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Chocolate Confectionery - UK - May 2018

“Premiumisation remains a strong trend in the chocolate market. As references to provenance have become prevalent in premium chocolate, going a step further and educating consumers on how the taste of the chocolate is influenced by the origin of the cocoa beans, could help brands connect with consumers on a connoisseur level.”
– Anita Winther, Research Analyst

This report looks at the following areas:

  • Tapping into the connoisseur spirit can build engagement
  • Recommendations for pairing chocolate with drinks can unlock new and engaging usage occasions
  • Scope for chocolate to capitalise on the strong appeal of energy-boosting ingredients

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Values supported by inflation as volumes stagnate
              • Limited scope to grow volumes
                • Figure 1: Forecast of UK retail value sales of chocolate, 2012-22
              • Chocolate confectionery sales slip as seasonal and assortments grow
                • Figure 2: UK retail value sales of chocolate, by segment, 2015-17
              • Sugar remains in the spotlight
                • Cocoa prices surge in 2018, inflation slows
                  • Companies and brands
                    • Cadbury Dairy Milk posts growth
                      • Figure 3: Leading manufacturers’ value shares in the UK retail chocolate confectionery market, 2017*
                    • Ferrero performs strongly in chocolate assortments
                      • Figure 4: Leading manufacturers’ value shares in the UK retail chocolate assortment market, 2017*
                      • Figure 5: Leading manufacturers’ value shares in the UK retail seasonal chocolate market, 2017*
                    • Premiumisation remains a focus in NPD
                      • Nestlé unveils reduced-sugar Milkybar Wowsomes
                        • Advertising support falls in 2017
                          • Galaxy and Cadbury Dairy Milk get new campaign
                            • Cadbury Dairy Milk is the most trusted brand
                              • The consumer
                                • Most Brits eat chocolate more than once a week
                                  • Figure 6: Frequency of eating chocolate, April 2018
                                • Single-serve bars are most popular
                                  • Figure 7: Types of chocolate eaten, April 2018
                                • Emotional links are key drivers for chocolate eating
                                  • Chocolate has a more functional role in the morning and afternoon
                                    • Figure 8: Reasons for eating chocolate, by time of day, April 2018
                                  • Ingredients are key indicator of premium qualities
                                    • One in three associates high cocoa content with being premium
                                      • Figure 9: Important qualities that denote a premium chocolate, April 2018
                                    • Chocolate with energy-boosting ingredients appeals to a fifth of users
                                      • Chocolate with plant-based sweeteners appeals most to older people
                                        • Figure 10: Interest in product concepts in chocolate, April 2018
                                      • Budding connoisseur interest among chocolate eaters
                                        • Figure 11: Behaviours relating to chocolate, April 2018
                                      • Dark chocolate is widely seen as healthier than milk chocolate
                                        • Figure 12: Attitudes towards chocolate, April 2018
                                      • What we think
                                      • Issues and Insights

                                        • Tapping into the connoisseur spirit can build engagement
                                          • The facts
                                            • The implications
                                              • Recommendations for pairing chocolate with drinks can unlock new and engaging usage occasions
                                                • The facts
                                                  • The implications
                                                    • Scope for chocolate to capitalise on the strong appeal of energy-boosting ingredients
                                                      • The facts
                                                        • The implications
                                                        • The Market – What You Need to Know

                                                          • Values supported by inflation as volumes stagnate
                                                            • Limited scope to grow volumes
                                                              • Chocolate confectionery sales slip as seasonal and assortments grow
                                                                • Sugar remains in the spotlight
                                                                  • Cocoa prices surge in 2018, inflation slows
                                                                  • Market Size and Forecast

                                                                    • Inflation supports value sales as volumes stagnate
                                                                      • Figure 13: UK retail value and volume sales of chocolate, 2012-22
                                                                    • Volumes sales are expected to remain flat
                                                                        • Figure 14: Forecast of UK retail value sales of chocolate, 2012-22
                                                                        • Figure 15: Forecast of UK retail value sales of chocolate, 2012-22
                                                                      • Forecast methodology
                                                                      • Market Segmentation

                                                                        • Chocolate confectionery is losing share to seasonal and assortments
                                                                          • Figure 16: UK retail value and volume sales of chocolate, by segment, 2015-17
                                                                      • Market Drivers

                                                                        • Sugar remains in the spotlight
                                                                          • The Childhood Obesity Plan puts onus on industry to cut sugar
                                                                            • PHE launches campaigns targeting kids’ snacking and adults’ calorie consumption
                                                                              • Stricter rules on kids’ non-broadcast advertising come into play
                                                                                • Competition for the snacking occasion remains fierce
                                                                                  • Cocoa prices surge in 2018
                                                                                    • Wage growth catches up with inflation eases
                                                                                      • Plastic waste debate is gaining momentum
                                                                                      • Companies and Brands – What You Need to Know

                                                                                        • Cadbury Dairy Milk posts growth
                                                                                          • Ferrero performs strongly in chocolate assortments
                                                                                            • Premiumisation remains a focus in NPD
                                                                                              • Nestlé unveils reduced-sugar Milkybar Wowsomes
                                                                                                • Advertising support falls in 2017
                                                                                                  • Galaxy and Cadbury Dairy Milk get new campaign
                                                                                                    • Cadbury Dairy Milk is the most trusted brand
                                                                                                    • Market Share

                                                                                                      • Cadbury Dairy Milk grows sales in declining chocolate market
                                                                                                        • Mars brands struggle
                                                                                                          • Figure 17: Leading brands’ sales and shares in the UK retail chocolate confectionery market, by value and volume, 2016 and 2017
                                                                                                        • Ferrero performs strongly in chocolate assortments
                                                                                                          • Mars’s Celebrations further mine the gifting occasion
                                                                                                            • Figure 18: Leading brands’ sales and shares in the UK retail chocolate assortments market, by value and volume, 2016 and 2017
                                                                                                          • Mixed results for Cadbury brands in seasonal chocolates
                                                                                                            • Figure 19: Leading brands’ sales and shares in the UK retail seasonal chocolate market, by value and volume, 2016 and 2017
                                                                                                        • Launch Activity and Innovation

                                                                                                          • Brands continue to dominate chocolate NPD
                                                                                                            • Figure 20: Share of new product launches in the UK chocolate confectionery market, by company, 2014-17
                                                                                                          • Premiumisation remains a focus in NPD
                                                                                                            • Nestlé brings Les Recettes de L’Atelier to the UK and launches premium KitKat
                                                                                                              • Godiva makes supermarket debut
                                                                                                                • Green & Black’s launches new Velvet Edition range
                                                                                                                  • Brands and own-label build premium image through single origin
                                                                                                                    • Barry Callebaut creates fourth type of chocolate: ruby
                                                                                                                      • Sharing formats continue to attract NPD
                                                                                                                        • Nestlé focuses on sugar reduction
                                                                                                                          • Nestlé unveils reduced-sugar Milkybar Wowsomes
                                                                                                                            • KitKat reformulation replaces sugar with milk and cocoa
                                                                                                                              • Avocado makes first appearance in chocolate confectionery
                                                                                                                                • Brands get flavour extensions
                                                                                                                                  • Cadbury caters for the nostalgic
                                                                                                                                  • Advertising and Marketing Activity

                                                                                                                                    • Advertising support falls in 2017
                                                                                                                                      • Figure 21: Total above-the-line, online display and direct mail advertising expenditure on chocolate confectionery, by sub-category, 2014-17
                                                                                                                                    • Mondelēz claims spot as top advertiser
                                                                                                                                      • Cadbury focuses on taste sensations in ‘Singles Sensations’ campaign
                                                                                                                                        • Cadbury “goes back to its roots” with new 2018 campaign
                                                                                                                                          • Cadbury support Easter range
                                                                                                                                            • Green & Black’s focuses on taste profile in first TV campaign
                                                                                                                                              • Figure 22: Total above-the-line, online display and direct mail advertising expenditure on chocolate confectionery, by top 10 advertisers (sorted by 2017), 2014-17
                                                                                                                                            • Mars encourages consumers to disconnect with new Galaxy advert
                                                                                                                                              • Diversity remains at the centre of Maltesers’ advertising
                                                                                                                                                • Snickers campaign continues to cement hunger-busting message
                                                                                                                                                  • Ferrero ups support for Thorntons
                                                                                                                                                    • Kinder Bueno online campaign celebrates mundane adult tasks
                                                                                                                                                      • Nestlé spotlights reformulations for Milkybar and KitKat…
                                                                                                                                                        • …and continues focus on breaks for KitKat…
                                                                                                                                                          • KitKat Senses supported with new campaign
                                                                                                                                                            • Chocolate brands embrace pop-up experiences as marketing concept
                                                                                                                                                              • Nielsen Ad Intel coverage
                                                                                                                                                              • Brand Research

                                                                                                                                                                  • Brand map
                                                                                                                                                                    • Figure 23: Attitudes towards and usage of selected brands, April 2018
                                                                                                                                                                  • Key brand metrics
                                                                                                                                                                    • Figure 24: Key metrics for selected brands, April 2018
                                                                                                                                                                  • Brand attitudes: Cadbury Dairy Milk is the most trusted brand
                                                                                                                                                                    • Figure 25: Attitudes, by brand, April 2018
                                                                                                                                                                  • Brand personality: Cadbury Dairy Milk and KitKat are widely seen as accessible
                                                                                                                                                                    • Figure 26: Brand personality – Macro image, April 2018
                                                                                                                                                                  • Lindt Excellence as a lead as indulgent and special
                                                                                                                                                                    • Figure 27: Brand personality – Micro image, April 2018
                                                                                                                                                                  • Brand analysis
                                                                                                                                                                    • Cadbury Dairy Milk’s lead underpinned by trust, accessibility and tradition
                                                                                                                                                                      • Figure 28: User profile of Cadbury Dairy Milk, April 2018
                                                                                                                                                                    • Lindt Excellence enjoys a premium image
                                                                                                                                                                      • Figure 29: User profile of Lindt Excellence, April 2018
                                                                                                                                                                    • KitKat scores well on the fun factor
                                                                                                                                                                      • Figure 30: User profile of KitKat, April 2018
                                                                                                                                                                    • Galaxy is widely seen as comforting
                                                                                                                                                                      • Figure 31: User profile of Galaxy, April 2018
                                                                                                                                                                    • Thorntons’ enjoys an indulgent image
                                                                                                                                                                      • Figure 32: User profile of Thorntons, April 2018
                                                                                                                                                                    • Toblerone’s unique shapes give differentiation
                                                                                                                                                                      • Figure 33: User profile of Toblerone, April 2018
                                                                                                                                                                    • Kinder Bueno has a fun, family image
                                                                                                                                                                      • Figure 34: User profile of Kinder Bueno, April 2018
                                                                                                                                                                  • The Consumer – What You Need to Know

                                                                                                                                                                    • Most Brits eat chocolate more than once a week
                                                                                                                                                                      • Single-serve bars are most popular
                                                                                                                                                                        • Emotional links are key drivers for chocolate eating
                                                                                                                                                                          • Chocolate has a more functional role in the morning and afternoon
                                                                                                                                                                            • Ingredients are key indicator of premium qualities
                                                                                                                                                                              • One in three associates high cocoa content with premium
                                                                                                                                                                                • Chocolate with energy-boosting ingredients appeals to a fifth of users
                                                                                                                                                                                  • Chocolate with plant-based sweeteners appeals most to older people
                                                                                                                                                                                    • Budding connoisseur interest among chocolate eaters
                                                                                                                                                                                      • Dark chocolate is widely seen as healthier than milk chocolate
                                                                                                                                                                                      • Frequency of Eating Chocolate and Types Eaten

                                                                                                                                                                                        • Most Brits eat chocolate more than once a week
                                                                                                                                                                                          • Women and young consumers are core users
                                                                                                                                                                                            • Figure 35: Frequency of eating chocolate, April 2018
                                                                                                                                                                                          • Single-serve bars are most popular
                                                                                                                                                                                            • Figure 36: Types of chocolate eaten, April 2018
                                                                                                                                                                                        • Time of Day Chocolate is Eaten and Reasons for Eating Chocolate

                                                                                                                                                                                          • Evening is peak time for eating chocolate
                                                                                                                                                                                            • Figure 37: Time of day that chocolate is eaten, April 2018
                                                                                                                                                                                          • Emotional links are key drivers for chocolate eating
                                                                                                                                                                                            • Cravings are the main reason for eating chocolate
                                                                                                                                                                                              • Self-rewarding sees many turn to chocolate
                                                                                                                                                                                                • Chocolate helps many de-stress
                                                                                                                                                                                                  • Figure 38: Reasons for eating chocolate, by time of day, April 2018
                                                                                                                                                                                                • Chocolate has a more functional role in the morning and afternoon
                                                                                                                                                                                                • Qualities that Denote a Premium Chocolate

                                                                                                                                                                                                  • Ingredients are key indicators of premium qualities
                                                                                                                                                                                                    • Figure 39: Important qualities that denote a premium chocolate, April 2018
                                                                                                                                                                                                  • One in three associates high cocoa content with premium
                                                                                                                                                                                                    • Artisanship of handmade chocolate recognised by one in four
                                                                                                                                                                                                      • The young place greater emphasis on packaging
                                                                                                                                                                                                      • Interest in Chocolate Concepts

                                                                                                                                                                                                        • Chocolate with energy-boosting ingredients appeals to a fifth of users
                                                                                                                                                                                                          • Figure 40: Interest in product concepts in chocolate, April 2018
                                                                                                                                                                                                        • Chocolate with plant-based sweeteners appeals especially to older people
                                                                                                                                                                                                          • Londoners are particularly interested in health-boosting herbs/spices
                                                                                                                                                                                                            • Smaller brands explore spice flavours
                                                                                                                                                                                                              • Chocolate with non-dairy milk appeals most to young women
                                                                                                                                                                                                                • Plant-based milk chocolate remains rare
                                                                                                                                                                                                                • Behaviours Relating to Chocolate

                                                                                                                                                                                                                  • Budding connoisseur interest among chocolate eaters
                                                                                                                                                                                                                    • Coffee category can provide inspiration
                                                                                                                                                                                                                      • Figure 41: Behaviours relating to chocolate, April 2018
                                                                                                                                                                                                                    • Adult drinks pairings interest 18-34-year-olds
                                                                                                                                                                                                                      • Pairing recommendations in focus by smaller brands…
                                                                                                                                                                                                                        • …but is also being mined by mainstream brands
                                                                                                                                                                                                                        • Attitudes towards Chocolate

                                                                                                                                                                                                                          • Dark chocolate is widely seen as healthier than milk chocolate
                                                                                                                                                                                                                            • Raw chocolate has a heathier image among younger
                                                                                                                                                                                                                              • Figure 42: Attitudes towards chocolate, April 2018
                                                                                                                                                                                                                            • Interesting textures adds appeal to many
                                                                                                                                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                • Abbreviations
                                                                                                                                                                                                                                  • Consumer research methodology
                                                                                                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                                                                                                    • Forecast methodology
                                                                                                                                                                                                                                        • Figure 43: UK retail value sales of chocolate, best- and worst-case forecast, 2017-22
                                                                                                                                                                                                                                        • Figure 44: UK retail volume sales of chocolate, best- and worst-case forecast, 2017-22
                                                                                                                                                                                                                                    • Appendix – Market Share

                                                                                                                                                                                                                                        • Figure 45: Leading manufacturers’ sales and shares in the UK retail chocolate confectionery market, by value and volume, 2016 and 2017
                                                                                                                                                                                                                                        • Figure 46: Leading manufacturers’ sales and shares in the UK retail chocolate assortments market, by value and volume, 2016 and 2017
                                                                                                                                                                                                                                        • Figure 47: Leading manufacturers’ sales and shares in the UK retail seasonal chocolate market, by value and volume, 2016 and 2017
                                                                                                                                                                                                                                    • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                        • Figure 48: Share of new product launches in the UK chocolate confectionery market, by brands and private label, 2014-17
                                                                                                                                                                                                                                        • Figure 49: Share of new product launches in the UK chocolate confectionery market, by launch type, 2014-17
                                                                                                                                                                                                                                        • Figure 50: Share of new product launches in the UK chocolate confectionery market, by sub-category, 2014-17
                                                                                                                                                                                                                                        • Figure 51: Share of new product launches in the UK chocolate confectionery market, by top 20 claims, 2014-17

                                                                                                                                                                                                                                    Chocolate Confectionery - UK - May 2018

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