Table of Contents
Executive Summary
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- The market
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- Figure 1: Value sales and forecast in the UK chocolate market, by segment, 2008-13
- Forecast
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- Figure 2: Value sales and forecast in the UK chocolate market, 2008-18
- Market factors
- Improving real spending should facilitate trading up
- Industry responds to health considerations
- Demographic changes pose challenges to chocolate
- Companies, brands and innovation
- Cadbury Dairy Milk extends its lead
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- Figure 3: Leading brands’ sales and shares in the UK chocolate confectionery market, by value and volume, 2012/13 and 2013/14
- Adspend falls in 2013
- NPD looks to playfulness
- The consumer
- The consumer – Usage
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- Figure 4: Frequency of eating chocolate, December 2013
- The consumer – Reasons for eating chocolate confectionery
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- Figure 5: Reasons for buying chocolate confectionery, December 2013
- The consumer – Attitudes towards chocolate confectionery
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- Figure 6: Attitudes towards chocolate confectionery, December 2013
- The consumer – Factors influencing choice of chocolate as a gift
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- Figure 7: Factors influencing choice when buying chocolate as a gift, December 2013
- What we think
Issues and Insights
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- Faced with health concerns, chocolate can look to small formats and play off its image as a source of energy
- The facts
- The implications
- Innovation in tablets has hit chocolate assortments
- The facts
- The implications
- Hot drinks occasion and baking offer growth potential
- The facts
- The implications
Trend Application
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- Trend: Extend My Brand
- Trend: Make it Mine
- Mintel Futures Trend: Brand Intervention
Market Drivers
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- Key points
- Expected growth in consumer spending could fuel trading up
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- Figure 8: Consumer expenditure, at current and constant 2013 prices, 2008-18
- Government’s Responsibility Deal invites industry to cut calories
- Removing confectionery from checkouts recommended to curb impulse purchase
- Chocolate manufacturers plan for sustainable future supply
- Demographic changes pose opportunities and threats
- Under-35s are core users of chocolate
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- Figure 9: Trends in the age structure of the UK population, 2008-13 and 2013-18
- Rise in older cohorts will potentially dampen growth
- The E demographic is expected to see rapid growth
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Tablets surpass seasonal launches in category share
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- Figure 10: Share of new product launches within the UK chocolate confectionery market, by product category, 2010-13
- Brands come out to play
- Plain flavour loses share in new launches
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- Figure 11: Share of new product launches within the UK chocolate confectionery market, by flavour (incl. blend), 2010-13
- Consumers demand more than just plain chocolate
- Salt gains further ground in chocolate
- Ethical and gluten-free claims gain ground
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- Figure 12: Share of new product launches within the UK chocolate confectionery market, by top 10 product claims, 2010-13
- Ethical claims gain ground
- Gluten-free claims leap ahead
- Own-label steps up NPD
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- Figure 13: Share of new product launches within the UK chocolate confectionery market, by ultimate company, 2010-13
- Mondelēz targets the hot drink occasion
- Marks & Spencer looks to challenge premium bars
- Tesco’s Finest revamp reaches chocolate
- Nestlé relaunches Wonka and reformulates KitKat
- Aldi steps up NPD
- Mars extends Twix, Mars and Maltesers
- Selfridges creates a Chocolate Library
- Other trends
- Cocoa takes cues from premium oils with raw and cold-pressed claims
- Brands from other markets extend into chocolate
Market Size, Segmentation and Forecast
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- Key points
- Market size and forecast
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- Figure 14: UK value and volume retail sales of chocolate, 2008-18
- Figure 15: Value sales and forecast in the UK chocolate confectionery market, 2008-18
- Chocolate market sees sustained value growth through recession
- Chocolate confectionery
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- Figure 16: UK value and volume retail sales of chocolate confectionery, 2008-18
- Figure 17: Value sales and forecast in the UK chocolate confectionery market, 2008-18
- Growth slowed in 2013, but still positive
- Sustained but modest volume growth predicted
- Inflation will continue to fuel value growth
- Chocolate assortments
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- Figure 18: Value sales and forecast in the UK chocolate assortments market, 2008-18
- Figure 19: UK value and volume retail sales of chocolate assortments, 2008-18
- Chocolate assortments have come under pressure from tight budgets
- Further volume declines expected
- Forecast methodology
Market Share
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- Key points
- Own-brand loses share despite pressures on budgets
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- Figure 20: Leading brands’ sales and shares in the UK chocolate confectionery market, by value and volume, 2012/13 and 2013/14
- Mondelēz powers up its CDM portfolio with stunning results
- Mars’ portfolio sees mixed results as Galaxy takes a knock but Maltesers powers ahead
- A tie-up with the mighty Google fails to prevent a decline in sales of KitKat for Nestlé
- Lindt achieves strong sales growth but market share remains stable
Companies and Products
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- Ferrero
- Background
- Product range
- Product innovation
- Advertising and promotion
- Lindt & Sprüngli
- Background
- Product range and innovation
- Advertising and promotion
- Mars
- Background
- Product range
- Product innovation
- Advertising and promotion
- Mondelēz International/Kraft Foods UK
- Background
- Product range
- Product innovation
- Advertising and promotion
- Nestlé
- Background
- Product range and innovation
- Advertising and promotion
- Thorntons
- Background
- Product range and innovation
- Operational issues
- Advertising and promotion
Brand Advertising, Perceptions and Social Media
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- Brand advertising
- Key points
- Advertising spend falls marginally in 2013
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- Figure 21: Main monitored media advertising spend on chocolate confectionery, 2010-13
- Figure 22: Share of adspend in chocolate confectionery, by format, 2010-13
- Aldi powers up adspend and overtakes Tesco
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- Figure 23: Main monitored media advertising spend on chocolate confectionery, by advertiser, 2010-13
- Top five brands up their adspend but category total takes a hit
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- Figure 24: Main monitored media advertising spend on chocolate confectionery, by top 10 brands, 2010-13
- Mars invests in Galaxy and Twix
- Cadbury moves Dairy Milk from Joyville to ‘Feel the Joy’
- Ferrero steps up support for Kinder Chocolate
- Nestlé supports KitKat and Aero
- TV beats other media to take three quarters of adspend market share
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- Figure 25: Main monitored media advertising spend on chocolate confectionery, by media type, 2010-13
- Brand perceptions
- Key brand metrics
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- Figure 26: Key brand metrics, February 2014
- Brand map
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- Figure 27: Attitudes towards and usage of brands in the chocolate confectionery sector, February 2014
- Correspondence analysis
- Brand attitudes
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- Figure 28: Attitudes, by chocolate confectionery brand, February 2014
- Brand personality
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- Figure 29: Chocolate confectionery brand personality – Macro image, February 2014
- Brand usage
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- Figure 30: Chocolate confectionery brand usage, February 2014
- Brand experience
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- Figure 31: Chocolate confectionery brand experience, February 2014
- Social media and online buzz
- Social media metrics
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- Figure 32: Social media metrics of selected chocolate confectionery brands, April 2014
- Few brands active on Twitter
- Online mentions
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- Figure 33: Online mentions of Dairy Milk, Thorntons and Kinder, by week, 30 December 2012-28 December 2013
- Figure 34: Online mentions of Galaxy, Twix, Aero and Crispello, by week, 30 December 2012-28 December 2013
- Topics of discussion
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- Figure 35: Topics of discussion around selected chocolate confectionery brands, 30 December 2012-28 December 2013
- Experience is nearly everything
- Audrey Hepburn creates discussion for Galaxy
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- Figure 36: Brand share of conversation around advertising topic, 30 December 2012-28 December 2013
- Favouritism is hard to achieve
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- Figure 37: Online mentions of brands around topic of favouritism, 31 December 2012-28 December 2013
- Where discussion occurs
- Brand sales trends
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- Figure 38: Total comparison of combined chocolate confectionery brand sales, advertising spend and online mentions indices, 30 December 2012-28 December 2013
- Variables tend to follow each other, but impact on sales tends to be delayed
- Post-Easter and post-summer periods look best period for opportunities
- Analysis by brand
- Cadbury Dairy Milk
- Launch of Marvellous Creations causes increase in activity
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- Figure 39: Timeline of Cadbury Dairy Milk and impact on sales, advertising and online mentions indices, January-December 2013
- What we think
- Galaxy
- Galaxy advertising has bigger impact on online audience than any other brand
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- Figure 40: Topic cloud around online mentions of Galaxy, 30 December 2012-28 December 2013
- Combination of accessible and premium image helps to create boost around special occasions
- What we think
- Thorntons
- Thorntons’ quality image provides an advantage on special occasions
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- Figure 41: Topic cloud around online mentions of Thorntons, 30 December 2012-28 December 2013
- This supports sales figures which also pick up during those same occasions
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- Figure 42: Comparison of Thorntons sales at certain times of year, 30 December 2012-28 December 2013
- What we think
- Twix
- Twix advertises consistently throughout the year
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- Figure 43: Twix’s Sales, Advertising and Mentions Indices across time, 30 December 2012-28 December 2013
- What we think
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- Figure 44: Topic cloud around mentions of Twix, 30 December 2012-28 December 2013
- Aero
- Aero concentrates on one quarter of the year
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- Figure 45: Aero’s Sales, advertising and mentions indices across time, 30 December 2012-28 December 2013
- What we think
- Kinder
- Kinder’s youthful proposition boosts online performance
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- Figure 46: Brand usage of Kinder, by age, February 2014
- Figure 47: Usage of selected social media sites, by age, February 2014
- Mentions do not always increase sales
- Kinder causes some controversy online with limited edition colours
- What we think
- Crispello
- Crispello struggles to connect with consumers online
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- Figure 48: Topic cloud around mentions of Crispello, 30 December 2012-28 December 2013
- Advertising forms strong part of online discussion
- What we think
The Consumer – Usage
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- Key points
- Nearly one in six people eat chocolate at least once a day
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- Figure 49: Frequency of eating chocolate, December 2013
- ABs and younger consumers are the most frequent chocolate eaters
- Adults with children in the household are more frequent eaters of chocolate
- Urbanites consume chocolate confectionery more frequently than those in the suburbs and villages
- Block chocolate enjoys high penetration, despite the proliferation of other formats
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- Figure 50: Types of block chocolate eaten in the last three months, December 2013
- Women are keener on flavoured block chocolate than men
- Two fifths of chocolate users eat plain milk chocolate blocks only
Consumer – Reasons for Buying Chocolate Confectionery
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- Key points
- Chocolate is still first and foremost a personal treat…
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- Figure 51: Reasons for buying chocolate confectionery, December 2013
- …but it also plays a versatile role as a snack and dessert
- 16-34s are most likely to eat chocolate as part of a lunch meal deal
- Just 18% of chocolate users choose it to accompany a hot drink
- Households with under-10s are more likely to eat chocolate on an evening in
Attitudes Towards Chocolate Confectionery
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- Key points
- One in five chocolate eaters worry about the saturated fat content
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- Figure 52: Attitudes towards chocolate confectionery, December 2013
- Portion control appeals to one in three
- One in four chocolate eaters see chocolate bars as a suitable pre/post-workout snack
- The baking category holds opportunities for chocolate brands
- Brands should proceed with caution on flavour innovation
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- Figure 53: Selected attitudes towards chocolate, by age, December 2013
Factors Influencing Choice of Chocolate as a Gift
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- Key points
- Boxed chocolate is seen as the favoured gift format by half of adults
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- Figure 54: Factors influencing choice when buying chocolate as a gift, December 2013
- Women are more drawn to boxed chocolates as a gift
- Preferred brands outrank prestigious ones
- Almost one in four are drawn to limited or special edition products
- Younger consumers prefer to give more personalised gifts
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- Figure 55: ‘The option to include a personalised message (eg on the packaging)’ as a factor influencing choice when buying chocolate as a gift, by age, December 2013
Appendix – Market Drivers
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- Figure 56: GfK NOP Consumer Confidence Index, monthly, January 2008- February 2014
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Appendix – Who’s Innovating?
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- Figure 57: Share of new product launches within the UK chocolate confectionery market, by branded vs own-label, 2010-13
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Appendix – Market Size and Forecast
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- Figure 58: Volume sales and forecast in the UK chocolate market, 2008-18
- Figure 59: Volume sales and forecast in the UK chocolate confectionery market, 2008-18
- Figure 60: Volume sales and forecast in the UK chocolate assortments market, 2008-18
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Appendix – Brand Research
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- Figure 61: Brand usage, February 2014
- Figure 62: Brand commitment, February 2014
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- Figure 63: Brand diversity, February 2014
- Figure 64: Brand satisfaction, February 2014
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- Figure 65: Brand recommendation, February 2014
- Figure 66: Brand attitude, February 2014
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- Figure 67: Brand image – Macro image, February 2014
- Figure 68: Online mentions of selected chocolate confectionery brands, 30 December 2012-28 December 2013
- Figure 69: Topics of discussion around selected chocolate confectionery brands, 30 December 2012-28 December 2013
- Figure 70: Total comparison of selected chocolate confectionery brand sales, advertising spend and online mentions indices, 30 December 2012-28 December 2013
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Appendix – The Consumer – Usage
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- Figure 71: Frequency of eating chocolate confectionery, December 2013
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- Figure 72: Frequency of eating chocolate confectionery, by demographics, December 2013
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- Figure 73: Usage of block chocolate, by type, December 2013
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- Figure 74: Most popular types of block chocolate eaten, by demographics, December 2013
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- Figure 75: Next most popular types of block chocolate eaten, by type, by demographics, December 2013
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- Figure 76: Usage of plain white, plain milk and plain dark chocolate blocks, by demographics, December 2013
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- Figure 77: Repertoire of usage of chocolate blocks by type, by demographics, December 2013
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Appendix – The Consumer – Reasons to Eat Chocolate
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- Figure 78: Reasons for buying chocolate confectionery, December 2013
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- Figure 79: Most popular reasons for buying chocolate confectionery, by demographics, December 2013
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- Figure 80: Next most popular reasons for buying chocolate confectionery, by demographics, December 2013
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Appendix – The Consumer – Attitudes Towards Chocolate
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- Figure 81: Attitudes towards chocolate confectionery, December 2013
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- Figure 82: Most popular attitudes towards chocolate confectionery, December 2013
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- Figure 83: Next most popular attitudes towards chocolate confectionery, December 2013
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- Figure 84: Other attitudes towards chocolate confectionery, December 2013
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Appendix – The Consumer – Factors Influencing Choice When Buying Chocolate as a Gift
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- Figure 85: Factors influencing choice when buying chocolate as a gift, December 2013
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- Figure 86: Most popular factors influencing choice when buying chocolate as a gift, by demographics, December 2013
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- Figure 87: Next most popular factors influencing choice when buying chocolate as a gift, by demographics, December 2013
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- Figure 88: Other factors influencing choice when buying chocolate as a gift, by demographics, December 2013
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