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
- Values supported by inflation as volumes stagnate
- Limited scope to grow volumes
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- Figure 1: Forecast of UK retail value sales of chocolate, 2012-22
- Chocolate confectionery sales slip as seasonal and assortments grow
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- Figure 2: UK retail value sales of chocolate, by segment, 2015-17
- Sugar remains in the spotlight
- Cocoa prices surge in 2018, inflation slows
- Companies and brands
- Cadbury Dairy Milk posts growth
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- Figure 3: Leading manufacturers’ value shares in the UK retail chocolate confectionery market, 2017*
- Ferrero performs strongly in chocolate assortments
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- Figure 4: Leading manufacturers’ value shares in the UK retail chocolate assortment market, 2017*
- Figure 5: Leading manufacturers’ value shares in the UK retail seasonal chocolate market, 2017*
- Premiumisation remains a focus in NPD
- Nestlé unveils reduced-sugar Milkybar Wowsomes
- Advertising support falls in 2017
- Galaxy and Cadbury Dairy Milk get new campaign
- Cadbury Dairy Milk is the most trusted brand
- The consumer
- Most Brits eat chocolate more than once a week
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- Figure 6: Frequency of eating chocolate, April 2018
- Single-serve bars are most popular
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- Figure 7: Types of chocolate eaten, April 2018
- Emotional links are key drivers for chocolate eating
- Chocolate has a more functional role in the morning and afternoon
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- Figure 8: Reasons for eating chocolate, by time of day, April 2018
- Ingredients are key indicator of premium qualities
- One in three associates high cocoa content with being premium
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- Figure 9: Important qualities that denote a premium chocolate, April 2018
- Chocolate with energy-boosting ingredients appeals to a fifth of users
- Chocolate with plant-based sweeteners appeals most to older people
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- Figure 10: Interest in product concepts in chocolate, April 2018
- Budding connoisseur interest among chocolate eaters
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- Figure 11: Behaviours relating to chocolate, April 2018
- Dark chocolate is widely seen as healthier than milk chocolate
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- Figure 12: Attitudes towards chocolate, April 2018
- What we think
Issues and Insights
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- Tapping into the connoisseur spirit can build engagement
- The facts
- The implications
- Recommendations for pairing chocolate with drinks can unlock new and engaging usage occasions
- The facts
- The implications
- Scope for chocolate to capitalise on the strong appeal of energy-boosting ingredients
- The facts
- The implications
The Market – What You Need to Know
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- Values supported by inflation as volumes stagnate
- Limited scope to grow volumes
- Chocolate confectionery sales slip as seasonal and assortments grow
- Sugar remains in the spotlight
- Cocoa prices surge in 2018, inflation slows
Market Size and Forecast
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- Inflation supports value sales as volumes stagnate
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- Figure 13: UK retail value and volume sales of chocolate, 2012-22
- Volumes sales are expected to remain flat
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- Figure 14: Forecast of UK retail value sales of chocolate, 2012-22
- Figure 15: Forecast of UK retail value sales of chocolate, 2012-22
- Forecast methodology
Market Segmentation
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- Chocolate confectionery is losing share to seasonal and assortments
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- Figure 16: UK retail value and volume sales of chocolate, by segment, 2015-17
Market Drivers
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- Sugar remains in the spotlight
- The Childhood Obesity Plan puts onus on industry to cut sugar
- PHE launches campaigns targeting kids’ snacking and adults’ calorie consumption
- Stricter rules on kids’ non-broadcast advertising come into play
- Competition for the snacking occasion remains fierce
- Cocoa prices surge in 2018
- Wage growth catches up with inflation eases
- Plastic waste debate is gaining momentum
Companies and Brands – What You Need to Know
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- Cadbury Dairy Milk posts growth
- Ferrero performs strongly in chocolate assortments
- Premiumisation remains a focus in NPD
- Nestlé unveils reduced-sugar Milkybar Wowsomes
- Advertising support falls in 2017
- Galaxy and Cadbury Dairy Milk get new campaign
- Cadbury Dairy Milk is the most trusted brand
Market Share
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- Cadbury Dairy Milk grows sales in declining chocolate market
- Mars brands struggle
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- Figure 17: Leading brands’ sales and shares in the UK retail chocolate confectionery market, by value and volume, 2016 and 2017
- Ferrero performs strongly in chocolate assortments
- Mars’s Celebrations further mine the gifting occasion
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- Figure 18: Leading brands’ sales and shares in the UK retail chocolate assortments market, by value and volume, 2016 and 2017
- Mixed results for Cadbury brands in seasonal chocolates
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- Figure 19: Leading brands’ sales and shares in the UK retail seasonal chocolate market, by value and volume, 2016 and 2017
Launch Activity and Innovation
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- Brands continue to dominate chocolate NPD
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- Figure 20: Share of new product launches in the UK chocolate confectionery market, by company, 2014-17
- Premiumisation remains a focus in NPD
- Nestlé brings Les Recettes de L’Atelier to the UK and launches premium KitKat
- Godiva makes supermarket debut
- Green & Black’s launches new Velvet Edition range
- Brands and own-label build premium image through single origin
- Barry Callebaut creates fourth type of chocolate: ruby
- Sharing formats continue to attract NPD
- Nestlé focuses on sugar reduction
- Nestlé unveils reduced-sugar Milkybar Wowsomes
- KitKat reformulation replaces sugar with milk and cocoa
- Avocado makes first appearance in chocolate confectionery
- Brands get flavour extensions
- Cadbury caters for the nostalgic
Advertising and Marketing Activity
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- Advertising support falls in 2017
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- Figure 21: Total above-the-line, online display and direct mail advertising expenditure on chocolate confectionery, by sub-category, 2014-17
- Mondelēz claims spot as top advertiser
- Cadbury focuses on taste sensations in ‘Singles Sensations’ campaign
- Cadbury “goes back to its roots” with new 2018 campaign
- Cadbury support Easter range
- Green & Black’s focuses on taste profile in first TV campaign
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- Figure 22: Total above-the-line, online display and direct mail advertising expenditure on chocolate confectionery, by top 10 advertisers (sorted by 2017), 2014-17
- Mars encourages consumers to disconnect with new Galaxy advert
- Diversity remains at the centre of Maltesers’ advertising
- Snickers campaign continues to cement hunger-busting message
- Ferrero ups support for Thorntons
- Kinder Bueno online campaign celebrates mundane adult tasks
- Nestlé spotlights reformulations for Milkybar and KitKat…
- …and continues focus on breaks for KitKat…
- KitKat Senses supported with new campaign
- Chocolate brands embrace pop-up experiences as marketing concept
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 23: Attitudes towards and usage of selected brands, April 2018
- Key brand metrics
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- Figure 24: Key metrics for selected brands, April 2018
- Brand attitudes: Cadbury Dairy Milk is the most trusted brand
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- Figure 25: Attitudes, by brand, April 2018
- Brand personality: Cadbury Dairy Milk and KitKat are widely seen as accessible
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- Figure 26: Brand personality – Macro image, April 2018
- Lindt Excellence as a lead as indulgent and special
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- Figure 27: Brand personality – Micro image, April 2018
- Brand analysis
- Cadbury Dairy Milk’s lead underpinned by trust, accessibility and tradition
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- Figure 28: User profile of Cadbury Dairy Milk, April 2018
- Lindt Excellence enjoys a premium image
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- Figure 29: User profile of Lindt Excellence, April 2018
- KitKat scores well on the fun factor
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- Figure 30: User profile of KitKat, April 2018
- Galaxy is widely seen as comforting
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- Figure 31: User profile of Galaxy, April 2018
- Thorntons’ enjoys an indulgent image
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- Figure 32: User profile of Thorntons, April 2018
- Toblerone’s unique shapes give differentiation
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- Figure 33: User profile of Toblerone, April 2018
- Kinder Bueno has a fun, family image
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- Figure 34: User profile of Kinder Bueno, April 2018
The Consumer – What You Need to Know
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- Most Brits eat chocolate more than once a week
- Single-serve bars are most popular
- Emotional links are key drivers for chocolate eating
- Chocolate has a more functional role in the morning and afternoon
- Ingredients are key indicator of premium qualities
- One in three associates high cocoa content with premium
- Chocolate with energy-boosting ingredients appeals to a fifth of users
- Chocolate with plant-based sweeteners appeals most to older people
- Budding connoisseur interest among chocolate eaters
- Dark chocolate is widely seen as healthier than milk chocolate
Frequency of Eating Chocolate and Types Eaten
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- Most Brits eat chocolate more than once a week
- Women and young consumers are core users
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- Figure 35: Frequency of eating chocolate, April 2018
- Single-serve bars are most popular
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- Figure 36: Types of chocolate eaten, April 2018
Time of Day Chocolate is Eaten and Reasons for Eating Chocolate
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- Evening is peak time for eating chocolate
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- Figure 37: Time of day that chocolate is eaten, April 2018
- Emotional links are key drivers for chocolate eating
- Cravings are the main reason for eating chocolate
- Self-rewarding sees many turn to chocolate
- Chocolate helps many de-stress
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- Figure 38: Reasons for eating chocolate, by time of day, April 2018
- Chocolate has a more functional role in the morning and afternoon
Qualities that Denote a Premium Chocolate
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- Ingredients are key indicators of premium qualities
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- Figure 39: Important qualities that denote a premium chocolate, April 2018
- One in three associates high cocoa content with premium
- Artisanship of handmade chocolate recognised by one in four
- The young place greater emphasis on packaging
Interest in Chocolate Concepts
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- Chocolate with energy-boosting ingredients appeals to a fifth of users
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- Figure 40: Interest in product concepts in chocolate, April 2018
- Chocolate with plant-based sweeteners appeals especially to older people
- Londoners are particularly interested in health-boosting herbs/spices
- Smaller brands explore spice flavours
- Chocolate with non-dairy milk appeals most to young women
- Plant-based milk chocolate remains rare
Behaviours Relating to Chocolate
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- Budding connoisseur interest among chocolate eaters
- Coffee category can provide inspiration
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- Figure 41: Behaviours relating to chocolate, April 2018
- Adult drinks pairings interest 18-34-year-olds
- Pairing recommendations in focus by smaller brands…
- …but is also being mined by mainstream brands
Attitudes towards Chocolate
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- Dark chocolate is widely seen as healthier than milk chocolate
- Raw chocolate has a heathier image among younger
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- Figure 42: Attitudes towards chocolate, April 2018
- Interesting textures adds appeal to many
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
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- Forecast methodology
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- Figure 43: UK retail value sales of chocolate, best- and worst-case forecast, 2017-22
- Figure 44: UK retail volume sales of chocolate, best- and worst-case forecast, 2017-22
Appendix – Market Share
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- Figure 45: Leading manufacturers’ sales and shares in the UK retail chocolate confectionery market, by value and volume, 2016 and 2017
- Figure 46: Leading manufacturers’ sales and shares in the UK retail chocolate assortments market, by value and volume, 2016 and 2017
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- Figure 47: Leading manufacturers’ sales and shares in the UK retail seasonal chocolate market, by value and volume, 2016 and 2017
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Appendix – Launch Activity and Innovation
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- Figure 48: Share of new product launches in the UK chocolate confectionery market, by brands and private label, 2014-17
- Figure 49: Share of new product launches in the UK chocolate confectionery market, by launch type, 2014-17
- Figure 50: Share of new product launches in the UK chocolate confectionery market, by sub-category, 2014-17
- Figure 51: Share of new product launches in the UK chocolate confectionery market, by top 20 claims, 2014-17
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