Chocolate Candy in the U.S., 9th Edition
The $20 billion U.S. chocolate industry is a mature, differentiated and demanding food category—making it a challenge for marketers of chocolate products seeking to distinguish themselves from the competition. From this perspective, Chocolate Candy in the U.S. examines the current state of the industry and where the growth will be over the next five years. While the country remains challenged by economic doldrums, chocolate in the near term will continue to outpace overall food market growth. Factors spurring continued dollar gains in the chocolate market include:
Chocolate Candy in the U.S. measures the size and analyzes the growth factors for the U.S. chocolate market based upon primary and secondary research, including chocolate product shopper insights from Packaged Facts’ online consumer panel as well as SymphonyIRI data for mass-market channels, SPINSscan data for natural and gourmet grocers, and national consumer survey data from Experian Simmons.
- The success and increasingly widespread acceptance of premium chocolates, spurred both by consumers’ desire to indulge in this “affordable luxury” and by the influence of foodie culture
- Growth of chocolate retailers, both through franchise expansion and by successful independent shops looking to expand their footprints
- Continued innovation in packaging and flavors by major and niche chocolate manufactures alike
- Increased marketing support and advertising expenditures
- Rising prices at retail, driven in part by higher input costs
Chocolate Candy in the U.S. measures the size and analyzes the growth factors for the U.S. chocolate market based upon primary and secondary research, including chocolate product shopper insights from Packaged Facts’ online consumer panel as well as SymphonyIRI data for mass-market channels, SPINSscan data for natural and gourmet grocers, and national consumer survey data from Experian Simmons.
CHAPTER 1: EXECUTIVE SUMMARY
Scope of Report
Report Methodology
Chocolate Candy Resilient Despite Economy, Material Costs
Table 1-1: U.S. Sales of Chocolate Candy, 2007-2011 (in millions of dollars)
Grocery at 16% Share
Table 1-2: Share of U.S. Sales of Chocolate Candy by Channel, 2011 (percent)
Chocolate Candy Is Bought Everywhere
Table 1-3: Consumers’ Response to Question About Chocolate Purchases: Where do you usually buy chocolate candy? (Please check all that apply), 2012
SymphonyIRI-tracked Sales Show Solid Dollar Growth
Table 1-4: SymphonyIRI-Tracked Sales of Chocolate Candy: Overall and by Segment, 2011
Premium Chocolate Is Integral to Mass-Market Growth
Table 1-5: SymphonyIRI-Tracked Sales of Chocolate Candy: By Premium Segment, 2011 (in millions)
Natural Foods Channel and Organic Chocolate
Table 1-6: SPINSscan-Tracked Sales of Chocolate Candy in Natural Supermarket Channel, 2010-2011
Table 1-7: SPINSscan-TrackedSales of Chocolate Candy in Specialty Gourmet Channel, 2010-2011
Chocolate Maintains a Top 10 Position in Food
Table 1-8: Selected Mass-Market Food and Beverage Categories: SymponyIRI-Tracked Sales and Percent Change by Category, 2011
Chocolate Makers Continue to Capitalize on Health Benefits
Fair Trade Chocolate Gains Ground
Cost of Raw Materials Rise
Premium Moves Mainstream
Packaging Trends: Pouches, Bigger Sizes, New Labeling
Low-Calorie and Other Ingredient Trends
More Chocolate Sales on the Horizon
Table 1-9: Projected U.S. Sales of Chocolate Candy, 2012-2016 (in millions of dollars)
The Competitive Landscape
Chocolate’s Overall Usage Sees Big Jump
Table 1-10: Chocolate Candy Usage by Gender, 2011
Brand Preferences
Packaged Facts Survey Data on Chocolate Gifting
Table 1-11: 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?
CHAPTER 2: MARKET TRENDS
Chocolate Candy Sales Rise to $19.5 billion
Table 2-1: U.S. Sales of Chocolate Candy, 2007-2011 (in millions of dollars)
A Multi-Channel Champion
Table 2-2: Share of U.S. Sales of Chocolate Candy by Channel, 2011 (percent)
Chocolate Is Bought Everywhere
Table 2-3: Consumers’ Response to Question About Chocolate Purchases: Where do you usually buy chocolate candy? (Please check all that apply)
SymphonyIRI-tracked Sales Show Solid Dollar Growth
Table 2-4: SymphonyIRI-Tracked Sales of Chocolate Candy: Overall and by Segment, 2011
Premium Defined
Table 2-5: Premium Chocolate Candy Segments by Price ($/ounce & $/pound)
Premium Chocolate Is Integral to Mass-Market Growth
Table 2-6: SymphonyIRI-Tracked Sales of Chocolate Candy: By Premium Segment, 2011 (in millions)
Convenience Stores Boost Chocolate Sales
Natural Foods Channel and Organic Chocolate
Table 2-7: SPINSscan-Tracked Sales of Chocolate Candy in Natural Supermarket Channel, 2010-2011
Specialty Gourmet Channel Sees Sales Increases
Table 2-8: SPINSscan-Tracked Sales of Chocolate Candy in Specialty Gourmet Channel, 2010-2011
Vending a Key Impulse Channel
Local Chocolatiers Continue to Thrive, Innovate
Chocolate Maintains a Top 10 Position in Food
Table 2-9: Selected Mass-Market Food and Beverage Categories: SymponyIRI-Tracked Sales and Percent Change by Category, 2011
Market Dynamics
Chocolate Makers Continue to Capitalize on Health Benefits
Fair Trade Shows Big Jump
Cause Marketing Important to Chocolate Makers
Cost of Raw Materials Rise
Premium Moves Mainstream
Table 2-10: Premium Chocolate Candy: Percent of Total Annual Pounds of Chocolate Consumed Per Capita
Category Spotlight: Gift-boxed chocolate market
Table 2-11: Unit Sales and Average Price of Gift-boxed Chocolate Candy, 2010-2011
Packaging Trends: Pouches and Bigger Sizes Abound
Stand-up Pouches
King Size and Sharing Size
Flavors in the Spotlight
Aerated chocolate
Sweet and Salty
Beer Chocolate
Other Flavors
Looking Ahead
More Chocolate Sales on the Horizon
Table 2-12: Projected U.S. Sales of Chocolate Candy, 2012-2016 (in millions of dollars)
CHAPTER 3: THE COMPETITIVE LANDSCAPE
Leading Global Chocolate Companies
Table 3-1: Top Global Chocolate Confectioners, 2012
Market Share Concentrated Among a Select Few
Table 3-2: Top Marketers of Chocolate Candy at Food, Drug and Mass Merchandisers, 2011
Hershey, Mars Control the <3.5-oz Category
Table 3-3: Top Marketers of Chocolate Candy: Box/Bag/Bars <3.5-oz, 2011
Table 3-4: Fast-Growing Chocolate Candy Brand Lines: Box/Bag/Bars <3.5-oz, 2011
Wealth More Spread Out in the >3.5-oz Category
Table 3-5: Top Marketers of Chocolate Candy: Box/Bag/Bars >3.5-oz, 2011
Table 3-6: Fast-Growing Chocolate Candy: Box/Bag/Bars >3.5-oz, 2011
Only Three Big Snack Size Competitors
Table 3-7: Top Marketers of Chocolate Candy: Snack Size, 2011
Table 3-8: Fast-Growing Chocolate Candy Brand Lines: Snack Size, 2011
Russell Stover Leads in Gift Boxes
Table 3-9: Top Marketers of Chocolate Candy: Gift Boxes, 2011
Table 3-10: Fast-Growing Chocolate Candy Brand Lines: Gift Boxes, 2011
Candyrific/M&M’s Biggest in Smallest Category
Table 3-11: Top Marketers of Novelty Chocolate Candy, 2011
Table 3-12: Fast-Growing Chocolate Candy Brand Lines: Novelty Chocolates, 2011
Several Strong Performers in Christmas Seasonal Chocolate
Table 3-13: Top Marketers of Seasonal Chocolate Candy: Christmas, 2011
Table 3-14: Fast-Growing Seasonal Chocolate Candy Brand Lines: Christmas, 2011
Hershey Increases Lead in Easter Seasonal Chocolate
Table 3-15: Top Marketers of Seasonal Chocolate Candy: Easter, 2012
Table 3-16: Fast-Growing Seasonal Chocolate Candy Brand Lines: Easter, 2012
Big Brands Dominate Seasonal Halloween Chocolate
Table 3-17: Top Marketers of Seasonal Chocolate Candy: Halloween, 2011
Table 3-18: Fast-Growing Seasonal Chocolate Candy Brand Lines: Halloween, 2011
Russell Stover Candies Takes the Lead
Table 3-19: Top Marketers of Seasonal Chocolate Candy: Valentine’s Day, 2012
Table 3-20: Fast-Growing Seasonal Chocolate Candy Brand Lines: Valentine’s Day, 2012
Godiva Makes a Move in Other Seasonal Chocolate
Table 3-21: Top Marketers of All Other Seasonal Chocolate Candy, 2011
Table 3-22: Fast-Growing Seasonal Chocolate Candy Brand Lines: All Other, 2011
Russell Stover Controls Sugar-Free
Table 3-23: Top Marketers of Sugar-Free Chocolate Candy, 2011
Table 3-24: Fast-Growing Chocolate Candy Brand Lines: Sugar-Free, 2011
Private Label Is a Minor Player
Table 3-25: Private Label Chocolate Candy, 2011
CHAPTER 4: MARKETER PROFILES
The Hershey Company
Table 4-1: Selected Financial Data for The Hershey Company (in $000s), 2006-2011
Table 4-2: Advertising Expenditures for The Hershey Company (in $000s), 2006-2011
2011 Hershey’s Promotional Calendar
2012 Hershey’s Promotional Calendar
Hershey’s Customer Base
Table 4-3 Hershey’s Sales Channels, 2011
Products
New Products - 2011 and 2012
Mars Inc.
Products
Marketing
Six Flags Partnership
Russell Stover Candies Inc.
New Products
Marketing
Nestlé SA
New Products - 2011 and 2012
Lindt & Sprüngli (Chocoladefabriken Lindt & Sprüngli AG)
Products
Marketing
Ferrero U.S.A. Inc.
See’s Candies
Godiva Chocolatier (Yildiz Holding AS)
New Products
Marketing
Tootsie Roll Industries Inc.
New Products
Rocky Mountain Chocolate Factory
Products
CHAPTER 5: THE CONSUMER
Note on Experian Simmons and Packaged Facts Surveys
Chocolate’s Overall Usage Jumps Up
Table 5-1: Chocolate Candy Usage, 2004-2011 (Number in Thousands & Percent)
Do Women Really Like Chocolate More?
Table 5-2: Chocolate Usage by Gender, 2011
Location Preferences: Chocolate, Chocolate Everywhere
Table 5-3: Consumers’ Response to Question About Chocolate Purchases: Where do you usually buy chocolate candy?
Table 5-4: Consumers’ Response to Question About Chocolate Purchases: From what parts of the store do you usually buy chocolate candy?
Brand Preferences
Table 5-5: Chocolate Candy Brand Consumption Trends, 2007-2011
Table 5-6: Consumers’ Response to Question About Chocolate Brands: Have you purchased any of the following brands of candy in the last 12 months?
Consumer Demographics
Table 5-7: Demographics of Chocolate Candy Consumers by Mass-Market Brand, 2011 (Index)
Table 5-8: Demographics of Chocolate Candy Consumers by Premium Brand, 2011 (Index)
Packaged Facts survey studies chocolate gifting
Table 5-9: Consumers’ Response to Question About Gift Box Chocolate Occasions: In the last 12 months, for what occasions have you purchased boxed/gift-packaged chocolate candy?
Table 5-10: 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 5-11: 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?
Table 5-12: 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 5-13: Psychographics of Chocolate Candy Consumers by Mass-Market Brand, 2011 (Index)
Table 5-14: Psychographics of Chocolate Candy Consumers by Premium Brand, 2011 (Index)
Hershey’s Consumer Segmentation
Organic Chocolate
Table 5-15: Organic Product Usage, 2011
Table 5-16: Demographics of Organic Chocolate Candy Consumers, 2011 (Index)
Scope of Report
Report Methodology
Chocolate Candy Resilient Despite Economy, Material Costs
Table 1-1: U.S. Sales of Chocolate Candy, 2007-2011 (in millions of dollars)
Grocery at 16% Share
Table 1-2: Share of U.S. Sales of Chocolate Candy by Channel, 2011 (percent)
Chocolate Candy Is Bought Everywhere
Table 1-3: Consumers’ Response to Question About Chocolate Purchases: Where do you usually buy chocolate candy? (Please check all that apply), 2012
SymphonyIRI-tracked Sales Show Solid Dollar Growth
Table 1-4: SymphonyIRI-Tracked Sales of Chocolate Candy: Overall and by Segment, 2011
Premium Chocolate Is Integral to Mass-Market Growth
Table 1-5: SymphonyIRI-Tracked Sales of Chocolate Candy: By Premium Segment, 2011 (in millions)
Natural Foods Channel and Organic Chocolate
Table 1-6: SPINSscan-Tracked Sales of Chocolate Candy in Natural Supermarket Channel, 2010-2011
Table 1-7: SPINSscan-TrackedSales of Chocolate Candy in Specialty Gourmet Channel, 2010-2011
Chocolate Maintains a Top 10 Position in Food
Table 1-8: Selected Mass-Market Food and Beverage Categories: SymponyIRI-Tracked Sales and Percent Change by Category, 2011
Chocolate Makers Continue to Capitalize on Health Benefits
Fair Trade Chocolate Gains Ground
Cost of Raw Materials Rise
Premium Moves Mainstream
Packaging Trends: Pouches, Bigger Sizes, New Labeling
Low-Calorie and Other Ingredient Trends
More Chocolate Sales on the Horizon
Table 1-9: Projected U.S. Sales of Chocolate Candy, 2012-2016 (in millions of dollars)
The Competitive Landscape
Chocolate’s Overall Usage Sees Big Jump
Table 1-10: Chocolate Candy Usage by Gender, 2011
Brand Preferences
Packaged Facts Survey Data on Chocolate Gifting
Table 1-11: 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?
CHAPTER 2: MARKET TRENDS
Chocolate Candy Sales Rise to $19.5 billion
Table 2-1: U.S. Sales of Chocolate Candy, 2007-2011 (in millions of dollars)
A Multi-Channel Champion
Table 2-2: Share of U.S. Sales of Chocolate Candy by Channel, 2011 (percent)
Chocolate Is Bought Everywhere
Table 2-3: Consumers’ Response to Question About Chocolate Purchases: Where do you usually buy chocolate candy? (Please check all that apply)
SymphonyIRI-tracked Sales Show Solid Dollar Growth
Table 2-4: SymphonyIRI-Tracked Sales of Chocolate Candy: Overall and by Segment, 2011
Premium Defined
Table 2-5: Premium Chocolate Candy Segments by Price ($/ounce & $/pound)
Premium Chocolate Is Integral to Mass-Market Growth
Table 2-6: SymphonyIRI-Tracked Sales of Chocolate Candy: By Premium Segment, 2011 (in millions)
Convenience Stores Boost Chocolate Sales
Natural Foods Channel and Organic Chocolate
Table 2-7: SPINSscan-Tracked Sales of Chocolate Candy in Natural Supermarket Channel, 2010-2011
Specialty Gourmet Channel Sees Sales Increases
Table 2-8: SPINSscan-Tracked Sales of Chocolate Candy in Specialty Gourmet Channel, 2010-2011
Vending a Key Impulse Channel
Local Chocolatiers Continue to Thrive, Innovate
Chocolate Maintains a Top 10 Position in Food
Table 2-9: Selected Mass-Market Food and Beverage Categories: SymponyIRI-Tracked Sales and Percent Change by Category, 2011
Market Dynamics
Chocolate Makers Continue to Capitalize on Health Benefits
Fair Trade Shows Big Jump
Cause Marketing Important to Chocolate Makers
Cost of Raw Materials Rise
Premium Moves Mainstream
Table 2-10: Premium Chocolate Candy: Percent of Total Annual Pounds of Chocolate Consumed Per Capita
Category Spotlight: Gift-boxed chocolate market
Table 2-11: Unit Sales and Average Price of Gift-boxed Chocolate Candy, 2010-2011
Packaging Trends: Pouches and Bigger Sizes Abound
Stand-up Pouches
King Size and Sharing Size
Flavors in the Spotlight
Aerated chocolate
Sweet and Salty
Beer Chocolate
Other Flavors
Looking Ahead
More Chocolate Sales on the Horizon
Table 2-12: Projected U.S. Sales of Chocolate Candy, 2012-2016 (in millions of dollars)
CHAPTER 3: THE COMPETITIVE LANDSCAPE
Leading Global Chocolate Companies
Table 3-1: Top Global Chocolate Confectioners, 2012
Market Share Concentrated Among a Select Few
Table 3-2: Top Marketers of Chocolate Candy at Food, Drug and Mass Merchandisers, 2011
Hershey, Mars Control the <3.5-oz Category
Table 3-3: Top Marketers of Chocolate Candy: Box/Bag/Bars <3.5-oz, 2011
Table 3-4: Fast-Growing Chocolate Candy Brand Lines: Box/Bag/Bars <3.5-oz, 2011
Wealth More Spread Out in the >3.5-oz Category
Table 3-5: Top Marketers of Chocolate Candy: Box/Bag/Bars >3.5-oz, 2011
Table 3-6: Fast-Growing Chocolate Candy: Box/Bag/Bars >3.5-oz, 2011
Only Three Big Snack Size Competitors
Table 3-7: Top Marketers of Chocolate Candy: Snack Size, 2011
Table 3-8: Fast-Growing Chocolate Candy Brand Lines: Snack Size, 2011
Russell Stover Leads in Gift Boxes
Table 3-9: Top Marketers of Chocolate Candy: Gift Boxes, 2011
Table 3-10: Fast-Growing Chocolate Candy Brand Lines: Gift Boxes, 2011
Candyrific/M&M’s Biggest in Smallest Category
Table 3-11: Top Marketers of Novelty Chocolate Candy, 2011
Table 3-12: Fast-Growing Chocolate Candy Brand Lines: Novelty Chocolates, 2011
Several Strong Performers in Christmas Seasonal Chocolate
Table 3-13: Top Marketers of Seasonal Chocolate Candy: Christmas, 2011
Table 3-14: Fast-Growing Seasonal Chocolate Candy Brand Lines: Christmas, 2011
Hershey Increases Lead in Easter Seasonal Chocolate
Table 3-15: Top Marketers of Seasonal Chocolate Candy: Easter, 2012
Table 3-16: Fast-Growing Seasonal Chocolate Candy Brand Lines: Easter, 2012
Big Brands Dominate Seasonal Halloween Chocolate
Table 3-17: Top Marketers of Seasonal Chocolate Candy: Halloween, 2011
Table 3-18: Fast-Growing Seasonal Chocolate Candy Brand Lines: Halloween, 2011
Russell Stover Candies Takes the Lead
Table 3-19: Top Marketers of Seasonal Chocolate Candy: Valentine’s Day, 2012
Table 3-20: Fast-Growing Seasonal Chocolate Candy Brand Lines: Valentine’s Day, 2012
Godiva Makes a Move in Other Seasonal Chocolate
Table 3-21: Top Marketers of All Other Seasonal Chocolate Candy, 2011
Table 3-22: Fast-Growing Seasonal Chocolate Candy Brand Lines: All Other, 2011
Russell Stover Controls Sugar-Free
Table 3-23: Top Marketers of Sugar-Free Chocolate Candy, 2011
Table 3-24: Fast-Growing Chocolate Candy Brand Lines: Sugar-Free, 2011
Private Label Is a Minor Player
Table 3-25: Private Label Chocolate Candy, 2011
CHAPTER 4: MARKETER PROFILES
The Hershey Company
Table 4-1: Selected Financial Data for The Hershey Company (in $000s), 2006-2011
Table 4-2: Advertising Expenditures for The Hershey Company (in $000s), 2006-2011
2011 Hershey’s Promotional Calendar
2012 Hershey’s Promotional Calendar
Hershey’s Customer Base
Table 4-3 Hershey’s Sales Channels, 2011
Products
New Products - 2011 and 2012
Mars Inc.
Products
Marketing
Six Flags Partnership
Russell Stover Candies Inc.
New Products
Marketing
Nestlé SA
New Products - 2011 and 2012
Lindt & Sprüngli (Chocoladefabriken Lindt & Sprüngli AG)
Products
Marketing
Ferrero U.S.A. Inc.
See’s Candies
Godiva Chocolatier (Yildiz Holding AS)
New Products
Marketing
Tootsie Roll Industries Inc.
New Products
Rocky Mountain Chocolate Factory
Products
CHAPTER 5: THE CONSUMER
Note on Experian Simmons and Packaged Facts Surveys
Chocolate’s Overall Usage Jumps Up
Table 5-1: Chocolate Candy Usage, 2004-2011 (Number in Thousands & Percent)
Do Women Really Like Chocolate More?
Table 5-2: Chocolate Usage by Gender, 2011
Location Preferences: Chocolate, Chocolate Everywhere
Table 5-3: Consumers’ Response to Question About Chocolate Purchases: Where do you usually buy chocolate candy?
Table 5-4: Consumers’ Response to Question About Chocolate Purchases: From what parts of the store do you usually buy chocolate candy?
Brand Preferences
Table 5-5: Chocolate Candy Brand Consumption Trends, 2007-2011
Table 5-6: Consumers’ Response to Question About Chocolate Brands: Have you purchased any of the following brands of candy in the last 12 months?
Consumer Demographics
Table 5-7: Demographics of Chocolate Candy Consumers by Mass-Market Brand, 2011 (Index)
Table 5-8: Demographics of Chocolate Candy Consumers by Premium Brand, 2011 (Index)
Packaged Facts survey studies chocolate gifting
Table 5-9: Consumers’ Response to Question About Gift Box Chocolate Occasions: In the last 12 months, for what occasions have you purchased boxed/gift-packaged chocolate candy?
Table 5-10: 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 5-11: 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?
Table 5-12: 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 5-13: Psychographics of Chocolate Candy Consumers by Mass-Market Brand, 2011 (Index)
Table 5-14: Psychographics of Chocolate Candy Consumers by Premium Brand, 2011 (Index)
Hershey’s Consumer Segmentation
Organic Chocolate
Table 5-15: Organic Product Usage, 2011
Table 5-16: Demographics of Organic Chocolate Candy Consumers, 2011 (Index)
