Positioning Analysis Chocolate is the ultimate comfort food. Health conscious consumers are now looking for double benefits - health and pleasure.
Positioning Analysis – Positioning Category Consumers are looking at combining health and pleasure in categories also such as chocolate which is purely a pleasurable category. Introducing health in subtle ways such as removing additives/preservatives or highlighting the antioxidant content allows consumers to feel less guilty when consuming these products. . Positioning Category Products Launched Indulgent and Premium 23% Seasonal/In-Out Products 19% Children (5-12) 13% No Additives/Preservatives 6% Vegetarian 6% Novel and Fun 6% Organic 5% Ethical 4% Gluten Free 4% Kosher 3% Halal 3% Natural 2% No Trans Fats 2% Traditional 1% Sugar Free 1%
Organic Chocolates <ul><li>Organic products are increasing in popularity. </li></ul>Netherlands: Organic Seed & Bean Company - Dark Chocolate. Contains 72% cocoa. Certified Organic. Suitable for vegetarians. Austria: Bio Art Cranberry Zartbitter - Fair Trade Dark Chocolate with Cranberry. Fair trade dark chocolate made of 71% cocoa and cranberry. Fair trade. Organic. Germany: Maestrani Swiss Organic 72% Cacao - Organic Dark Swiss Chocolate. With 72% cocoa. Organic. Fairtrade certified. Linea Natura Crepes au Chocolat Zartbitterschokolade - Chocolate Crepes. Organic chocolate coated crepes in a cardboard box. Organic! Germany: Ritter Sport Bio Mandelsplitter - Organic Whole Milk Chocolate with Almonds. South Korea: Edel Bio Belgian Dark Chocolate. Certified organic. 58% cocoa.
Sugar Free Chocolates <ul><li>In an attempt to make chocolate healthier, an increasing variety of sugar-free premium chocolate is being launched. Sugar free chocolates specially for diabetics and diet conscious consumers are more widely available. </li></ul>India: Amul Sugar Free Chocominis. India's first specially created diabetic delight chocolates. Low glycemic index. Suitable for diabetics. Sugar free. 100% vegetarian. United States: Whiteman's Sugar Free Chocolate Covered Almonds. Sugar free. Japan: Lotte O Zero Non Sugar Chocolate. Contains dietary fiber worth of 3 lettuce and naicinamide. Sugar free. United States: Carb Safe Low Effective Carb & No Sugar Added Milk Chocolate. Gluten free. Cocoa content 36%. Net effective carbs 2g. Low glycaemic product. China: Golden Monkey Cocoa Butter Alternatives No-Sugar Chocolate. Bulgaria: Sofcao Diet Sugar Free Chocolate Pralines. United States: The Swiss Colony Sugar Free "Boo To You" Mini Petits Fours. Sugar free toppings.
High Content of Cocoa! High-antioxidants! <ul><li>Cacao is high in antioxidant polyphenols which fight free radicals that damage body tissue. Per ounce, chocolate has more antioxidants than fruits, vegetables, tea or wine. In fact, 1.5 oz of dark chocolate has as much antioxidants as 5 oz. of red wine. </li></ul>Hungary: Boci Barsony Kremes Etcsokolade Kakaobabbal - Creamy Dark Chocolate Bar with Cocoa Bean Pieces. The product contains natural polyphenols, which may have antioxidant characteristics with potential health benefits. Italy: NewTree Young Dark Chocolate with Cherry. Rich in natural antioxidants. United Kingdom: Guylian Extra 74% Cocoa Belgian Chocolates with Antioxidants. Eleven chocolate sea shells with praline filling, made with Acticoa fat reduced cocoa. Health from the cocoa bean (ACTICOA). With 74% cocoa antioxidants. United Kingdom: Prestat Choxi+ Dark Chocolate Bar. An individual bar of dark chocolate which is naturally rich in antioxidants.
Chocolates can Keep Your Body Trim <ul><li>Chocolate consumption at moderate amounts may help in appetite suppression. </li></ul>Spain: Lacasavital Disfruta Cuidandote Nranja Shocobolas Guemagrasa - Cereal Balls with Orange Flavored Chocolate Coating. With L-carnitine - Nutritional Studies indicate that L-carnitine can control weight. United States: ChocoLeans Apetite Control Original Sugar Free Dark Chocolate. Apetite control. Beside being sinfully delicious, this sugar free, low carb, dark chocolate treat, helps manage your appetite, helps reduce caloric consumption, supports your immune system, and even provides anti-aging benefits. United States: Unilever Slim-Fast Optima Meal Bars Milk Chocolate Peanut. Controls hunger up to 4 hours. Meal on-the-go bars. United Kingdom: Naturally Gorgeous White Chocolate & Coffee Bar. More than just chocolate - keeping you fuller for longer.
Chocolates With Omega-3 Claims United States: Bija Omega Truffles Dark Chocolate. Omega truffles dark chocolate are a rich blend of omega 3 and 6 fatty acids. United Kingdom: A unique combination of pure dark chocolate, spicy chili and golden roasted flax seeds, Alpha contains 50% of the recommended daily intake of omega 3, a natural fatty acid known for its beneficial effects on the heart, mind and overall mood. Newtree Alpha Dark Chocolate With Chili Pepper And Golden Flax Seeds. France: NewTree Thym Alpha Dark Chocolate with Omega 3. Rich in omega 3. 30% less sugar. 65% cocoa. 100% pure cocoa butter. With thyme and flaxseed.
Chocolates With DHA Claims United States: Xocai Omega Squares Dark Chocolates. Essence of health - The Xocai Omega Squares have a minimum of 200mg of DHA and EPA per three 11 gram squares. They are an excellent source of Omega-3 and promotes the necessary balance of essential fatty acids though the Acai berry, flaxseed and a patented, plant-based, encapsulated Omega-3. The Xocai Omega Squares has been developed to provide your body the essential fatty acids for preventative and better health during every stage of your life! With antioxidant. High content of omega DHA and EPA. Excellent source of omega-3. Certified kosher.
Flavour Analysis: Flavour Group Brown flavours like chocolate, cocoa, caramels are the dominating flavours in the chocolate industry.
Yogurt Flavoured/Filled Chocolates <ul><li>A delicious healthy filling/flavour to the chocolate. </li></ul>Germany: Sula Erdbeer-Joghurt Toffees - Strawberry and Yogurt Flavored Toffees. Sugar free toffees with strawberry yogurt flavor and chocolate coating. Sugar free, 40% less calories. Germany: Feodora Fio! Grapefruit-Joghurt Chocolade - Grapefruit-Yogurt Chocolate. A premium combination of milk and superior chocolate with grapefruit-yogurt filling. Japan: Look Premium Milk Chocolate Coated Strawberry & Yogurt Cream Centers. Lithuania: Mauxion Milk Chocolate with Raspberry Yogurt Cream Filling. Japan: Bourbon Jelee Chocolat - Peach & Yoghurt Flavoured Chocolate Jelly.
Floral-Flavoured Chocolates <ul><li>Flowers are the finest raw materials available on earth. Interesting creations available today are floral fragrance materials in chocolates. The flavors blossom in the mouth with a perfect balance of floralcy, the kind that gently coaxes the taste buds and provides an experience that mixes the familiar with the exotic. </li></ul>Japan: Meiji Lavender White Chocolate. White chocolate bar filled with lavender flavored chocolate. Excellent Lavender was harvested in Hurano, Japan. Germany: Shokomonk Weisse Schokolade Hibiskus - White Chocolate Bar with Hibiscus Blossoms. Contains 31% cocoa minimum in the chocolate and 11% hibiscus blossoms. United States: Cosmic Chocolate Cinnamon + Roses. France: Klaus Lait Hibiscus Quinoa Souffle - Milk Chocolate with Hibiscus Flower & Puffed Quinoa. Germany: Lindt Edelbitter Mousse Blaubeer-Lavendel - Dark Chocolate with Mousse. Contains 70% cocoa.
Mint & Menthol Flavoured Chocolates <ul><li>Enjoy the great taste and aroma of mint in chocolates. </li></ul>Lithuania: Terravita Peppermint Dark Chocolate. Dark chocolate bar with peppermint filling. Netherlands: Organic Seed & Bean Company Organic and Fairtrade Dark Chocolate Infused with English Peppermint. United Kingdom: Kinnerton Luxury Dark Chocolate After Dinner Mints. With 27 discs of gluten, dairy, nut and egg free smooth, dark chocolate blended with natural peppermint oil. Finland: After Eight Any Time - Dark Chocolate Coated Mint Pastilles.
Inclusion of Vegetable Flavour in Chocolates Japan:Orion Red Potato Chocolate. White chocolate filled with red potato chocolate. Pumpkin Sweet Potato Spinach Tomato Japan: The refreshing harmony which white chocolate with Vegetable flavour. Added crunch and finished it in light texture. Chef vegetables sweets specialty store patisserie Potager produce. Using domestick vegetable.
Tea Flavoured Chocolates United States: Chuao Chocolatier Earl Grey Bar 41% Cacao. Bergamot citrus tones of the Earl Grey tea blended with Venezuelan milk chocolate. 41% cacao. With all-natural spices and ingredients. Estonia: Kalev Finest Dark Chocolate Orange + Green tea. Netherlands: Edel Nutri Belgian Chocolate Purity - Extra Dark Chocolate Green Tea with Lemon. South Korea: Home Plus Green Tea Chocolate.
Guilt Free Chocolates <ul><li>Chocolate is relaxing.. It’s calming… It soothes our nerves and makes us feel good. </li></ul>Mexico: Chispas de Algarrobo Nutrisa Chocolate Bajo en Grasas. Small leaves of rice flour, soy, wheat, and corn, covered with black chocolate and carob. Low fat chocolate. Enjoy them as you like. Spain: Valor Sugar Free Dark Chocolate. Sugar free! Italy: Stainer Light Fondente Noce Moscata - Dark Chocolate with Nutmeg. Sugar free! Australia: Sweet William Dairy Free Original Chocolate. Gluten free. Nut free. Dairy Free. Lactose free. Cholesterol free,. No animal products. No artificial flavors, colors, or preservatives. Free from peanuts and tree nuts. Low GI. Certified kosher. Certified halal.
Chocolates With Dietary Fiber Spain: Radisson Diet Chocolate Extrafino Fondant Suprema - Extra Fine Diet Chocolate Bar. With fructose and high fiber contents. Japan: Asahi Balance Up Choco Nuts Granola with Full Dietary Fiber. Inlaid the chocolate dough, kneaded cereals (oats wheat, wheat, and rye) into fragrant nut (almond, walnut) and chocolate chips which is baked deliciously. Brazil: Gold Premium Sweet Chocolate Branco - Premium Sweet White Chocolate. Contains soy meal. Source of fiber. No added sugar. Poland: Nestle Noir Litchi - Dark Chocolate with Lychee Fruit Pieces. Contains pineapple fiber.
Chocolates for Heart Health <ul><li>Chocolates may keep the heart young and healthy because of its beneficial flavanols and antioxidants compounds. </li></ul>Belgium: ActiChoc Dark Choco's. Health form the cacoa bean, Naturally protective antioxidants, Better functioning of heart and blood-vessels, stimulates/boosts concentration and memory, Strenghtens the immune system, keeps us young and fit. United States: Dove Vitalize Rich Dark Chocolate. Rich dark chocolate with healthful ingredients like energy-releasing B vitamins, plus the natural goodness of cocoa flavanols which may help support cardiovascular health, and plant sterols to help promote healthy cholesterol levels. United States: Walgreens Select Premium Dark Chocolate Covered Jumbo Almonds. Cocoa is a natural source of flavanol antioxidants, compounds like those found in wine, tea, and many berries. A growing number of scientific studies suggest that eating a wide variety of antioxidant containing foods may promote cardiovascular health.
Luxury and premium chocolates <ul><li>Premium chocolates continue to be the star in the confectionery industry, contributing the majority of growth in the chocolate category. </li></ul>Japan: Lotte Rummy Rum Raisins Chocolate. Chocolate with rum flavor and rum raisins in a cardboard box. Contains 3.7% alcohol. Germany: Sarotti Eierlikor Filled Whole Milk Chocolate with Egg Liquor. Germany: Wagner Handgefertigte Pralines Echt Wagner Truffel mit Alkohol - Truffles with Alcohol Filling. Tesco: Cocopia Luxury Artisan Chocolates Assortment. An assortment of premium chocolates including black forest gateau, raspberry caramel bombe, pistachio mousse, pot au chocolat and creme brulee. Each of which is also available in a single variant box.
Dark Chocolates <ul><li>Higher cacao content means higher antioxidant levels. Dark chocolates are rich in antioxidants. Consumers continue to be fascinated with dark chocolate with a wide range of novel ingredients. </li></ul>Tesco: GU Chocs 70% Cocoa Chocolate Truffles. Dark chocolate blended with cream to create a silky smooth ganache encased in 70% cocoa chocolate. Lithuania: Montezuma's Orange & Geranium Dark Chocolate (cocoa solids 73% ). Orange and geranium dark chocolate with geranium orange oil blended into a fabulously floral bar. United Kingdom: Green & Black's Organic Dark Chocolate(75%) Bar with Gingerbread. Japan: Cafe-Tasse Cacao 77% Extra Noir - Dark Chocolate with 77% Cocoa.
Packaging Analysis United States: Astor 12pc Valentine Executive Truffle Box. Twelve hand-made Valentine Tresor Truffles (milk chocolate with tiramisu filling, white chocolate with strawberry jam filling, dark chocolate ganache) and creamy milk chocolate heart embossed center plaque. Puerto Rico: Hershey's Kisses Chocolate. Milk chocolate Kisses in a reusable Christmas ornament. Certified kosher. South Africa: Woolworths the Difference 40 Milk Chocolate Balls In Tube. Forty milk chocolate balls, in a plastic tube. Japan: Meiji Hokkaido Choco Potate - Potato Sticks Coated with White Chocolate. Potato sticks coated with white chocolate. Made using salt from Okhotsk Sea. Available for winter season. United States: Hershey's Deck the Halls Tin of Hershey's Dark Chocolate Dipped Pretzels. This festive tin will jump-start the holidays. Each pretzel is dipped in pure Hershey’s Special Dark Chocolate for an indescribable treat. Delicious, tasty and healthy.
Attractive Gift Packing Russia: Kraft Milka Assorted Milk Chocolate. New Year's gift with assorted milk chocolates, individually foil wrapped and packed in a Christmas tree shaped metal tin. No preservatives! Italy: Babbo Portadoni Chocolates - Father of Christmas with Chocolates. Father of Christmas with individually wrapped chocolate balls, held in a plastic wrapper. BelgiumL: Neuhaus Christmas Balls 2 pcs Chocolate. Two steel Christmas balls filled with Belgian chocolates. Each contain 75 grams (2.5 oz) of the finest Neuhaus chocolates. A unique holiday gift. United Kingdom: Bonbon Buddies Bratz Milk Chocolate Eggs & Mallow Bucket. A gift bucket for Easter featuring the Bratz children's characters, containing milk chocolate eggs and mallows and fun build your own standee Bratz figures.
Unique Packaging for Chocolates France: Nestle After Eight Fine Sticks Dark Chocolate Filled with Mint. Dark chocolate sticks with mint filling. Germany: Candy Stick Schlumpfe Drageelinsen - Chocolate Lenses. Germany: Celebrations Sparkling Mix Selection Of Chocolates In Champagne Bottle. Russia: Figured chocolates in foil wraps held in a metal tin. No preservatives, colors, and artificial flavors. Germany: Wikana Fair Trade Quinoa Dark Chocolate Creams. Dark chocolate creams in a cardboard tube. United Kingdom: Lindt Gold Reindeer White Chocolate. A white chocolate reindeer wrapped in a gold foil, with ribbon and bell around his neck.
Fruits/Nuts Coated With Chocolates Netherlands: Nut and dried fruit mix coated in white chocolate. United States: SeaBear New Chukar Cherries Northwest Logo - Assorted Chocolate Coated Cherries. Japan: Shoei Chiisana Okashiyasan Raisin Choco - Chocolate Coated Raisin. Raisins coated with delicious chocolate. Germany: Shokomonk Dragees Blaubeere - Dried Blueberries Coated with White Chocolate and Blueberry Powder. Italy: Gourmet Dragee Assorted Chocolate Coated Almonds. Dark chocolate coated almonds, cocoa dusted coated almonds, tiramisu coated almonds and milk chocolate coated almonds. Brazil: Royale Cashews Choco Cashews Chocolate - Chocolate Coated Cashew Nuts. Gluten free!
Chocolate as Snacks Japan: Eim Corn Snack Chocolate. Chocolate snack from Messori of Italy. Brazil: Milk chocolate filled with chocolate flavored with cookie and crunchy cereal. Arcor Choco Snack Black Crunchy Chocolate Bar with Biscuits. United States: Vosges Crunchy Chocolate Snack with Naga Mango Bombalina. Organic mangoes with sweet Indian Curry covered in dark chocolate. Naga Bombalina Mango's are the perfect snack to enjoy after dinner with a glass of dry, red wine... or share them with your most adventurous friends. United States: World market - Chocolate Pretzels or S'More Popcorn Snack Mix. Utterly addictive crunchy snacks ideal for holiday entertaining and gift giving. Crunchy pretzel bites coated with dark chocolate and rolled in peppermint chunks. South Korea: Orion Mini Pole Chocolate Snack Bar. United States: The Snack Factory Chocolate Covered Pretzel Crisps. Thin, crunchy pretzel crackers covered with all natural dark chocolate, in a stand-up foil bag.
Chocolates With Soy Japan: Lotte Soyer Maroyaka Milk - Soy Protein Chocolate Snack with Milk Chocolate Coating. Made from soybean. Japan: Tirol Choco Soybean Powder Chocolate Filled with Rice Cake with rice cake gummies. Brazil: Woman Care Soyos Soy Chocolate Bar for Women. Chocolate bar with whole soy and nutrition for the women. Japan: Bar of Wheat and Chocolate Bar (Soybean Flour). Stick shape bar made from health concerend wheat, coated with chocolate. Easy to eat at any where any time.
Conclusion <ul><li>Germany (22%), USA (20%) and UK (11%) were the product launch leaders. </li></ul><ul><li>Russell Stover Candies Inc (11%), Kraft Foods Deutschland GMPH (11%) launched most chocolate products during 2008. Other companies contribute 8% - 5% of chocolate products in the global market. </li></ul><ul><li>Along with pleasure, health is starting to appear in the chocolate positioning. Introducing health in subtle ways such as removing additives/preservatives or highlighting the antioxidant content allows consumers to feel less guilty when consuming these products. </li></ul><ul><li>Companies are experimenting with exotic flavors - combining chocolate with green tea, vegetables, soy, red wine, ginseng, curry, flowers, hot peppers and other novel ingredients. </li></ul>