Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Value and volume sales stagnate in 2016
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- Figure 1: Best- and worst-case forecast of total UK retail value sales of chocolate*, 2011-21
- Challenges ahead for the market
- Chocolate confectionery continues to innovate
- Chocolate assortments grow value sales in 2016
- Public Health England pushes for sugar reductions
- Healthy eating remains on consumer agenda
- Cocoa prices decline, weakening Pound pushes up costs of imports
- Companies and brands
- Dairy Milk retains an unassailable lead, strong growth from Kinder
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- Figure 2: Leading brands’ shares in the chocolate confectionery market, by value, 2015 and 2016
- Lindt and Ferrero storm ahead in assortments
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- Figure 3: Leading brands’ shares in the chocolate assortments market, by value, 2015 and 2016
- Total NPD ebbs, reduced sugar launches falls
- Sharing pouches continue to attract NPD, Galaxy and Mars target new occasions
- Surge in chocolate adspend in 2016
- The consumer
- Chocolate continues to appeal to the masses
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- Figure 4: Frequency of eating chocolate in the last three months, February 2016 and February 2017
- Chocolate bars and blocks remain top choices
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- Figure 5: Types of chocolate confectionery eaten in the last three months, February 2016 and February 2017
- Six in 10 users limit the amount of chocolate they eat
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- Figure 6: Behaviours related to chocolate, February 2017
- Reduced sugar variants divide opinions
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- Figure 7: Attitudes towards chocolate, February 2017
- All-natural ingredients appeal to nearly two in five
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- Figure 8: Interest in selected chocolate formats and formulations, February 2017
- Milk chocolate remains nation’s favourite
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- Figure 9: Properties most important in a chocolate bar, February 2017
- What we think
Issues and Insights
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- Reduced sugar chocolate divides opinions
- The facts
- Implications
- Reduced pack sizes appeal to many as alternative to sugar cuts
- The facts
- Implications
- All-natural ingredients appeal to nearly two in five
- The facts
- Implications
The Market – What You Need to Know
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- Value and volume sales stagnate in 2016
- Challenges ahead for the market
- Chocolate confectionery continues to innovate
- Chocolate assortments grow value sales in 2016
- Public Health England pushes for sugar reductions
- Healthy eating remains on consumer agenda
- Cocoa prices decline, weakening Pound pushes up costs of imports
Market Size and Forecast
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- Value and volume sales stagnate in 2016
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- Figure 10: Total UK retail volume and value sales of chocolate*, 2011-21
- Brexit will have far-reaching effects on the market
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- Figure 11: Best- and worst-case forecast of total UK retail value sales of chocolate*, 2011-21
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- Figure 12: Best- and worst-case forecast of UK retail volume sales of chocolate*, 2011-21
- Forecast methodology
Market Segmentation
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- Chocolate confectionery continues to innovate
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- Figure 13: Total UK retail volume and value sales of chocolate confectionery, 2011-21
- Figure 14: Best- and worst-case forecast of total UK retail value sales of chocolate confectionery, 2011-21
- Figure 15: Best- and worst-case forecast of UK retail volume sales of chocolate confectionery, 2011-21
- Chocolate assortments grow value sales in 2016
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- Figure 16: Total UK retail volume and value sales of chocolate assortments, 2011-21
- Figure 17: Best- and worst-case forecast of total UK retail value sales of chocolate assortments, 2011-21
- Figure 18: Best- and worst-case forecast of UK retail volume sales of chocolate assortments, 2011-21
Market Drivers
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- Public Health England pushes for sugar reductions
- Saturated fat will be the next target
- Healthy eating remains on consumer agenda
- Cocoa prices decline
- Weakening Pound will raise the cost of imports
- Manufacturers assess production locations
- New limits on non-broadcast media advertising coming into play
Companies and Brands – What You Need to Know
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- Dairy Milk retains an unassailable lead, strong growth from Kinder
- Lindt and Ferrero storm ahead in assortments
- Total NPD ebbs, seasonal launches still most common
- Sharing pouches continue to attract NPD
- Galaxy and Mars target new occasions
- Activity in reduced sugar launches falls
- Surge in chocolate adspend in 2016
- Other players are slowly closing the adspend gap on Mars
Market Share
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- Dairy Milk retains an unassailable lead
- Kinder and M&M’s buck the stagnant trend
- Hotel Chocolat continues expansion, Thorntons enjoys ad push under Ferrero
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- Figure 19: Leading brands’ sales in the chocolate confectionery market, by value and volume, 2015 and 2016
- Lindt and Ferrero storm ahead in assortments
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- Figure 20: Leading brands’ sales in the chocolate assortments market, by value and volume, 2015 and 2016
Launch Activity and Innovation
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- Private label regains share in NPD
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- Figure 21: New launches in the UK chocolate confectionery market, share by branded products vs private label, 2012-16
- Retailers are getting behind seasonal chocolate
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- Figure 22: New product launches in the UK chocolate confectionery market, by sub-category, 2012-16
- Sharing pouches continue to attract NPD
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- Figure 23: Chocolate confectionery sharing pouch launches, UK, 2016
- Galaxy and Mars target new occasions
- Green & Black’s goes thin
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- Figure 24: Green & Black’s thin chocolate tablets range, 2016
- Mars pioneers protein
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- Figure 25: High-protein chocolate launches, UK 2016
- Gluten-free chocolate launches waning
- Activity in reduced sugar launches ebbs
- PHE sugar-reduction target puts pressure on brands to reformulate
- Nestlé restructures sugar
- Premium positioning explored through flavour and origin
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- Figure 26: Examples of launches in the UK chocolate confectionery market of premium chocolate flavours, 2016
- Trend for calling out detailed origin continues
- Artisan launches ebb
- Salt and alcohol launches niche but growing
- Textures continue to be explored in NPD
- Cadbury ups sustainably sourced cocoa, forgoes Fairtrade Mark
Advertising and Marketing Activity
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- Surge in chocolate advertising in 2016
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- Figure 27: Recorded above-the-line, online display and direct mail total advertising expenditure on chocolate confectionery, 2013-16
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- Figure 28: Recorded above-the-line, online display and direct mail total advertising expenditure on chocolate confectionery, by sub-category, 2013-16
- Other players are slowly closing the adspend gap on Mars
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- Figure 29: Recorded above-the-line, online display and direct mail total advertising expenditure on chocolate confectionery, by advertiser (top 10), 2013-16
- Figure 30: Recorded above-the-line, online display and direct mail market share advertising expenditure on chocolate confectionery, by advertiser (top 10), 2013-16
- Mars ups spend on M&M’s and Maltesers…
- …and looks to tap into Euro 2016 and evenings in
- Cadbury focuses on fun…
- …and continues to explore partnerships
- KitKat gets personal
- KitKat, Ferrero and Cadbury look to pop-ups
- Kinder invests in its numerous sub-ranges
- TV, digital and direct mail gain share of spend
- Nielsen Ad Intel coverage
Brand Research
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- Cadbury Dairy Milk excels on trust and tradition
- Maltesers stands out as fun and vibrant
- Green & Black’s is deemed most exclusive and ethical
- Brand map
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- Figure 31: Attitudes towards and usage of selected brands, February 2017
- Key brand metrics
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- Figure 32: Key metrics for selected brands, February 2017
- Cadbury Dairy Milk enjoys strongest quality image
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- Figure 33: Attitudes, by brand, February 2017
- Green & Black’s has the most exclusive image
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- Figure 34: Brand personality – Macro image, February 2017
- Ferrero Rocher has the strongest association with indulgence
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- Figure 35: Brand personality – Micro image, February 2017
- Brand analysis
- Maltesers is perceived as most fun and accessible
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- Figure 36: User profile of Maltesers, February 2017
- Cadbury Dairy Milk seen as the most trusted brand
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- Figure 37: User profile of Cadbury Dairy Milk, February 2017
- Green & Black’s is most widely seen as worth paying more for and ethical
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- Figure 38: User profile of Green & Black’s, February 2017
- Ferrero Rocher enjoys strongest image as special and indulgent
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- Figure 39: User profile of Ferrero Rocher, February 2017
- Mars stands out for higher usage among men than women
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- Figure 40: User profile of Mars, February 2017
- Quality Street’s seasonal links appear to limit usage
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- Figure 41: User profile of Quality Street, February 2017
- 16-34-year-olds are the biggest fans of Milkybar
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- Figure 42: User profile of Milkybar, February 2017
The Consumer – What You Need to Know
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- Chocolate continues to appeal to the masses
- Chocolate bars and blocks remain top choices
- Six in 10 users limit the amount of chocolate they eat
- Healthier snacks are a minority choice
- Reduced sugar variants divide opinions
- Two in five open to smaller packs to curb sugar, but transparency is key
- Two in five would prefer price rises to “shrinkflation”
- All-natural ingredients appeal to nearly two in five
- Milk chocolate remains nation’s favourite
Frequency of Eating Chocolate and Types Eaten
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- More than half of adults still eat chocolate more than once a week
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- Figure 43: Frequency of eating chocolate in the last three months, February 2016 and February 2017
- The young and women are core users
- More people are eating boxed chocolates than before
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- Figure 44: Types of chocolate confectionery eaten in the last three months, February 2016 and February 2017
Behaviours Related to Chocolate
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- Consumers prefer to limit chocolate intake rather than eat healthier types
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- Figure 45: Behaviours related to chocolate, February 2017
- Healthier chocolates do best among 16-34s
- Healthier snacks are a minority choice
- Portion-control formats have limited appeal
- Half of 16-44s would like guidance on permissible intake
Attitudes towards Chocolate
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- Sugar reduction sparks doubts among many
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- Figure 46: Attitudes towards chocolate, February 2017
- Two in five open to smaller packs to curb sugar
- Two in five would prefer price rises to “shrinkflation”
- Nostalgia can be a powerful driving force
- Few chocolate users pay attention to details of ethical schemes
Product Enticements
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- All-natural ingredients appeal to nearly two in five
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- Figure 47: Interest in selected chocolate formats and formulations, February 2017
- 35% interested in low sugar, 27% in sugar alternatives
- One in four drawn to thinner formats
Chocolate Bar Preferences
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- Milk chocolate remains nation’s favourite
- Dark chocolate enjoys strongest following among over-55s
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- Figure 48: Type of chocolate preferred for a chocolate bar, February 2017
- Fillings and all-natural ingredients are top choices
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- Figure 49: Properties most important in a chocolate bar, February 2017
- Unusual flavours spark minority interest
- Ethical and premium ingredients lag behind
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Figure 50: Best- and worst-case forecast of total UK retail value sales of chocolate*, 2016-21
- Figure 51: Best- and worst-case forecast of total UK retail value sales of chocolate confectionery, 2016-21
- Figure 52: Best- and worst-case forecast of total UK retail value sales of chocolate assortments, 2016-21
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- Figure 53: Best- and worst-case forecast of total UK retail volume sales of chocolate*, 2016-21
- Figure 54: Best- and worst-case forecast of total UK retail volume sales of chocolate confectionery, 2016-21
- Figure 55: Best- and worst-case forecast of total UK retail volume sales of chocolate assortments, 2016-21
- Forecast methodology
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Appendix – Market Share
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- Figure 56: Leading manufacturers’ sales in the UK chocolate confectionery market, by value and volume, 2015 and 2016
- Figure 57: Leading manufacturers’ sales in the UK chocolate assortments market, by value and volume, 2015 and 2016
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Appendix – Launch Activity and Innovation
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- Figure 58: New product launches in the UK chocolate confectionery market, by claim, 2012-16
- Figure 59: New product launches in the UK chocolate confectionery market, by flavour (incl. blend), 2012-16
- Figure 60: New product launches in the UK chocolate confectionery market, by flavour sub-group (incl. blend), 2012-16
- Figure 61: New product launches in the UK chocolate confectionery market share, by allergen claim, 2013-16
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- Figure 62: New product launches in the UK chocolate confectionery market, share by launch type, 2013-16
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