Consumer and Innovation Trends in Chocolate
Despite difficult market conditions, there have been high levels of innovation in the chocolate category, which has evolved in line with consumers’ complex and dynamic needs. This brief outlines the most important consumer and product trends impacting the chocoalte category globally, using Datamonitor’s TrendSights mega-trend framework as a basis to organize the key themes covered.
- Each section is introduced with a concise SWOT analysis that outlines how each TrendSights mega-trend can be applied to the chocolate category
- Consumer insight analysis covering 20 countries globally highlights the key attitudes and behaviors that drive consumers’ chocolate preferences
- Draw inspiration from numerous case studies and product examples throughout the brief that showcase best-in-class innovations in chocolate
New product opportunities are spurred by consumer demand for more unique and novel product flavors. Nearly three-quarters of consumers claim to experiment by trying new foods "all" or "most of the time". Chocolate products can capitalize on consumers’ willingness to experiment through new product development.
Consumers demonstrate a desire to return to a time when life was simpler and less demanding. Indeed, nearly half of global consumers said that they prefer product simplicity to having multiple benefits.
Brands can look to promote the realness and wholesomeness of product ingredients to convey authenticity and resonate with those seeking comfort and simplicity.
- How do Datamonitor’s mega-trends apply specifically to chocolate? How is this likely to evolve over the next few years?
- Where is innovation occurring in the chocolate category and what does it look like?
- Is sustainable packaging a “nice to have” or a “must have” in the chocolate space?
- What are the opportunities and challenging in the functional chocolate space?
- How are industry players using the online space to more effectively engage with consumers?
Table of contents
Childrenswear expenditure to grow 1.7% in 2012 up from 0.9% in 2011
Demographic changes impact future market growth
Value-driven nature of market to keep inflation low
Polarisation to continue
Back to school market dominates value sector
Premium and luxury retailers will extend presence in UK market
New entrant Kiddicare promises increased competition
Mainstream retailers target tween girls, but could do better ...
… and growth opportunities remain for boys tweenwear
Online has yet to be fully utilised by retailers
Encourage shoppers to spend despite limited disposable income
Justify price positioning
Maximise potential sales by taking advantage of mini me trend
Premium and luxury market will continue to grow
Adapt offer to meet the changing needs of tweens
Gaps remain in tween boyswear
Utilise technology to communicate and meet demands of customers
•Market definition and analysis
Causes of polarisation in the childrenswear market
•Clothing market spending trends
Dominance of value players shrinks childrenswear share of the clothing market
Clothing market value
•Childrenswear in context of the clothing market
Lower inflation causes childrenswear to underperform total clothing
•Spending trends in childrenswear
Most resilient clothing sector by volumes …
… as parents continue to buy into the sector
Birth rates will impact future growth
Older mothers contribute to a rise in spend per head in childrenswear
Declining household income will constrain recovery in
Government spending cuts will impact ability to spend on childrenswear
Inflationary pressures kept at a minimum as price competition remains intense
Expenditure breakdown of childrenswear market
Market dominated by fashion focused clothing retailers
Luxury brands see childrenswear as a further growth avenue
Back to school market dominates the value sector
•Kiddicare and its future impact on the rest of the childrenswear market
Morrisons' purchase of baby care specialist fuels growth in UK presence
Online innovation and customer service put it ahead of the rest
Threatens Mothercare's specialist dominance …
… though clothing will be a tough market for Kiddicare to gain authority in
•Shift in tween market set to continue
Less desire for tween girl specialists
Boys tweenwear market provides growth opportunities
•Utilising technology in childrenswear
Online channel allows retailers to build relationships with consumers
Limitations of online
Retailers should target specific age groups via online
MARKET SHARE ANALYSIS
•Clothing market share methodology
Specialist share is depleted further
Next remains market leader, though Primark approaches the top
•Winners and losers
Mothercare struggles to keep up – despite being the only specialist
Sainsbury's heads towards being in the top five alongside Asda & Tesco
Peacocks imminent store closures causes share to slide
COMPANY DATA COMPARISONS
Key UK operating statistics
•Ask the analyst
•Verdict Retail consulting
•Table: Childrenswear market definition
•Table: Summary of clothing sectors 2012e
•Table: Clothing market value and growth drivers 2002–12e
•Table: Clothing market spending trends 2002–12e
•Table: Childrenswear market value and growth drivers 2002–12e
•Table: Childrenswear market inflation/deflation 2007–12e
•Table: Price competitiveness of childrenswear back to school retailers, February
•Table: Specialist & clothing specialist childrenswear market shares 2007–12e
•Table: Non-specialist childrenswear market shares 2007–12e
•Table: Childrenswear retailers key UK operating statistics
•Table: Childrenswear retailers key UK operating statistics continued
•Figure: Polarisation in the childrenswear market
•Figure: Sector shares of the clothing market 2002 and 2012e
•Figure: Childrenswear inflation/deflation, volume and value growth vs clothing 2007–12e
•Figure: Childrenswear expenditure 2001–11 and forecast to
•Figure: Motivations for spending on childrenswear
•Figure: UK births and y-o-y change % 2004–10
•Figure: Forecast UK population of children under 1 year old and growth 2011–16
•Figure: Childrenswear, girlswear, boyswear and infantswear volume growth 2011–16e
•Figure: Childrenswear spend per head 2002–12
•Figure: Spend per head in childrens, girls, boys and infantswear 2002 and 2012e
•Figure: UK household disposable income vs volume growth in childrenswear 2009–15e
•Figure: Child benefit cuts proposed for
•Figure: Methods to reduce impact of inflationary pressures
•Figure: Childrenswear expenditure breakdown % 2007, 2012 and
•Figure: Positioning map of childrenswear players in the UK
•Figure: Mini-me trend adopted by celebrities like Nicole Richie and Victoria Beckham
•Figure: Jennifer Lopez' children modelling for Gucci in its spring/summer 2011 campaign; Suri Cruise in a Burberry coat with Little Marc Jacobs shoes April
•Figure: What is most important when buying school uniform, price or quality?
•Figure: Tesco back to school girls dresses February
•Figure: Tesco Nativity Shepherd and Superman dress-up costumes, February
•Figure: Opening & closing price points for three key back to school garments February
•Figure: Kiddicare store, Peterborough
•Figure: Strengths & threats of Kiddicare
•Figure: Kiddicare clothing offer
•Figure: Next Baby Boutique Blog, Love Parenting blog by Mamas & Papas, February
•Figure: Kiddicare TV February
•Figure: Consumer online shopping barriers for retailers to overcome
•Figure: Boden competition on Facebook, February
•Figure: Childrenswear Top 16 – childrenswear market shares 2007 and 2012e
•Figure: Childrenswear Top 16 – childrenswear winners and losers 2012e on
•Figure: UK space growth vs sales growth 2011/12e
•Figure: Childrenswear sales densities 2011/12e on 2010/11
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