The Chocolate Market
Feb 1, 2001
150 Pages - Pub ID: LA604
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  1. Executive Summary
    • Scope and Methodology
    • Market Parameters
    • The International Scene
    • Report Methodology
    • The Market
    • Market Definitions
    • Four Major Categories
    • Non-Seasonal vs. Seasonal Candy
    • Mass-Market vs. Gourmet
    • Federal Regulations
    • Retail Sales $13.7 Billion
    • Table 1-1: Retail Sales of U.S. Chocolate Market, 1996-2005 (dollars): Candy, Other Chocolate Categories
    • Gourmet/Premium Chocolate Market Difficult to Measure
    • Mass-Market Sales at $5.9 Billion
    • Mass-Market Chocolate Candy Sales Approach $4.9 Billion
    • Table 1-2: U.S. Mass-Market Retail Sales of Chocolate by Category, 1996-2005 (dollars): Chocolate Candy, Chocolate Chips/Baking Chocolate, Powdered Cocoa Mixes, Chocolate Syrup/Dessert Toppings
    • Per Capita Consumption of Chocolate Candy at 12.2 Pounds
    • Chocolate Candy Dominates Retail Sales
    • Non-Seasonal Chocolates Three-Quarters of Mass-Market Chocolate Candy Sales
    • Boxed/Bagged Products Are 45% of Mass-Market Non-Seasonal Chocolate Sales
    • Seasonal Candy Sales
    • Room for Growth
    • Nearly a $17.5 Billion Market by 2005
    • The Marketers
    • Hundreds of Marketers in Field
    • Hershey Leads Chocolate Marketers
    • Strategic Options
    • Godiva Leads in Gourmet Chocolates
    • Most Baking Chocolate Marketers Make Their Own
    • Cocoa, Dessert Toppings Outside the Usual Chocolate Spectrum
    • Marketing & New Product Trends
    • Over 500 New SKUs in 2000
    • Marketing Trends
    • New Product Trends
    • International Trends
    • The National Consumer Advertising Pie
    • Distribution and Retail
    • Candy Is Most Widely Distributed Food
    • Virtually All Warehoused
    • Role of Wholesalers
    • Role of Brokers
    • Market Shares by Retail Sector
    • Figure 1-1: Estimated Share of U.S. Chocolate Market by Retail Channel, 2000 (percent): 7 Retail Channels, All Other
    • Mass Merchandisers Growing Fastest in Sales
    • Gourmet Marketers Establish Presence with Boutiques
    • Online Venues Proliferating
    • The Consumer
    • 81% of Adults Use Candy
    • Heavy Users of Candy Are Blue-Collar Workers, Families with Teens
    • 59% of Households Use Baking Chips/Pieces
    • Instant Hot Cocoa Mixes in 63% of Households
    • Milk Flavorings Used in 46% of Households
    • Half of All Households Use Ice Cream Toppings
  2. The Market
    • Scope of Report
    • Market Definition
    • The International Scene
    • Chocolate Definitions
    • The Chocolate-Making Process
    • Cocoa Powder
    • Chocolate Is Made by Adding Cocoa Butter
    • Varieties of Chocolate
    • Couverture Chocolate
    • Sugar-Free Chocolate
    • Lower-Fat and Reduced-Calorie Chocolate
    • Product Categories
    • Four Product Categories
    • Chocolate Candy
    • Size and Package Classifications
    • Non-Seasonal vs. Seasonal Candy
    • IRI Candy Classifications
    • Chocolate Chips/Baking Chocolate
    • Powdered Cocoa Mixes
    • Chocolate Syrup/Dessert Toppings
    • Table 2-1: Types of Chocolate Candy (6 Types w/Description)
    • Table 2-2: Candy Sizes and Packages (8 Types w/Description)
    • Federal Regulations
    • U.S. Standards of Identity
    • A Fine Line
    • The White Chocolate Controversy
    • Nutrition Labeling Requirements
    • Table 2-3: Allowable Food Claims (7 Terms)
    • Figure 2-1: Estimated U.S. Retail Sales of Chocolate, 1996-2000 (dollars)
    • Market Size and Growth
    • Methodology for Estimates
    • Gourmet/Premium Chocolate Market Difficult to Measure
    • U.S. Retail Sales of Total Chocolate Market $13.7 Billion
    • Total Chocolate Candy Reaches $12.5 Billion
    • Mass-Market Chocolate Sales Top $5.9 Billion
    • Mass-Market Chocolate Candy Sales Approach $4.9 Billion
    • Mass-Market Non-Seasonal Chocolate Candy at $3.6 Billion
    • Mass-Market Seasonal/Assorted Chocolate Candy $1.2 Billion
    • Mass-Market Chocolate Chips/Baking Chocolate at $444 Million
    • Mass-Market Powdered Cocoa Mixes at $349 Million
    • Mass-Market Chocolate Syrup/Dessert Toppings at $262 Million
    • NCA/CMA Members' Shipments of Chocolate Candy
    • DOC Manufacturers' Shipments of Chocolate Candy
    • Per Capita Consumption of Chocolate Candy Increasing
    • Chocolate Candy Imports $371 Million in 1998
    • Chocolate Candy Exports $249 Million in 1998
    • Table 2-4: Estimated U.S. Retail Sales of Chocolate, 1996-2000 (dollars)
    • Table 2-5: Estimated U.S. Retail Sales of Chocolate Candy, 1996-2000 (dollars)
    • Table 2-6: Estimated U.S. Mass-Market Sales of Chocolate, 1996-2000 (dollars)
    • Table 2-7: Estimated U.S. Mass-Market Sales of Chocolate Candy, 1996-2000 (dollars): All Chocolate Candy, Non-Seasonal Chocolate Candy, Seasonal/Assorted Chocolate Candy
    • Table 2-8: Estimated U.S. Mass-Market Sales of Chocolate Chips/Baking Chocolate, 1996-2000 (dollars)
    • Table 2-9: Estimated U.S. Mass-Market Sales of Powdered Cocoa Mixes, 1996-2000 (dollars)
    • Table 2-10: Estimated U.S. Mass-Market Sales of Chocolate Syrup/Dessert Toppings, 1996-2000 (dollars)
    • Table 2-11: DOC Value of Manufacturers' Shipments of Chocolate Candy by Product Type, 1997 vs. 1998 (percent): 5 Product Types
    • Table 2-12: U.S. Per Capita Consumption of Chocolate Candy, 1994-1998 (pounds)
    • Market Composition
    • Candy Accounts for 82% of Mass-Market Chocolate Sales
    • Figure 2-2: Share of U.S. Mass-Market Dollar Sales of Chocolate by Product Category, 2000 (percent): 4 Product Categories
    • Three-Quarters of Mass-Market Chocolate Candy Sales Are of Non-Seasonal Types
    • Boxed/Bagged Products Are 45% of Mass-Market Non-Seasonal Chocolate Sales
    • Table 2-13: Share of U.S. Mass-Market Dollar Sales of Non-Seasonal Chocolate Candy by Product Type, 1996 vs. 2000 (percent): 4 Product Types
    • Halloween Leads Seasonal Candy Sales
    • Seasonal Sales Through Mass-Market Outlets
    • Table 2-14: Share of U.S. Mass-Market Dollar Sales of Seasonal Chocolate Candy by Season, 1996 vs. 2000 (percent): 4 Product Types
    • Novelty Chocolate Candy Sales
    • Dietetic Chocolate Candy
    • Broad Spectrum of Retail Channels
    • Supermarkets Ring Up 24% of Sales
    • Figure 2-3: Estimated Share of U.S. Chocolate Market by Retail Channel, 2000 (percent): 7 Retail Channels, All Other Sales by Region
    • Table 2-15: Regional Usage Indices by Product Type, Spring 2000 (index): 5 Product Types
    • Top Cities for Chocolate
    • Summer Sales Meltdown
    • Chocolate Candy Sales Affected by Annual Calendar
    • Chocolate Consumption by Age Bracket
    • Factors to Market Growth
    • Chocolate Remains Americans' Favorite Flavor
    • …With Room to Grow
    • Demographically a Mixed Market
    • Table 2-16: Projected U.S. Population by Age Bracket, 2000-2010 (number): From Age Under 5 to Age 100 and Over
    • Premium Market Growing
    • Marketers Expanding Premium Lines
    • Expanded Distribution Channels
    • Going Online to Build Sales
    • User-Friendly Packages, Sizes Reflect Eating Patterns
    • Gift-Giving Occasions Abound
    • Tapping the Children's Market
    • Chocolate's Emotional Benefits
    • Chocolate's Health Value
    • Focus on Antioxidant Properties
    • Other Health Findings
    • Negative Perceptions of Chocolate
    • Organic Chocolate Appeals to Social Conscience
    • Ethnic Markets
    • Table 2-17: Population Projections for Selected U.S. Racial Populations, 2000-2020 (number): Non-Hispanic White, Non-Hispanic
    • Black, Hispanic, Asian-American
    • Chocolate Competes with Other Treats
    • Chocolate Chips/Baking Chocolate Win a Little, Lose a Little
    • Powdered Cocoa Mixes Need to Change Image
    • Chocolate Syrup/Dessert Toppings Also Need a Make-Over
    • Commodities Prices Affect Market
    • Trade Sanctions Also Affect Chocolate
    • A Chocolate Shortage?
    • Figure 2-4: Projected U.S. Retail Sales of Chocolate, 2000-2005 (dollars)
    • Market Projections
    • Sales to Approach $17.5 Billion by 2005
    • Chocolate Candy Will Top $15.9 Billion
    • Mass-Market Chocolate Projected at Almost $7.4 Billion
    • Chocolate Candy to Lead Mass-Market Growth
    • Chocolate Chips/Baking Chocolate to Reach $515 Million
    • Powdered Cocoa Mixes Will Crawl Ahead
    • Chocolate Syrup/Dessert Toppings Will Grow Modestly
    • Table 2-18: Projected U.S. Retail Sales of Chocolate, 2000-2005 (dollars)
    • Table 2-19: Projected U.S. Retail Sales of Chocolate Candy, 2000-2005 (dollars)
    • Table 2-20: Projected U.S. Mass-Market Sales of Chocolate, 2000-2005 (dollars)
    • Table 2-21: Projected U.S. Mass-Market Sales of Chocolate Candy, 2000-2005 (dollars)
    • Table 2-22: Projected U.S. Mass-Market Sales of Chocolate Chips/Baking Chocolate, 2000-2005 (dollars)
    • Table 2-23: Projected U.S. Mass-Market Sales of Powdered Cocoa Mixes, 2000-2005 (dollars)
    • Table 2-24: Projected U.S. Mass-Market Sales of Chocolate Syrup/Dessert Toppings, 2000-2005 (dollars)
  3. The Marketers
    • Marketer Overview
    • Hundreds of Marketers in Field
    • Making vs. Marketing Chocolate
    • Most Compete in the Candy Category
    • The Big Three Chocolate Marketers
    • Second Echelon Mass Marketers
    • Regional Favorites
    • Gourmet and Premium Marketers
    • Hundreds of Niche Marketers
    • Organic Marketers
    • International Marketers
    • Recent Mergers, Acquisitions, and Divestures
    • Table 3-1: The U.S. Chocolate Market: Selected Marketers and Their Top Brands (118 Marketers)
    • Table 3-2: Selected International Chocolate Marketers and Their Top Brands (21 Marketers)
    • Marketer and Brand Shares
    • Note on IRI Data
    • Hershey Leads Chocolate Marketers
    • Hershey, Mars Dominate Chocolate Candy
    • Hershey Leads Non-Seasonal Chocolate Candy
    • Hershey and Mars Lead in Boxed/Bagged Chocolates
    • Hershey, Mars, and Nestlé Divide Chocolate Bar Segment
    • Big Three Split Snack-Size Chocolate Candy
    • Russell Stover Dominates Gift-Box Chocolates
    • Hershey Commands 44% of Seasonal Chocolate Candy Sales
    • Nestlé Leads Chocolate Chips/Baking Chocolate
    • Nestlé, ConAgra (Swiss Miss) Lead in Powdered Cocoa Mixes
    • Hershey and Smucker's Lead Chocolate Syrup/Dessert Toppings
    • Mars Dominates Vending Machine Sales
    • Table 3-3: Top Marketers by Mass-Market Share: Chocolate, 2000 (percent): 13 Marketers, All Other Brands, Private Label
    • Table 3-3a: Top Marketers by Mass-Market Share: Chocolate Candy, 2000 (percent): 8 Marketers, All Other
    • Table 3-3b: Top Marketers and Brands by Mass-Market Share: Non-Seasonal Chocolate Candy, 2000 (percent): 6 Marketers, All Other
    • Table 3-4: Top Marketers and Brands by Mass-Market Share: Boxed/Bagged Chocolate Candy, 2000 (percent): 9 Marketers, All Other Brands, Private Label
    • Table 3-5: Top Marketers and Brands by Mass-Market Share: Chocolate Candy Bars, 2000 (percent): 7 Marketers, All Other Brands
    • Table 3-6: Top Marketers and Brands by Mass-Market Share: Snack-Size Chocolate Candy, 2000 (percent): 5 Marketers, All Other Brands
    • Table 3-7: Top Marketers and Brands by Mass-Market Share: Gift-Box Chocolates, 2000 (percent): 7 Marketers, All Other Brands
    • Table 3-8: Top Marketers and Brands by Mass-Market Share: Seasonal Chocolate Candy, 2000 (percent): 7 Marketers
    • Table 3-9: Top Marketers and Brands by Mass-Market Share: Chocolate Chips/Baking Chocolate, 2000 (percent): 7 Marketers, All Other Brands, Private Label
    • Table 3-10: Top Marketers and Brands by Mass-Market Share: Powdered Cocoa Mixes, 2000 (percent): 6 Marketers, All Other Brands, Private Label
    • Table 3-11: Top Marketers and Brands by Mass-Market Share: Chocolate Syrup/Dessert Toppings, 2000 (percent): 6 Marketers, All Other Brands, Private Label
    • The Competitive Situation
    • The Hershey and Mars Rivalry
    • Mainstream Marketers Participate Quietly in Gourmet/Premium Tier
    • Regional Brands Face Distribution Challenges
    • Major Marketers Move In On Seasonal Sales
    • For Some, Smaller Is Better
    • Most Baking Chocolate Marketers Make Their Own
    • Cocoa, Dessert Toppings Outside the Usual Chocolate Spectrum
    • Competitive Profile: Archibald Candy Corp
    • Fanny May, Fanny Farmer, Sweet Factory, and Laura Secord
    • Candy Manufacturing
    • Two-Tiered Brand Strategy
    • Non-Retail Sales
    • Packaging Updates
    • Competitive Profile: Brach's Confections, Inc.
    • Corporate Overview
    • Brach's Sells Andes Candies
    • New Seasonal Partnership with Frankford
    • Product and Retail Diversification
    • Co-Branding and Licensing
    • Chocolate Sales and Shares
    • Brach's Closes Chicago Plant, Strengthens Marketing Focus
    • Competitive Profile: ConAgra, Inc
    • Corporate Background
    • Swiss Miss Cocoa
    • Competitive Profile: Godiva Chocolatier, Inc. (Campbell Soup Co.)
    • Company Overview
    • Godiva Chocolates for U.S. Consumers
    • Product Line Focused on Candy
    • Extending Brand Equity
    • Godiva Boutiques
    • Packaging Focus
    • Investment in Direct Marketing
    • Investment in Advertising
    • Competitive Profile: Hawaiian Vintage Chocolate Co., Inc.
    • Grown in U.S.A.?
    • Hoping to Become the Next Starbucks
    • Functional Chocolates and More
    • Competitive Profile: Hershey Chocolate USA (Hershey Foods Corp.)
    • Corporate Overview
    • #1 U.S. Candy Marketer
    • Hershey's Chocolate Lines
    • Diversification Out of Chocolate
    • Mass-Market Category Shares
    • Expanding Seasonal Presence
    • Some Hits, Some Failures
    • Golden But not Gourmet
    • Hershey's Chocolate Chips, Cocoa, Syrup, and Dessert Toppings
    • Kinks in the System
    • Competitive Profile: Kraft Foods, Inc. (Philip Morris Companies, Inc.)
    • Corporate Overview
    • Kraft in the Chocolate Market
    • Callard & Bowser-Suchard Expanding U.S. Marketing
    • BAKER'S Chocolate
    • Competitive Profile: Lindt & Sprüngli (USA), Inc. (Chocoladefabriken Lindt & Sprüngli A.G.)
    • Corporate Overview
    • Lindt Chocolates
    • Lindt at Retail
    • Lindt Aquires Ghirardelli
    • Ghirardelli Chocolates
    • Eastward Expansion
    • Competitive Profile: M&M/Mars (Mars, Inc.)
    • Corporate Overview
    • At Home and Abroad
    • Candy and Candy-Branded Product Lines
    • Category Shares
    • M&M/Mars Focuses on Individual Brands
    • The Official Candy of the New Millennium
    • Tinkering with Success?
    • Targeting Women
    • Marketing Chocolate's Health Benefits
    • Deluxe Ethel M Chocolates
    • Competitive Profile: Nestlé USA, Inc. (Nestlé S.A., Switzerland)
    • Corporate Overview
    • Nestlé Chocolate Brands
    • Category Shares
    • The Case for Treasures
    • New Candy Introductions
    • Nestlé Flipz for Sweet-and-Salty Snacks
    • From Bugs to Willy Wonka
    • Tapping the Hispanic Market
    • Perugina Upscale Chocolates Reorganizing, Expanding?
    • Nestlé the Category Leader in Chocolate Chips/Baking Chocolate
    • Nestlé's Beverage Division
    • Nestlé Quick Renamed NesQuik
    • Exploring Online Channels
    • Nestlé Reorganizes Confectionery Unit
    • Competitive Profile: R.M. Palmer Co.
    • Seasonal Chocolate Leader
    • Competitive Profile: Russell Stover Candies, Inc
    • Corporate Overview
    • Candy Shares
    • Hershey Challenges Russell Stover on its Turf
    • Seeking a Bigger Bite
    • Whitman's Adds Lines; Pangburn Pares Them
    • License for a New Generation
    • Competitive Profile: Tootsie Roll Industries, Inc
    • Corporate Overview
    • Strong Brand Portfolio
    • Andes Candies Acquisition
    • Distance from Wall Street
    • International Marketer Briefs
    • Barry Callebaut A.G. (Switzerland)
    • Cadbury Schweppes Plc (United Kingdom)
    • Chocoladefabriken Lindt & Sprüngli A.G. (Switzerland)
    • Elite Industries Ltd. (Israel)
    • Ezaki Glico Co. Ltd. (Japan)
    • Ferrero S.p.A. (Italy)
    • Meiji Seika Kaisha Ltd. (Japan)
    • Morinaga & Co. Ltd. (Japan)
    • Nestlé S.A. (Switzerland)
  4. Marketing & New Product Trends
    • Overview
    • Number of New Product Introductions
    • International Markets Overview
    • Mass-Market vs. Premium/Gourmet Positioning
    • Marketing Trends
    • Flavor Trends
    • Selected New Product Introductions
    • Table 4-1: The Chocolate Market: Selected New Product Introductions, 1999-2000
    • International Marketing Trends
    • Market Perspective
    • International Sales
    • Swiss Lead Per Capita Consumption of Chocolate Candy
    • Table 4-2: International Per Capita Consumption of Chocolate Candy by Selected Countries, 1998 (pounds)
    • European Chocolate Standards
    • Factors Driving International Sales
    • Foreign Marketers Seek to Expand U.S. Distribution
    • Trends and Developments in Europe
    • United Kingdom
    • Scandinavia
    • Switzerland
    • France
    • Germany
    • Poland and the Czech Republic
    • Russia and the Ukraine
    • Trends and Developments in Asia and Australia
    • Japan
    • China
    • Australia
    • Trends and Developments in Canada and Latin America
    • Canada
    • Mexico
    • Brazil
    • Mass vs. Class: Mass-Market, Premium, and Gourmet Chocolate
    • Market Perspective
    • Defining Mass-Market Chocolate
    • Defining Premium Chocolate
    • Defining Gourmet Chocolate
    • Premium/Gourmet Market Could Be $1-$2 Billion
    • Line Extensions Tweak Products
    • Package Sizes Accommodate a Range of Retailers
    • A Rose by Any Other Name: Re-Positioning Classic Brands
    • Breaking Down the Boundaries
    • Class Goes Mass
    • Premium/Gourmet Marketers Strengthen Impulse Offerings
    • Gourmet Chocolate Trends
    • Flavor and Product Trends
    • High Octane Chocolate
    • Varietal Chocolates
    • Coffee, Mocha, Added Caffeine… and Tea
    • Peanut Butter and S'Mores
    • Crunchy Textures
    • Chocolate-Covered Salted Snacks
    • Moving to Miniatures
    • Super-Size Products
    • Adult vs. Kids' Products
    • Market Perspective
    • Adult-Targeted Chocolate
    • Touting Chocolate's Health Benefits
    • Kid-Targeted Chocolate
    • Crossovers in Both Directions
    • Targeting Teens with Alternative Means
    • Licensing for Kids and Adults
    • Co-Branding
    • Boxed Chocolates
    • Market Perspective
    • Mid-Tier and Premium/Gourmet Sectors Growing
    • Marketers' PR Campaign Spurs Sales
    • Low-Price Promotions Hurt Industry
    • Seasonal and Novelty Chocolate
    • Market Perspective
    • Seasonal Product Trends
    • Novelty Chocolates
    • Interactive Products/Entertainment Value
    • Niche Positioning
    • Overview
    • Organic Chocolate and Ecological Consciousness
    • "Functional" Chocolates
    • Reduced-Fat Sales Disappointing
    • Sugar-Free Chocolate Candy
    • Chocolate Chips/Baking Chocolate
    • Market Perspective
    • New Baking Chocolates Relatively Rare
    • Powdered Cocoa Mixes
    • Market Perspective
    • Marketing and New Product Trends
    • Chocolate Syrup/Dessert Toppings
    • Market Perspective
    • New Chocolate Syrups
    • New Dessert Toppings: Fat-Free or Decadent
    • Packaging and Technology
    • Packaging Is Key
    • The Gold (and Black) Standard
    • Seasonal Packaging
    • Keepsake and Interactive Packaging
    • Stand Up and Be Counted
    • Consumer Advertising Expenditures
    • National Consumer Advertising Estimated at $369 Million in 1999
    • Mars and Hershey the Top Advertisers
    • Nestle, Ferrero Rocher, Russell Stover, Godiva Form Second Tier
    • M&M's Is Most Heavily Advertised Chocolate Candy Brand
    • Chocolate Syrup, Chips, Cocoa at $21 Million
    • Television, Print Media Popular
    • Advertising Positioning
    • Different Themes for Different Audiences
    • Flavor
    • Make 'em Laugh
    • Tapping into Current Events
    • Time for Celebrating
    • Self-Rewards
    • Some Roads Lead to Romance and Sex
    • Low-Fat Positioning
    • Nostalgia and Comfort
    • History and Tradition
    • Repositioning Established Brands
    • Music-Centered Pitches
    • Sugar-Free Chocolates Use Special Ad Venues
    • Examples of Consumer Advertising
    • Consumer Promotions
    • Coupons
    • Joint Promotions
    • Bonus Packs
    • Samples and Trial Sizes
    • Recipes for Success
    • Free Gifts and Logo Merchandise Offers
    • Books and CD-ROMS
    • Games and Sweepstakes
    • Sports Tie-Ins
    • Traveling Shows
    • Publicity Stunts
    • Alternative Promotions
    • Web Promotions
    • Product Announcements as Promotions
    • Charitable Contributions
    • Examples of Consumer Promotions
    • Trade Advertising and Promotions
    • Small Marketers Rely on Trade Advertising
    • Trade Ad Formats
    • Promotions Are Standard
    • Larger Marketers Favor Co-Op Offers
    • Buyer Incentives
    • Trade Shows Are Vital
  5. Distribution And Retail
    • At the Distribution Level
    • Candy Is Most Widely Distributed Food
    • Virtually All Warehoused
    • Role of Wholesalers
    • Wholesalers' Role Shrinking
    • Distributor Functions
    • C&T Distributors
    • Specialty Food Distributors
    • Candy Brokers
    • Broker Services to Retailers
    • A Hitch in Hershey Distribution
    • Gourmet Chocolate Distribution
    • At the Retail Level
    • Market Shares by Retail Sector
    • Mass Merchandisers Growing Fastest in Sales
    • Most Mass-Market Candy Purchases Made on Impulse
    • Front-End Competition
    • Retail Focus: Supermarkets
    • Sector Overview
    • Chocolate Products at $2.5 Billion in Grocery Stores
    • Losing Ground Against Mass Merchandisers
    • Supermarkets Step Up Merchandising Efforts
    • Supermarkets a Minor Outlet for Upscale Chocolates
    • Retail Focus: Gourmet/Specialty Stores and Department Stores
    • Sector Overview
    • Mid-Priced Candy Chains
    • Gourmet Marketers Establish Presence with Boutiques
    • Geographic Strategies Vary
    • The Upscale Ambiance
    • Elite Brands for Gourmet Food and Kitchenware Stores
    • Department Stores
    • Retail Focus: Mass Merchandisers
    • Sector Overview
    • $3.6 Billion in Candy and Gum Sales
    • Newer Kids on the Block
    • Supercenters Shake Up Grocery Sector
    • Wal-Mart's Foray into Food
    • Candy Merchandising Similar to Supermarkets'
    • Retail Focus: Convenience Stores
    • Sector Overview
    • Candy at 5% of In-Store Sales
    • Sizing Up the Competition
    • The Fix at the Front End
    • Re-thinking Merchandising and Displays
    • Retail Focus: Drugstores
    • Sector Overview
    • Candy Ranks Second Among Drugstore Consumables
    • Larger Formats Step on Drugstore Sales
    • Drugstores vs. Convenience Stores
    • Candy Merchandising and CVS
    • Other Outlets
    • Vending Sales of Candy Bars Rebound
    • Warehouse Clubs
    • Health and Natural Foods Stores
    • Mail-Order and Internet Sales
    • Upscale Cafés
    • Discount Stores
    • Internet Retailing
    • Shopping the Internet
    • Online Retailers Multiplying
    • The Internet Food Shopper
    • Online Shopping Considerations
    • Word-of-Mouth Promotes a Start-Up
    • Corporate Websites
    • Business-to-Business Online
  6. The Consumer
    • Overview of Consumer Data
    • The Simmons Survey System
    • Demographic Data on Chocolate
    • Overall Penetration by Product Type
    • Table 6-1: U.S. Usage Levels for Selected Chocolate Classifications (% adults): 6 Classifications
    • Use of Chocolate Candy
    • Over 80% of U.S. Adults Use Candy
    • Heavy Users of Candy Blue-Collar Workers, Families with Teens
    • Usage Heaviest at Bottom of Age Bracket Ladder
    • The Female and Minority Skew: Examples and Exceptions
    • Singles as Candy Fans
    • Downscale Socioeconomic Slant to Mass-Market Brands
    • Northeast and South Have More Favorites
    • Table 6-2: U.S. Adult Usage Levels for Candy: Overall and by Chocolate Brand/Variety, 2000 (% adults)
    • Table 6-3: Demographic Characteristics Favoring Use of Candy: Users vs. Heavy Users, 2000 (U.S. Adults)
    • Table 6-4a: Demographic Characteristics Favoring Use of Hershey's Reese's Chocolate Candy: Reese's Peanut Butter Cup, Reese's Crunchy Peanut Butter Cup, and Reese's Pieces, 2000 (U.S. Adults)
    • Table 6-4b: Demographic Characteristics Favoring Use of Hershey Chocolate Candy: Hershey's Kisses, Hershey's Hugs, and Hershey's Nuggets, 2000 (U.S. Adults)
    • Table 6-4c: Demographic Characteristics Favoring Use of Hershey Chocolate Candy: Hershey's Almond, Hershey's Milk Chocolate, and Hershey's Special Dark, 2000 (U.S. Adults)
    • Table 6-4d: Demographic Characteristics Favoring Use of Hershey Chocolate Candy: Kit Kat, Almond Joy, and Mounds, 2000 (U.S. Adults)
    • Table 6-4e: Demographic Characteristics Favoring Use of Hershey Chocolate Candy: York Peppermint Patties, Whoppers, and Milk Duds, 2000 (U.S. Adults)
    • Table 6-4f: Demographic Characteristics Favoring Use of Hershey Chocolate Candy: Mr. Goodbar, Krackel, and Heath Bar, 2000 (U.S. Adults)
    • Table 6-4g: Demographic Characteristics Favoring Use of Hershey Chocolate Candy: Rolo, 5 th Avenue, and Bar None, 2000 (U.S. Adults)
    • Table 6-4h: Demographic Characteristics Favoring Use of Hershey Chocolate Candy: Reese's Reese's NutRageous, Cadbury, and Whatchamacallit, 2000 (U.S. Adults)
    • Table 6-4i: Demographic Characteristics Favoring Use of Hershey Chocolate Candy: Sweet Escapes, Symphony, and Skor, 2000 (U.S. Adults)
    • Table 6-5a: Demographic Characteristics Favoring Use of Mars Chocolate Candy: Snickers, 3 Musketeers, and Mars, 2000 (U.S. Adults)
    • Table 6-5b: Demographic Characteristics Favoring Use of Mars Chocolate Candy: M&M's Peanut vs. M&M's Plain, 2000 (U.S. Adults)
    • Table 6-5c: Demographic Characteristics Favoring Use of Mars Chocolate Candy: M&M's Almond vs. M&M's Peanut Butter, 2000 (U.S. Adults)
    • Table 6-5d: Demographic Characteristics Favoring Use of Mars Chocolate Candy: Milky Way, Milky Way Lite, and Milky Way Dark, 2000 (U.S. Adults)
    • Table 6-5e: Demographic Characteristics Favoring Use of Mars Chocolate Candy: Twix Caramel, Twix Peanut Butter, Dove Chocolate Promises, 2000 (U.S. Adults)
    • Table 6-6a: Demographic Characteristics Favoring Use of Nestlé Chocolate Candy: Butterfinger vs. Baby Ruth, 2000 (U.S. Adults)
    • Table 6-6b: Demographic Characteristics Favoring Use of Nestlé Chocolate Candy: Nestlé Crunch, Nestlé Milk Chocolate, and Nestlé Almond, 2000 (U.S. Adults)
    • Table 6-6c: Demographic Characteristics Favoring Use of Nestlé Chocolate Candy: Chunky vs. Alpine White, 2000 (U.S. Adults)
    • Table 6-6d: Demographic Characteristics Favoring Use of Nestlé Chocolate Candy: Oh Henry! vs. 100 Grand, 2000 (U.S. Adults)
    • Table 6-6e: Demographic Characteristics Favoring Use of Nestlé Chocolate Candy: Raisinets vs. Goobers, 2000 (U.S. Adults)
    • Table 6-7a: Demographic Characteristics Favoring Use of Chocolate Candy: After Eight Mints vs. Andes Candies, 2000 (U.S. Adults)
    • Table 6-7b: Demographic Characteristics Favoring Use of Chocolate Candy: Clark Bar vs. Junior Mints, 2000 (U.S. Adults)
    • Table 6-7c: Demographic Characteristics Favoring Use of Chocolate Candy: Toblerone vs. Mon Cheri, 2000 (U.S. Adults)
    • Use of Boxed Chocolates
    • 43% of Adults Use Boxed Chocolates
    • Demographics for Boxed Chocolates
    • Russell Stover and Whitman
    • Downscale Demographics for Cadbury
    • The Special Case of See's
    • The Gift of Godiva
    • Table 6-8a: Demographic Overview of Users of Boxed Chocolates by Brand: Overall, for Gift-Giving, or for Self, 1998 (% adults, median age, median household income)
    • Table 6-8b: Demographic Characteristics Favoring Use of Boxed Chocolates: Overall, Gift-Giving, and for Self, 1998 (U.S. Adults)
    • Table 6-8c: Demographic Characteristics Favoring Use of Boxed Chocolates by Brand: Usage of Any Russell Stover, for Gift-Giving, or for Self, 1998 (U.S. Adults)
    • Table 6-8d: Demographic Characteristics Favoring Use of Boxed Chocolates by Brand: Usage of Any Whitman's, for Gift-Giving, or for Self, 1998 (U.S. Adults)
    • Table 6-8e: Demographic Characteristics Favoring Use of Boxed Chocolates by Brand: Usage of Any Cadbury, for Gift-Giving, or for Self, 1998 (U.S. Adults)
    • Table 6-8f: Demographic Characteristics Favoring Use of Boxed Chocolates by Brand: Usage of Any See's, for Gift-Giving, or for Self, 1998 (U.S. Adults)
    • Table 6-8g: Demographic Characteristics Favoring Use of Boxed Chocolates by Brand: Usage of Any Godiva, for Gift-Giving, or for Self, 1998 (U.S. Adults)
    • Use of Chocolate Chips/Baking Chocolate
    • 59% of Households Use Baking Chips/Pieces
    • Heavy Users Surprisingly Upscale
    • Semi-Sweet Chocolate the Most Popular Flavor
    • Brand Profiles of Baking Chips/Pieces Users
    • Table 6-9: Demographic Characteristics Favoring Use of Baking Chips/Pieces: Users vs. Heavy Users, 2000 (U.S. Adults)
    • Table 6-10: U.S. Adult Usage Levels for Baking Chips/Pieces: Overall and by Brand/Variety, 2000 (% Adults)
    • Table 6-11: Demographic Characteristics Favoring Use of Baking Chips/Pieces: Semi-Sweet vs. Milk Chocolate, 2000 (U.S. Adults)
    • Table 6-12a: Demographic Characteristics Favoring Use of Baking Chips/Pieces: Nestlé Toll House Morsels, Hershey, and BAKER'S, 2000 (U.S. Adults)
    • Table 6-12b: Demographic Characteristics Favoring Use of Baking Chips/Pieces: Nestlé Mini Morsels vs. M&M's Baking Bits, 2000 (U.S. Adults)
    • Use of Hot Cocoa Mixes
    • Instant Hot Cocoa Mixes in 63% of Households
    • Brand Profiles of Instant Hot Cocoa Mix Users
    • Table 6-13: Demographic Characteristics Favoring Use of Hot Cocoa Mixes: All Users, 2000 (U.S. Adults)
    • Table 6-14: U.S. Adult Usage Levels for Hot Cocoa Mixes: Overall and by Brand/Variety, 2000 (% Adults)
    • Table 6-15a: Demographic Characteristics Favoring Use of Hot Cocoa Mixes: Swiss Miss Regular vs. Carnation Regular, 2000 (U.S. Adults)
    • Table 6-15b: Demographic Characteristics Favoring Use of Hot Cocoa Mixes: Nestlé vs. Hershey, 2000 (U.S. Adults)
    • Table 6-15c: Demographic Characteristics Favoring Use of Hot Cocoa Mixes: Swiss Miss with NutraSweet, Carnation Fat Free, and Carnation with NutraSweet, 2000 (U.S. Adults)
    • Use of Milk Flavorings
    • Milk Flavorings Used in 46% of Households
    • Heavy Users
    • Syrup vs. Powder Users
    • Brand Profiles of Milk Flavorings Users
    • Table 6-16: U.S. Adult Usage Levels for Milk Flavorings: Overall and by Brand/Variety, 2000 (% Adults)
    • Table 6-17: Demographic Characteristics Favoring Use of Milk Flavorings: Users vs. Heavy Users, 2000 (U.S. Adults)
    • Table 6-18: Demographic Characteristics Favoring Use of Milk Flavorings: Syrup vs. Powder, 2000 (U.S. Adults)
    • Table 6-19a: Demographic Characteristics Favoring Use of Milk Flavorings: Hershey's Syrup vs. Nestlé Quik Regular, 2000 (U.S. Adults)
    • Table 6-19b: Demographic Characteristics Favoring Use of Milk Flavorings: Hershey's Chocolate Milk Mix, Ovaltine, and
    • Nestlé Quik with NutraSweet, 2000 (U.S. Adults)
    • Use of Ice Cream Toppings
    • Half of All Households Use Ice Cream Toppings
    • Brand Profiles of Ice Cream Toppings Users
    • Table 6-20: U.S. Adult Usage Levels for Ice Cream Toppings: Overall and by Brand, 2000 (% Adults )
    • Table 6-21: Demographic Characteristics Favoring Use of Ice Cream Toppings: All Users, 2000 (U.S. Adults)
    • Table 6-22a: Demographic Characteristics Favoring Use of Ice Cream Toppings: Hershey's Syrup vs. Smucker's, 2000 (U.S. Adults)
    • Table 6-22b: Demographic Characteristics Favoring Use of Ice Cream Toppings: Nestlé Syrup, Kraft, and Mrs. Richardson, 2000 (U.S. Adults)
    • Gift Box Chocolate Surveys
    • Boxed Chocolate Surveys
    • Eating Preferences

    Appendix I: Examples Of Consumer Advertising And Promotions

    Appendix II: Addresses Of Selected Marketers

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