, and/or content that would identify the chocolate as being meant for a specific holiday. The report focuses on five segments:
- Easter chocolate
- Christmas chocolate
- Valentine’s Day chocolate
- Halloween chocolate
- Other seasonal chocolate.
Other seasonal chocolate combines other general holidays, as in St. Patrick’s Day, Memorial Day, Labor Day, and Independence Day, and general seasons, such as summer, fall, spring, and winter.
Only chocolate that is strictly positioned as “seasonal” through packaging, promotion, flavor/variety, or other indicators is included in this report. This means, for example, that sales of yellow, red, and orange M&M’s with Halloween-themed overwrap are included, while sales of the same yellow, red, and orange M&M’s with no specific holiday designation on the packaging are not included.
“Generic gift box” chocolate that could be sold at any season (eg, Whitman’s Sampler) or other chocolate confections that could be given as a substitute for seasonal chocolate (eg, regular Hershey’s chocolate given as Halloween treats) are also excluded from the scope of this report.
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