Chocolate remains an ingrained part of Britons’ diets, eaten by nine in 10 people, with 30% of people eating it at least four times a week. However, the market lost momentum in 2013 as sales in the chocolate confectionery segment fell, the modest growth in assortments failing to offset this.

The negative publicity surrounding sugar played a role here, with 28% of people who eat chocolate reporting to limit the amount they eat due to the high sugar content. However, the market was also hit by falling adspend and a slowing down in high-profile launches. Rising prices fuelled by the rising price of cocoa are also likely to have contributed to the volume decline.

The market should benefit to some extent from the expected rise in real incomes in 2015, the consumer research for this report suggesting marked scope for premiumisation. The openness among chocolate eaters towards low-sugar variants and portion control offers some good news as operators continue to face pressure to play their part in improving the nation’s health.

This report examines the UK retail market for chocolate confectionery. The market size includes sales through all retail channels including direct to consumer. Mintel defines the market as comprising packaged chocolate confectionery products, including the following segments:

Chocolate confectionery: This comprises all solid chocolate or chocolate-covered confectionery, including block chocolate up to 400g in weight, chocolate straight lines, chocolate-filled bars and chocolate confectionery variety packs not targeted for special occasions for gifting.

Chocolate assortments: This includes assortments, large bags, large boxes, tins, jars. Products include chocolates, chocolate mints, liqueurs, toffee, fudge, marzipan, truffles, jellies and nut assortments but exclude seasonal products.

The report excludes unpackaged chocolate, seasonal confectionery, chocolate biscuits (such as Cadbury Fingers), cakes and cake bars including wafers, cocoa powder and chocolate drinks. It also excludes sales via catering or foodservice establishments, however, references and comparisons to these sectors may be made where relevant.

Value figures throughout this report are at retail selling prices (rsp) unless stated otherwise. Market sizes at constant 2014 prices are devised using Mintel’s food deflator.

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