Table of Contents
Introduction
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- Definition
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- Figure 1: Definition of Low/Mid/High MHI groups, by city tier
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 2: Retail sales of chocolate, by volume, China, 2009-19
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- Figure 3: Retail sales of chocolate, by value, China, 2009-19
- Companies and brands
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- Figure 4: Value share of China’s chocolate retail market, by company, 2013 and 2014
- The consumer
- Purchase channel of chocolate
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- Figure 5: Purchase channel of chocolate, by self-consumption and gifting, January 2015
- Most popular types of chocolate for self/family consumption and gifting
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- Figure 6: Types of chocolate bought for self/family consumption, January 2015
- Figure 7: Types of chocolate bought for gifting, January 2015
- Chocolate brand bought most often for self/family consumption and the reasons
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- Figure 8: Chocolate brand bought most often for self/family consumption, January 2015
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- Figure 9: Reasons for consumers buying a particular chocolate brand more often, by chocolate brand bought most often for self/family consumption, January 2015
- What product features are consumers willing to pay a premium for?
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- Figure 10: Product features consumers are willing to pay a premium for, January 2015
- Purchase behaviour of and attitudes towards chocolate
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- Figure 11: Consumer purchase behaviours of and attitudes towards chocolate, January 2015
- Meet the Mintropolitans
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- Figure 12: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal income
- Figure 13: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
- Key issues
- How well do consumers understand cocoa butter substitute?
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- Figure 14: Consumer understanding of cocoa butter substitute, January 2015
- How to market chocolate as a filling snack to increase on-the-go consumption?
- Enhancing value perceptions for luxury brands
- What we think
Issues and Insights
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- How well do consumers understand cocoa butter substitute?
- The facts
- The implications
- How to market chocolate as a filling snack to increase on-the-go consumption?
- The facts
- The implications
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- Figure 15: Lotte Hawaiian Breakfast Chocolate, Japan, 2013
- Enhancing value perceptions for luxury brands
- The facts
- The implications
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- Figure 16: Examples of premium chocolate with smaller/thinner unit to enhance value proposition, China, 2014
Trend Application
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- Objectify
- Attention Economy
- Locavore
Market Size and Forecast
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- Key points
- Retail volume sales slowed down due to the rising retailing price in 2014
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- Figure 17: Retail sales of chocolate, by volume and value, China, 2012-14
- Figure 18: Monthly average price of cocoa, January 2013-February 2015
- Growth opportunity comes from repositioning chocolate as a more affordable indulgent snack
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- Figure 19: Change of consumption of different types of snacks, October 2014
- Figure 20: Average retailing prices of main snack categories, China, 2014
- The market will continue to grow but at a slower pace
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- Figure 21: Retail sales of chocolate, by volume, China, 2009-19
- Figure 22: Retail sales of chocolate, by value, China, 2009-19
- Forecast methodology
- Key market drivers
- Greater consumer needs for on-the-go occasions could fuel market growth
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- Figure 23: Selected purchase channel of chocolate, 2013 and 2015
- Market value growth will benefit from consumers’ willingness to trade up for self-indulgence
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- Figure 24: Purchase behaviour of chocolate, by monthly household income, January 2015
- Greater affinity towards foreign culture will drive chocolate sales for gifting and celebration on those festivals
- Market barriers
- High retailing price bars lower-income consumers from eating more chocolate
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- Figure 25: Average retailing price of chocolate, China, Japan, UK and US, 2014
- Health concerns on diabetes and obesity restrain consumers from eating chocolate more often
Market Segmentation
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- Key points
- Individually wrapped chocolate led the growth in 2014
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- Figure 26: Retail volume and value sales of chocolate, by segment, China, 2014
- Chocolate in more delicate and unique formats and packaging enjoys faster growth in the next five years
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- Figure 27: Retail volume sales of chocolate, by segment, China, 2014-19
Market Share
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- Key points
- Mars is still the clear leader, though volume share declined in 2014
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- Figure 28: Value and volume share of China’s chocolate retail market, by company, 2013 and 2014
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- Figure 29: Examples of chocolate products playing nostalgia, US, 2014-15
- Hershey took a leap in market share thanks to active NPD
Who’s Innovating?
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- Key points
- Individually wrapped chocolate led in format innovation
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- Figure 30: Share of chocolate NPD, by segment, April 2012-March 2015
- New product launches continue to drop and variety/range extension is up
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- Figure 31: Share of chocolate NPD, by launch type, April 2012-March 2015
- Plain flavours down while hazelnut, almond and oat flavours up
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- Figure 32: Share of top flavours in chocolate NPD, 2013 and 2014
- New dessert-inspired flavours rise over the past year
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- Figure 33: Examples of chocolate with dessert-inspired flavours, China, 2014-15
- Ferrero launched Kinder Joy Egg Chocolate with toys targeting boys and girls separately
Companies and Brands
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- Mars Incorporated
- Latest development
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- Figure 34: Dove Jewels Assorted Hazelnut Chocolate, China, 2014
- Ferrero S.p.A
- Latest development
- The Hershey Company
- Latest development
- Meiji Holdings Co., Ltd.
- Latest development
- MUJI and IKEA
- Tao Brands: Amovo (魔吻) and Bouquet (卜珂)
The Consumer – Purchase Channel of Chocolate
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- Key points
- Online channel rises to be among the top three purchase channels
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- Figure 35: Purchase channel of chocolate, by self-consumption and gifting, January 2015
- Young consumers in their twenties tend to buy on the go
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- Figure 36: Purchase channel of chocolate for self/family consumption, by age, January 2015
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- Figure 37: Example of chocolate tablet packaging innovation that is easy to open, Japan, 2014
- Regional difference analysis
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- Figure 38: Purchase channel of chocolate for self/family consumption, by region, January 2015
- Online store is the top channel for twenties when buying chocolate for gifting
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- Figure 39: Purchase channel of chocolate for gifting, by age, January 2015
The Consumer – Most Popular Types of Chocolate for Self/family Consumption and Gifting
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- Key points
- Plain dark chocolate is a top choice for women, milk chocolate for men
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- Figure 40: Types of chocolate bought for self/family consumption, January 2015
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- Figure 41: Example of snack with guilt-free claim on-pack, UK, 2014
- The majority switch between different chocolate types
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- Figure 42: Repertoire of types of chocolate bought for self/family consumption, by gender and age, January 2015
- Give emotional touch via filling ingredients to target romantic occasions
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- Figure 43: Types of chocolate bought as gifts for partner/romantic interest, January 2015
- Milk chocolate and chocolate with extra ingredients are more bought as gifts for kids
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- Figure 44: Types of chocolate bought as gifts for kids, January 2015
The Consumer – Chocolate Brand Bought Most Often for Self/family Consumption and the Reasons
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- Key points
- Foreign brands take a clear lead owing to their high brand awareness, preferable taste and wide distribution
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- Figure 45: Chocolate brand bought most often for self/family consumption, January 2015
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- Figure 46: Reasons for consumers buying a particular chocolate brand more often, by chocolate brand bought most often for self/family consumption, January 2015
- Local brands have an advantage in value for money and flavour varieties
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- Figure 47: Examples of chocolate flavours with Chinese features by local brands, China, 2012-15
- Imported brands are strong in taste perception and premium image but are weak in distribution and high price
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- Figure 48: Reasons for consumers buying a particular chocolate brand more often, by chocolate brand bought most often for self/family consumption, January 2015
- Women are more exploratory in taste while men are more brand-oriented
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- Figure 49: Reasons for consumers buying a particular chocolate brand more often, by gender, January 2015
The Consumer – What Product Features are Consumers Willing to Pay a Premium for?
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- Key points
- Brand building is still the key to premiumisation
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- Figure 50: Product features consumers are willing to pay a premium for, January 2015
- Young consumers aged 20-24 tend to buy in packaging innovations
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- Figure 51: Selected product features consumers are willing to pay a premium for, by age, January 2015
- Foreign identity is an important factor to charge a premium
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- Figure 52: Product features consumers are willing to pay a premium for, by consumer purchase behaviour of premium chocolate, January 2015
- Elder consumers care more about the chocolate ingredients
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- Figure 53: Selected product features consumers are willing to pay a premium for, by age, January 2015
The Consumer – Purchase Behaviour of and Attitudes towards Chocolate
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- Key points
- Consumers aged 25-39 show greater trading up trend
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- Figure 54: Consumer purchase behaviours of chocolate, January 2015
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- Figure 55: Selected consumer purchase behaviour of chocolate, by age, January 2015
- Consumers living in the North have a greater preference for dark chocolate
- Tao Brands are more popular among the young consumers aged 25-29
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- Figure 56: Selected consumer purchase behaviour of chocolate, by age, January 2015
- Consumers living in the West have a greater sweet preference
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- Figure 57: Consumer attitudes towards chocolate, January 2015
The Consumer – Meet the Mintropolitans
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- Key points
- Why Mintropolitans?
- Who are they?
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- Figure 58: Demographic profile of Mintropolitans versus Non-Mintropolitans, by gender, age and personal income
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- Figure 59: Demographic profile of Mintropolitans versus Non-Mintropolitans, by marital status, city tier and education level
- Mintropolitans are much more likely to be chocolate fans
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- Figure 60: Purchase channel of chocolate, by consumer classification, January 2015
- Mintropolitans are more into foreign brands, particularly imported brands, mainly for their guaranteed product quality
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- Figure 61: Chocolate brand bought most often for self/family consumption, by consumer classification, January 2015
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- Figure 62: Reasons for consumers buying a particular chocolate brand more often, by consumer classification, January 2015
- Mintropolitans judge the value of a premium chocolate by exteriors
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- Figure 63: Product features consumers are willing to pay a premium for, by consumer classification, January 2015
- Mintropolitans are only a small step ahead of non-MinT in understanding of cocoa butter substitute
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- Figure 64: Consumers’ understanding of cocoa butter substitute, by consumer classification, January 2015
Appendix – Market Size and Forecast
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- Figure 65: Retail volume sales of chocolate, China, 2009-19
- Figure 66: Retail value sales of chocolate, China, 2009-19
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Appendix – Market Segmentation
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- Figure 67: Retail volume sales of tablets, China, 2009-19
- Figure 68: Retail value sales of tablets, China, 2009-19
- Figure 69: Retail volume sales of countlines, China, 2009-19
- Figure 70: Retail value sales of countlines, China, 2009-19
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- Figure 71: Retail volume sales of individually wrapped chocolate, China, 2009-19
- Figure 72: Retail value sales of individually wrapped chocolate, China, 2009-19
- Figure 73: Retail volume sales of non-individually wrapped chocolate, China, 2009-19
- Figure 74: Retail value sales of non-individually wrapped chocolate, China, 2009-19
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- Figure 75: Retail volume sales of other chocolate, China, 2009-19
- Figure 76: Retail value sales of other chocolate, China, 2009-19
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