Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Scape goats and red herrings
- Chocolate club
Executive Summary
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- Working hard to stand still
- Bars are the stars
- Difficult to grow
- Health overshadows market
- A duopoly emerging
- Lighter textures tap into current trends
- Advertising support is strong
- New product development
- Multiples on the high street change the impulse channel
- Consumer trends
- Chocolate remains a national obsession
Market Drivers
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- Figure 1: Trends and projections in UK population, by age group, 2000-10
- Kids sustain everyday sectors
- Better news for young adults
- The burgeoning retired population; heartland of non-usage
- Sharing is a key driver in the market
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- Figure 2: UK households and one-person households, 2000-10
- A mini treat for me
- Rising affluence fuels indulgence
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- Figure 3: PDI and consumer expenditure, at constant 2000 prices, 2000-09
- The role of snacking – adults
- Snacking at work
- Importance of children to the market
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- Figure 4: Average weekly income of children aged 7-14, by gender and age, 2002-04
- Big brother is watching the nation’s waistline
- The obesity issue
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- Figure 5: Trends in body mass index (BMI) of adults in England, by gender, 1997-2003
- Healthy living blueprint for schools
- The question of vending
- The stick and carrot approach
- The alternatives
- FSA intervention
- The move towards a ‘balanced’ diet
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Market Size
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- A challenging market
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- Figure 6: UK retail sales of all chocolate, 2001-06*
- Mixed messages
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- Figure 7: UK retail sales of chocolate by sector, 2001-05
- Seasonal is re-segmented
- Chocolate confectionery
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- Figure 8: UK retail sales of chocolate confectionery, 2001-06
- A challenging market
Market Segmentation
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- Figure 9: UK retail sales of chocolate confectionery, by sector, 2001-05
- Countlines suffer
- Selflines stumble
- Bars blossom
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- Figure 10: UK retail sales of moulded bar chocolate by size and positioning, 2001-05
- Premium appeals
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The Supply Structure
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- Manufacturer shares
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- Figure 11: Manufacturers' value shares in the UK chocolate market (retail sales), 2001-05
- A slowdown for the leader?
- Nestlé in trouble
- Own-label wins
- Brand shares
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- Figure 12: Leading brands purchased in the UK chocolate confectionery market, 2003-05
- No change at the top
- Light and airy winners
- Manufacturer support
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- Figure 13: Main monitored advertising spend in the chocolate confectionery category, 2001-05
- Deeper pockets
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- Figure 14: Main monitered advertising spend by manufacturer in the chocolate confectionery category, 2001-05
- A change of strategy?
- Preparing to exit?
- Cadbury reap economies of scale
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- Figure 15: Main monitored media spend by chocolate manufacturers, 2005
Manufacturer Profiles
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- Cadbury Trebor Basset
- Cadbury
- Supporting strategies
- Brand support
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- Figure 16: Main monitored media spend by Cadbury, by brand, 2005
- Dairy Milk
- Recent new product development
- Health focused and portion control
- Luxury focused
- Ferrero Limited
- Campaign trail
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- Figure 17: Main monitored media spend by Ferrero, by brand, 2005
- Recent new product development
- Tackling external competition
- Extending kids
- Adult indulgence
- Green & Black’s Limited
- Brand credentials
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- Figure 18: Main monitored media spend by Green & Black’s, by brand, 2005
- Targeting out-of-home
- Kraft Foods UK Ltd
- Marketing support
- Brand consolidation
- Brand extension
- Lindt & Sprungli (UK) Limited
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- Figure 19: Main monitored media spend by Lindt & Sprungli, by brand, 2005
- Brand extension
- A move into countlines
- Masterfoods Limited
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- Figure 20: Main monitored media spend by Masterfoods, by brand, 2005
- Mars follows the lighter trend
- Galaxy on the offensive
- Recent new product development
- Healthy
- Indulgence
- Brand extension
- Nestlé (UK) Limited
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- Figure 21: Main monitored media spend by Nestlé, by brand, 2005
- A moral victory?
- Decline for Double Cream spend
- Recent new product development
- Health related launches
- Brand extensions
- Retro trend for nostalgia
- Children’s products
- Thorntons plc
- Other suppliers
- Big Bear Limited
- Guylian (UK) Limited
- Alfred Ritter GmbH & Co
- The Day Chocolate Company Limited
- The Greatest Store on Earth Limited
- Zetar plc (Kinnerton Group Limited)
- Own-label
- Asda
- Boots
- Marks & Spencer
- Sainsbury's
- Tesco
New Product Development
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- Figure 22: UK new product development by claims, October 2004-05
- UK product claims
- Utilising health for NPD
- Buxton Foods Limited – products suitable for allergies
- Hope & Greenwood – ration book revived
- Orgasmic Chocolates – a new take on functional ingredients
- Key themes of global NPD
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Distribution
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- Multiple grocers move into the high street
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- Figure 23: Sales of chocolate confectionery, by outlet type, 2001-05
- Confectionery-free checkouts in Impulse!
- Category management versus health management
- Own-label wins
- Theatre wins favour with the trade
- Power for supply chain integration
- One in one out
- The question of King Size
The Consumer
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- Figure 24: Penetration of chocolate confectionery, by type, 2002-05
- A shift in consumption habits
- Indulgence may be a factor
- Demographic changes negatively affect the market
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- Figure 25: Consumer profile of heavy users of chocolate confectionery, 2005
- A correlation with health
- The young consumer
- A saturated market
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- Figure 26: Consumption of chocolate, 7-16-year-olds, 2001-05
- Evidence of cutting down – are children being restricted?
- Pocket money spending
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- Figure 27: How 7-10-year-olds spend their money, 2001-05
- Snacks fall out of favour
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- Figure 28: How 11-16-year-olds spend their money, 2001-05
- Snacks lose out to mobile teens
- Exclusive consumer research
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- Figure 29: Occasions for which chocolate is purchased most often, November 2005
- Home indulgence
- On the go
- Health vs emotion
- Why products are purchased
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- Figure 30: Occasions for which chocolate is purchased most often, November 2005
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Detailed Demographics
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- Figure 31: Consumption of chocolate bars in the last 12 months, by demographic sub-group, 2005
- Figure 32: Consumption of other chocolate items in the last 12 months, by demographic sub-group, 2005
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The Young Consumer – Detailed Demographics
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- Figure 33: Consumption of chocolate, 7-10s, by demographic sub-group, 2005
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- Figure 34: Who buys most of the chocolate that 7-10-year-olds eat, by demographic sub-group, 2005
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- Figure 35: Where 7-10-year-olds eat chocolate the most, by demographic sub-group, 2005
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- Figure 36: Consumption of chocolate, 11-16s, by demographic sub-group, 2005
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- Figure 37: Who buys most of the chocolate that 11-16-year-olds eat, by demographic sub-group, 2005
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- Figure 38: 11-16-year-olds eat chocolate the most, by demographic sub-group, 2005
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- Figure 39: Occasions for which chocolate is purchased most often, November 2005
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The Consumer – Attitudes and Enthusiasm
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- Figure 40: Attitudes to buying chocolate, November 2005
- Looking into the decline
- Reduction Advocates (22% of respondents)
- Diminishing Devotees (17% of respondents)
- So what else are they eating? – second typology set
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- Figure 41: Alternatives bought instead of chocolate, November 2005
- Health making an impact
- Health conscious (40% of the cutting back sample)
- Food Junkies (39% of the cutting back sample)
- Going forward
- For those that aren’t cutting back – first typology set
- Pure Impulse (16% of all respondents)
- Routine-led (11% of all respondents)
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Detailed Demographics
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- Figure 42: Attitudes to buying chocolate, November 2005
- Figure 43: Attitudes to buying chocolate, November 2005
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- Figure 44: Attitudes to buying chocolate, November 2005
- Figure 45: Chocolate buying clusters, by demographics, November 2005
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- Figure 46: Chocolate buying clusters by demographics, November 2005
- Figure 47: Chocolate usage occasion according to consumer target group, November 2005
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Consumers Cutting Down – Detailed Demographics
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- Figure 48: Repertoire by demographics for respondents agreeing they ‘buy less chocolate than they used to’, November 2005
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- Figure 49: Repertoire clusters by demographics for consumers cutting down on chocolate, November 2005
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The Future and Forecast
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- Figure 50: Forecast of the chocolate confectionery market, 2006-11
- Countlines and selflines to decline
- Increase in moulded bars not enough
- Population and societal trends unaccommodating
- Limited life from premium sales?
- Health lessons from other markets
- Positive health
- Global functional products
- Social responsibility
- Stability and decline
- Factors incorporated in the forecast
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