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

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.

Table of Contents

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 & $/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 & 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 & 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: Madécasse 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 <3.5-oz Category
  • Table 3-3: Top Marketers of Chocolate Candy: Box/Bag/Bars <3.5-oz, 2014
  • Table 3-4: Fast-Growing Chocolate Candy: Box/Bag/Bars <3.5-oz, 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: M&M's New Birthday Cake Flavor
  • Illustration 4-8: Snickers Rockin' Nut Road
  • Illustration 4-9: Dove Whole Fruit Dipped in Dark Chocolate
  • Marketing
  • Promotions
  • Nestlé SA
  • Performance
  • Innovation
  • Illustration 4-10: Nestlé Butterfinger Peanut Butter Cups
  • Marketing
  • Illustration 4-11: Android 4.4 KitKat Statue at Google Headquarters
  • Lindt & 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 & Percent)
  • Gender Differences in Overall Chocolate Usage
  • Table 5-2: Chocolate Usage by Gender, 2014
  • Illustration 5-1: Skinny Cow's WoCavé 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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