Table of Contents
Issues in the Market
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- Key themes in the report
- Definition
- Abbreviations
Insights and Opportunities
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- Overcoming restrictions for children’s chocolate marketing
- Room for ethical brands
- Making luxury mainstream
Market in Brief
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- Chocolate market navigates troubled waters
- Major growth in retail sales stifled by the recession
- Changes to the population will affect future targeting of consumers
- Seasonal product launches increase
- Chocolate is the sweet treat of choice
- Irish consumers enjoy treating
Fast Forward Trends
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- Trend 1: Secret, Secret
- What’s it about?
- What we’ve seen
- Specifics
- What next?
- Trend 2: Mood From Food
- What it’s about?
- What we’ve seen?
- Specifics
- What next?
Internal Market Environment
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- Key points
- RoI consumers are more health-conscious than NI counterparts
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- Figure 1: Consumer responses to health statements, RoI and NI, 2005-09
- Raising the bar during the recession
- Child food issues up for debate
- RoI consumers more driven by ethical issues
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- Figure 2: Percentage of consumers that feel strongly about selected green/ethical issues, NI & RoI, August 2009
- Major players up the ethical ante
- The implications of fair trade
- Manufacturers respond to packaging concerns
Broader Market Environment
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- Key points
- Unemployment forecast to increase
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- Figure 3: Economic outlook, NI and RoI, 2008-10
- RoI consumers hit harder by the recession
- Cross-border shopping vital in NI’s recession resilience
- RoI consumers have cut back
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- Figure 4: Agreement with selected spending-related statements, NI and RoI, May 2009
- Low consumer confidence could drive the need for inexpensive luxuries
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- Figure 5: Consumer Sentiment/Confidence Index, January 2005-January 2010
- Comfort eating through the recession blues
- Ageing population cannot be ignored
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- Figure 6: Population projections, by age group, RoI and NI, 2006-26
Competitive Context
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- Key points
- Chocolate is the sweet treat of choice
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- Figure 7: Consumer penetration rates of sweet treats, by type of sweet treat, NI and RoI, 2008 and 2009
Strengths and Weaknesses
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- Strengths
- Weaknesses
Market Size and Forecast
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- Key points
- Chocolate confectionery sales remain steady
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- Figure 8: Estimated retail sales of chocolate confectionery, by value, RoI, NI and IoI, 2004-14
- How has the recession affected Ireland’s chocolate market?
- Growth of chocolate sales set to continue
- Luxury chocolate sales in RoI increasing
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- Figure 9: Estimated retail sales of chocolate, by sector, RoI, 2005-09
- NI consumers lose interest in boxed chocolates
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- Figure 10: Estimated retail sales of chocolate, by sector, NI, 2005-09
Market Segmentation
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- Key points
- Retail sales of selflines decline in RoI
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- Figure 11: Estimated retail sales of chocolate, by segment, RoI, 2005-09
- Popularity of moulded bars grows in NI
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- Figure 12: Estimated retail sales of chocolate, by segment, NI, 2005-09
Who’s Innovating?
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- Key points
- Innovation beginning to recover
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- Figure 13: Number of NPD launches of chocolate confectionery, UK and RoI, 2005-09
- Seasonal product launches continue to rise
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- Figure 14: Number of chocolate confectionery launches, by product claim, UK and Ireland, 2005-09
- Branded manufacturers leading innovation
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- Figure 15: NPD launches, by company, UK and RoI, 2005-09
- Own-label producers increasing share of innovation
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- Figure 16: Branded vs. own-label chocolate confectionery NPD launches, by % share, UK and RoI, 2005-09
- Figure 17: Branded vs. own-label chocolate confectionery NPD launches, by product claim, UK and RoI, 2005-09
- Potential for future innovation
Companies and Brands
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- Key points
- Butlers Chocolates
- Cadbury plc
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- Figure 18: Cadbury’s range of chocolate confectionery, 2010
- Lily O’Brien’s
- Lir Chocolates
- Mars, Inc.
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- Figure 19: Mars’ range of confectionery, 2010
- Nestlé S.A.
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- Figure 20: Nestlé’s range of chocolate confectionery, 2010
Consumer Penetration and Consumption of Chocolate
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- Key points
- Consumer penetration of chocolate bars increases substantially in RoI
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- Figure 21: Consumer penetration rates of chocolate, by category, NI and RoI, 2005-09
- Weekly chocolate consumption is on the rise in RoI
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- Figure 22: Frequency of chocolate bar consumption, RoI, 2006-09
- Frequency of chocolate consumption increases in NI
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- Figure 23: Frequency of chocolate bar consumption, NI, 2006-09
- Milk chocolate leads the way
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- Figure 24: Consumption of chocolate bars and other chocolate items, by type, RoI and NI, 2009
- Women consuming more chocolate than men
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- Figure 25: Consumer penetration rates of chocolate, by category, by gender, NI and RoI, 2009
Consumers and Chocolate Purchasing Occasions
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- Key points
- Irish consumers like to treat themselves
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- Figure 26: The most popular occasions for purchasing chocolate, RoI and NI, May 2010
- Treating is universal
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- Figure 27: The most popular occasions for purchasing chocolate, RoI, by gender, May 2010
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- Figure 28: The most popular occasions for purchasing chocolate, NI, by gender, May 2010
Attitudes Towards Chocolate Confectionery
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- Key points
- Branded chocolate is the preferred choice
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- Figure 29: Consumer agreement with statements relating to chocolate confectionery, RoI and NI, May 2010
- Comfort in consuming favourites
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- Figure 30: Consumer agreement with statements relating to chocolate confectionery, RoI, by gender, May 2010
- Chocolate is a guilty pleasure for females
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- Figure 31: Consumer agreement with statements relating to chocolate confectionery, NI, by gender, May 2010
Consumer Typologies
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- Key points
- RoI clusters
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- Figure 32: RoI Consumer typologies, May 2010
- Laid-back Purchasers
- Purists
- Excitable Consumers
- Cultured Chocolatiers
- NI clusters
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- Figure 33: NI consumer typologies, May 2010
- Habitual Purchasers
- Chocolate Enthusiasts
- Brand Slaves
- Chocoholics
Appendix
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- Figure 34: Consumer penetration of chocolate, by category, by age, NI and RoI, 2009
- Consumer purchasing occasions of chocolate
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- Figure 35: The most popular occasions for purchasing chocolate, RoI, May 2010
- Figure 36: The most popular occasions for purchasing chocolate, NI, May 2010
- Consumer attitudes to chocolate
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- Figure 37: Consumer agreement with statements relating to chocolate confectionery, RoI, May 2010
- Figure 38: Consumer agreement with statements relating to chocolate confectionery, NI, May 2010
- Consumer typologies
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- Figure 39: Consumer typologies, by purchasing occasion, RoI, May 2010
- Figure 40: Consumer typologies, by purchasing occasion, NI, May 2010
- Figure 41: Consumer typologies, by attitudes to chocolate, RoI, May 2010
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- Figure 42: Consumer typologies, by attitudes to chocolate, NI, May 2010
- Figure 43: Consumer typologies, by demographics, RoI, May/June 2010
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- Figure 44: Consumer typologies, by demographics, NI, May 2010
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