Chocolate and Seasonal Chocolate Confectionery - US - July 2007

Abstract

Consumers are enthusiastic about chocolate. More than 80% of Mintel' s survey respondents buy chocolate for themselves, and more than half buy it for others. Chocolate for personal consumption is up against a few obstacles, however. Given health and weight concerns, consumers have to work harder to rationalize a chocolate purchase for themselves. And, the competition is tough for "share of sweet tooth."

This report addresses the status of the chocolate market, its challenges and the opportunities for meaningful and successful brand differentiation. Following are some-but not all-of the questions answered in this report:

• What are manufacturers doing with regard to new product development and advertising to help consumers rationalize a chocolate purchase?
• How can makers of large chocolate bars use packaging and shape to differentiate their brands?
• Who tends to see more reasons to buy chocolate: women or men? What does that mean for the category?
• Which ethnic group is most apt to eat and prefer organic brands of chocolate?
• How are self-checkout lines at the grocery store affecting chocolate sales?
• How might a chocolate brand become a more active part of holiday family traditions without seeming like an intrusive commercial presence?
• How might the chocolate industry consolidate in the near future? Who is most apt to buy a company? Who is most apt to be bought?
• From department stores to smoking lounges, what types of retail options might chocolate companies consider in the future?
• What evidence is there that the market is calling for a decidedly “unpremium” brand of chocolate, and what might that product look like?
• How might the use of humor close the gap between chocolate sales for Mother' s Day and chocolate sales for Father' s Day?

This analysis includes a comprehensive market size constructed from several sources including the government' s Consumer Expenditure Survey and data from the National Confectioners Association. Consumer research conducted for this report aimed to reveal the specific attitudes and behaviors regarding both personal consumption of chocolate, as well as the purchase of chocolate for others-with a special focus on chocolate as part of holiday shopping and giving.

This report covers chocolate candy products, including those sold in bars, bags, and boxes.