What you need to know

Volume sales of chocolate returned to growth in 2018 to reach 509 million kg, although growth over 2013-18 has been a mere 1.2%. Value sales grew by 10.2% over 2013-18 to reach £5.2 billion. Shrinkflation, rising prices, and retailers’ attempts to move away from promotional activity and instead towards everyday low pricing have seen volume sales struggle over recent years, although this has boosted values.

The category remains under pressure to work towards reaching the 20% sugar reduction target by 2020 set by Public Health England (PHE). Brands are looking to technical innovation, as seen with Nestlé’s aerated sugar, as well as different alternatives for replacing sugar, such as increased protein and fibre, as ways to deliver on the PHE targets, with smaller pack sizes another key approach.

Ensuring that reduced sugar products deliver on taste, and convincing chocolate lovers of this, will be the challenge, with consumers reticent to switch to lower sugar varieties. Meanwhile the ‘less but better’ trend is also fuelling premiumisation in the market, which is helping to drive value sales.

Products covered in this report

This Report examines the UK retail market for chocolate. The market size includes sales through all retail channels including direct to consumer. The market size comprises 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 or gifting.

  • Chocolate assortments: This includes assortments, large bags, large boxes, tins and jars. The segment also includes a small portion of sales of non-chocolate items and excludes seasonal products.

  • Seasonal chocolate: This includes confectionery for seasonal occasions such as Christmas, Easter and Valentine's Day. The segment also includes a small portion of sales of non-chocolate items.

The market size excludes unpackaged chocolate, 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.

Back to top