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Chocolate Candy in the U.S., 10th Edition


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Chocolate Candy in the U.S., 10th Edition

It’s the rare consumer product that’s impervious to tough economic times. Chocolate is one of them.

Whether consumers are feeling flush or penny-pinching, they still find cash in the wallets to spend on chocolate candy. Packaged Facts has covered the U.S. chocolate market for two decades, and in the 10th edition of our report Chocolate Candy in the U.S., we examine the trends and factors that make this such a stable category.

One such factor is the ability of marketers big and small to compete. While the market is dominated by handful of companies – think Hershey and Mars – there’s still opportunity for innovative chocolate makers to make their marks and find an audience. The report examines the competitive landscape for the large and niche producers alike. It also delves into why the U.S. chocolate market has experienced solid growth, finding that premium chocolate makers continue to be at the forefront of innovation.

Chocolate Candy in the U.S takes a comprehensive look at the market for chocolate in the U.S. The report examines the trends driving growth in the category. Readers will learn about fast-growing brands and rising stars; the big gainers in brand share; the diverse range of chocolate products; chocolate’s functional benefits and marketers’ efforts to capitalize on them; demographics and psychographics of the chocolate consumer, and information on consumption habits; and the new, engaging ways in which chocolate marketers are connecting with customers.

Chocolate Candy in the U.S., 10th Edition segments and quantifies the market by channel and product type, providing historical sales figures and forecasts through 2018. The report examines market size, drivers and trends, retail sales-tracking data from IRI and SPINSscan, new product trends, and national consumer survey data, both from an extensive analysis of Simmons data as well as the proprietary Packaged Facts Chocolate Usage Survey. The report also thoroughly maps out the competitive situation at the marketer and brand levels, with detailed profiles of Hershey, Mars, Russell Stover, Nestle, Lindt and others.

Report Methodology

The information contained in this report was obtained from primary and secondary research. Primary research entailed consultations with chocolate market sources, on-site examination of retail venues, and fielding a proprietary Packaged Facts online consumer survey focusing on chocolate product shopper insights – the Packaged Facts Chocolate Usage Study. Secondary research included extensive Internet canvassing and research- and data-gathering from relevant consumer business and trade publications; company reports including annual reports, press releases, and investor conference calls; company profiles in trade and consumer publications; government reports; and other food and chocolate market reports by Packaged Facts.

Sales estimates are based on data from the above sources as well as IRI data for mass-market channels; SPINSscan data for natural supermarkets; published and estimated sales of major market participants; market size estimates from other sources, including those appearing in the trade press; the performance of relevant retail venues; consumer usage rates for chocolate products; and new product introduction activity in the market.

Our consumer analysis draws primarily on two data sources. The first is national consumer survey data from Simmons. Through an ongoing program of telephone and booklet questionnaire surveys of a large probability sample of consumers who represent a statistically accurate cross-section of the U.S. adult population, Simmons is able construct detailed demographic profiles across various consumer product and service markets, including the chocolate market. The discussion of consumer patterns also draws on the proprietary Packaged Facts Chocolate Usage Survey, which is based on 2,000 U.S. adults who in aggregate are census representative on the primary demographic measure of age, gender, geographic region, race/ethnicity, and presence of children in the household.


SAMPLE INSIGHTS AND HIGHLIGHTS

·         Packaged Facts’ outlook for the chocolate market is bullish over the near term. The category is quite dynamic with a strong pace of innovation, an influx of creative new players and a steady flow of new products that engage consumers. 

·         For the last three years, chocolate consumption rates have seen a considerable increase over historical norms, and enthusiasm for chocolate does not seem to be waning.

·         Mass retailers entice consumers with everyday chocolate at the point of purchase, and increasingly are selling premium chocolate in the candy aisle.  High-end retailers such as department stores and specialty retailers such as bookstores try to attract a higher priced impulse, where premium product such as Godiva is more likely to be found.

·         Premium chocolate continues to grow at a faster rate than everyday chocolate. 

·         Chocolate producers have learned that consumers are open to creative products, and they are exploring many ways to generate new product excitement.   At the same time, there are time-tested chocolate classics, so producers aim for the right balance between the classics and pushing the envelope toward new flavor directions.

·         Study after study has come out in recent months about the health benefits of chocolate.  These include heart health, anti-inflammatory properties, brain health and other studies that have lent chocolate a superfood stature.

·         Home is by far the most common place for consumers to eat chocolate, followed by work, at the movies, and on-the-go. 

·         Men consume chocolate at a slightly higher rate outside of the home than women. 

·         Boxed/gift-packaged chocolate is usually bought as a gift for someone else, but some consumers treat themselves as well, a trend that has increased considerably over the last two years. 

·         Hershey and Mars together control the majority of the market for chocolate candy above 3.5 ounces.  Only four other companies own more than a one percent share.

  • Exective Summary
    • Scope of Report
    • Report Methodology
    • Chocolate Candy Sales Rise to $20.8 Billion
      • Table U.S. Sales of Chocolate Candy, 2009-2013 (in billions of dollars)
    • Chocolate Everywhere
      • Table Share of U.S. Sales of Chocolate Candy by Channel, 2014 (percent)
    • IRI-tracked Sales Show Solid Dollar Growth
      • Table IRI-Tracked Sales of Chocolate Candy: Overall and by Segment, 2014
    • Premium Chocolate Growth Outpaces Everyday Chocolate
      • Table IRI-Tracked Sales of Chocolate Candy: By Premium Segment, 2014 (in millions)
    • New Products Offer a Diversity of Flavor Options
    • Chocolate's Superfood Stature Continues to Shine
    • Cocoa Prices Up
    • Packaging: Pouches Proliferate
    • More Chocolate Sales on the Horizon
      • Table Projected U.S. Sales of Chocolate Candy, 2013-2018 (in billions of dollars)
    • The Competitive Landscape
    • Packaged Facts Chocolate Usage Survey Results
      • Table Chocolate Usage by Gender, 2014
    • Packaged Facts Survey Data on Chocolate Gifting
  • Market Trends
    • Chocolate Candy Sales Rise to $20.8 billion
      • Table U.S. Sales of Chocolate Candy, 2009-2013 (in billions of dollars)
    • The Ubiquity of Chocolate Candy
      • Table Share of U.S. Sales of Chocolate Candy by Channel, 2014 (percent)
    • Consumers Buy Chocolate Everywhere
      • Table Consumers' Response to Question About Chocolate Purchases: Where do you usually buy chocolate candy?
    • IRI-tracked Sales Show Solid Dollar Growth
      • Table IRI-Tracked Sales of Chocolate Candy: Overall and by Segment, 2014
    • Premium Defined
      • Table Premium Chocolate Candy Segments by Price ($/ounce & $/pound)
    • Premium Chocolate Outpaces Everyday Chocolate
      • Table IRI-Tracked Sales of Chocolate Candy: By Premium Segment, 2014 (in millions)
    • Small Ticket Chocolate Items Excel in Convenience Stores
    • Natural Foods Channel Makes Big Gains
      • Table SPINSscan-Tracked Sales of Chocolate Candy in Natural and Specialty Gourmet Channels, 2014
    • Vending a Key Impulse Channel
    • Small Players Flourish
    • Premium Chocolate Offers Accessible Luxury
    • Premium Chocolatiers Build Bridges
    • New Products Show Diverse Flavor Directions
      • Going to the Dark Side
      • Gourmet Salt Sparks Creative Flavors
      • Comfort Food and Nostalgia
      • Coconut
      • Almonds
      • Super Seeds
      • Guilt-Free Indulgence
      • A Lighter Palette
      • Origin Chocolate
      • Chocolate Connoisseurship
      • Aerated chocolate
      • Adult Chocolate
    • King Size and Sharing Size
    • Packaging: Pouches Proliferate
    • Cause Marketing Prominent Among Chocolate Makers
    • Chocolate's Superfood Stature Continues to Shine
    • Cocoa Prices Up as Supply Falls Short of Demand
    • Chocolate Industry Faces Fair Trade Issues
    • Looking Ahead
      • Table Projected U.S. Sales of Chocolate Candy, 2013-2018 (in billions of dollars)
  • The Competitive Landscape
    • Leading Global Chocolate Companies
      • Table Top Global Confectioners That Manufacture Chocolate
    • Big Two Dominate U.S. Market
      • Table Top Marketers of Chocolate Candy at Food, Drug and Mass Merchandisers, 2014
    • Hershey and Mars Dominate the <3.5-oz Category
      • Table Top Marketers of Chocolate Candy: Box/Bag/Bars <3.5-oz, 2014
      • Table Fast-Growing Chocolate Candy: Box/Bag/Bars <3.5-oz, 2014
    • Two Giants, Several Other Significant Players in the >3.5-oz Category
      • Table Top Marketers of Chocolate Candy: Box/Bag/Bars >3.5-oz, 2014
      • Table Fast-Growing Chocolate Candy: Box/Bag/Bars >3.5-oz, 2014
    • Three Competitors Control Snack Size Category
      • Table Top Marketers of Chocolate Candy: Snack Size, 2014
      • Table Fast-Growing Chocolate Candy Brands: Snack Size, 2014
    • Ferrero Rocher Takes on Russell Stover in Gift Box Category
      • Table Top Marketers of Chocolate Candy: Gift Boxes, 2014
      • Table Fast-Growing Chocolate Candy Brands: Gift Boxes, 2014
    • Gains and Losses in Novelty Chocolate
      • Table Top Marketers of Novelty Chocolate Candy, 2014
      • Table Fast-Growing Chocolate Candy Brands: Novelty Chocolates, 2014
    • Several Players Look Forward to Most Wonderful Time of Year
      • Table Top Marketers of Chocolate Candy: Christmas, 2014
      • Table Fast-Growing Chocolate Candy Brands: Christmas, 2014
    • Hershey Knows Easter
      • Table Top Marketers of Chocolate Candy: Easter, 2014
    • Big Brands Scare Away Competition for Halloween Chocolate
      • Table Top Marketers of Chocolate Candy: Halloween, 2014
      • Table Fast-Growing Chocolate Candy Brands: Halloween, 2014
    • Russell Stover Charges Ahead for Valentine's Day
      • Table Top Marketers of Chocolate Candy: Valentine's Day, 2014
      • Table Fast-Growing Chocolate Candy Brands: Valentine's Day, 2014
    • Hershey Gains More Than Half of Other Seasonal Chocolate Category
      • Table Top Marketers of All Other Seasonal Chocolate Candy, 2014
      • Table Fast-Growing Chocolate Candy Brands: All Other, 2014
    • Sugar-Free Ruled by Russell Stover
      • Table Top Marketers of Sugar-Free Chocolate Candy, 2014
      • Table Fast-Growing Chocolate Candy Brands: Sugar-Free, 2014
    • Despite Gains, Consumers Not Widely Embracing Private Label
      • Table Private Label Chocolate Candy, 2014
  • Marketer Profiles
    • The Hershey Company
      • Performance
        • Table Selected Financial Data for the Hershey Company (in $000s), 2008-2013
      • Innovation
      • Marketing
        • Table Hershey Advertising Expenditures: 2008-2013 (in $000s)
      • Promotion
      • Distribution
    • Mars Inc.
      • Performance
      • Innovation
      • Marketing
      • Promotions
    • Nestlé SA
      • Performance
      • Innovation
      • Marketing
    • Lindt & Sprungli
      • Performance
      • Innovation
      • Marketing
      • The Brand Passion Index
    • Godiva Chocolatier
      • Performance
      • Innovation
      • Marketing
    • Ferrero U.S.A.
      • Innovation
      • Marketing
    • Russell Stover Candies
      • Performance
      • Innovation
      • Marketing
    • Tootsie Roll Industries
      • Performance
      • Innovation
      • Marketing
    • See's Candies
      • Performance
    • Rocky Mountain Chocolate Factory
      • Performance
      • Innovation
      • Marketing
  • The Consumer
    • Note on Simmons and Packaged Facts Surveys
    • Chocolate Consumption Marches On
      • Table Chocolate Candy Usage, 2006-2013 (Number in Thousands & Percent)
    • Gender Differences in Overall Chocolate Usage
      • Table Chocolate Usage by Gender, 2014
    • Gender Differences in Frequency of Consumption
      • Table Frequency of Chocolate Consumption Overall and by Gender, 2014
    • Time of Day for Chocolate Consumption
      • Table Time of Day for Chocolate Consumption Overall and by Gender, 2014
    • Location Preferences: Chocolate, Chocolate Everywhere
      • Table Consumers' Response to Question About Chocolate Purchases: Where do you usually buy chocolate candy?
      • Table Parts of the Store Where Chocolate Candy is Purchased, 2012 vs. 2014
      • Table Parts of the Store Where Chocolate Candy is Purchased, by Gender
    • Where Do You Eat Chocolate?
      • Table Where Chocolate is Eaten, Overall and by Gender, 2014
    • Chocolate Compared to Other Snacks
      • Table Favorite Snacks, Overall and by Gender, 2014
      • Table Snacks Eaten Most Often, Overall and by Gender, 2014
    • Type Preferences
      • Table Types of Chocolate Candy Bought in Last Year, Overall and by Gender, 2014
    • Brand Preference Trends
      • Table Chocolate Candy Brand Consumption Trends, 2009-2013 (percent)
    • Brand Preferences by Eating Occasion
      • Table Consumers' Response to Question About Chocolate Brands: Have you purchased any of the following brands of chocolate candy in the last 12 months?
      • Table Consumers' Response to Question About Chocolate Brands: Have you purchased any of the following brands of chocolate candy in the last 12 months?
    • Consumer Demographics
      • Table Demographics of Chocolate Candy Consumers by Mass-Market Brand, 2013 (Index)
      • Table Demographics of Chocolate Candy Consumers by Premium Brand, 2013 (Index)
    • Packaged Facts survey studies chocolate gifting
      • Table Consumers' Response to Question About Gift Box Chocolate Occasions, 2012 vs. 2014: In the last 12 months, for what occasions have you purchased boxed/gift-packaged chocolate candy?
      • Table Consumers' Response to Question About Gift Box Chocolate Recipients: In the last 12 months, for whom (other than yourself) have you purchased boxed/gift-packaged chocolate candy?
      • Table Consumers' Response to Question About Gift Box Chocolate Recipients: In the last 12 months, to how many people (other than yourself) have you given boxed/gift-packaged chocolate candy? 2012 vs. 2014
      • Table Consumers' Response to Question About Gift Box Chocolate Spending: For a single gift, how much do you typically spend on boxed/gift-packaged chocolate candy?
    • Consumer Psychographics
      • Table Psychographics of Chocolate Candy Consumers by Mass-Market Brand, 2013 (Index)
      • Table Psychographics of Chocolate Candy Consumers by Premium Brand, 2013 (Index)
    • Hershey's Consumer Segmentation
    • Organic Chocolate
      • Table Organic Product Usage by Category, 2013
      • Table Demographics of Organic Chocolate Candy Consumers, 2013 (Index)

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