"Product innovation is key to business growth, since consumers are open
towards new and luxurious chocolate flavours and are willing to pay extra for
chocolates with health-enhancing benefits. Meanwhile from an execution
perspective, manufacturers could resort to launching seasonal flavours and
packaging to both maintain consumer excitement and attract new users."
- Laurel Gu, Senior Research Analyst
This report looks at the following areas:
- Functional benefits as a new value proposition
- Seasonal chocolates/limited editions are white spaces to explore
- Exploring indulgent chocolate flavours
Table of Contents
1. Introduction
- Definition
- Methodology
- Abbreviations
2. Executive Summary
- The market
- Figure 1: China chocolate market, retail volume and value sales, 2009-14
- Figure 2: Total China chocolate market retail sales, by volume, 2009-19
- Figure 3: Total China chocolate market retail sales, by value, 2009-19
- Figure 4: Volume share and value share of China retail chocolate market,
by segment, 2013
- Companies and brands
- Figure 5: Leading companies' market shares in the China retail chocolate
market, by value, 2012 and 2013
- The consumer
- Chocolate consumption beyond confectionery
- Figure 6: Frequency of eating chocolate and chocolate-based food and
beverages, April 2014
- Dove has a clear lead in consumer preference, followed by Ferrero and
Hershey's
- Figure 7: Favourite chocolate brand, April 2014
- Individually wrapped chocolates and tablets/blocks are preferred chocolate
formats
- Figure 8: Most interested chocolate format, April 2014
- Flavoured and dark chocolate enjoy similarly strong consumer interest
- Figure 9: Most interested chocolate flavours, April 2014
- Chocolates are not only bought for snacking and gifting but also very
often out of impulse
- Figure 10: Reasons for buying chocolate confectionery, April 2014
- Taste is the most important purchase driver, followed by natural
ingredients and brand equity
- Figure 11: Important factors in buying chocolate for self/family
consumption, April 2014
- The criteria of buying chocolates as a gift vary by occasions
- Figure 12: Important factors in buying chocolate as a gift, April 2014
- Consumers desire more indulgent taste experiences as well as functional
benefits from eating chocolates
- Figure 13: Attitudes towards chocolate, April 2014
- Key issues
- Functional benefits as a new value proposition
- Seasonal chocolates/limited editions are white spaces to be exploited
- Exploring indulgent chocolate flavours
- What we think
3. Issues and Insights
- Functional benefits as a new value proposition
- The facts
- The implications
- Figure 14: Examples of chocolate with stress-releasing functions, Japan
(2014) and US (2012)
- Figure 15: Examples of chocolate with slimming functions, Brazil (2014)
and Japan (2013)
- Figure 16: Examples of chocolate with muscle-strengthening functions,
Sweden (2014) and US (2011)
- Seasonal chocolates/limited editions are white spaces to explore
- The facts
- The implications
- Figure 17: Examples of limited edition of chocolates sold during
festival seasons, Brazil (2014), UK (2013) and Belgium (2014)
- Figure 18: Examples of limited edition of chocolates sold during
festival seasons, Japan (2014), Brazil (2014), Canada (2011) and Japan (2014)
- Exploring indulgent chocolate flavours
- The facts
- The implications
- Figure 19: Example of chocolate with dessert flavours, Germany (2014),
Japan (2013)
- Figure 20: Examples of chocolate with nuts and fruits of higher
nutritional value, Japan (2014), France (2014), Spain (2014) and Germany
(2014)
- Figure 21: Examples of chocolate of new textures, South Africa (2013),
Greece (2014) and Spain (2014)
4. Trend Application
- Trend: Extend My Brand
- Trend: Prove It
- Trend: Make It Mine
5. Market Size and Forecast
- Key points
- China's chocolate market is growing steadily in both volume consumption
and value sales
- Figure 22: China chocolate market, retail volume and value sales, 2009-19
- There is scope for further growth in consumption
- Figure 23: Chocolate consumption frequency, China (2014) and UK (2013)
- Figure 24: Annual per capita volume consumption (gram), retail only,
China, Japan and Korea, 2013
- Growth is forecast to continue
- Figure 25: China chocolate market retail sales, by volume, 2009-19
- Figure 26: China chocolate market retail sales, by value, 2009-19
6. Market Segmentation
- Key points
- Tablet chocolate is a maturing market
- Figure 27: Volume and value sales of China retail chocolate market, by
segment, 2012-14
- Figure 28: Value sales of chocolate tablets, China, 2009-19
- Non-tablet chocolates exhibit strong growth potential
- Figure 29: Share of new chocolate launches, by segment, China, 2009-13
- Figure 30: Value sales of individually wrapped chocolates, China, 2009-19
- Figure 31: Value sales of chocolate countlines, China, 2009-19
- Figure 32: Examples of new chocolate launches in countlines format,
China, 2013-14
- Figure 33: Value sales of non-individually wrapped chocolates, China,
2009-19
- Figure 34: Examples of new chocolate launches in non-individually
wrapped format, China, 2013-14
7. Market Share
- Key points
- China chocolate market is dominated by international brands
- Figure 35: Leading companies' market shares in the China retail
chocolate market, by value, 2012 and 2013
- Opportunity for domestic chocolate companies to upgrade
8. Who's Innovating?
- Key points
- Cereals emerge as a new popular ingredient to make chocolate confectionery
- Figure 36: Share of new chocolate launches, by flavour, China, 2011-13
- Figure 37: Example of new chocolate products with cereal flavours, China
2013-14
- "Minus" claims to cater to consumers' desire for food safety assurances
- Figure 38: Share of new chocolate launches, by claims, China, 2011-13
- Niche chocolate brands offer better price value via selling online
9. Companies & Brands
- Mars, Incorporated
- Figure 39: Typical chocolate shelf shot in convenience stores, Shanghai,
China, 2014
- Dove
- Snickers
- M&M's
- Crispy
- Ferrero S.p.A.
- Ferrero
- Kinder
- The Hershey Company
- Figure 40: Hershey flagship store in Shanghai, China, 2014
- Yildiz Holding (Godiva Chocolatier, Inc.)
- COFCO Group
10. The Consumer - Frequency of Chocolate Consumption
- Key points
- Chocolate consumption spreads across a wide range of in-home food and
beverages categories
- Figure 41: Frequency of eating chocolate and chocolate-based food and
beverages, April 2014
- Figure 42: Repertoire analysis on number of different types of chocolate
food eaten in the past six months, by income, April 2014
- Chocolate consumption frequency increases as people's income grow
- Figure 43: Frequency of eating chocolate confectionery, by income, April
2014
- Opportunity for targeting families with kids
- Figure 44: Frequency of eating chocolate confectionery, by family
composition, April 2014
- Opportunity for boosting chocolate usage among males
- Figure 45: Frequency of eating chocolate confectionery, by gender, April
2014
- Opportunity for boosting chocolate usage amongst older consumers
- Figure 46: Frequency of eating chocolate confectionery, by age, April
2014
11. The Consumer - Favourite Chocolate Brand
- Key points
- Dove has a clear lead in consumer preference, followed by Ferrero
- Figure 47: Favourite chocolate brand, April 2014
- Figure 48: City spread of consumers who named different brands being
their favourite, top six mentioned brands, April 2014
- Top brands target different consumer needs
- Figure 49: Important factors in buying chocolate for self/family
consumption, by consumers who are attracted by different brands, April 2014
12. The Consumer - Most Preferred Types of Chocolate
- Key points
- Individually wrapped chocolates and tablets/blocks are preferred chocolate
formats
- Figure 50: Most interested chocolate format, by gender, April 2014
- Flavoured and dark chocolate enjoy similarly strong consumer interest
- Figure 51: Most interested chocolate flavours, by gender, April 2014
- Chocolate with a coating or liquid fillings can target the high-income
consumers
- Figure 52: Most interested chocolate flavours, by income and age, April
2014
- Figure 53: Example of chocolate products with coatings and fillings,
Germany (2014), Italy (2014)
13. The Consumer - Reasons for Buying Chocolate Confectionery
- Key points
- Chocolates are commonly bought as an everyday snacking food
- Figure 54: Reasons for buying chocolate confectionery, April 2014
- Figure 55: Examples of new chocolate products launched in jumbo packs,
China, 2013-14
- Chocolate confectionery is popular for gifting and celebration occasions
- Brands can capitalise on impulsive chocolate purchase opportunities
14. The Consumer - Important Factors in Buying Chocolate for Self/Family Consumption
- Key points
- Taste is the most important purchase driver, followed by natural
ingredients and brand equity
- Figure 56: Important factors in buying chocolate for self/family
consumption, April 2014
- Natural ingredients and a strong brand equity are important safety
assurances
- Male consumers are more price-sensitive
- Figure 57: Importance of "good value for money" in buying chocolate for
self/family consumption, by gender, April 2014
- Young consumers attach greatest importance to taste
- Figure 58: Important factors in buying chocolate for self/family
consumption, by age, April 2014
- High-income consumers like chocolate assortments and look at ingredient
quality
- Figure 59: Important factors in buying chocolate for self/family
consumption, by income, April 2014
15. The Consumer - Important Factors in Buying Chocolate as a Gift
- Key points
- The consideration factors of buying chocolates as a gift vary by occasions
- Figure 60: Important factors in buying chocolate as a gift, April 2014
- Young consumers are less brand-driven when purchasing chocolates as a gift
for their acquaintances
- Figure 61: Important factors in buying chocolate as a gift, by age,
April 2014
16. The Consumer - Attitudes towards Chocolate
- Key points
- Consumers look for new chocolate taste experiences
- Figure 62: Attitudes towards chocolate innovations, April 2014
- Chocolate communications can go beyond taste and indulgence
- Chocolate as a "mood food"
- Figure 63: Attitudes towards chocolate's functional benefits, April 2014
- Marketing dark chocolate as a superfood
- Figure 64: Attitudes towards chocolate's health benefits, April 2014
- Opportunity for small size packs to relieve health concerns
- Figure 65: Attitudes towards the amount of chocolate to take, April 2014
17. Appendix: Market Size and Forecast
- Figure 66: China chocolate market, retail volume sales (000 tonnes), by
segment, 2009-19
- Figure 67: China chocolate market, retail value sales (RMB bn), by
segment, 2009-19
- Figure 68: Volume sales of chocolate tablets, China, 2009-19
- Figure 69: Volume sales of individually wrapped chocolates, China, 2009-19
- Figure 70: Volume sales of chocolate countlines, China, 2009-19
- Figure 71: Volume sales of non-individually wrapped chocolates, China,
2009-19
18. Appendix - The Consumer - Frequency of Chocolate Consumption
- Figure 72: Frequency of eating chocolate and chocolate-based food and
beverages, April 2014
- Figure 73: Frequency of eating chocolate and chocolate-based food and
beverages, April 2014
- Figure 74: Most popular frequency of eating chocolate confectionery, by
demographics, April 2014
- Figure 75: Next most popular frequency of eating chocolate confectionery,
by demographics, April 2014
19. Appendix - The Consumer - Favourite Chocolate Brand
- Figure 76: Favourite chocolate brand, April 2014
- Figure 77: Most popular favourite chocolate brand, by demographics, April
2014
- Figure 78: Next most popular favourite chocolate brand, by demographics,
April 2014
20. Appendix - The Consumer - Most Preferred Types of Chocolate
- Figure 79: Most interested chocolate format/flavour, April 2014
- Figure 80: Most interested chocolate format, by demographics, April 2014
- Figure 81: Most interested chocolate flavour, by demographics, April 2014
21. Appendix - The Consumer - Reasons for Buying Chocolate Confectionery
- Figure 82: Reason for buying chocolate confectionery, April 2014
- Figure 83: Most popular reason for buying chocolate confectionery, by
demographics, April 2014
- Figure 84: Next most popular reason for buying chocolate confectionery, by
demographics, April 2014
- Figure 85: Other reason for buying chocolate confectionery, by
demographics, April 2014
22. Appendix - The Consumer - Important Factors in Buying Chocolate for Self/Family Consumption
- Figure 86: Important factors in buying chocolate for self/family
consumption, April 2014
- Figure 87: Most important factors in buying chocolate for self/family
consumption - Any, by demographics, April 2014
- Figure 88: Next most important factors in buying chocolate for self/family
consumption - Any, by demographics, April 2014
- Figure 89: Other important factors in buying chocolate for self/family
consumption - Any, by demographics, April 2014
23. Appendix - The Consumer - Important Factors in Buying Chocolate as a Gift
- Figure 90: Important factors in buying chocolate as a gift, April 2014
- Figure 91: Most important factors in buying chocolate as a gift - For
family members, by demographics, April 2014
- Figure 92: Next most important factors in buying chocolate as a gift - For
family members, by demographics, April 2014
- Figure 93: Other important factors in buying chocolate as a gift - For
family members, by demographics, April 2014
- Figure 94: Most important factors in buying chocolate as a gift - For
friends and relatives, by demographics, April 2014
- Figure 95: Next most important factors in buying chocolate as a gift - For
friends and relatives, by demographics, April 2014
- Figure 96: Other important factors in buying chocolate as a gift - For
friends and relatives, by demographics, April 2014
- Figure 97: Most important factors in buying chocolate as a gift - For
business partners^, by demographics, April 2014
- Figure 98: Next most important factors in buying chocolate as a gift - For
business partners^, by demographics, April 2014
- Figure 99: Other important factors in buying chocolate as a gift - For
business partners^, by demographics, April 2014
24. Appendix - The Consumer - Attitudes towards Chocolate
- Figure 100: Attitudes towards chocolate, April 2014
- Figure 101: Agreement with the statement 'I worry about the health
concerns from eating too much chocolate', by demographics, April 2014
- Figure 102: Agreement with the statement 'Mini packs of chocolate are
helpful in controlling calorie intake', by demographics, April 2014
- Figure 103: Agreement with the statement 'Eating a small amount of
chocolate every day is good for the health', by demographics, April 2014
- Figure 104: Agreement with the statement 'It's worth paying more for
chocolate with added health benefits', by demographics, April 2014
- Figure 105: Agreement with the statement 'Dark chocolate is healthier than
other types of chocolate', by demographics, April 2014
- Figure 106: Agreement with the statement 'I would like to see more new
chocolate flavours available', by demographics, April 2014
- Figure 107: Agreement with the statement 'I am interested in trying
different chocolate brands', by demographics, April 2014
- Figure 108: Agreement with the statement 'Handmade chocolates in branded
chocolate stores are worth paying more for', by demographics, April 2014
- Figure 109: Agreement with the statement 'I am interested in trying bakery
products/snacks/desserts from the chocolate brand I like', by demographics,
April 2014
- Figure 110: Agreement with the statement 'I would like to see more
luxuriant chocolate flavours', by demographics, April 2014
- Figure 111: Agreement with the statement 'Chocolate is good for lifting
the mood', by demographics, April 2014
- Figure 112: Agreement with the statement 'Eating chocolate is an effective
way to relieve stress', by demographics, April 2014
