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UK Chocolate Confectionery Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Chocolate Confectionery market, its consumers and the major players who make up the market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

This report examines the UK retail market for chocolate. The market size includes sales through all retail channels including direct to consumer. The market size comprises packaged chocolate confectionery products, including the following segments:

  • Chocolate confectionery: This comprises all solid chocolate or chocolate-covered confectionery, including block chocolate up to 400g in weight, chocolate straight lines, chocolate-filled bars and chocolate confectionery variety packs not targeted for special occasions or gifting
  • Chocolate assortments: This includes assortments, large bags, large boxes, tins and jars. The segment also includes a small portion of sales of non-chocolate items and excludes seasonal products
  • Seasonal chocolate: This includes confectionery for seasonal occasions such as Christmas, Easter and Valentine’s Day. The segment also includes a small portion of sales of nonchocolate items

Expert analysis from a specialist in the field

Written by Amy Price, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Consumers’ preference for ‘less but better’ chocolate puts manufacturers in a difficult situation when it comes to making these treats healthier. The market is under pressure from the government, which is calling on treat categories to reduce sugar and calories. At the same time, most consumers are saying they do not want reduced sugar varieties. However, this mindset also opens up opportunities for premiumisationAmy Price
Senior Food & Drink Analyst

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Table of contents

  1. Overview

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

          • The market
            • Volume growth returns in 2018
              • Figure 1: Forecast of UK retail value sales of chocolate, 2013-23
            • Chocolate confectionery continues to dominate sales
              • Figure 2: UK retail value sales of chocolate, by segment, 2016-18
            • Rising prices affect the market
              • Improved household incomes give opportunities for premium products
                • Companies and brands
                  • Brands dominate NPD, with Nestlé taking the lead
                    • Chocolate brands look to cater to health trends through NPD
                      • Vegan claim rises in 2018
                        • Advertisers maintain support in 2018, with Cadbury Dairy Milk the top-spending brand
                          • Cadbury Dairy Milk leads on trust
                            • The consumer
                              • 92% of Brits eat chocolate; 59% do so daily
                                • Figure 3: Frequency of eating chocolate, March 2019
                              • Single-serve bars remain the most popular format
                                • Figure 4: Types of chocolate eaten, March 2019
                              • Supermarkets are the most popular place for buying chocolate
                                • Figure 5: Retailers from which chocolate confectionery is purchased, March 2019
                              • People are prepared to pay for a luxury brand when buying a gift
                                • Figure 6: Attributes consumers are willing to pay more for in chocolate bought as a gift and for themselves, March 2019
                              • 68% would rather have less of regular chocolate than a larger amount of low-sugar
                                • Figure 7: Behaviours related to chocolate, March 2019
                              • Taste is important to 87%
                                • Figure 8: Attitudes towards chocolate, March 2019
                              • What we think
                              • Issues and Insights

                                • Manufacturers face opposing demands regarding sugar reduction
                                  • The facts
                                    • The implications
                                      • ‘Less but better’ trend is driving premiumisation in chocolate
                                        • The facts
                                          • The implications
                                            • Ethical/environmental issues spark mixed reactions
                                              • The facts
                                                • The implications
                                                • The Market – What You Need to Know

                                                  • Volume growth returns in 2018
                                                    • Value and volume growth predicted over 2018-23
                                                      • Chocolate confectionery continues to dominate sales
                                                        • Rising prices affect the market
                                                          • Improved household incomes give opportunities for premium products
                                                            • Decline in 25-34s and children could adversely impact the market
                                                            • Market Size and Forecast

                                                              • Volume growth returns in 2018
                                                                • Figure 9: UK retail value and volume sales of chocolate, 2013-23
                                                              • Value and volume growth predicted over 2018-23
                                                                • Figure 10: Forecast of UK retail value sales of chocolate, 2013-23
                                                                • Figure 11: Forecast of UK retail volume sales of chocolate, 2013-23
                                                              • Forecast methodology
                                                              • Market Segmentation

                                                                • Chocolate confectionery continues to dominate sales
                                                                  • Figure 12: UK retail value and volume sales of chocolate, by segment, 2016-18
                                                              • Market Drivers

                                                                • Rising prices affect the market
                                                                  • Improved household incomes give opportunities for premium products
                                                                    • Figure 13: CPI vs average weekly earnings, 2013-18
                                                                  • Uncertainties surround consumer finances post-Brexit
                                                                    • War on sugar continues
                                                                      • Manufacturers are tasked with cutting sugar
                                                                        • Calls grow for stronger action to be taken to tackle sugar
                                                                          • Progress made on sugar reduction technologies
                                                                            • Parents under pressure to reduce their children’s sugar intake
                                                                              • Snacking should boost chocolate
                                                                                • Pressure grows on the food industry to reduce packaging waste
                                                                                  • Decline in number of 25-34s and children could adversely impact market
                                                                                    • Figure 14: Change in age structure of the UK population, 2013-18 and 2018-23
                                                                                • Companies and Brands – What You Need to Know

                                                                                  • Cadbury Dairy Milk retains top position in chocolate confectionery, but sees sales fall
                                                                                    • Lindt continues to lead in chocolate assortments
                                                                                      • Cadbury Dairy Milk takes the top position in seasonal chocolate
                                                                                        • Brands dominate NPD, with Nestlé taking the lead
                                                                                          • Chocolate brands look to cater to health trends through NPD
                                                                                            • Vegan claims rise in 2018
                                                                                              • Advertisers maintain support in 2018, spending almost £95 million
                                                                                                • Cadbury Dairy Milk leads on trust
                                                                                                • Market Share

                                                                                                  • Cadbury Dairy Milk retains top position, but sees sales fall
                                                                                                    • NPD boosts Maltesers, but other Mars brands struggle
                                                                                                      • Figure 15: Leading brands’ sales and shares in the UK retail chocolate confectionery market, by value and volume, 2018 and 2019
                                                                                                    • Lindt continues to lead in chocolate assortments
                                                                                                      • Figure 16: Leading brands’ sales and shares in the UK retail chocolate assortments market, by value and volume, 2018 and 2019
                                                                                                    • Cadbury Dairy Milk takes the top position in seasonal chocolate
                                                                                                      • Figure 17: Leading brands’ sales and shares in the UK retail seasonal chocolate market, by value and volume, 2018 and 2019
                                                                                                  • Start-ups and Disruptors Case Study – MIA Chocolate

                                                                                                    • Company overview
                                                                                                      • What is it?
                                                                                                        • Founded
                                                                                                          • Company mission statement
                                                                                                            • Founder’s story
                                                                                                              • Sources of funding and support
                                                                                                                • Mintel analyst View
                                                                                                                  • Mintel Trends
                                                                                                                    • Why it could succeed
                                                                                                                      • Why it could fail
                                                                                                                        • The verdict
                                                                                                                          • The product
                                                                                                                            • Figure 18: Sample of MIA product listing, April 2019
                                                                                                                            • Figure 19: MIA product range, April 2019
                                                                                                                          • Purchase Intelligence (PI)
                                                                                                                            • Figure 20: Perception map of attribute performance of MIA Dark Chocolate and MIA Cranberry & Hazelnut Dark Chocolate in comparison to Single Origin Chocolate among UK consumers, April 2018- April 2019
                                                                                                                          • Product stockists
                                                                                                                            • Social media metrics
                                                                                                                              • Figure 21: Social media metrics for Company as of April 2019
                                                                                                                          • Launch Activity and Innovation

                                                                                                                            • Brands dominate NPD, with Nestlé taking the lead
                                                                                                                              • Figure 22: Share of new product launches in the UK chocolate confectionery market, by company, 2015-19
                                                                                                                              • Figure 23: Selected KitKat launches, 2019
                                                                                                                            • Cadbury and Galaxy launch dark varieties
                                                                                                                              • Figure 24: Cadbury and Galaxy launch dark chocolate versions, 2018 and 2019
                                                                                                                            • Brands and own-label chocolate perform equally on purchase intent
                                                                                                                              • Brands outperform own-label chocolate on perceptions of quality, excitement and taste, on average
                                                                                                                                • Figure 25: Perception map of attribute performance of own-label chocolate in comparison to branded chocolate among UK consumers, April 2018-March 2019
                                                                                                                              • Sainsbury’s pushes exclusive brand
                                                                                                                                • Figure 26: Sainsbury’s launches Cocoa et Co Easter egg, 2019
                                                                                                                              • Chocolate brands look to cater to health trends through NPD
                                                                                                                                • Cadbury focuses on sugar reduction through fibre
                                                                                                                                  • Mars Wrigley looks to protein to bring down sugar and calorie content
                                                                                                                                    • Figure 27: Cadbury unveils Boost + Protein, 2018
                                                                                                                                  • Looking to fruit and grains for better-for-you credentials and texture
                                                                                                                                    • Vegan claim rises in 2018
                                                                                                                                      • Hotel Chocolat launches free-from range …
                                                                                                                                        • … and hosts vegan tasting events
                                                                                                                                          • Sharing remains a key occasion for NPD
                                                                                                                                            • Brands look to larger bags
                                                                                                                                              • Figure 28: Brands launch bigger sharing bags, 2018 and 2019
                                                                                                                                            • Buttons for Bournville and Maltesers
                                                                                                                                                • Figure 29: Maltesers moves into buttons, 2018
                                                                                                                                              • Nestlé extends Milkybar with Mix Ups, McVitie’s launches Jaffa Cakes Nibbles
                                                                                                                                                • Figure 30: Nestlé emphasises shareability in repackaged Aero bar, 2018
                                                                                                                                                • Figure 31: McVitie’s eyes sharing occasion with Jaffa Cakes Nibbles launch, 2019
                                                                                                                                              • Premium launches see a slight rise as manufacturers look to add value
                                                                                                                                                • Maltesers and Aero expand everyday premium with boxed chocolates
                                                                                                                                                    • Figure 32: Maltesers launches Truffles, 2018
                                                                                                                                                  • Premium products look to bars and tablets
                                                                                                                                                    • Lir returns to the UK
                                                                                                                                                      • Quality ingredients, provenance and adult flavours trends continue
                                                                                                                                                        • Calling out quality ingredients
                                                                                                                                                          • Single origin
                                                                                                                                                            • Figure 33: Premium Easter egg launches, 2019
                                                                                                                                                          • Seasonal products aim to offer theatre
                                                                                                                                                            • More potential for adventurous flavours
                                                                                                                                                              • Ethical/environmental innovation
                                                                                                                                                                • Tesco completes move to 100% sustainable chocolate
                                                                                                                                                                  • Plastic packaging comes under public spotlight
                                                                                                                                                                    • Tony’s Chocolonely launches with slave-free claim
                                                                                                                                                                      • Figure 34: Tony’s Chocolonely launches in the UK, 2019
                                                                                                                                                                    • Quality Street looks to theatre with John Lewis tie-up
                                                                                                                                                                      • Figure 35: Quality Street activation at John Lewis, 2018
                                                                                                                                                                  • Advertising and Marketing Activity

                                                                                                                                                                    • Advertisers maintain support in 2018, spending almost £95 million
                                                                                                                                                                      • Figure 36: Total above-the line, online display and direct mail advertising expenditure on chocolate, 2015-18
                                                                                                                                                                    • Mars regains top spot after increasing spend in 2018
                                                                                                                                                                      • Galaxy sees spend reduced
                                                                                                                                                                        • Maltesers launches digital-only campaign
                                                                                                                                                                          • Snickers turns to Elton John for ‘You’re not you when you’re hungry’ campaign
                                                                                                                                                                            • Figure 37: Total above-the line, online display and direct mail advertising expenditure on chocolate, by top 10 spending advertisers (sorted by 2018), 2015-19
                                                                                                                                                                          • Mondelēz cuts spend further
                                                                                                                                                                            • Cadbury Dairy Milk continues kindness theme
                                                                                                                                                                              • Cadbury Darkmilk targets grown-ups with nostalgic ads
                                                                                                                                                                                • Cadbury amends Freddo Treasures campaign following complaints
                                                                                                                                                                                  • Cadbury Creme Egg hacks other brands’ ads for hunting season
                                                                                                                                                                                    • ‘Human charging points’ to beat afternoon slump with Boost
                                                                                                                                                                                      • Figure 38: Total above-the line, online display and direct mail advertising expenditure on chocolate, by top 10 spending brands (sorted by 2018), 2015-18
                                                                                                                                                                                    • Nestlé increased support for its brands in 2018
                                                                                                                                                                                      • Tesco focuses on sustainability through Food Love Stories
                                                                                                                                                                                        • Nielsen Ad Intel coverage
                                                                                                                                                                                        • Brand Research

                                                                                                                                                                                            • Brand map
                                                                                                                                                                                              • Figure 39: Attitudes towards and usage of selected brands, April 2019
                                                                                                                                                                                            • Key brand metrics
                                                                                                                                                                                              • Figure 40: Key metrics for selected brands, April 2019
                                                                                                                                                                                            • Brand attitudes: Cadbury Dairy Milk stands out on trust
                                                                                                                                                                                              • Figure 41: Attitudes, by brand, April 2019
                                                                                                                                                                                            • Brand personality: Maltesers is seen to be the most fun
                                                                                                                                                                                              • Figure 42: Brand personality – macro image, April 2019
                                                                                                                                                                                            • Lindt Lindor has a strong image as special and indulgent
                                                                                                                                                                                              • Figure 43: Brand personality – micro image, April 2019
                                                                                                                                                                                            • Brand analysis
                                                                                                                                                                                              • Cadbury Dairy Milk leads on trust, comfort and providing good value, and on being seen as the favourite brand
                                                                                                                                                                                                • Figure 44: User profile of Cadbury Dairy Milk, April 2019
                                                                                                                                                                                              • Maltesers stands out for being fun and family-focused
                                                                                                                                                                                                • Figure 45: User profile of Maltesers, April 2019
                                                                                                                                                                                              • Lindt Lindor is seen widely to offer consistently high quality, contributing to its special image
                                                                                                                                                                                                • Figure 46: User profile of Lindt Lindor, April 2019
                                                                                                                                                                                              • KitKat seen widely to be trustworthy, accessible and traditional
                                                                                                                                                                                                • Figure 47: User profile of KitKat, April 2019
                                                                                                                                                                                              • Galaxy is seen widely as delicious
                                                                                                                                                                                                • Figure 48: User profile of Galaxy, April 2019
                                                                                                                                                                                              • Hotel Chocolat is seen to be the most exclusive brand
                                                                                                                                                                                                • Figure 49: User profile of Hotel Chocolat, April 2019
                                                                                                                                                                                              • Kinder seen to have a family focus
                                                                                                                                                                                                • Figure 50: User profile of Kinder, April 2019
                                                                                                                                                                                            • The Consumer – What You Need to Know

                                                                                                                                                                                              • 92% of Brits eat chocolate; 59% do so daily
                                                                                                                                                                                                • Single-serve bars remain the most popular format
                                                                                                                                                                                                  • Supermarkets are the most popular place for buying chocolate
                                                                                                                                                                                                    • Many people are prepared to pay for a luxury brand when buying a gift
                                                                                                                                                                                                      • 68% would rather have less regular chocolate than a larger amount of low-sugar
                                                                                                                                                                                                        • ‘Less but better’ trend is evident
                                                                                                                                                                                                          • Taste is important to 87%
                                                                                                                                                                                                            • Ethical/environmental issues spark mixed reactions
                                                                                                                                                                                                            • Usage

                                                                                                                                                                                                              • 92% of Brits eat chocolate; 59% do so daily
                                                                                                                                                                                                                • Figure 51: Frequency of eating chocolate, March 2019
                                                                                                                                                                                                              • Single-serve bars remain the most popular format
                                                                                                                                                                                                                • Figure 52: Types of chocolate eaten, March 2019
                                                                                                                                                                                                              • Milk chocolate is the most popular type
                                                                                                                                                                                                                • Figure 53: Varieties of chocolate eaten, March 2019
                                                                                                                                                                                                                • Figure 54: Crossover in varieties of chocolate eaten, March 2019
                                                                                                                                                                                                            • Where Chocolate is Purchased

                                                                                                                                                                                                              • Supermarkets are the most popular place for buying chocolate
                                                                                                                                                                                                                • A third buy chocolate from the discounters
                                                                                                                                                                                                                  • Figure 55: Retailers from which chocolate confectionery is purchased, March 2019
                                                                                                                                                                                                                • Specialist stores are still very niche
                                                                                                                                                                                                                • Attributes Shoppers Are Prepared to Pay More For

                                                                                                                                                                                                                  • People are prepared to pay for a luxury brand when buying a gift
                                                                                                                                                                                                                    • Figure 56: Attributes consumers are willing to pay more for in chocolate bought as a gift and for themselves, March 2019 
                                                                                                                                                                                                                  • A minority would pay more for hand-crafted/hand-made chocolate
                                                                                                                                                                                                                    • Personalisation could boost gifting further
                                                                                                                                                                                                                      • Mass-market brands look to mass-personalisation
                                                                                                                                                                                                                        • Niche brands go further
                                                                                                                                                                                                                          • An exciting flavour is the top factor people would pay more for when buying chocolate for themselves
                                                                                                                                                                                                                          • Behaviours Related to Chocolate

                                                                                                                                                                                                                            • 68% would rather have less regular chocolate than a larger amount of low-sugar
                                                                                                                                                                                                                              • Cadbury looks to fibre to reduce sugar
                                                                                                                                                                                                                                • Smaller portions aid efforts to limit consumption
                                                                                                                                                                                                                                  • Figure 57: Behaviours related to chocolate, March 2019
                                                                                                                                                                                                                                • ‘Less but better’ trend is evident
                                                                                                                                                                                                                                • Attitudes towards Chocolate

                                                                                                                                                                                                                                  • Taste is important to 87%
                                                                                                                                                                                                                                    • Own-label’s ability to deliver on taste divides chocolate eaters
                                                                                                                                                                                                                                      • Figure 58: Attitudes towards chocolate, March 2019
                                                                                                                                                                                                                                    • Ethical/environmental issues spark mixed reactions
                                                                                                                                                                                                                                      • Palm oil is seen as off-putting by 49%
                                                                                                                                                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

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

                                                                                                                                                                                                                                              • Forecast methodology
                                                                                                                                                                                                                                                  • Figure 59: UK value sales of chocolate, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                                  • Figure 60: UK volume sales of chocolate, best- and worst-case forecast, 2018-23
                                                                                                                                                                                                                                              • Appendix – Market Share

                                                                                                                                                                                                                                                  • Figure 61: Leading manufacturers’ sales and shares in the UK retail chocolate confectionery market, by value and volume, 2018 and 2019
                                                                                                                                                                                                                                                  • Figure 62: Leading manufacturers’ sales and shares in the UK retail chocolate assortments market, by value and volume, 2018 and 2019
                                                                                                                                                                                                                                                  • Figure 63: Leading manufacturers’ sales and shares in the UK retail seasonal chocolate market, by value and volume, 2018 and 2019
                                                                                                                                                                                                                                              • Appendix – Launch Activity and Innovation

                                                                                                                                                                                                                                                  • Figure 64: Share of new product launches in the UK chocolate confectionery market, by brands vs own-label, 2015-19
                                                                                                                                                                                                                                                  • Figure 65: Share of new product launches in the UK chocolate confectionery market, by sub-category, 2015-19
                                                                                                                                                                                                                                                  • Figure 66: Share of new product launches in the UK chocolate confectionery market, by claim category, 2015-19
                                                                                                                                                                                                                                                  • Figure 67: Share of new product launches in the UK chocolate confectionery market, by claim, 2015-19
                                                                                                                                                                                                                                                  • Figure 68: Share of new product launches in the UK chocolate confectionery market, by launch type, 2015-19
                                                                                                                                                                                                                                                  • Figure 69: Share of new product launches in the UK chocolate confectionery market, by top 10 flavour components, 2015-19
                                                                                                                                                                                                                                                  • Figure 70: Perception map of attribute performance of Cadbury in comparison to branded chocolate among UK consumers, April 2018-March 2019
                                                                                                                                                                                                                                              • Appendix – Usage

                                                                                                                                                                                                                                                  • Figure 71: Repertoire of types of chocolate eaten, March 2019