市場調査報告書：高級チョコレート：米国

Abstract

Indicative of the demand for chocolate, on March 20, 2007, cocoa futures rose to a four-year high. At the heart of the category’s success in the U.S. is consumers’ delight in chocolate indulgences, and, women are not the only “premium chocoholics,” as demonstrated by Mintel’s consumer research. Category growth has also been sparked by research demonstrating health benefits of chocolate, movement into more retail channels, and manufacturers’ willingness to offer innovative-even exotic-flavor combinations. In Mintel’s consumer survey, a third of respondents who have bought premium chocolate for themselves in the past three months (32%) say they have had gourmet chocolates with unusual flavors (teas, exotic honey, citrus, spices, tropical fruits, etc.), and would have them again. An additional 36% say they have not had these types of chocolates but are interested in trying them.

To perpetuate the astounding growth witnessed in the past five years, premium chocolate players will need to think creatively about ways they can offer new and powerful premium chocolate experiences. This report gauges consumer interest in some possible brand extensions and chocolate activities, such as gourmet drinking chocolate and tasting classes. However, innovation is not the only way a category player can build a leadership position in the market. There is a great need for industry standards in the premium chocolate arena, and the company that spearheads their establishment can have bragging rights.

Scope and Themes
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The bottom line
Trends to watch
Premium chocolate is growing in popularity for a number of reasons
Food, drug, and mass merchandisers sell premium in four segments
Top manufacturers through FDM are both European and American
Sales through FDM account for about a third of total sales
Almost all respondents eat chocolate in one form or another
Price sensitivity exists in the realm of premium chocolate...
...but more than two in five respondents eat premium chocolate...
...purchased through myriad channels, for themselves and for others
What respondents know and believe about premium chocolate
Industry standards are critical to the products' lasting success
Expanding the gift-giving horizon
Mintel expects the market to grow to $3.5 billion by 2011
Market Drivers
Growing interest in chocolate flavors and intensity
- Figure 1: Type of premium chocolate preferred by respondent, January 2007
- Figure 2: Total U.S. retail sales of dark chocolate, at current and constant prices, 2003-06
- Figure 3: Flavor/kind of premium chocolate preferred by respondent, January 2007
- Figure 4: Interest in/experience with gourmet chocolates with unusual flavors, January 2007
More chocolate, more channels
Mainstream manufacturers move to premium
Chocolate and health
Price of sugar has an impact
Market Size and Trends
Market size
- Figure 5: Total U.S. retail sales of premium chocolate, at current and constant prices, 2001-06
Market trends
- Figure 6: New chocolate product releases, 2001-06
Wider variety of flavors
- Figure 7: New product releases, by flavor, 2001-06
Single origin, fair trade, organic
Higher cacao content
Functional/healthier chocolate
Chocolate tastings
- Customizing/personalizing
Market Segmentation
Introduction
- Figure 8: FDM sales of premium chocolate, segmented by type (FDM channels only), 2004 and 2006
Premium seasonal chocolate
- Figure 9: FDM sales of premium seasonal chocolate, at current and constant prices, 2001-06
Premium bars/boxes/bags equal to/more than 3.5 ounces
- Figure 10: FDM sales of premium chocolate bars/boxes/bags equal to/more than 3.5 ounces, at current and constant prices, 2001-06
Premium gift box chocolates
- Figure 11: Sales of premium gift box chocolates, at current and constant prices, 2001-06
- Figure 12: Sales of premium gift box chocolates, at current and constant prices, 2002-06
Premium bars less than 3.5 ounces
- Figure 13: FDM sales of premium chocolate bars less than 3.5 ounces, at current and constant prices, 2001-06
Supply Structure
Companies and brands
- Figure 14: Manufacturer sales of premium chocolate in the U.S., 2004 and 2006
Seasonal premium chocolate
- Figure 15: Manufacturer brand FDM sales of seasonal premium chocolate in the U.S., 2004 and 2006
Premium bars/boxes/bags equal to/more than 3.5 ounces
- Figure 16: Manufacturer brand FDM sales of premium chocolate bars/boxes/bags equal to/more than 3.5 ounces in the U.S., 2004 and 2006
Premium gift boxes
- Figure 17: Manufacturer brand FDM sales of premium chocolate gift boxes in the U.S., 2004 and 2006
Premium bars less than 3.5 ounces
- Figure 18: Manufacturer brand FDM sales of premium chocolate bars less than 3.5 ounces in the U.S., 2004 and 2006
Major manufacturers
Russell Stover
Lindt & Sprüngli
Mars, Inc.
Ferrero S.p.A.
Nestlé S.A.
Hershey Co.
Advertising and Promotion
Russell Stover
- Figure 19: Russell Stover ad, 2006
Lindt & Sprüngli
Figure 20: Ghirardelli ad: Moments of Timeless Pleasure, 2006
- Figure 21: Lindt Lindor ad, 2006
Hershey Co.
Mars, Inc.
- Figure 22: Dove ad, 2006
Retail Distribution
Introduction
- Figure 23: U.S. retail sales of premium chocolate by channel, 2004 and 2006
Supermarkets
- Figure 24: U.S. supermarket sales of premium chocolate, at current and constant prices, 2001-06
- Figure 25: U.S. supermarket sales of premium chocolate, at current and constant prices, 2002-06
The Consumer
Introduction
Summary
Chocolate consumption rates
- Figure 26: Frequency of chocolate consumption, January 2007
- Figure 27: Frequency of chocolate consumption, by age, January 2007
- Figure 28: Frequency of chocolate consumption, by race/Hispanic origin, January 2007
Price chocolate eaters are willing to pay for premium chocolate
- Figure 29: Price per piece respondents would be willing to pay for premium chocolate, January 2007
- Figure 30: Price per piece respondents would be willing to pay for premium chocolate, by age, January 2007
- Figure 31: Price per piece respondents would be willing to pay for premium chocolate, by income, January 2007
Premium chocolate users
- Figure 32: Consumption of premium chocolate, January 2007
Price premium chocolate eaters are willing to pay for premium chocolate
- Figure 33: Price per piece premium chocolate eating respondents would be willing to pay for premium chocolate, January 2007
Frequency of purchasing premium chocolate
- Figure 34: Frequency of chocolate consumption, by propensity to purchase premium chocolate, January 2007
Venues in which premium chocolate is purchased
- Figure 35: Purchase venues for premium chocolate, January 2007
- Figure 36: Purchase venues for premium chocolate, by age, January 2007
- Figure 37: Purchase venues for premium chocolate, byhousehold income, January 2007
- Figure 38: Purchase venues for premium chocolate, by for whom premium chocolate is bought, January 2007
Recipients of premium chocolate
- Figure 39: Recipients of premium chocolate, by gender, January 2007
- Figure 40: Recipients of premium chocolate, by age, January 2007
- Figure 41: Recipients of premium chocolate, by income, January 2007
- Dark chocolate and health
- Figure 42: Opinions about dark chocolate and health, by gender, January 2007
- Figure 43: Opinions about dark chocolate and health, by age, January 2007
Opinions about storing premium chocolate
- Figure 44: Opinions about storing premium chocolate, by gender, January 2007
Single origin chocolate
- Figure 45: Knowledge of single origin chocolate, January 2007
Premium chocolate preferences: dark, milk, or other
- Figure 46: type of premium chocolate preferred by respondent, by gender, January 2007
- Figure 47: type of premium chocolate preferred by respondent, by age, January 2007
Premium chocolate preferences: with or without additional ingredients
- Figure 48: Flavor/kind of premium chocolate preferred by respondent, by age, January 2007
Exploring new premium chocolate opportunities
- Figure 49: Interest in new premium chocolate opportunities, January 2007
Future and Forecast
Future trends
Competition at different price points detracts from super-premium market
A need for industry standards
From chocolate to snacks and cookies: the "premium" effect
Expanding the gift-giving horizon
Cocoa and drinking chocolate may be the next big growth area
Future focus on packaging to appeal to chocolate connoisseurs
Market forecast
Premium chocolate
- Figure 50: Forecast of total U.S. sales of premium chocolate, at current and constant prices, 2006-11
Premium seasonal chocolate
- Figure 51: Forecast of U.S. FDM sales of premium seasonal chocolate, at current and constant prices, 2006-11
Large premium chocolate bars, boxes, and bags
- Figure 52: Forecast of U.S. FDM sales of large premium chocolate bars, boxes, and bags, at current and constant prices, 2006-11
Premium gift-box chocolates
- Figure 53: Forecast of U.S. FDM sales of premium gift-box chocolates, at current and constant prices, 2006-11
Small premium chocolate bars
- Figure 54: Forecast of U.S. FDM sales of small premium chocolate bars, at current and constant prices, 2006-11
Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
Mars: Dove Jewels
Ghirardelli: Ghirardelli Dark Decadence Assortment
Alpine Confections: Hallmark Premium Chocolates
Chocolates By Imagination: Chocolates By Imagination "To Die For"
The Hershey Company: Cacao Reserve by Hershey' s
World' s Finest Chocolate: World' s Finest Chocolate Dark Deluxe
Belfine: Belfine Chocolate
Dynamic Chocolates: Botticelli Signature Chocolate
Liberty Richter: Elizabeth Shaw Tequila Shots
Neuhaus: Neuhaus Orange Extra Dark Chocolate

米国における高級チョコレート市場

Premium Chocolate Confectionery - US - March 2007

Abstract

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