Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- Chocolate confectionery expected to continue slow growth
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- Figure 1: Total U.S. sales and fan chart forecast of chocolate confectionery, at current prices, 2007-17
- Bag/bar/box and seasonal chocolates dominate category
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- Figure 2: Total U.S. retail sales of chocolate confectionery, by segment, 2007-17
- Unstable ingredient costs could continue to affect chocolate prices
- Concerns over sugar and fat content may hinder chocolate sales
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- Figure 3: Reasons for eating less chocolate, December 2012
- Retailers must work harder for chocolate consumer loyalty
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- Figure 4: U.S. retail sales of chocolate confectionery, by channel, 2010 and 2012
- The Hershey Company, Mars, Inc. lead all chocolate companies in sales
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- Figure 5: Manufacturer sales of chocolate confectionery, 2012 and 2013
- Nearly as many consumers upping chocolate use as are cutting back
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- Figure 6: Chocolate eating behavior, by gender and age, December 2012
- Consumers prefer milk chocolate but dark gaining in popularity
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- Figure 7: Favorite type of chocolate, by gender and age, December 2012
- Interest in seasonal chocolate presents market growth opportunity
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- Figure 8: Seasonal chocolates—Attitudes and behavior, December 2012
- More than any other group, Hispanics up chocolate consumption…
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- Figure 9: Chocolate eating behavior, by Hispanic origin, December 2012
- …but appealing to them will require a value proposition
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- Figure 10: Chocolate purchasing behavior—Any do, by Hispanic origin, December 2012
- What we think
Issues in the Market
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- What factors are contributing to sluggish chocolate sales?
- What more can be done to promote occasional or regular indulgences?
- How can industry balance chocolate’s healthful properties and obesity concerns?
Insights and Opportunities
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- Dark chocolate’s reputation as superfood needs to be nurtured
- Expansion of small chocolatiers will perpetuate interest in chocolate
- Seasonal flavors of chocolate may create excitement
Trend Applications
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- Trend: Mood to Order
- Trend: Guiding Choice
Market Size and Forecast
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- Key points
- Chocolate market grows despite sluggish economy
- Growth expected to continue at slower rate
- Sales and forecast of market
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- Figure 11: Total U.S. retail sales and forecast of chocolate confectionery, at current prices, 2007-17
- Figure 12: Total U.S. retail sales and forecast of chocolate confectionery, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 13: Total U.S. sales and fan chart forecast of chocolate confectionery, at current prices, 2007-17
Market Drivers
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- Key points
- Health concerns loom in consumer minds
- Volatile ingredient and input costs threaten chocolate price stability
- Increased demand for premium chocolate drives category interest
Competitive Context
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- Nonchocolate confectionery competes for candy sales
- Increasing number of BFY snacks present alternatives to chocolate
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- Figure 14: Top five snack attributes that matter, March 2012
Segment Performance
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- Key points
- Larger bag/bar/box format chocolates lead category but faltering
- Sales of chocolate confectionery, by segment
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- Figure 15: Sales of chocolate CONFECTIONERY segmented by type, 2010 and 2012
Segment Performance – Bag/bar/box >3.5 oz.
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- Key points
- Segment dominates with lackluster sales growth
- Sales and forecast of bag/bar/box >3.5 oz.
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- Figure 16: Sales and forecast of bag/bar/box >3.5 oz, at current prices, 2007-17
Segment Performance – Bag/bar/box <3.5 oz.
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- Key points
- Smaller format bag/bar/box chocolate finding success
- Sales and forecast of bag/bar/box <3.5 oz.
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- Figure 17: Sales and forecast of bag/bar/box <3.5 oz., at current prices, 2007-17
Segment Performance – Seasonal
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- Key points
- Seasonal chocolate showing potential for lasting slow growth
- Sales and forecast of seasonal chocolates
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- Figure 18: Sales and forecast of seasonal chocolates, at current prices, 2007-17
Segment Performance – Snack-size
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- Key points
- Snack size chocolates losing favor for other formats
- Sales and forecast of snack-size chocolates
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- Figure 19: Sales and forecast of snack-size chocolates, at current prices, 2007-17
Segment Performance – Gift Box
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- Key points
- Gift box chocolate to maintain popularity
- Sales and forecast of gift box chocolates
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- Figure 20: Sales and forecast of gift box chocolates, at current prices, 2007-17
Segment Performance – Sugar-free
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- Key points
- Sugar-free chocolates continue descent
- Sales and forecast of sugar-free chocolates
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- Figure 21: Sales and forecast of sugar-free chocolates, at current prices, 2007-17
Retail Channels
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- Key points
- Other channels dominate three-quarters of chocolate sales
- Sales of market, by channel
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- Figure 22: U.S. retail sales of chocolate confectionery, by channel, 2010 and 2012
Retail Channels – Supermarket
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- Key points
- Supermarkets grew more than all other channels in past five years
- Supermarket sales of chocolate confectionery
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- Figure 23: U.S. supermarket sales of chocolate confectionery, at current prices, 2006-11
Retail Channels – Drug Store
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- Key points
- Drug store sales show potential for channel growth
- Drug store sales of chocolate confectionery
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- Figure 24: Drug store sales of chocolate confectionery, at current prices, 2007-12
Retail Channels – Other Channels
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- Key points
- Variety of other channels account for nearly three-quarters of sales
- Other channels sales of chocolate confectionery
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- Figure 25: Other channels sales of market, at current prices, 2007-12
Retail Channels – Natural Supermarkets
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- Key points
- Insights
- Sales of chocolate confectionery in the natural channel
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- Figure 26: Natural supermarket sales of chocolate confectionery, at current prices, 2010-12*
- Figure 27: Natural supermarket sales of chocolate confectionery, at inflation-adjusted prices, 2010-12*
- Brands of Note
- Natural channel sales of chocolate confectionary by organic
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- Figure 28: Natural supermarket sales of chocolate confectionery, by organic, 2010 and 2012*
- Natural channel sales of chocolate confectionery by fair-trade
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- Figure 29: Natural supermarket sales of chocolate confectionery, by fair-trade, 2010 and 2012*
- Natural channel sales of chocolate confectionery by gluten-free
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- Figure 30: Natural supermarket sales of chocolate confectionery, by gluten-free, 2010 and 2012*
Leading Companies
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- Key points
- Top five companies, led by Hershey, continue to grow market share
- Private label chocolate small but growing
- Manufacturer sales of chocolate confectionery
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- Figure 31: Manufacturer sales of chocolate confectionery, 2011 and 2012
Brand Share – Bag/bar/box chocolate
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- Key points
- Innovation helps M&M’s lead segment growth
- Leaders lose market share to smaller brands
- Manufacturer sales of bag/bar/box chocolate
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- Figure 32: MULO sales of bag/bar/box chocolate, by leading companies, rolling 52-weeks 2012 and 2013
Brand Share – Seasonal Chocolate
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- Key points
- The Hershey Company, Easter chocolates dominate seasonal sales
- Private label suffocating under brand name competition
- Manufacturer sales of seasonal chocolate
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- Figure 33: MULO sales of seasonal chocolate, by leading companies, rolling 52-weeks 2012 and 2013
Brand Share – Snack-size Chocolate
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- Key points
- Leaders lose sales in 2012
- Manufacturer sales of snack-size chocolate
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- Figure 34: MULO sales of snack-size chocolate, by leading companies, rolling 52-weeks 2012 and 2013
Brand Share – Gift Box
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- Key points
- Russell Stover stands firmly at top of gift-box segment
- Manufacturer sales of gift box chocolate
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- Figure 35: MULO sales of gift box chocolate, by leading companies, rolling 52-weeks 2012 and 2013
Brand Share – Sugar-free
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- Key points
- Hershey brands offer bright spot in struggling segment
- Manufacturer sales of sugar-free chocolate
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- Figure 36: MULO sales of sugar-free chocolate, by leading companies, rolling 52-weeks 2012 and 2013
Innovations and Innovators
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- Innovation in chocolate down since 2008
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- Figure 37: New chocolate product introductions, by subcategory, 2008-13*
- Nestlé, Aldi show positive growth in innovation during past five years
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- Figure 38: New chocolate product introductions, by top 10 innovating companies, 2008-13*
- Number of allergen related, gluten-free and ethical product claims up
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- Figure 39: New chocolate product claims, 2008-13
- Salty sweet combination tops flavor trends
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- Figure 40: New chocolate product introductions, by flavor blend, 2008-13
Marketing Strategies
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- Overview of brand landscape
- Brand analysis: M&M’s
- Online initiatives
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- Figure 41: M&M’s Facebook Post, 2013
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- Figure 42: Ms. Green M&M’s Tweet, 2013
- TV presence
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- Figure 43: M&M’s Website, 2013
- Figure 44: M&M’s TV ad, “But I Won’t Do That!” 2013
- Brand analysis: Snickers
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- Figure 45: Brand analysis of Snickers, 2013
- Online initiatives
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- Figure 46: Snickers Facebook Post, 2013
- TV presence
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- Figure 47: Snickers TV ad, “Anything With An O,” 2013
- Print and other
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- Figure 48: Snickers Print Ad, 2013
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- Figure 49: ProFlowers Website, 2013
- Brand analysis: Reese’s
- Online initiatives
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- Figure 50: Let’s Go Reese’s Website, 2013
- Figure 51: Reese’s Tweet, 2013
- TV presence
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- Figure 52: Reese’s TV ad, “Completely Covered,” 2013
- Brand analysis: Lindt
- Online initiatives
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- Figure 53: Lindt Facebook Post, 2013
- Figure 54: Lindt Website, 2013
- TV presence
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- Figure 55: Lindt Website, 2013
- Figure 56: Lindt Chocolates TV ad, “Federererer,” 2012
- Brand analysis: Crunch
- Online initiatives
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- Figure 57: Crunch Facebook Post, 2013
- TV presence
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- Figure 58: Crunch Facebook Post, 2012
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- Figure 59: Crunch TV ad, “Stampede,” 2013
- Print and other
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- Figure 60: Reading Is Fundamental Website, 2013
Social Media – Chocolate Confectionery
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- Key points
- Social media metrics
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- Figure 61: Key performance indicators, March 2013
- Market overview
- Brand usage and awareness
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- Figure 62: Personal awareness of chocolate confectionery brands, December 2012
- Interaction with chocolate confectionery brands
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- Figure 63: Interaction with chocolate confectionery brands, December 2012
- Online conversations
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- Figure 64: Selected chocolate confectionery brands’ share of conversations, Feb. 20-March 19, 2013
- Figure 65: Conversations on selected chocolate confectionery brands, by day, Feb. 20-March 19, 2013
- Where are people talking about chocolate confectionery?
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- Figure 66: Selected chocolate confectionery brands’ share of brand conversations, by page type, Feb. 20-March 19, 2013
- What are people talking about?
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- Figure 67: Topics of conversations concerning chocolate confectionery brands, Feb. 20-March 19, 2013
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- Figure 68: Topics of conversation regarding selected chocolate confectionery brands, by day, Feb. 20-March 19, 2013
- Figure 69: Types of conversations regarding selected chocolate confectionery brands, by type of website, Feb. 20-March 19, 2013
- Analysis by brand
- M&M’s
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- Figure 70: M&M’s—Key social media indicators, March 27, 2013
- Key online campaigns
- What we think
- Snickers
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- Figure 71: Snickers—Key social media indicators, March 27, 2013
- Key online campaigns
- What we think
- Kit Kat
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- Figure 72: Kit Kat—Key social media indicators, March 27, 2013
- Key online campaigns
- What we think
- Reese’s
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- Figure 73: Reese’s—Key social media indicators, March 27, 2013
- Key online campaigns
- What we think
- Twix
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- Figure 74: Twix—Key social media indicators, March 27, 2013
- Key online campaigns
- What we think
- Hershey’s
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- Figure 75: Hershey’s—Key social media indicators, March 27, 2013
- Key online campaigns
- What we think
- Butterfinger
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- Figure 76: Butterfinger—Key social media indicators, March 27, 2013
- Key online campaigns
- What we think
Chocolate Eating Behavior
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- Key points
- Chocolate market continues to be well penetrated
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- Figure 77: Adult consumption frequency of chocolate and other candy, August 2011-August 2012
- Figure 78: Teens' frequency usage of chocolate and candy, by gender and age, April 2011-June 2012
- Slightly more than one-fifth of consumers eating less chocolate this year
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- Figure 79: Chocolate eating behavior, by gender and age, December 2012
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- Figure 80: Reasons for changing chocolate eating behavior—Less, by age, December 2012
- Figure 81: Chocolate eating behavior, by household income, December 2012
- Variety of reasons encourage consumers to eat more chocolate this year
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- Figure 82: Reasons for changing chocolate eating behavior—More, by gender, December 2012
Favorite Types and Flavors of Chocolate
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- Key points
- Milk chocolate favored by most but dark chocolate making gains
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- Figure 83: Favorite type of chocolate, by gender and age, December 2012
- Men and women differ in favorite flavors of chocolate
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- Figure 84: Flavor of chocolate, by gender, December 2012
- Some unique flavors appeal more to higher income consumers
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- Figure 85: Flavor of chocolate, by household income, December 2012
- Dark chocolate lovers favor nuts, others prefer caramel and cream filling
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- Figure 86: Flavor of chocolate, by favorite type, December 2012
Chocolate Purchasing Behavior
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- Key points
- Chocolate as gift, premium chocolate appeals to high income consumers
- Dark chocolate users more likely to use for mood, energy boost
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- Figure 87: Chocolate purchasing behavior—Any do, by favorite type, December 2012
Attitudes Toward Chocolate
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- Key points
- Unique flavors hold significant appeal for young men
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- Figure 88: Agreement with attitudes on chocolate, by gender and age, December 2012
- Understanding of dark chocolate’s health attributes varies
- Healthier chocolate, single-serve packaging present opportunity
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- Figure 89: Agreement with attitudes on chocolate, by gender, December 2012
Attitudes and Behavior Toward Seasonal Chocolate
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- Key points
- Seasonal chocolate appealing but not necessarily at higher price
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- Figure 90: Seasonal chocolates—Attitudes and behavior, December 2012
- Consumers eat more and bigger variety of chocolate at holidays
- Halloween most popular holiday to buy more chocolate
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- Figure 91: Seasonal chocolates—Attitudes and behavior, by gender and age, December 2012
- Figure 92: Seasonal chocolates—Attitudes and behavior, by presence of children in household, December 2012
Race and Hispanic Origin
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- Key points
- Hispanics present opportunity for market growth
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- Figure 93: Chocolate eating behavior, by Hispanic origin, December 2012
- Figure 94: Reasons for changing chocolate eating behavior—More, by Hispanic origin, December 2012
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- Figure 95: Chocolate purchasing behavior—Any do, by Hispanic origin, December 2012
- Hispanic consumers more likely to value shop for chocolate
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- Figure 96: Chocolate purchasing behavior—Any do, by Hispanic origin, December 2012
- Seasonal chocolate appeals to Hispanics, Asians and other race groups
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- Figure 97: Agreement with attitudes on chocolate, by race/Hispanic origin, December 2012
- Black consumers least engaged in seasonal chocolates market
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- Figure 98: Seasonal chocolates—Attitudes and behavior, by race/Hispanic origin, December 2012
Cluster Analysis
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- Cluster 1: Dark Decenters
- Demographics
- Characteristics
- Opportunity
- Cluster 2: Enthusiastic Chocoholics
- Demographics
- Characteristics
- Opportunity
- Cluster 3: Unengaged Consumers
- Demographics
- Characteristics
- Opportunity
- Cluster 4: Festive Participants
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 99: Target clusters, December 2012
- Figure 100: Chocolate eating behavior, by target clusters, December 2012
- Figure 101: Favorite type of chocolate, by target clusters, December 2012
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- Figure 102: Flavor of chocolate, by target clusters, December 2012
- Figure 103: Seasonal chocolates—Attitudes and behavior, by target clusters, December 2012
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- Figure 104: Chocolate purchasing behavior—I always do this, by target clusters, December 2012
- Figure 105: Chocolate purchasing behavior—Any do, by target clusters, December 2012
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- Figure 106: Agreement with attitudes on chocolate, by target clusters, December 2012
- Cluster demographic tables
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- Figure 107: Target clusters, by demographic, December 2012
- Cluster methodology
IRI/Builders – Key Household Purchase Measures
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- Overview of chocolate confectionery
- Easter candy
- Consumer insights on key purchase measures—Easter candy
- Brand map
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- Figure 108: Brand map, selected brands of Easter candy buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 109: Key purchase measures for the top brands of Easter candy, by household penetration, 2012*
- Christmas candy
- Consumer insights on key purchase measures—Christmas candy
- Brand map
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- Figure 110: Brand map, selected brands of Christmas candy buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 111: Key purchase measures for the top brands of Christmas candy, by household penetration, 2012*
- Valentine’s Day candy
- Consumer insights on key purchase measures—Valentine’s Day candy
- Brand map
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- Figure 112: Brand map, selected brands of Valentine’s day candy buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 113: Key purchase measures for the top brands of Valentine’s day candy, by household penetration, 2012*
- Halloween candy
- Consumer insights on key purchase measures—Halloween candy
- Brand map
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- Figure 114: Brand map, selected brands of Halloween candy buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 115: Key purchase measures for the top brands of Halloween candy, by household penetration, 2012*
Appendix – Food and Drink Market Drivers
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- Consumer confidence
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- Figure 116: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 117: U.S. Unemployment Rate, by month, 2002-13
- Figure 118: U.S. Unemployment and underemployment rates, 2007-13
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- Figure 119: Number of employed civilians in U.S., in thousands, 2007-13
- Food cost pressures
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- Figure 120: Changes in USDA Food Price Indexes, 2011 through 2013, Feb. 25, 2013
- Obesity
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- Figure 121: U.S. obesity, by age group, 2008 and 2012
- Childhood and teen obesity—highest in decades
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- Figure 122: Prevalence of obesity among children and adolescents aged 2-19, 1971-2010
- Racial, ethnic population growth
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- Figure 123: Population by race and Hispanic origin, 2008, 2013, and 2018
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- Figure 124: Households with children, by race and Hispanic origin of householder, 2012
- Shifting U.S. demographics
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- Figure 125: Population, by age, 2008-18
- Figure 126: Households, by presence of own children, 2002-12
Appendix – Other Useful Consumer Tables
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- Figure 127: Chocolate eating behavior, by household income, December 2012
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- Figure 128: Chocolate eating behavior, by presence of children in household, December 2012
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- Figure 129: Chocolate eating behavior, by parents with children and age, December 2012
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- Figure 130: Agreement with attitudes on chocolate—Health, by chocolate eating behavior, December 2012
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- Figure 131: Reasons for changing chocolate eating behavior—More, by gender, December 2012
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- Figure 132: Reasons for changing chocolate eating behavior—More, by presence of children in household, December 2012
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- Figure 133: Reasons for changing chocolate eating behavior—Less, by age, December 2012
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- Figure 134: Favorite type of chocolate, by presence of children in household, December 2012
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- Figure 135: Favorite type of chocolate, by generation, December 2012
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- Figure 136: Flavor of chocolate, by gender, December 2012
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- Figure 137: Flavor of chocolate, by gender and age, December 2012
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- Figure 138: Flavor of chocolate, by presence of children in household, December 2012
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- Figure 139: Flavor of chocolate, by favorite type, December 2012
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- Figure 140: Seasonal chocolates—Attitudes and behavior, by gender and age, December 2012
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- Figure 141: Seasonal chocolates—Attitudes and behavior, by household income, December 2012
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- Figure 142: Seasonal chocolates—Attitudes and behavior, by race/Hispanic origin, December 2012
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- Figure 143: Seasonal chocolates—Attitudes and behavior, by presence of children in household, December 2012
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- Figure 144: Chocolate purchasing behavior, December 2012
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- Figure 145: Chocolate purchasing behavior—I always do this, by gender and age, December 2012
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- Figure 146: Chocolate purchasing behavior—I always do this, by household income, December 2012
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- Figure 147: Chocolate purchasing behavior— always do this, by race/Hispanic origin, December 2012
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- Figure 148: Chocolate purchasing behavior—I always do this, by household size, December 2012
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- Figure 149: Chocolate purchasing behavior—I always do this, by presence of children in household, December 2012
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- Figure 150: Chocolate purchasing behavior—I always do this, by employment, December 2012
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- Figure 151: Chocolate purchasing behavior—I sometimes do this, December 2012
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- Figure 152: Chocolate purchasing behavior—Any do, by gender and age, December 2012
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- Figure 153: Chocolate purchasing behavior—Any do, by household income, December 2012
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- Figure 154: Chocolate purchasing behavior—Any do, by Hispanic origin, December 2012
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- Figure 155: Chocolate purchasing behavior—Any do, by presence of children in household, December 2012
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- Figure 156: Chocolate purchasing behavior—Any do, by chocolate eating behavior, December 2012
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- Figure 157: Chocolate purchasing behavior—Any do, by favorite type, December 2012
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- Figure 158: Attitudes on chocolate, December 2012
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- Figure 159: Agreement with attitudes on chocolate, by gender, December 2012
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- Figure 160: Agreement with attitudes on chocolate, by gender and age, December 2012
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- Figure 161: Agreement with attitudes on chocolate, by household income, December 2012
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- Figure 162: Agreement with attitudes on chocolate, by race/Hispanic origin, December 2012
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- Figure 163: Agreement with attitudes on chocolate, by presence of children in household, December 2012
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- Figure 164: Agreement with attitudes on chocolate, by generation, December 2012
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- Figure 165: Seasonal chocolates—Attitudes and behavior, by agreement with attitudes on chocolate, December 2012
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- Figure 166: Agreement with attitudes on chocolate, by favorite type, December 2012
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- Figure 167: Agreement with attitudes on chocolate, by flavor of chocolate, December 2012
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- Figure 168: Agreement with attitudes on chocolate, by flavor of chocolate, December 2012
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Appendix – Social Media
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- Brand usage and awareness
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- Figure 169: Brand usage or awareness, December 2012
- Figure 170: Reese’s usage or awareness, by demographics, December 2012
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- Figure 171: Hershey’s usage or awareness, by demographics, December 2012
- Figure 172: Kit Kat usage or awareness, by demographics, December 2012
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- Figure 173: M&M’s usage or awareness, by demographics, December 2012
- Figure 174: Snickers usage or awareness, by demographics, December 2012
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- Figure 175: Twix usage or awareness, by demographics, December 2012
- Figure 176: Butterfinger usage or awareness, by demographics, December 2012
- Activities done
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- Figure 177: Activities done, December 2012
- Figure 178: Reese's—Activities done, by demographics, December 2012
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- Figure 179: Hershey's—Activities done, by demographics, December 2012
- Figure 180: Kit Kat—Activities done, by demographics, December 2012
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- Figure 181: M&M’s—Activities done, by demographics, December 2012
- Figure 182: Snickers—Activities done, by demographics, December 2012
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- Figure 183: Twix—Activities done, by demographics, December 2012
- Figure 184: Butterfingers—Activities done, by demographics, December 2012
- Online conversations
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- Figure 185: Selected chocolate confectionery brands’ share of conversations, Feb. 20-March 19, 2013
- Figure 186: Conversations on selected chocolate confectionery brands, by day, Feb. 20-March 19, 2013
- Figure 187: Selected chocolate confectionery brands’ share of brand conversations, by page type, Feb. 20-March 19, 2013
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- Figure 188: Topics of conversations concerning chocolate confectionery brands, Feb. 20-March 19, 2013
- Figure 189: Topics of conversation regarding selected chocolate confectionery brands, by day, Feb. 20-March 19, 2013
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- Figure 190: Types of conversations regarding selected chocolate confectionery brands, by type of website, Feb. 20-March 19, 2013
Appendix – SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix – Trade Associations
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