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

  • July 2014
  • -
  • Packaged Facts
  • -
  • 234 pages

Chocolate continues to be an indulgence that consumers can’t live without. While the U.S. chocolate market is dominated by a small group of players, with Hershey’s and Mars controlling a large chunk of market share, there are still many innovative chocolate makers trying to make their marks and find an audience. The category has experienced solid market growth in the last year, and premium chocolate makers continue to be at the forefront of innovation. This report 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 marketer’s 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.

Table Of Contents

Chocolate Candy in the U.S., 10th Edition
Chapter 1 Executive Summary
Scope of Report
Report Methodology
Chocolate Candy Sales Rise to $20.8 Billion
Table 1-1 U.S. Sales of Chocolate Candy, 2009-2013(in billions of dollars)
Chocolate Everywhere
Table 1-2 Share of U.S. Sales of Chocolate Candy by Channel, 2014(percent)
IRI-tracked Sales Show Solid Dollar Growth
Table 1-3 IRI-Tracked Sales of Chocolate Candy: Overall and by Segment, 2014
Premium Chocolate Growth Outpaces Everyday Chocolate
Table 1-4 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 1-5 Projected U.S. Sales of Chocolate Candy, 2013-2018(in billions of dollars)
The Competitive Landscape
Packaged Facts Chocolate Usage Survey Results
Table 1-6 Chocolate Usage by Gender, 2014
Packaged Facts Survey Data on Chocolate Gifting
Chapter 2 Market Trends
Chocolate Candy Sales Rise to $20.8 billion
Table 2-1 U.S. Sales of Chocolate Candy, 2009-2013(in billions of dollars)
The Ubiquity of Chocolate Candy
Table 2-2 Share of U.S. Sales of Chocolate Candy by Channel,2014 (percent)
Consumers Buy Chocolate Everywhere
Table 2-3 Consumers' Response to Question About Chocolate Purchases: Where do you usually buy chocolate candy?
IRI-tracked Sales Show Solid Dollar Growth
Table 2-4 IRI-Tracked Sales of Chocolate Candy: Overall and by Segment, 2014
Premium Defined
Table 2-5 Premium Chocolate Candy Segments by Price ($/ounce and $/pound)
Premium Chocolate Outpaces Everyday Chocolate
Table 2-6 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 2-7 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
Illustration 2-1 Wild Ophelia Line: Salted Chowchilla Almond Bar
New Products Show Diverse Flavor Directions
Going to the Dark Side
Illustration 2-2 Vosges Super Dark Reishi Mushroom and Walnut Chocolate Bar
Illustration 2-3 Nail Polish Inspired by Dove Dark Chocolate
Gourmet Salt Sparks Creative Flavors
Illustration 2-4 Theo + Jacobsen: New Sea Salt Caramel Collection
Illustration 2-5 Salazon's Organic Dark Chocolate with Sea Salt and Organic Turbinado Cane Sugar Bar
Illustration 2-6 Hershey Collection Almond Clusters with Sea Salt
Comfort Food and Nostalgia
Coconut
Almonds
Super Seeds
Illustration 2-7 L.A. Burdick Health Bar
Guilt-Free Indulgence
A Lighter Palette
Origin Chocolate
Illustration 2-8 Askinosie Origin Bars
Chocolate Connoisseurship
Aerated chocolate
Adult Chocolate
Illustration 2-9 Moonstruck Oregon Distillers Truffle Collection
King Size and Sharing Size
Illustration 2-10 Trade Ad for Mars' Bites Lineup
Packaging: Pouches Proliferate
Illustration 2-11 TCHO: Packaging for Classic Milk Chocolate Bar
Cause Marketing Prominent Among Chocolate Makers
Illustration 2-12 Lady Godiva Program Commemorative Chocolate
Chocolate's Superfood Stature Continues to Shine
Cocoa Prices Up as Supply Falls Short of Demand
Chocolate Industry Faces Fair Trade Issues
Illustration 2-13 Madecasse Chocolate Bar
Looking Ahead
Table 2-8 Projected U.S. Sales of Chocolate Candy, 2013-2018 (in billions of dollars)
Chapter 3 The Competitive Landscape
Leading Global Chocolate Companies
Table 3-1 Top Global Confectioners That Manufacture Chocolate
Big Two Dominate U.S. Market
Table 3-2 Top Marketers of Chocolate Candy at Food, Drug and Mass Merchandisers, 2014
Hershey and Mars Dominate the Table 3-3 Top Marketers of Chocolate Candy: Box/Bag/Bars 2014
Table 3-4 Fast-Growing Chocolate Candy: Box/Bag/Bars 2014
Two Giants, Several Other Significant Players in the >3.5-oz Category
Illustration 3-1 Pepsico Frito Lay's Nut Harvest Line of Chocolate- Covered Almonds
Table 3-5 Top Marketers of Chocolate Candy: Box/Bag/Bars >3.5-oz,2014
Table 3-6 Fast-Growing Chocolate Candy: Box/Bag/Bars >3.5-oz,2014
Three Competitors Control Snack Size Category
Table 3-7 Top Marketers of Chocolate Candy: Snack Size, 2014
Table 3-8 Fast-Growing Chocolate Candy Brands: Snack Size, 2014
Ferrero Rocher Takes on Russell Stover in Gift Box Category
Table 3-9 Top Marketers of Chocolate Candy: Gift Boxes, 2014
Table 3-10 Fast-Growing Chocolate Candy Brands: Gift Boxes, 2014
Gains and Losses in Novelty Chocolate
Table 3-11 Top Marketers of Novelty Chocolate Candy, 2014
Table 3-12 Fast-Growing Chocolate Candy Brands: Novelty Chocolates, 2014
Several Players Look Forward to Most Wonderful Time of Year
Table 3-13 Top Marketers of Chocolate Candy: Christmas, 2014
Table 3-14 Fast-Growing Chocolate Candy Brands: Christmas, 2014
Hershey Knows Easter
Illustration 3-2 Reese's Peanut Butter Eggs TV Spot
Table 3-15 Top Marketers of Chocolate Candy: Easter, 2014
Big Brands Scare Away Competition for Halloween Chocolate
Illustration 3-3 Mars' Chocolate Variety Mix Bag
Table 3-16 Top Marketers of Chocolate Candy: Halloween, 2014
Table 3-17 Fast-Growing Chocolate Candy Brands: Halloween, 2014
Russell Stover Charges Ahead for Valentine's Day
Table 3-18 Top Marketers of Chocolate Candy: Valentine's Day, 2014
Table 3-19 Fast-Growing Chocolate Candy Brands: Valentine's Day, 2014
Hershey Gains More Than Half of Other Seasonal Chocolate Category
Illustration 3-4 Madelaine Chocolate Company's Milk Chocolate Cigars for St. Patrick's Day
Table 3-20 Top Marketers of All Other Seasonal Chocolate Candy, 2014
Table 3-21 Fast-Growing Chocolate Candy Brands: All Other, 2014
Sugar-Free Ruled by Russell Stover
Table 3-22 Top Marketers of Sugar-Free Chocolate Candy, 2014
Table 3-23 Fast-Growing Chocolate Candy Brands: Sugar-Free, 2014
Despite Gains, Consumers Not Widely Embracing Private Label
Table 3-24 Private Label Chocolate Candy, 2014
Chapter 4 Marketer Profiles
The Hershey Company
Illustration 4-1 Hershey Brands: Core Franchises
Illustration 4-2 Hershey Brands
Performance
Table 4-1 Selected Financial Data for the Hershey Company (in $000s), 2008-2013
Innovation
Illustration 4-3 Hershey's Simple Pleasures Low-Fat Line
Illustration 4-4 Banner Ad for Brookside Dark Chocolate Crunchy Clusters
Marketing
Table 4-2 Hershey Advertising Expenditures: 2008-2013 (in $000s)
Promotion
Distribution
Illustration 4-5 Hershey Sales Channels, 2013
Mars Inc.
Performance
Innovation
Illustration 4-6 Trade Ad for Mars' Bites Lineup
Illustration 4-7 MandM's New Birthday Cake Flavor
Illustration 4-8 Snickers Rockin' Nut Road
Illustration 4-9 Dove Whole Fruit Dipped in Dark Chocolate
Marketing
Promotions
Nestle SA
Performance
Innovation
Illustration 4-10 Nestle Butterfinger Peanut Butter Cups
Marketing
Illustration 4-11 Android 4.4 KitKat Statue at Google Headquarters
Lindt and Sprungli
Performance
Innovation
Illustration 4-12 Lindt's New Hello Line
Illustration 4-13 Ghirardelli Easter Impressions Line
Marketing
Illustration 4-14 Ghirardelli ‘Savor the Dark' Print Advertising
The Brand Passion Index
Godiva Chocolatier
Performance
Innovation
Marketing
Ferrero U.S.A.
Innovation
Marketing
Illustration 4-15 Ferrero Rocher 25 Days Wrapped in Gold
Sweepstakes
Russell Stover Candies
Performance
Innovation
Illustration 4-16 Russell Stover Secret Lace Heart Package
Marketing
Tootsie Roll Industries
Performance
Innovation
Marketing
See's Candies
Performance
Rocky Mountain Chocolate Factory
Performance
Innovation
Marketing
Chapter 5 The Consumer
Note on Simmons and Packaged Facts Surveys
Chocolate Consumption Marches On
Table 5-1 Chocolate Candy Usage, 2006-2013 (Number in Thousands and Percent)
Gender Differences in Overall Chocolate Usage
Table 5-2 Chocolate Usage by Gender, 2014
Illustration 5-1 Skinny Cow's WoCave contest on the Polyvore website
Illustration 5-2 Dove Silky Smooth and Mario Lopez
Gender Differences in Frequency of Consumption
Table 5-3 Frequency of Chocolate Consumption Overall and by Gender, 2014
Time of Day for Chocolate Consumption
Table 5-4 Time of Day for Chocolate Consumption Overall and by Gender, 2014
Location Preferences: Chocolate, Chocolate Everywhere
Table 5-5 Consumers' Response to Question About Chocolate Purchases: Where do you usually buy chocolate candy?
Table 5-6 Parts of the Store Where Chocolate Candy is Purchased, 2012 vs. 2014
Table 5-7 Parts of the Store Where Chocolate Candy is Purchased, by Gender
Where Do You Eat Chocolate?
Table 5-8 Where Chocolate is Eaten, Overall and by Gender, 2014
Chocolate Compared to Other Snacks
Table 5-9 Favorite Snacks, Overall and by Gender, 2014
Table 5-10 Snacks Eaten Most Often, Overall and by Gender, 2014
Type Preferences
Table 5-11 Types of Chocolate Candy Bought in Last Year, Overall and by Gender, 2014
Brand Preference Trends
Table 5-12 Chocolate Candy Brand Consumption Trends, 2009-2013 (percent)
Brand Preferences by Eating Occasion
Table 5-13 Consumers' Response to Question About Chocolate Brands: Have you purchased any of the following brands of chocolate candy in the last 12 months?
Table 5-14 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 5-15 Demographics of Chocolate Candy Consumers by Mass-Market Brand, 2013 (Index)
Table 5-16 Demographics of Chocolate Candy Consumers by Premium Brand, 2013 (Index)
Packaged Facts survey studies chocolate gifting
Table 5-17 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 5-18 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 5-19 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 5-20 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 5-21 Psychographics of Chocolate Candy Consumers by Mass-Market Brand, 2013 (Index)
Table 5-22 Psychographics of Chocolate Candy Consumers by Premium Brand, 2013 (Index)
Hershey's Consumer Segmentation
Organic Chocolate
Table 5-23 Organic Product Usage by Category, 2013
Table 5-24 Demographics of Organic Chocolate Candy Consumers,2013 (Index)

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