美國高級巧克力市場

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.

Table of Contents

• 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