Gourmet, Specialty and Premium Foods, Beverages and Consumer Trends in the U.S., 8th Edition
The conventional wisdom goes that gourmet/premium foods fare well during economic downturns because consumers view them as “affordable luxuries.” But the “Great Recession” of 2008-2009 disproved this theory as mighty Starbucks, the bellwether for the democratization of luxury, was among the first companies hit by cutbacks in consumer spending. For the market overall, Packaged Facts conservatively estimates that total U.S. retail sales of gourmet/premium foods and beverages through all retail channels rose to $67.1 billion in 2009, an increase of 3.7% over the previous year’s sales of $64.7 billion compared with the 2005-2009 compound annual growth rate of 8.7%.
Still, success remains to be had, and many gourmet/premium marketers and retailers are succeeding by finding ways to respond to the economic slowdown not by ignoring it or reversing strategy, but by incorporating its impact on consumer behavior as a factor among others. This new report from Packaged Facts is an indispensible tool to this end, answering such questions as: Which gourmet/premium products and market segments have been faring well in the new economy? How are marketers and retailers adjusting? How can they recast and reposition their goods? Who are the most viable consumers, and how can they best be reached? Which media and marketing messages resonate for these consumers, and in what contexts?
Gourmet, Specialty and Premium Foods, Beverages and Consumer Trends in the U.S., 8th Edition also pinpoints market size, analyzes growth potential and identifies issues and trends that will affect the marketplace through 2014. Focusing on consumer lifestyles and demographics through extensive analysis of Experian Simmons panel data, the report examines their attitudes and behaviors toward gourmet/premium foods and beverages, retail shopping patterns, and media usage and preferences, both traditional and social. Also included is extensive coverage of new product trends and marketing and advertising positioning, all discussed within the context of the social, economic, and psychographic drivers of current consumer behavior.
Additional data sources include SymphonyIRI Group sales tracking of selected products and brands through tracked mass-market channels; Datamonitor’s Product Launch Analytics data tracking new product introductions; and proprietary data from Packaged Facts’ own consumer survey, which is based on a national online poll conducted in May/June 2010.
Still, success remains to be had, and many gourmet/premium marketers and retailers are succeeding by finding ways to respond to the economic slowdown not by ignoring it or reversing strategy, but by incorporating its impact on consumer behavior as a factor among others. This new report from Packaged Facts is an indispensible tool to this end, answering such questions as: Which gourmet/premium products and market segments have been faring well in the new economy? How are marketers and retailers adjusting? How can they recast and reposition their goods? Who are the most viable consumers, and how can they best be reached? Which media and marketing messages resonate for these consumers, and in what contexts?
Gourmet, Specialty and Premium Foods, Beverages and Consumer Trends in the U.S., 8th Edition also pinpoints market size, analyzes growth potential and identifies issues and trends that will affect the marketplace through 2014. Focusing on consumer lifestyles and demographics through extensive analysis of Experian Simmons panel data, the report examines their attitudes and behaviors toward gourmet/premium foods and beverages, retail shopping patterns, and media usage and preferences, both traditional and social. Also included is extensive coverage of new product trends and marketing and advertising positioning, all discussed within the context of the social, economic, and psychographic drivers of current consumer behavior.
Additional data sources include SymphonyIRI Group sales tracking of selected products and brands through tracked mass-market channels; Datamonitor’s Product Launch Analytics data tracking new product introductions; and proprietary data from Packaged Facts’ own consumer survey, which is based on a national online poll conducted in May/June 2010.
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
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