Table of Contents
- Scope and Themes
- What you need to know
- Definition
- Sources of consumer research
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The bottom line
- New products and marketing messages help consumers rationalize chocolate
purchase
- Larger boxes, bags and bars (over 3.5oz) have been the most successful
segment
- Consolidation might be on the horizon
- Supermarket self-checkouts affecting chocolate sales
- Opportunity to increase chocolate gifting
- Need to close the Mother' s Day and Father' s Day chocolate gap
- Is there a place for chocolate in cigar bars?
- Forecast
- Market Drivers
- In general, consumption of sweets declining
- Figure 1: Whether frequently eat sweets and whether feel guilty after
eating sweets, 2001-06
- Other chocolaty categories pose competition...and opportunity
- Figure 2: Items eaten when craving something sweet, March 2007
- Competition from baked goods
- Figure 3: Total U.S. sales of brownie mixes, at current and constant
prices, 2001-06
- Figure 4: Hershey' s Brownies n' Chocolate bar, 2006
- Figure 5: Betty Crocker' s Already Baked, single-serve dessert line, 2007
- Figure 6: Pillsbury' s ready-to-eat chocolate chunk fudge brownies, 2007
- Figure 7: Kraft' s Oreo Cakesters, soft snack cakes, to be released
August 2007
- Competition from ice cream and frozen novelties
- Figure 8: Total U.S. retail sales of ice cream and frozen novelties, at
current and constant prices, 2001-06
- Competition from other chocolaty snacks
- Figure 9: Total U.S. sales of nutrition/energy bars, at current and
constant prices, 2001-06
- Figure 10: PowerBar' s Triple Threat in chocolate toffee almond, 2007
- Figure 11: PowerBar' s Pria ad, 2006
- The bright side: Turning competition into opportunity
- Figure 12: Nestlé' s Chocolatier premium baking chocolate ad, 2007Figure
13: Masterfoods Dove ice cream with chocolate ganache, 2005
- Prevalence of diabetes and chocolate consumption
- The popularity of premium
- Figure 14: Total U.S. retail sales of chocolate vs. premium chocolate
confectionery, 2002-07
- Dark chocolate sales boosted by its well-publicized health benefits
- Figure 15: Total U.S. retail sales of dark chocolate, at current and
constant prices, 2003-06
- Figure 16: Snickers Limited Edition Dark mix, 2007
- Price of sugar and high-fructose corn syrup (HFCS) has an impact
- Market Size and Trends
- Market size
- Figure 17: Total U.S. retail sales of chocolate and seasonal chocolate
confectionery, at current and constant prices, 2002-07
- Market trends
- Figure 18: New chocolate confectionery product releases (international),
2002-07
- Figure 19: Torn Ranch' s Splendid Specialties Wine Truffles, 2007
- Figure 20: Hershey' s Nuggets Truffles, 2007
- Figure 21: Whoppers mini robin eggs for Easter, 2007
- Figure 22: Franco holiday chocolates from Macy' s, 2006
- Figure 23: Hershey' s Reese' s holiday trees, 2006
- Figure 24: Love Stinks milk chocolate bar from Galerie, 2007
- Figure 25: Russell Stover organic chocolate, 2007
- Figure 26: Endangered Species Organic dark chocolate, 2007
- Figure 27: Hershey' s Whole Bean and Antioxidant Milk Chocolates, 2007
- Figure 28: Hershey' s Reese' s Whipps!, 2007
- Figure 29: Masterfoods/Mars' Three Musketeers Mint Dark Chocolate bar,
2007
- Figure 30: Chocolate Mocha KitKat, 2007
- Figure 31: Andes Mocha Mint, 2006
- Figure 32: Nestlé Crunch with coconut, 2007
- Figure 33: Target' s dark chocolate tasting kit, 2007
- Figure 34: Snickers with Shrek movie tie-in, 2007
- Market Segmentation
- Introduction
- Figure 35: FDM sales of chocolate confectionery market, segmented by
type, 2005 and 2007
- Chocolate candy box, bag and bar 3.5oz or more
- Figure 36: FDM sales of chocolate candy box, bag and bar 3.5oz or more,
at current and constant prices,
- Figure 37: FDM sales of premium and non-premium chocolate candy box, bag
and bar 3.5oz or more, 2002-07
- Seasonal chocolate
- Figure 38: FDM sales of seasonal chocolate, at current and constant
prices, 2002-07
- Figure 39: FDM sales of premium and non-premium seasonal chocolate,
2002-07
- Chocolate candy box, bag and bar less than 3.5oz
- Figure 40: FDM sales of chocolate candy box, bag and bar less than
3.5oz, at current and constant prices, 2002-07
- Figure 41: Nestlé' s 100 Grand in super size for 89 cents, 2007
- Figure 42: FDM sales of premium and non-premium chocolate candy box, bag, and bar less than 3.5oz, 2002-07
- Snack-sized chocolate candy
- Figure 43: FDM sales of snack-sized chocolate candy, at current and
constant prices, 2002-07
- Supply Structure
- Companies and brands
- Figure 44: Manufacturer FDM sales of chocolate in the U.S., 2004 and 2006
- Chocolate candy box, bag and bar 3.5oz or more
- Figure 45: Manufacturer brand FDM sales of chocolate candy box, bag and
bar 3.5oz or more in the U.S., 2004 and 2006
- Seasonal chocolate candy
- Figure 46: Manufacturer brand FDM sales of seasonal chocolate candy in
the U.S., 2004 and 2006
- Figure 47: Manufacturer FDM sales of seasonal chocolate candy in the
U.S., by season, 2004 and 2006
- Figure 48: Hershey' s Cadbury Crème Egg, Easter 2007Chocolate candy less
than 3.5oz
- Figure 49: Manufacturer brand FDM sales of chocolate candy less than
3.5oz in the U.S., 2004 and 2006
- Snack-sized chocolate candy
- Figure 50: Manufacturer brand FDM sales of snack-sized chocolate candy
in the U.S., 2004 and 2006
- Advertising and Promotion
- Hershey Co.
- Figure 51: Hershey' s Kisses ad, Special messages, 2007
- Figure 52: Hershey' s Kisses ad, Holiday bells, 2007
- Figure 53: Reese' s Peanut butter cups ad, "ever since peanut butter
hooked up with chocolate," 2007
- Figure 54: Hershey' s Take 5, 2007
- Mars Co.
- Figure 55: Three Musketeers ad, the movie theatre, 2007
- Figure 56: Dove ad, The train, 2007
- Figure 57: M&Ms ad, personalized messages, 2007
- Figure 58: M&Ms Dark ad, the Addams Family, 2007
- Figure 59: M&Ms ad, "There' s an M&M in Everyone," 2007
- Figure 60: Twix ad, "Need a moment?," 2007
- Nestlé
- Figure 61: Baby Ruth ad, Take me out to the ballgame, 2006Figure 62:
Butterfinger Crisp ad, proposal at the game, 2006
- Figure 63: Nestlé crunch ad, "For the kid in everyone," 2006
- Lindt & Sprüngli
- Figure 64: Ghirardelli ad, "Very slowly," 2007
- Retail Distribution
- Introduction
- Figure 65: U.S. retail sales of chocolate confectionery, by channel,
2005 and 2007
- Supermarkets
- Figure 66: U.S. supermarket sales of chocolate confectionery, at current
and constant prices, 2002-07
- Convenience stores
- Figure 67: U.S. convenience store sales of chocolate confectionery, at
current and constant prices, 2002-07
- The Consumer: Buying Chocolate for Self and Personal Consumption of
Chocolate
- Section highlights
- Purchase of chocolate for self
- Figure 68: Purchase of chocolate candy products, for self or for others,
by gender, age, household income and race/ethnicity, April 2007
- Reasons for buying chocolate for personal consumption
- Figure 69: Reasons for buying chocolate for personal consumption, by
gender, April 2007
- Figure 70: Reasons for buying chocolate for personal consumption, by
age, April 2007
- Figure 71: Reasons for buying chocolate for personal consumption, by
household income, April 2007
- Brands of chocolate for personal consumption
- Figure 72: Brands of chocolate used, by age, January-October 2006
- Opinions about different types of chocolate
- Figure 73: Opinions about types of chocolate/chocolate experiences, by
age, April 2007
- Figure 74: Opinions about types of chocolate/chocolate experiences, by
race/Hispanic origin, April 2007
- Purchase of specific types of chocolate
- Figure 75: Types of chocolate purchased for own consumption, April 2007
- Holiday chocolate: healthy or indulgent
- Figure 76: Healthy or indlgent holiday chocolate, April 2007
- The Consumer: Buying Chocolate for Others
- Section highlights
- Who is buying chocolate for others?
- Figure 77: Purchase of chocolate candy products, for self or for others,
by gender, age, household income and race/ethnicity, April 2007
- For whom chocolate is bought
- Figure 78: For whom chocolate is bought, by gender, April 2007
- Figure 79: For whom chocolate is bought, by age, April 2007
- Figure 80: For whom chocolate is bought, by household income, April 2007
- Different chocolate recipients, different motivations for giving
- Figure 81: Reasons for giving chocolate, by person for whom chocolate is
bought, April 2007
- Celebrating a holiday with chocolate
- Figure 82: Holidays for which chocolate is given, by person for whom
chocolate is bought, April 2007
- A gift of chocolate: Premium or "regular"?
- Figure 83: Type of chocolate given for holidays, by for whom chocolate
is bought, April 2007
- Presentation of holiday gift chocolate
- Figure 84: Presentation of holiday chocolate, April 2007
- Future and Forecast
- Future trends
- The future of healthy chocolate: Calcium-enriched? An acquired taste for
bitter?
- Unpremium chocolate?
- Figure 85: Bourbon' s Chotos, Japan, 2007
- The future of chocolate moves from taste to texture
- A most unusual pairing: Chocolate and tobacco
- Market forecast
- Chocolate market
- Figure 86: Forecast of total U.S. retail sales of chocolate and seasonal
chocolate confectionery, at current and constant prices, 2007-12
- Chocolate candy box, bag and bar 3.5oz or more
- Figure 87: Forecast of U.S. FDM sales of chocolate candy box, bag and
bar 3.5oz or more, at current and constant prices, 2007-12
- Seasonal chocolate
- Figure 88: Forecast of U.S. FDM sales of seasonal chocolate, at current
and constant prices, 2007-12
- Chocolate candy box, bag and bar less than 3.5oz
- Figure 89: Forecast of U.S. FDM sales of chocolate candy box, bag and
bar less than 3.5oz, at current and constant prices, 2007-12
- Snack-sized chocolate candy
- Figure 90: Forecast of U.S. FDM sales of snack-sized chocolate candy, at
current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
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