Chocolate Market in the U.S.: Trends and Opportunities in Premium, Gourmet and Mass Chocolate Products
Get more info on this report!Chocolate Market in the U.S.: Trends and Opportunities in Premium,Gourmet and Mass Chocolate ProductsSeptember 1, 2010The U.S. chocolate market is a mature, differentiated and exacting market, whichmakes distinguishing yourself a challenge to marketers of chocolate products.Packaged Facts‟ new report, The Chocolate Market in the U.S.: Trends andOpportunities in Premium, Gourmet and Mass Chocolate Products examines thecurrent state of the industry and how the market will evolve over the next five years.Chocolate marketers today are drawing inspiration from other segments of the food andbeverage industry in an effort to boost sales - witness chocolates that feature superfruits, functional ingredients, savory touches and ethnic flavors. And chocolate producttrends that worked in the past - single-source cocoa, high cocoa content, for example -may not be effective techniques for driving sales in the future.Written by veteran chocolate market analyst Curtis Vreeland, The Chocolate Market inthe U.S. looks at the myriad factors affecting chocolate retailing and consumption. Forexample, the report examines: What impact has the recession had on this $17.3 billion industry? How has product development changed to reflect evolving consumer taste buds and budgets? What constitutes “premium” and “gourmet” products in the chocolate market today? Have consumers changed their buying habits in the face of economic uncertainty?Report MethodologyThe Chocolate Market in the U.S. measures the size and overall growth factors of theU.S. chocolate market, based upon the latest IRI, SPINS and UNFI sales volume data.It discusses in detail how major chocolate manufacturers are structuring their newproduct development and marketing initiatives to stay on top of this market. The reportalso describes specific trends and opportunities that support continued market growth,drawing on the latest Product Launch Analytics data on new product claims. Other
topics include retail trends and consumer buying behavior. Detailed consumer profilesof key demographics, including breakouts by gender, race/ethnicity, and householdcomposition, are provided, based on proprietary online consumer surveys and ExperianSimmons data.This report will help: Marketing Managers identify market opportunities and develop targeted promotion plans for chocolate. Research and development professionals stay on top of competitor initiatives and explore demand for products in the chocolate arena. Advertising agencies working with clients in the food industry understand the product buyer to develop messages and images that compel consumers to purchase these products. Business development executives understand the dynamics of the market and identify possible partnerships. Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.Additional InformationMarket Insights: A Selection From The ReportPackaged Facts identified eleven active trends in the premium chocolate market: Craft chocolate making: This segment has several names: craft, bean-to-bar or micro-batch chocolate. In a sense, this trend follows precedents established elsewhere in the gourmet food world, where craft beers and specialty coffees helped jolt a commoditized product into another dimension of exciting differentiation. Savory-inspired flavors: Savory flavors, a cross-over from the culinary scene, started appearing in chocolate several years ago. Now, chocolatiers are experimenting with adding such kitchen cabinet ingredients as olive oil, bacon, cheese, curry and chipotle into their bonbons and truffles. Exotic flavors: Premium chocolatiers are setting off on culinary adventures, discovering new layers of flavor and textures. Some are experimenting with umami flavors; others are developing products to match consumers‟ moods. Why? As Bissinger‟s chocolatier Terry Wakefield explained, “People are wild about „experiences‟ rather than...
Distribution Channel IssuesChocolate is sold in dozens of venues from push cart peddlers clustered around touristattractions to exclusive Madison Avenue boutiques. Not surprisingly, the traditionalIRItracked FDM channels, whose figures are widely quoted in the press, account foronly 30% of retail sales. Nearly 43% of chocolate sales occur in the non-traditionalchannel, the largest component of which is specialty chocolatiers (e.g., Godiva, Sees,etc.), estimated James Corcoran, NCA‟s former VP of Trade Relations in an interviewwith Packaged Facts. The next largest component is cash-and-carry vendors (e.g.,bodegas, wholesalers, fund raisers, etc.). Chocolate is also merchandised at militaryPXs and on the Internet.Chocolate Market Size & GrowthChocolate‟s recession-resilience may be due to its “lipstick factor.” Economists havenoted that lipstick sales tend to rise during economic recessions, as the relativelyinexpensive purchase goes a long way to cheer women up. Eating chocolate mighthave the same affect. When times get tough and household budgets turn frugal,spending a few dollars on a good bar of chocolate becomes a terrific way to leverage apiece of indulgence. Packaged Facts forecasts the U.S. chocolate market will increasean average 3.0% per annum through 2015, when sales will top $19 billion, up 10.4%from $17.3 billion in 2009. Below the surface, however, there will be sales currents thatwill favor some categories over others.Table of ContentsChapter 1 Executive Summary Methodology & Scope Chocolate Market Size & Growth Figure 1-1 Retail Chocolate Sales, 2003-2009 Figure 1-2 Chocolate Sales Forecast, 2010-2014 ($ millions) Chocolate Manufacturers and Marketers Figure 1-3 Top 5 U.S. Chocolate Companies by Market Share, 2004 vs. 2009 (percent) New Product Development Figure 1-4 New Chocolate Introductions, 2005-2009 (SKUs) Figure 1-5 Chocolate Segment Evolution Consumer Trends Figure 1-6 Chocolate Brand Preference Trends, 2008-2010 (Percent)Chapter 2 Market Size and Growth Introduction Methodology and Scope Confectionery Industry
Global Confectionery IndustryU.S. Confectionery IndustryU.S. Chocolate IndustryHistoric TrendsTable 2-1 Confectionery Sales and Category Market Share, 2009 ($ billions andpercent)Figure 2-1 Confectionery Sales Market Share by Category, 2004 & 2009(Percent)Figure 2-2 Food Categories Ranked by Sales, 2009 ($ billions)Figure 2-3 Food Categories Ranked by Sales Growth, 2009Figure 2-4 Retail Chocolate Sales, 2003-2009Table 2-2 Retail Chocolate Sales by Volume & Value, 2002-2009 (Millionspounds & dollars)Figure 2-5 Retail Chocolate Sales Growth by Value & Volume, 2002-2009(Percentage)Export and Import TrendsTable 2-3 Top 15 Chocolate Export Destinations by Country, 2008-2009 ($Millions & percent)Figure 2-6 Top 10 Chocolate Export Destination Market Share by Country, 2009Table 2-4 Top 15 Chocolate Import Originations by Country, 2008-2009 ($Millions & percent)Figure 2-7 Top 10 Chocolate Import Origination Market Share by Country, 2009Chocolate Category TrendsFigure 2-8 Chocolate Market Share by Category and Value, 2009 (percent)Figure 2-9 Chocolate Market Share by Category & Volume, 2009 (percent)Figure 2-10 Chocolate Market Share Change by Category & Value, 2004 vs.2009 (Percent)Figure 2-11 Chocolate Market Share by Product Category, 2009 (Percent)Table 2-5 Chocolate Sales Growth by Dollar and Volume, 2009 ($ million &percent)Table 2-6 Chocolate by Dollar and Product Category, 2005-2009 ($ millions)Figure 2-12 Chocolate Sales Growth by Dollar and Product Category, 2005-2009(Percent)Per Capita ConsumptionDistribution Channel IssuesTable 2-7 Chocolate Per capita Consumption by Country, 2008 (Pounds)Figure 2-13 Chocolate Per Capita Consumption in U.S., 2002-2009 (Pounds andDollars)Projected Market GrowthFigure 2-14 Chocolate Sales Forecast, 2010-2014 ($ millions)Chocolate Category AnalysisEveryday ChocolateGift Box ChocolateNovelty ChocolateSeasonal Chocolate
Table 2-8 Seasonal Chocolate Sold Through FDM Channels by Holiday, 2009 ($ millions and percent) Figure 2-15 Seasonal Chocolate Sold Through FDM Channels by Holiday, 2004- 2009 (percent) Sugarfree/Sugarless Chocolate Figure 2-16 Sugar-free Chocolate Sold Through FDM Channels by Sales and Growth Rate, 2004-2009 ($ million & percent) Private Label Chocolate Table 2-9 Private Label Chocolate Sold Through FDM Channels by Sales & Growth Rate, 2004-2009 ($ million & percent) Table 2-10 Private Label Chocolate Sold Through FDM Channels by Category, 2004-2009 ($ million) Table 2-11 Private Label Chocolate Sold Through FDM Channels by Growth & Category, 2004-2009 (Percent) Figure 2-17 Private Label Chocolate Sold Through FDM Channels by Growth & Category, 2004-2009 (Percent)Chapter 3 The Marketers Introduction Methodology & Scope Leading Global Chocolate Companies Figure 3-1 Top 10 Global Confectioners That Manufacturer Chocolate by Market Share, 2010 (percent) Table 3-1 Top Global Confectioners That Manufacturer Chocolate, 2010 Leading U.S. Chocolate Companies Sales by Brand Table 3-2 Top 5 Chocolate Companies by Sales and Percent Growth, 2004-2009 ($ millions & percent) Figure 3-2 Top 5 U.S. Chocolate Companies by Market Share, 2004 vs. 2009 (percent) Figure 3-3 Top 20 Chocolate Companies Ranked by Sales Growth Through FDM Channels, 2008-2009 (percent) Table 3-3 Top 10 Chocolate Candy Brands Box/Bag/Bars <3.5-oz, 2009 ($ million & percent) Table 3-4 Top 10 Chocolate Candy Brands Box/Bag/Bars >3.5-oz, 2009 ($ million & percent) Table 3-5 Top 10 Chocolate Candy Brands Snack/Fun Size, 2009 ($ million & percent) Table 3-6 Top 10 Chocolate Candy Brands Gift Box, 2009 ($ million & percent) Table 3-7 Top 8 Chocolate Candy Brands Sugarfree/Sugarless, 2009 ($ million & percent)Chapter 4 Marketing & New Product Trends Introduction Methodology & Scope New Product Development Product Introductions New Product Claims
Table 4-1 New Confectionery Product Introductions, 2005-2009 (SKUs)Figure 4-1 New Confectionery Product Introduction Market Shares, 2005-2009(SKUs)Table 4-2 Top 20 New Chocolate Product Claims, 2009 (# Reports & percent)Figure 4-2 New Chocolate Introductions, 2005-2009 (SKUs)Table 4-3 Top 10 New Chocolate Product Claims, 2005-2009 (# Reports)Table 4-4 Select New Chocolate Product Claims, 2005-2009 (# Reports andpercent)New Product FlavorsTable 4-5 Top 20 New Chocolate Product Flavors, 2009 (# Reports)Market Segment AnalysisPremium SegmentTable 4-6 Premium Chocolate Segments by Price ($/ounce & $/pound)Figure 4-3 Premium & Conventional Chocolate Sales Growth Through FDMChannels, 2006-2009 (percent)Figure 4-4 Top 10 Premium Chocolate Marketers sold Through FDM Channels,2009 (percent)Ethical Consumerism SegmentOverviewTable 4-7 Top 10 Ethical Chocolate Companies Sold Through Natural Channels,2008-2009 (Dollars & percent)Figure 4-5 Ethical Chocolate Company Market Share Sold in Natural Channels,2009 vs. 2010 (Percent)Fair TradeTable 4-8 Organic and Fair Trade Chocolate Sales Sold Through NaturalChannels, 2008-2009 (Dollars & percent)Figure 4-6 Ethical Chocolate New Product Launches, 2001-2010 (# Reports)Figure 4-7 Certified Organic & Fair Trade and Fair Trade Only Bean Imports,2003-2009 (Metric Tons)Table 4-9 Certified Fair Trade & Organic and Fair Trade Only Cocoa BeanImports, 2002-2009 (Metric tons & percent)OrganicSustainabilityHealthy/Functional SegmentTable 4-10 Rainforest Alliance Certified Cocoa Value, 2005-2009 ($ millions)Figure 4-8 Rainforest Alliance Certified Cocoa, 2005-2012 (Thousand MetricTons)All-Natural SegmentFigure 4-9 Chocolate Segment EvolutionTrend AnalysisCraft Chocolate MakingTable 4-11 All-Natural Chocolate Sold by Channel, 2008-2009 ($ Millions &percent)Figure 4-10 Natural Chocolate New Product Launches, 2001-2010 (# Reports)Savory Inspired ChocolateFigure 4-11 Savory Chocolate New Product Launches, 2001-2010 (# Reports)
Exotic Flavors Raw Cacao Products Vegan Chocolate Wine Themed Chocolate Figure 4-12 Vegan Chocolate New Product Launches, 2001-2010 (# Reports) Figure 4-13 Wine Themed New Product Launches, 2001-2010 (# Reports) Upscale Chocolate Candy Bars Exotic Delivery Beyond Bars Extreme Milk Chocolate Alternative Distribution Channels Waning Trends Extreme Dark Chocolate Bars Single Origin Bars Figure 4-14 Dark, Milk and White Chocolate New Product Launches, 2005-2009 (# Reports) Figure 4-15 Single Origin New Product Launches 2001-2010 (# Reports)Chapter 5 The Consumer Introduction Methodology & Scope Brand Preferences Figure 5-1 Chocolate Brand Preference Trends, 2008-2010 (Percent) Table 5-1 Chocolate Brand Preference Trends, 2008-2010 (Index & Percent) Table 5-2 Purchasing Index for Adult Chocolate Buyers by Marketer, 2010 (Index) Brand Reputation Table 5-3 Consumer Satisfaction Index for Top Food Manufacturers, 2005-2009 (Index & Percent) Consumer Demographics & Psychographics Table 5-4 Purchasing Index for Conventional and Premium Chocolate Adult Buyers, 2010 (Index) Table 5-5 Food Attitudes & Opinions Index for Conventional and Premium Adult Chocolate Buyers, 2010 (Index) Table 5-6 Relative Importance of Grocery Store Shopping Attributes (Percent) Literature Review of Consumer Surveys Consumer Shopping Behavior Millennials: A Portrait of Generation Next Marketing to Millennials Table 5-7 What Makes Your Generation Unique? Table 5-8 Use of Technology by Generation Figure 5-2 Environmentally Conscious Behavior by GenerationAvailable immediately for Online Download at