Consumer and Innovation Trends in Chocolate

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Information about Consumer and Innovation Trends in Chocolate
Food

Published on April 26, 2014

Author: cteahan

Source: slideshare.net

Consumer and Innovation Trends in Chocolate 2013 Boxed chocolate, countlines, straightlines, molded bars, novelties, and other chocolate Category Series. Published December 2013 Consumer Insight

Contents 1. Introduction 1. Definition and scope 2. TrendSights framework 2. Sensory & Indulgence 1. Novelty 2. Flavor 3. Experience economy 3. Health & Wellness 1. "Natural" 2. Weight management 3. Fat Content 4. Functional chocolate 5. Clean label 4. Individualism & Expression 1. Allergies & Intolerances 2. Personalization 3. Customization 5. Easy & Affordable 1. Private label 2. Value 3. Simplicity 4. Convenience Please click on the section of interest 07 08 12 14 17 24 27 30 33 36 38 39 42 44 47 49 51 53 56 58 59 61 2 6. Comfort & Uncertainty 1. Trust and transparency 2. Bean to Bar 3. Nostalgia 7. Sustainability & Ethics 1. Fair-trade 2. Sustainable packaging 8. Evolving Landscapes 1. Aging population 2. Emerging markets 9. Smart & Connected 1. Online engagement 2. Smart engagement 10. Conclusion 11. Appendix 64 67 69 71 74 77 80 83 86 88 91 95 98 101 104

Sensory & Indulgence Potential for new product innovations is spurred by consumers' willingness to try new foods Foreign cultures drive diversity in food innovation Exposure to other cultures heavily influences consumers' taste in food. Highlighting this, over four in 10 consumers (43%) globally expressed this view in 2011, compared to only 20% who did not believe that their taste had changed due to exposure to other cultures. With consumers worldwide expressing a willingness to experiment with new cuisines, chocolate manufacturers would benefit from this shrinking-world scenario by marketing local ingredients from one region as a premium product in a different part of the world, where the same ingredients would be considered "exotic." Consumers are open to experimentation Globally, two thirds of consumers express an active interest in trying out different foods or making new things to eat. In particular, people in emerging economies are keen to experiment with unusual food types, as evidenced by over two thirds of consumers in the top five countries who moderately or extremely like making new things to eat or trying different foods. This provides manufacturers with a green light to explore new and unique chocolate formulations, especially for consumers in emerging economic regions. Source: Datamonitor's Consumer Survey May/June 20113 Selected countries: consumers who moderately or extremely like making new things to eat/trying different foods, 2011 Brazil 72% France 69% Global 66% US 65% Netherlands 63% South Africa 76% Global: consumers who agree with the statement: "My taste in food has changed as a result of exposure to foods from other cultures," 2011 Agree Neither agree nor disagree Disagree 43% 37% 20% Overview Novelty Flavor Experience economy

Health & Wellness There is clear demand for "natural" products in the chocolate space Chocolate is increasingly being promoted with "natural" claims Processed foods are often perceived in a negative light by consumers, who associate them with poor quality ingredients and a high content of artificial additives. Chocolate brands are increasingly promoting the healthiness of their products, thereby trying to convince people that these products can be a healthy foodstuff even if they are processed. In light of this, "natural" attributes have been a key focus of NPD in the chocolate category recently. Among the leading health claims for new chocolate launches in 2012 were "no artificial color," "no preservatives," and "no preservatives." Source: Datamonitor's Product Launch Analytics 4 Global: top 10 claims for chocolate product launches, 2012 Private label Licensed No artificial color Kids No artificial flavor No preservatives Organic Fair trade Vegetarian No gluten Marks & Spencer mint whip chocolates UK "Free from artificial color and flavor" Brown & Haley cashew roca Russia "All natural" David's Valentine Collection candy US "No artificial flavors, colors or preservatives " Valor dark chocolate with almonds US "All natural" Overview "Natural" Weight management Fat content Functional chocolate Clean label

Individualism & Expression Chocolate manufacturers are offering targeted products that align with specific purposes Personalization benefits in CPG exists on different levels Personalizing chocolates involves catering to more distinct consumer lifestyles and situations/occasions, as well as making chocolate appealing to specific users. For example, with an increasing number of consumers having allergy or intolerance concerns, gluten-free chocolates are highly sought-after. Demographic specificity (such as chocolates targeted at kids) is also important. Personalized offerings appeal to consumers Recognizing what consumers want, and understanding how this differs by demographic, is crucial in successfully developing and marketing products. It is especially important in the chocolate category, since it is frequently triggered by point-of-purchase influences. Individualistic consumers value products with targeted benefits. Personalized features are even more desirable when it comes to nutrition. Indeed, around a third of consumers would definitely buy a product that uses information about their genetic make-up to provide nutritional advice, while a further 50% of consumers are open to the concept and would consider buying such a product. Opportunities thus exist for chocolate brands to target a specific age, gender, lifestyle, or health issue. Source: Datamonitor's Consumer Survey May/June 20135 Four facets of more personalized chocolate Occasion specificity Demographic specificity Need specificity Attitude specificity Aligning products with specific day-part moments or consumption scenarios. Making a targeted appeal to a specific consumer group, usually age, gender, or ethnic specificity. Targeted product benefits often catering to specific health/dietary goals or necessities (e.g. gluten-free). Developing brands that consumers can relate to and with which they feel proud to be associated. Overview Allergies and Intolerances Personalization Customization Global: consumers' response to the question "Would you buy a food or drink product that uses information about your genetic make-up to provide you with targeted nutritional advice?", 2013

Smart & Connected Mobile gaming offers a new way to reach consumers in a hyper-crowded media environment Source: [1] Forbes, September 2011; [2] PR Newswire, December 2012 [3] Digiday, September 2013 6 Mobile games as a marketing medium • Mobile games have become a major entertainment vehicle, and a new way to reach CPG purchasers. • Up to 80% of all mobile downloads are games.¹ Ideally suited for "anytime" downtime, games are a new way to reach a fragmented consumer audience. WHAT? "Gamification" enhances consumer engagement WHY? TAKE- OUT • Consumers are hard to reach – they are spending less time on traditional media like magazines, newspapers, and television. Ad-skipping technologies are another issue. • So-called "gamification" can not only capture consumer attention and ramp up engagement, it can also make routine and boring activities fun. Mobile gaming is surging towards critical mass • It is estimated that 80 million people in the US alone play mobile games, and one third of those do so every day. • Tablets are exploding as game-playing devices. Amazon recently launched a subscription service for kids' games, videos, and books called Kindle Free Time Unlimited. The M&M's Brand Chocolate Factory gaming app was launched on iTunes in 2012². Users help the M&M characters save M&M-branded candies from melting by using different tools like rubber bands and conveyor belts to divert the candies from falling into hot milk chocolate. In order to effectively target teens, Israeli chocolate brand Klik created a "Simon Says"-style game called Klik Says exclusively on Whatsapp, a free chat app available on all smartphones³. The game helped to increase brand engagement by 51% on Facebook. Overview Online engagement Smart engagement

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