Snack Foods and Confectionery - Ireland - October 2012

ISSUES IN THE MARKET
Key themes in the report
Definition
Data sources
Abbreviations
FUTURE OPPORTUNITIES
Fauxthenticity
Transumers
Old Gold 2015
MARKET IN BRIEF
Advertising of snacks and confectionery a concern for parents
High food prices and low disposable income threaten consumption
Irish snack food and confectionery market to grow
Innovation a source of competitive advantage
Ireland’s snacking culture
INTERNAL MARKET ENVIRONMENT
Key points
Snack food and confectionery advertising expenditure increases
Figure 1: Top ten UK advertisers of food and confectionery, 2010
Debate on further ban to UK snack food and confectionery advertising
Figure 2: Agreement with statements relating to advertising, NI and RoI, June 2012
Similar ban called for in RoI
The child ambassadors
The advergaming loophole
Snack foods, confectionery and health
Figure 3: Irish consumers’ concern regarding their weight, by gender, NI and RoI, September 2012
Obesity a concern
Figure 4: Consumer agreement with selected statements relating to health and diet, NI and RoI, 2011
Is a fat tax the answer?
How Ireland is tackling obesity
Consumer appetite for healthier products beginning to fade
Figure 5: Agreement with selected statements related to diet and health, NI and RoI, 2007-11
Irish consumers see themselves as more time-poor
Figure 6: Average time spent working on a weekday (Monday-Friday), NI and RoI, 2007-11
Convenience a driving force in snack and confectionery purchasing
BROADER MARKET ENVIRONMENT
Key points
The green shoots of recovery
Figure 7: Economic outlook, NI and RoI, 2010-13
Disposable income nosedives
Unemployment a concern for Irish consumers
Figure 8: Unemployment rate (% of labour force), actual and projected, NI and RoI, 2008-15
Higher food costs lead to rising consumer prices
Mature consumers set to become an increasingly important target
Figure 9: NI population, by age, 2010-56
Figure 10: RoI population, by age, 2006-41
STRENGTHS AND WEAKNESSES
Strengths
Weaknesses
COMPETITIVE CONTEXT
Key points
Pricing the basis of competition
Figure 11: Agreement with the statement ‘I look for the lowest possible prices when I go shopping’, by gender, NI and RoI, 2011
Convenience stores offer deli counters
Express menus offered by restaurants
Cereal producers move into snacks market with healthy alternatives
Figure 12: Cereal bars eaten in the last 12 months, by gender, NI and RoI, 2011
Yogurts and fromage frais seen as a healthy snack by Irish consumers
Figure 13: Yogurt and fromage frais eaten in the last 12 months, by gender, NI and RoI, 2011
MARKET SIZE AND FORECAST
Key points
In-home occasions driving consumption of snack foods and confectionery
Figure 14: Estimated snack food and confectionery sales, by value, RoI, NI and IoI, 2007-17
Growing production costs inflating market value
In-home consumption driving market growth
Chocolate confectionery sales to reach €874 million by 2017
Figure 15: Estimated chocolate confectionery sales, by value, RoI, NI and IoI, 2007-17
Irish snack foods market driven by RoI sales
Figure 16: Estimated snack food sales*, by value, RoI, NI and IoI, 2007-17
WHO’S INNOVATING?
Key points
Nestlé relaunches white KitKat
Cadbury launches new products via social media
Special K ‘sells’ crisps over Twitter
Soft drink and chocolate fuse
Cadbury to introduce shelf-ready packaging
Ohso shows chocolate can be healthy
New product innovation high in snacks and confectionery market
Figure 17: New product launches in the snacks and confectionery market, UK and Ireland, 2007-12
Snack and cereal bar category sees most new product launches
Figure 18: New product launches in the snacks and confectionery market, by top ten sub-categories, UK and Ireland, 2007-12
Vegetarian is the top specified claim in UK and Ireland
Figure 19: New product launches in the snacks and confectionery market, by top ten claims, UK and Ireland, 2007-12
Plain flavours a firm favourite with Irish consumers
Figure 20: New product launches in the snacks and confectionery market, by top ten flavours, UK and Ireland, 2007-12
COMPANIES AND PRODUCTS
Key points
Around Noon
Company background
Product portfolio
Recent developments
Bite Group
Company background
Product portfolio
Recent development
Butlers Chocolates
Company background
Product portfolio
Recent developments
Cadbury Ireland
Company background
Product portfolio
Recent developments
Ferrero UK and Ireland
Company background
Product portfolio
Recent developments
Kellogg’s
Company background
Product portfolio
Recent developments
Largo Foods
Company background
Product portfolio
Recent developments
Mars Ireland
Company background
Product portfolio
Recent developments
Nestlé UK and Ireland
Company background
Product portfolio
Recent developments
PepsiCo UK and Ireland
Company background
Product portfolio
Recent developments
The Brunch Box
Company background
Product portfolio
Recent developments
THE CONSUMER – CONSUMPTION OF SNACK FOODS AND CONFECTIONERY
Key points
The chocolate love affair
Figure 21: Chocolate bars eaten in the last 12 months, NI and RoI, 2007-11
Women more likely to eat chocolate
Figure 22: Chocolate bars eaten in the last 12 months, by gender, NI and RoI, 2011
Irish consumers are chocoholics
Figure 23: Frequency of chocolate eaten in the last 12 months, NI and RoI, 2011
Figure 24: Chocolate eaten in the last 12 months, by age, NI and RoI, 2011
Milk chocolate the overwhelming favourite
Figure 25: Type of chocolate eaten in the last 12 months, NI and RoI, 2011
Figure 26: Milk chocolate eaten in the last 12 months, by age, NI and RoI, 2011
Figure 27: Types of chocolate eaten in the last 12 months, by gender, NI and RoI, 2011
Women also show strong usage of savoury snacks
Figure 28: Potato and tortilla snacks eaten in the last 12 months, by gender, NI and RoI, 2011
Figure 29: Frequency of potato crisps and tortilla snacks eaten, NI and RoI, 2011
Crisp usage peaks among the 35-44s
Figure 30: Potato crisps and tortilla snacks eaten in the last 12 months, by age, NI and RoI, 2011
Figure 31: Potato crisps and tortilla snacks eaten in the last 12 months, by age, NI and RoI, 2011
Women most likely to consume nuts and dried fruit
Figure 32: Nuts and dried fruit eaten in the last 12 months, by gender, NI and RoI, 2011
Figure 33: Nuts and dried fruit eaten in the last 12 months, by age, NI and RoI, 2011
Salted nuts favoured
Figure 34: Types of nuts and dried fruit eaten in the last 12 months, NI and RoI, 2011
Figure 35: Frequency of nuts and dried fruit eaten in the last 12 months, NI and RoI, 2011
Irish men spending greater amounts on snacks
Figure 36: Amount spent on snacks per week in the last 12 months, by gender, NI and RoI, 2011
Figure 37: Amount spent on snacks per week in the last 12 months, by age, NI and RoI, 2011
THE CONSUMER – HOW SNACK FOODS AND CONFECTIONERY ARE CONSUMED
Key points
Snacking culture prevalent throughout Ireland
Figure 38: Tendency to snack in the last 12 months, by gender, NI and RoI, 2011
Figure 39: Tendency to snack in the last 12 months, by age, NI and RoI, 2011
Irish consumers snacking often
Figure 40: Frequency of snacking at home in the last 12 months, NI and RoI, 2011
Women more frequent snackers
Figure 41: Frequency of snacking at home in the last 12 months, by gender, NI and RoI, 2011
Hunger the primary reason for snacking
Figure 42: Reasons for snacking on a weekday in the last 12 months, NI and RoI, 2011
Figure 43: Reasons for snacking on a weekday in the last 12 months, by gender, NI and RoI, 2011
Young more driven by hunger
Figure 44: Tendency to snack because of hunger in the last 12 months, by age, NI and RoI, 2011
Irish consumers like treating themselves
Figure 45: Tendency to snack as a treat or reward in the last 12 months, by age, NI and RoI, 2011
THE CONSUMER – ATTITUDES TOWARDS SNACK FOODS AND CONFECTIONERY
Key points
Irish consumers concerned about the content of food
Figure 46: Agreement with the statement ‘I read the labels on food to see what additives are in it’, NI and RoI, 2007-11
Women pay more attention to food labels
Figure 47: Agreement with the statement ‘I read the labels on food to see what additives are in it’, by gender, NI and RoI, 2011
Figure 48: Agreement with the statement ‘I am prepared to pay more for foods that don’t contain additives’, by gender, NI and RoI, 2011
Half of Irish consumers snacking between meals
Figure 49: Agreement with the statement ‘I often eat between meals’, NI and RoI, 2007-11
Figure 50: Agreement with the statement ‘I often eat between meals’, by gender, NI and RoI, 2011
Figure 51: Agreement with the statement ‘I often eat between meals’, by age, NI and RoI, 2011
Declining concern over children’s consumption of junk food
Figure 52: Agreement with the statement ‘I wouldn’t let my children eat junk food’, NI and RoI, 2008-11
APPENDIX
NI TGI data
Figure 53: Chocolate bars eaten in the last 12 months, by demographics, NI, 2011
Figure 54: Frequency of chocolate eaten in the last 12 months, by demographics, NI, 2011
Figure 55: Frequency of chocolate bars eaten in the last 12 months, by demographics, NI, 2011
Figure 56: Types of chocolate eaten in the last 12 months, by demographics, NI, 2011
Figure 57: Types of chocolate eaten most often in the last 12 months, by demographics, NI, 2011
Figure 58: Cereal bars eaten in the last 12 months, by demographics, NI, 2011
Figure 59: Nuts and dried fruit eaten in the last 12 months, by demographics, NI, 2011
Figure 60: Frequency of nuts and dried fruit eaten in the last 12 months, by demographics, NI, 2011
Figure 61: Frequency of nuts and dried fruit eaten in the last 12 months, by demographics, NI, 2011 (continued)
Figure 62: Types of nuts and dried fruit eaten in the last 12 months, by demographics, NI, 2011
Figure 63: Types of nuts and dried fruit eaten in the last 12 months, by demographics, NI, 2011 (continued)
Figure 64: Types of nuts and dried fruit eaten most often in the last 12 months, by demographics, NI, 2011
Figure 65: Types of nuts and dried fruit eaten most often in the last 12 months, by demographics, NI, 2011 (continued)
Figure 66: Potato crisps and tortilla snacks eaten in the last 12 months, by demographics, NI, 2011
Figure 67: Frequency of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, NI, 2011
Figure 68: Frequency of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, NI, 2011 (continued)
Figure 69: Types of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, NI, 2011
Figure 70: Agreement with statements relating to shopping, by demographics, NI, 2011
Figure 71: Agreement with statements relating to eating, by demographics, NI, 2011
Figure 72: Agreement with statements relating to food, by demographics, NI, 2011
Figure 73: Agreement with statements relating to diet and health, by demographics, NI, 2011
Figure 74: Agreement with statements relating to diet and health, by demographics, NI, 2011 (continued)
Figure 75: Tendency to snack in the last 12 months, by demographics, NI, 2011
Figure 76: Reasons for snacking on a weekday in the last 12 months, by demographics, NI, 2011
Figure 77: Reasons for snacking on a weekday in the last 12 months, by demographics, NI, 2011 (continued)
Figure 78: Frequency of snacking in the home in the last 12 months, by demographics, NI, 2011
Figure 79: Amount spent on snacks each week in the last 12 months, by demographics, NI, 2011
RoI TGI data
Figure 80: Chocolate bars eaten in the last 12 months, by demographics, RoI, 2011
Figure 81: Frequency of chocolate bars eaten in the last 12 months, by demographics, RoI, 2011
Figure 82: Frequency of chocolate bars eaten in the last 12 months, by demographics, RoI, 2011 (continued)
Figure 83: Types of chocolate bars eaten in the last 12 months, by demographics, RoI, 2011
Figure 84: Types of chocolate bars eaten most often in the last 12 months, by demographics, RoI, 2011
Figure 85: Cereal bars eaten in the last 12 months, by demographics, RoI, 2011
Figure 86: Nuts and dried fruit eaten in the last 12 months, by demographics, RoI, 2011
Figure 87: Frequency of nuts and dried fruit eaten in the last 12 months, by demographics, RoI, 2011
Figure 88: Frequency of nuts and dried fruit eaten in the last 12 months, by demographics, RoI, 2011 (continued)
Figure 89: Types of nuts and dried fruit eaten in the last 12 months, by demographics, RoI, 2011
Figure 90: Types of nuts and dried fruit eaten in the last 12 months, by demographics, RoI, 2011 (continued)
Figure 91: Potato crisps and tortilla snacks eaten in the last 12 months, by demographics, RoI, 2011
Figure 92: Frequency of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, RoI, 2011
Figure 93: Frequency of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, RoI, 2011 (continued)
Figure 94: Types of potato crisps and tortilla snacks eaten in the last 12 months, by demographics, RoI, 2011
Figure 95: Agreement with statements relating to shopping, by demographics, RoI, 2011
Figure 96: Agreement with statements relating to eating, by demographics, RoI, 2011
Figure 97: Agreement with statements relating to food, by demographics, RoI, 2011
Figure 98: Agreement with statements relating to dieting and health, by demographics, RoI, 2011
Figure 99: Agreement with statements relating to dieting and health, by demographics, RoI, 2011
Figure 100: Tendency to snack in the last 12 months, by demographics, RoI, 2011
Figure 101: Reasons for snacking on weekdays in the last 12 months, by demographics, RoI, 2011
Figure 102: Reasons for snacking on weekdays in the last 12 months, by demographics, RoI, 2011 (continued)
Figure 103: Frequency of snacking at home in the last 12 months, by demographics, RoI, 2011
Figure 104: Amount spent on snacks per week in the last 12 months, by demographics, RoI, 2011