Abstract
Seasonal chocolate products satisfy all our deep-rooted emotional relationships with chocolate; they are a gift, fun, a treat and available for a restricted amount of time, thereby increasing their desirability. Two major influences are shaping the UK market; increasing consumer affluence and heightened awareness of healthy eating. This has seen consumers cutting down on quantity of chocolate while trading up on the experience, based on taste and also the inclusion of non-edible gift components to increase longevity of the gift.
In this report, Mintel examines the hypothesis that “ The seasonal chocolate market is the ‘work-horse’ of the entire chocolate category, stimulating consumer interest and drawing consumers into the chocolate fixture. When at the fixture consumers may not buy from the seasonal market, but its role in consumer attraction outweighs its importance in absolute market value terms.”
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