Chocolate Candy Market in the U.S.: Trends and Opportunities in Premium, Gourmet and Mass Market Products

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The U.S. chocolate market is a mature, differentiated and exacting market. Gaining notoriety is a difficult endeavor for producers of products, as marketing chocolate products is competitive. Packaged Facts’ new report, The Chocolate Candy Market in the U.S.: Trends and Opportunities in Premium, Gourmet and Mass Market Products examines the current 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 and beverage industry in an effort to boost sales. Newer chocolate products feature super fruits, functional ingredients, savory touches and ethnic flavors. Additionally, chocolate product trends that worked in the past such as single-source cocoa and high cocoa content, for example are seemingly ineffective techniques for driving sales in the present economic climate.

Written by veteran chocolate market analyst Curtis Vreeland, The Chocolate Candy Market in the U.S. looks at the myriad of factors affecting chocolate retailing and consumption. 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 Methodology

The Chocolate Candy Market in the U.S. measures the size and overall growth factors of the U.S. chocolate market, based upon the latest IRI, SPINS and UNFI sales volume data. The report discusses in detail how major chocolate manufacturers are structuring their new product development and marketing initiatives to stay competitive. The report also describes specific trends and opportunities that support continued market growth, drawing on the latest Product Launch Analytics data on new product claims. Other topics discussed include retail trends and consumer buying behavior. Detailed consumer profiles of key demographics, including breakouts by gender, race/ethnicity, and household composition, are provided. This information is based on proprietary online consumer surveys and Experian Simmons 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 better understand the product buyer. This in turn, will help advertisers 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 key stakeholders with the vital information they need to do their jobs more effectively.

Chapter 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 Industry

U.S. Confectionery Industry

U.S. Chocolate Industry

Historic Trends

Table 2-1 Confectionery Sales and Category Market Share, 2009 ($ billions and percent)

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, 2009

Figure 2-4 Retail Chocolate Sales, 2003-2009

Table 2-2 Retail Chocolate Sales by Volume & Value, 2002-2009 (Millions pounds & dollars)

Figure 2-5 Retail Chocolate Sales Growth by Value & Volume, 2002-2009 (Percentage)

Export and Import Trends

Table 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, 2009

Table 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, 2009

Chocolate Category Trends

Figure 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 Consumption

Distribution Channel Issues

Table 2-7 Chocolate Per capita Consumption by Country, 2008 (Pounds)

Figure 2-13 Chocolate Per Capita Consumption in U.S., 2002-2009 (Pounds and Dollars)

Projected Market Growth

Figure 2-14 Chocolate Sales Forecast, 2010-2014 ($ millions)

Chocolate Category Analysis

Everyday Chocolate

Gift Box Chocolate

Novelty Chocolate

Seasonal 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 and percent)

New Product Flavors

Table 4-5 Top 20 New Chocolate Product Flavors, 2009 (# Reports)

Market Segment Analysis

Premium Segment

Table 4-6 Premium Chocolate Segments by Price ($/ounce & $/pound)

Figure 4-3 Premium & Conventional Chocolate Sales Growth Through FDM Channels, 2006-2009 (percent)

Figure 4-4 Top 10 Premium Chocolate Marketers sold Through FDM Channels, 2009 (percent)

Ethical Consumerism Segment

Overview

Table 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 Trade

Table 4-8 Organic and Fair Trade Chocolate Sales Sold Through Natural Channels, 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 Bean Imports, 2002-2009 (Metric tons & percent)

Organic

Sustainability

Healthy/Functional Segment

Table 4-10 Rainforest Alliance Certified Cocoa Value, 2005-2009 ($ millions)

Figure 4-8 Rainforest Alliance Certified Cocoa, 2005-2012 (Thousand Metric Tons)

All-Natural Segment

Figure 4-9 Chocolate Segment Evolution

Trend Analysis

Craft Chocolate Making

Table 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 Chocolate

Figure 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 Generation

Appendix: Addresses

Acronyms

Terms & Definitions

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