• Wholesale Dollar Shipments Top $9 Billion
• Overall Retail Sales at $14.6 Billion
• Figure 1-1: U.S. Retail Sales of Chocolate Candy, 2000-2004 (in millions of dollars)
• Factors to Market Growth
• The Top Marketers
• Figure 1-2: Top Four Marketers of Chocolate Candy by IRI-Tracked Share, 2004 (percent)
• The Dollar Gain Leaders
• 358 New Product Lines in 2004
• Three Key Trends: Gourmet, Low-Carb, and Natural
• Figure 1-3: Key Chocolate Candy Trends by Number of New Product Introduction Package Tags, 2000 vs. 2004
• Grab-and-Go Chocolates
• Extending into Snacks
• Sea Legs for Sugar-Free?

• 67% of Adults Eat Chocolate Candy
• Homemakers and Part-Timers as Heavy Users
• 51% of Adults Eat Hershey Chocolate Candy
• M&M’s the Top Brand at 19% Usage Rate

• Premium Market Approaches $1.5 Billion in 2004
• 36% Growth Rate for Lindt
• Godiva Goes Diva
• Overview of Flavor Trends
• Pushing the Dark Chocolate Envelope
• Growth in Organics
• Frontiers in Flavor: Raiding the Pantry
• The Holy Grail: Frequency of Consumption
• Premium Consumer Demographics

• Brand Churning
• Candy with a Conscience
• Beyond the Caste System
• The Future of the Past

Chapter 2: Competitive Situation

• Market Size and Growth
  
  • Note on Information Resources, Inc. Market Share Data
  • Wholesale Dollar Shipments Top $9 Billion
  • Wholesale Per Capita Consumption at $32
  • Overall Retail Sales at $14.6 Billion
  • Figure 2-1: U.S. Retail Sales of Chocolate Candy, 2000-2004 (in millions of dollars)
  • IRI-Tracked Sales at $4.4 Billion
  • Standard Assortment Chocolates at 70% of Mass Market
  • Solid Chocolate at 13% of Market
  • Figure 2-2: Share of Wholesale Dollar Value of Chocolate Confectionery by Product Type, 2003 (percent)
  • Supermarkets and Grocery Stores at 29% of Market
  • Factors to Market Growth
  • Figure 2-3: Share of U.S. Population Growth for Selected Racial/Ethnic Populations, 2005-2010 (percent)
  • Figure 2-4: Share of Selected U.S. Racial/Ethnic Populations Who Frequently Eat Sweets, 2004 (percent)
  • Figure 2-5: Share of Selected U.S. Racial/Ethnic Populations Who Frequently Snack, 2004 (percent)
  • Figure 2-6: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
  • Sales Projected at $17.8 Billion in 2009
  • Table 2-1: U.S. Manufacturers’ Pound and Dollar Shipments of Chocolate Confectionery, 1999-2003 (in millions of pounds and dollars)
  • Table 2-2: Manufacturers’ Pound and Dollar Shipments of Chocolate Confectionery by Product Type, 1999-2003 (in millions of pounds and dollars)
  • Table 2-3: U.S. Per Capita Consumption of Chocolate Confectionery: Pounds and Wholesale Dollar Value, 1999-2003
  • Table 2-4: Per Capita Consumption of Chocolate Confectionery in Selected Countries, 2000 vs. 2002 (in pounds)
  • Table 2-5: U.S. Retail Sales of Chocolate Candy, 2000-2004 (in millions of dollars)
  • Table 2-6: IRI-Tracked Sales of Chocolate Candy, 2000-2004 (in millions of dollars)
  • Table 2-7: IRI-Tracked Sales of Standard Assortment Chocolate Candy, 2000-2004 (in millions of dollars)
  • Table 2-8: IRI-Tracked Sales of Seasonal Chocolate Candy, 2000-2004 (in millions of dollars)
  • Table 2-9: IRI-Tracked Sales of Gift Box Candy, 2000-2004 (in millions of dollars)
  • Table 2-10: Share of Chocolate Candy Sales Through IRI-Tracked Outlets: By Category, 2000 vs. 2004 (percent)
  • Table 2-11: Share of Standard Assortment Chocolate Candy Sales Through IRI-Tracked Outlets: By Segment, 2004 (percent)
  • Table 2-12: Population Projections for Selected U.S. Racial/Ethnic Populations, 2000-2020 (in thousands)
  • Table 2-13: Projected U.S. Population by Age Bracket, 2000-2010 (in thousands)
  • Table 2-14: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
  • Table 2-15: Projected U.S. Retail Sales of Chocolate Candy, 2004-2009 (in millions of dollars)
  
  
• Marketer and Brand Shares
  
  • The Top Marketers
  • Figure 2-7: Top Four Marketers of Chocolate Candy by IRI-Tracked Share, 2004 (percent)
  • At Marketer Level, Hershey Leads in Dollar Gains
  • M&M’s Brand at 11.6% Market Share
  • Figure 2-8: Top Ten Brands of Chocolate Candy by IRI-Tracked Share, 2004 (percent)
  • By Product Line, Russell Stover Diet Leads in Dollar Gains
  • Table 2-16: Top Marketers of Chocolate Candy by IRI-Tracked Share, 2000-2004 (percent)
  • Table 2-17: Top Marketers of Chocolate Candy by IRI-Tracked Share: Standard Assortment, Seasonal, Gift Box, and Overall, 2004 (percent)
  • Table 2-18: IRI-Tracked Sales of Top Chocolate Candy Mass Marketers, 2000-2004 (millions of dollars)
  • Table 2-19: Increase/Decline in IRI-Tracked Sales of Top Chocolate Candy Mass Marketers, 2000-2004 (millions of dollars)
  • Table 2-20: Top Brands of Chocolate Candy by IRI-Tracked Share, 2000-2004 (percent)
  • Table 2-21: IRI-Tracked Sales of Top Mass-Market Chocolate Candy Brands, 2000-2004 (millions of dollars)
  • Table 2-22: Top Mass-Market Chocolate Candy Brands by 4-Year Dollar Growth, 2000-2004 (millions of dollars)

• Marketing and New Product Trends
  
  • $415 Million in Advertising for Mars
  • 358 New Product Lines in 2004
  • The Key Trends: Gourmet, Low-Carb, and Natural
  • Figure 2-9: Key Chocolate Candy Trends by Number of New Product Introduction Package Tags, 2000 vs. 2004
  • Grab-and-Go Chocolates
  • Extending into Snacks
  • Sea Legs for Sugar-Free?
  • Chocolate as Health and Beauty Care
  • Marketing to Women: It’s the Emotions
  • Targeting Hispanics: Flavors and Packaging
  • Targeting Children: Long-Term Licenses
  • Newness and Name Brands for Seasonal Chocolates
  • Table 2-23: Number of New Chocolate Candy Introductions by Package Tags, 2000-2004
  • Table 2-24: Top Mass-Market Chocolate Product Lines by 52-Week Increase in IRI-Tracked Sales, 2004 (millions of dollars)
  • Table 2-25: Selected Chocolate Candy New Product Introductions, 2004 - January 2005

  Chapter 3: The Consumer
  

  • Consumer Overview
    
    • Note on Simmons Market Research Bureau Consumer Data
    • 67% of Adults Eat Chocolate Candy
    • Figure 3-1: Candy Usage Rates: Overall, Chocolate Candy, and Non-Chocolate Candy, 2004 (U.S. adults)
    • Homemakers and Part-Timers as Heavy Users
    • Attitude Variations in Users and Heavy Users
    • Table 3-1: Purchasing Indexes by Demographic Breakout: Consumers of Chocolate Candy Brands vs. Consumers of Non-Chocolate Candy Brands, 2004 (U.S. adults)
    • Table 3-2: Purchasing Indexes by Demographic Breakout: Consumers of Chocolate Candy Brands vs. Heavy Users of Chocolate Candy Brands, 2004 (U.S. adults)
    • Table 3-3: Indexes for Food- and Diet-Related Attitudes and Behaviors: Consumers of Chocolate Candy Brands, Consumers of Non-Chocolate Candy Brands, and Heavy Users of Chocolate Candy Brands, 2004 (U.S. adults)
    
    
  • Consumer Patterns by Marketer and Brand
    
    • 51% of Adults Eat Hershey Chocolate Candy
    • M&M’s the Top Brand at 19% Usage Rate
    • Snickers Claims 2.5 Million Loyalists
    • Bite-Sized Brands Draw Heavy Users
    • Attitude and Behavior Variations by Brand
    • Table 3-4: Purchasing Indexes by Demographic Breakout: Chocolate Candy Overall vs. Hershey, Mars, and Nestlé as Marketers, 2004 (U.S. adults)
    • Table 3-5: Purchasing Rates for Selected Chocolate Candy Brands, 2004 (U.S. adults)
    • Table 3-6: Top Ten Chocolate Candy Brands by Number and Percent of Sole Users, 2004 (U.S. adults)
    • Table 3-7: Heavy Usage Indexes by Chocolate Candy Brand, 2004 (U.S. adults)
    • Table 3-8: Indexes by Chocolate Candy Brand for Agreement with Statement: I Often Snack Between Meals, 2004 (U.S. adults)
    • Table 3-9: Indexes by Chocolate Candy Brand for Agreement with Statement: I Frequently Eat Sweets, 2004 (U.S. adults)
    • Table 3-10: Indexes by Chocolate Candy Brand for Agreement with Statement: I Feel Guilty When I Eat Sweets, 2004 (U.S. adults)
    • Table 3-11: Indexes by Chocolate Candy Brand for Agreement with Statement: Fattening Food Makes Me Feel Guilty, 2004 (U.S. adults)
    • Table 3-12: Indexes by Chocolate Candy Brand for Agreement with Statement: I Normally Count Calories in the Foods I Eat, 2004 (U.S. adults)
    • Table 3-13: Indexes by Chocolate Candy Brand for Agreement with Statement: I Usually Only Snack on Healthy Foods, 2004 (U.S. adults)
    • Table 3-14: Indexes by Chocolate Candy Brand for Agreement with Statement: I Like to Try Out New Food Products, 2004 (U.S. adults)
    • Table 3-15: Indexes by Chocolate Candy Brand for Agreement with Statement: I’m Often Swayed by Coupons to Try New Food, 2004 (U.S. adults)
    
    
  • Brand Demographics
    
    • Women Index High for Chocolate Mints
    • Senior Skew to Classic, Boxed, and Bite-Sized Chocolates
    • Hershey Catching Up to Hispanics
    • Brand Strengths by Region
    • Dove as Exception to Lower-Education Skew
    • Patterns by Household Income and Value of Housing
    • Crunch vs. Creme in Households with Kids
    • Figure 3-2: Purchasing Indexes for Selected Chocolate Candy Brands Among Households With Children Age 12-17, 2004 (U.S. adults)
    • Table 3-16: Purchasing Indexes for Selected Chocolate Candy Brands: By Gender, 2004 (U.S. adults)
    • Table 3-17a: Purchasing Indexes for Selected Chocolate Candy Brands: By Age Bracket, 2004 (U.S. adults)
    • Table 3-17b: Purchasing Indexes for Selected Chocolate Candy Brands: By Age Bracket, 2004 (U.S. adults)
    • Table 3-18: Purchasing Indexes for Selected Chocolate Candy Brands: By Race/Ethnicity, 2004 (U.S. adults)
    • Table 3-19a: Purchasing Indexes for Selected Chocolate Candy Brands: By Region, 2004 (U.S. adults)
    • Table 3-19b: Purchasing Indexes for Selected Chocolate Candy Brands: By Region, 2004 (U.S. adults)
    • Table 3-20: Purchasing Indexes for Selected Chocolate Candy Brands: By Highest Degree of Educational Attainment, 2004 (U.S. adults)
    • Table 3-21: Purchasing Indexes for Selected Chocolate Candy Brands: By Household Income, 2004 (U.S. adults)
    • Table 3-22: Purchasing Indexes for Selected Chocolate Candy Brands: By Type of Residence, 2004 (U.S. adults)
    • Table 3-23: Purchasing Indexes for Selected Chocolate Candy Brands: By Value of Residence, 2004 (U.S. adults)
    • Table 3-24: Purchasing Indexes for Selected Chocolate Candy Brands: By Employment Status, 2004 (U.S. adults)
    • Table 3-25: Purchasing Indexes for Selected Chocolate Candy Brands: By Number in Household, 2004 (U.S. adults)
    • Table 3-26: Purchasing Indexes for Selected Chocolate Candy Brands: Households Without Children vs. Households With Children, 2004 (U.S. adults)
    • Table 3-27: Purchasing Indexes for Selected Chocolate Candy Brands: By Number of Children in Household, 2004 (U.S. adults)
    • Table 3-28: Purchasing Indexes for Selected Chocolate Candy Brands: By Age of Children in Household, 2004 (U.S. adults)

Chapter 4: Spotlight on Premium Chocolate

• Competitive Situation
  
  • Premium Market Approaches $1.5 Billion in 2004
  • Gourmet Market Estimated at $1.1 Billion
  • Projected Market Growth
  • Figure 4-1: Projected U.S. Retail Sales of Gourmet Chocolates, 2004-2009 (in billions of dollars)
  • The Top Marketers
  • 16% Annual Growth for Premium Chocolates in Mass Market
  • Table 4-1: IRI-Tracked Sales of Selected Premium Chocolate Brands, 2000-2004 (in millions of dollars)
  • 36% Growth Rate for Lindt
  • Figure 4-2: IRI-Tracked Sales of Seasonally Packaged Lindt and Ghirardelli Chocolate Candy, 2000-2004 (in millions of dollars)
  • Godiva Goes Diva
  
  
• New Product Trends
  
  • Overview of Flavor Trends
  • 35%-40% Prefer Dark Chocolate
  • Pushing the Envelope: Cocoa Content, Varietals, and Origins
  • Growth in Organics
  • 27% of Americans Eating More Organic Foods
  • The Case for Organic Chocolate
  • The Case for Fair Trade
  • The Organic Chocolate Line-Up
  • Figure 4-3: Number of New Chocolate Candy Introductions by Package Tags: Natural and Organic, 2000 vs. 2004
  • Frontiers in Flavor: Raiding the Pantry
  • The Holy Grail: Frequency of Consumption
  • Table 4-2: Premium Chocolate Candy Trends by Number of New Product Package Tags Among Selected Products, 2004
  • Table 4-3: Selected Premium Dark Chocolate Candy New Product Introductions: 2004 - January 2005
  • Table 4-4: Selected Premium Chocolate Candy New Product Introductions with Cocoa Content or Cocoa Bean Varietal/Origin Specified: 2004 - January 2005
  • Table 4-5: Categories of Organic Food Purchases by Those Who Buy Organic, 2004 (percent)
  • Table 4-6: Category Share of Consumer Sales of Organic Foods, 2004 (percent)
  • Table 4-7: Average Annual Growth Forecast by Organic Food Category, 2004-2008 (percent)
  • Table 4-8: Selected Organic Chocolate Candy New Product Introductions, 2004 - January 2005
  • Table 4-9: Selected Premium Chocolate Candy New Product Introductions with Innovative Flavors: 2004 - January 2005
  • Table 4-10: Selected Premium Single-Serve Chocolate Candy New Product Introductions: 2004 - January 2005
  
  
• The Consumer
  
  • Premium Consumers Are 10% Less Likely to Eat Non-Healthy Treats
  • Women Are 24% More Likely to Choose Premium Chocolate
  • Table 4-11: Indexes for Food- and Diet-Related Attitudes and Behaviors: Consumers of Chocolate Candy Brands vs. Consumers of Premium Chocolate Brands, 2004 (U.S. adults)
  • Table 4-12: Purchasing Indexes by Demographic Breakout: Consumers of Chocolate Candy Brands vs. Consumers of Premium Chocolate Candy Brands, 2004 (U.S. adults)

Chapter 5: Looking Ahead

• Brand Churning
  
  • Table 5-1: IRI-Tracked Sales of Hershey’s Kit Kat Brand Product Lines, 2000-2004 (in millions of dollars)
  • Candy with a Conscience
  • Table 5-2: IRI-Tracked Sales of Russell Stover Brand Product Lines, 2000-2004 (in millions of dollars)
  • Beyond the Caste System
  • Table 5-3: Mass-Market Price Per Pound of Selected Premium Chocolate Brands, 2004 (in dollars)
  • Table 5-4: Indexes by Chocolate Candy Brand for Agreement with Statement: I Try to Eat Gourmet Food Whenever I Can, 2004 (U.S. adults)
  • The Future of the Past

Appendix: Addresses of Selected Marketers