Consumer Insights. Chocolate. Empowering Manufacturers and Retailers for Category 1 Growth

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1 Consumer Insights Chocolate Empowering Manufacturers and Retailers for Category 1 Growth

2 NCA Sweet Insights Contributing Partners The NPD Group SymphonyIRI The Futures Group The Capre Group 2

3 Why NCA Sweet Insights? Insights uncover category opportunities Brands offers category solutions 3

4 Who is the consumer, why do we care? eating The Shopper = Buyer of product The Consumer = individual who eats product The consumer determines your success or failure 4

5 Category Chocolate 5

6 Objective Better Understanding of the Chocolate Consumer 6

7 Benefit Allows us to better meet consumer needs? Helps us to identify opportunities 7

8 8 THE CONSUMER

9 Chocolate consumer demographics: Chocolate consumers live: West 22% Midwest 24% South 40% Northeast 18% Source: NCA & The Futures Company, 2012

10 Chocolate consumer demographics: In general Chocolate consumers are primarily: 70% - white (Non-Hispanic) 53% - married 53% - employed 43% - have children under 18 28% - college or higher degrees 24% - household income > $100,000 Source: NCA & The Futures Company, 2012

11 Chocolate consumer demographics: Gender Females tend to eat more chocolate 89% of women eat some chocolate, as compared with 85% of males; Among daily chocolate eaters, 57% are females and 43% are male; Those who never eat chocolate, 55% are male and 45% are females. Source: NCA & The Futures Company, 2012

12 Americans Love Chocolate The Average American Consumes Chocolate Twice per Week Daily Confections Penetration Confections None Average American chocolate consumption Annual Eatings per Capita 59% 41% 107 Times per year In an average day, 41% of the population consumes confections at least once almost half consume chocolate daily Approximately Twice per Week 12 Source: NPD Snack Track

13 Adults are the Primary Consumers of Chocolate with over 113 per person per year Adults are the primary consumers of chocolate, accounting for 81% of eatings Accounting for 113 eatings per capita in 2010, 6% above average for all consumers Annual Eatings per Capita Children 19% 113 Adults % Adults % Adults % 107 All consumers Adults % of Eatings And, the most important, fastest growing segment of adults is growing 13 Source: NPD Snack Track

14 Chocolate Consumption Frequency Chocolate is consumed in moderation 40% 35% 33% 87% of adults, and 86% of children eat chocolate. 30% 25% 24% 40% of adults, 42% of children eat chocolate only once or more per week 1/3 of adults and children eat chocolate once less than once per week 20% 15% 10% 5% 0% 6% 5% More than once a day 10% 7% Once a day 24% A few times a week 14% 17% Once a week 34% Less than once a week 13% 14% Do not eat Adults Children Source: NCA & The Futures Company, 2012

15 The 45+ Group has the Highest Level of Per Cap Consumption and this Group is Increasing Annual Eatings per Capita Per capita consumption is off among all groups in year old range Annual Eatings per Capita Adults have high per capita consumption and are trending up 15 Source: NPD Snack Track

16 Teens Eat Their Fair Share of Chocolate and Consumption is Trending Up Teens 7% of population 7% of chocolate eatings Teens 7% Consumption has increased in the past 5 years % of Teen Eatings Annual Eatings per Capita Teens Unknown 12% Pieces 29% Candy Bars 35% Fun Size/ Mini 24% For Teens, candy bars are dominant package, followed by pieces and fun size/mini 16 Source: NPD Snack Track

17 Despite Common Perception, Children Consume Less Than Their Fair Share of Chocolate 15% 13% % of population % of chocolate eatings Children s consume 13 % less than their fair share of chocolate % Share of Children less Than 13 Years Old Consumption has Decreased Among 2-5 Year Olds and Held Flat for 6-12 Year Olds Annual Eatings per Capita Children 2-5 Children Source: NPD Snack Track

18 Taste Profiles Evolve with Age Consumers increase their consumption of Dark Chocolate as they get older Teens Adults Adults 45+ Milk Chocolate 88% Milk Chocolate 85% Milk Chocolate 71% Dark Chocolate 12% Dark Chocolate 15% Dark Chocolate 29% Milk vs Dark Chocolate Candy/Bars Consumption % of Eatings 18 Source: NPD Snack Track

19 SO WHAT The Consumer What Does All This Mean? Targeting specific age groups provides the opportunity to uniquely meet the needs of each group. Reversing year-old consumption declines is essential to the longterm health of the chocolate segment. The high per capita consumption among adults 45+, which is also the fastest growing segment of the population, is a strong growth indicator for the chocolate segment. The growth in teens consumption provides an opportunity. Teens can help stem the declines of the age group if their consumption and growth can be sustained as they move into adulthood. Mom is the gatekeeper and any potential concerns about chocolate must be addressed. 19

20 20 Consumption occasions

21 Chocolate is Primarily Eaten at Home Close to three-fourths of chocolate is consumed at home % of Eatings Away 29% At Home 71% Most Away From Home consumption takes place at work and while traveling % of Eatings Away from home 29% At work 12% In a car/plane/other trans 6% Other 11% 21 Source: NPD Snack Track

22 Chocolate Consumption Promotes Pro-social Behavior Activities and events accomplished in a typical week by adult moderate chocolate eaters vs. those who don t eat chocolate: Socializing with friends 13% more time with friends Never Moderate 49% 62% Family activities 18% more time with family Never 47% Moderate 65% Food purchase & prep 14% more time with food Never Moderate 67% 81% 40% 50% 60% 70% 80% 90% Source: NCA & The Futures Company, 2012

23 Chocolate Lends Itself to Being a Relaxing Treat All Relaxing Activities Account for 61% of Chocolate Eatings Versus the Confections Average of 46% Activities During Consumption % of Eatings Watching TV 32 Nothing in particular On the Internet % Relaxing Activities Watching DVDs 3 Playing / watching a sport 1 Eating a meal 4 Work/School Activities Source: NPD Snack Track

24 Chocolate consumers are frequently engaged in the media. Activities and events accomplished in a typical week by adult moderate chocolate eaters vs. those who don t eat chocolate. Watching TV 11% more time on the internet Never Moderate 79% 89% 10% more time watching TV Surfing the Internet Never 80% Moderate 91% 70% 75% 80% 85% 90% 95% Source: NCA & The Futures Company, 2012

25 Chocolate Consumption is Saved for the End of the Day On days when Chocolate is eaten it s typically eaten only once per day, often as an after dinner dessert or a late night snack while watching TV 3 times 6% 4+ times 4% 2 times 17% 1 time 73% % of Eatings 12.3 % of Eatings per Day Late Night Snack After Dinner Dessert Total Confections Chocolate 25 Source: NPD Snack Track

26 Adults of all Ages Prefer Pieces - Perhaps for Portion Control Adults Prefer Pieces And So Do Adults 45+ Unknown 9% Candy Bars 27% Unknown 10% Candy Bars 25% Pieces 38% Fun Size/ Mini 26% Pieces 38% Fun Size/ Mini 27% % of Adult Eatings % of Adult 45+ Eatings 26 Source: NPD Snack Track

27 Adults Usually Consume Pieces While Relaxing at Home, But At Work Consumption is Still Common When at home, 76% of pieces consumption is associated with relaxing activities versus 61% for Total Chocolate Watching TV % of Pieces Eatings- Adults at Home 44.3 % of Pieces Eatings - Adults Doing nothing in particular On the Internet Playing cmptr/ video/board game % Relaxing Away from home 28% At work 18% In a car/plane/other trans 5% Other 5% Eating a meal Work or homework Cooking/ household chores Away from Home consumption of pieces happens predominantly at work Watching DVD s Source: NPD Snack Track

28 Snacking Occasions Represent the Vast Majority of Chocolate Consumption but Vary Greatly by Location Dessert and Late Night % Consumed as a Snack 94.7% 88.7% On/Off Throughout the Day Late Night Snack After Dinner Dessert Afternoon Snack Mid-Morning Snack Before Breakfast 44.9 Morning to Afternoon At Home Snack Occasions % of Eatings Away from Home Morning and Afternoon Snack Occasions Increase During Away From Home Consumption 28 Source: NPD Snack Track

29 SO WHAT Consumption Occasions What Does All This Mean? A well-stocked home inventory (pantry) will drive at home consumption. It is important to associate chocolate with enjoyable moments and what is happening around those moments. There may be an opportunity to leverage the fact that chocolate is generally eaten once per day, and NOT eaten throughout the day to rebut concerns about chocolate consumption. Pieces can play a unique role in targeting consumption opportunities at different locations and occasions. There are separate and distinct snacking occasions that can be uniquely targeted to drive consumption. 29

30 30 Purchase occasions

31 Adults Purchase 92% of Chocolate, With Over Half Intended for Themselves Purchased by Child 2% Don't Know 6% Purchased by Don't Know Purchased 6% Another Purchased 36% Eater Purchased 58% Adult 92% % of Eatings % of Eatings 31 Source: NPD Snack Track

32 Chocolate has highest purchase and repeat purchase rates among all confectionery products Purchase at least once Repeat Purchase Chocolate Non Chocolate Gum 32 Source: SymphonyRI Panel 2010

33 38% of all Chocolate Purchases Offer Consumers Some Type of savings offer while Nearly 8% involve Coupons Purchased with Coupon Purchased with Any Deal 25.5 Leveraging manufacturer coupons and promotions drives attention to category and offer value to your shoppers 6.3 Chocolate Non Chocolate Gum Source: SymphonyRI Panel 2010

34 On average, shoppers purchase chocolate once every six weeks (45 days), and about 12 times per year Purchase Cycle Purchase Cycle 12 times/year 8 times/year 5 times/year Chocolate Non Chocolate Gum 34 Source: SymphonyRI Panel 2010

35 Adults are the Gatekeepers of Household Chocolate Only a Small Portion of Children Under 18 Purchase Their Own Chocolate Children Under 18 2% 19% % Eaten % Purchased Adults 81% 92% % of Eatings 35 Source: NPD Snack Track

36 With Adults Purchasing the Majority of Chocolate, Purchase is at Locations Where Many Households Needs are Met Where Chocolate Was Purchased % of Eatings Where Chocolate Was Purchased % of Teen Eatings within an hour Other 36% Supermarket 30% Other 33% Supermarket 19% Mass/SC 10% Convenience 6% Drug Store 8% Mass/SC 20% Convenience 30% Drug Store 8% For the 15% of chocolate consumed by teens within an hour, convenience stores are a primary purchase location 36 Source: NPD Snack Track

37 Chocolate Is Often Purchased More Than An Hour Before Consuming needs Timing of Purchase versus Consumption 62% - More Than 1 Hour More than a day 1 to 24 hours 31 min to 1 hour 30 min or less Don t know 15.7 Chocolate Candy/Bars % of Eatings 37 Source: NPD Snack Track

38 SO WHAT Purchase Occasions What Does All This Mean? Because adults are both consumers and gatekeepers for chocolate, they need to be considered regardless of the age segment you are targeting. Adults need to be aware of the preferences of others in the household. Pre-shopping trip marketing can be critical to motivate shoppers to put chocolate on the list and in-store reminders can serve as a reinforcement message triggering purchase for future consumption occasions. It is important to specifically target age groups in different locations and for immediate versus future consumption. 38

39 39 Motivations

40 Chocolate consumers believe they have a high degree of control over their health. 88% of adult moderate chocolate eaters believe they have control over their health. Never 81% 7% 19% That s 7% higher than adults who don t eat chocolate. Moderate 88% 12% 50% 60% 70% 80% 90% 100% Source: NCA & The Futures Company, 2012

41 Chocolate Is Irreplaceable Close to a third of chocolate consumers wanted chocolate, and only chocolate 29% of eaters wanted only chocolate 41 Source: NPD Snack Track

42 Consumers Eat Chocolate For Enjoyment More Often Than Other Confections 13% 9% All Confections Chocolate Eaten for Enjoyment 42 Source: NPD Snack Track

43 Temptation is a Major Motivator for Adult Consumption of Pieces When Away From Home % of Pieces Eatings - Adults 18+ Wanted something chocolate Wanted something sweet Like the taste Had a craving for it Wanted a treat or reward Easily available Was hungry Looked delicious At Home Away from Home Favorite snack Someone else provided it Source: NPD Snack Track

44 Consumption Motivations Vary by Product Type, But Wanting Chocolate and Sweets Remain on Top Motivations by Product Type % of Eatings Wanted something chocolate Wanted something sweet Like the taste Had a craving for it Favorite snack Total Chocolate Wanted a treat or reward Boxed Chocolate Boxed chocolate motivations are higher for wanting something chocolate and wanting something sweet. 44 Source: NPD Snack Track

45 The more they exercise, the more frequently they eat chocolate! Percent of adults who exercise 3+ times a week: 46% - frequent eaters 44% - moderate eaters 45% - infrequent eaters 41% - non-eaters Percent of respondents 50% 48% 46% 44% 42% 40% Trend Actual Never Infrequent Moderate Frequent Frequency of chocolate eating Source: NCA & The Futures Company, 2012

46 For weight management, they choose other practices rather than cutting back on sweets. Top 5 weight management practices among adult moderate chocolate consumers versus adults who don t eat chocolate: Method Moderate Never Difference Eating more fruits and vegetables 57% 45% + 12% Eating smaller portions 54% 48% + 7% Regular exercise (at least 3 times a week) 49% 40% + 9% Increasing water consumption 47% 36% + 11% Eating less sugar/sweets 43% 38% + 4% Moderate chocolate eaters still want to eat their chocolate and prioritized other ways to manage their weight Source: NCA & The Futures Company, 2012

47 Nor does sugar-free rank high among chocolate consumers preferences for healthy food. Top 5 important characteristics of healthy food, among chocolate consumers: Rank Adults Children 1 Fresh Fresh 2 Whole grain Whole grain 3 High fiber Low-fat 4 Low sodium High fiber 5 Low-fat Low calorie (Sugar-free ranks #12 for adults; #15 for children.) Source: NCA & The Futures Company, 2012

48 Taste, freshness, familiarity and value rule when adult chocolate consumers decide which foods to buy Among adult chocolate consumers, the top influences when making their food purchases: 1. Taste 84% 2. Freshness 74% 3. Family acceptance 62% 4. Price 61% Given the high household penetration of chocolate, promoting these attributes among chocolate consumers can drive grow overall market baskets Source: NCA & The Futures Company, 2012

49 SO WHAT Motivations What Does All This Mean? The unique desire for only chocolate stresses the importance of retailers stocking solid distribution and staying in-stock especially with adult favorites. The chocolate experience is elevated beyond that of other confections, when it comes to eating for enjoyment. Retailers can link enjoyment of chocolate to enhance their retail experience At home and away from home consumption can be targeted differently, driven by differing motivations. 49

50 NOW WHAT Chocolate Consumers What Do You Do Now? Age: Address the taste preferences of the year old segment. Pair dark chocolate with categories strong among this group Wine, Cheese, Entertaining, etc. Stem declines among year olds and capture the growth of the 45 plus segment by promoting the health benefits of dark chocolate and cross promoting with other healthy foods yogurt, granola, nuts Evolve Teen taste profiles by promoting more dark chocolate and addressing developing health concerns to insure that they carry over their consumption habits into adulthood Address mom s concern of over-indulgence of chocolate by kids by focusing on moderation as well as chocolate s role as a treat or reward Relaxing Moments: Connect with consumer s via the relaxation and enjoyment associated with chocolate - movies/tv at home, entertaining, dinner, etc. Promote shared family consumption at home with sharable family packs and family directed messaging 50

51 NOW WHAT Chocolate Consumers What Do You Do Now? Path to Purchase: Influence shopper pre-trip through ads, social media and apps to get on the list and in-store through reminders to capture the future consumption nature of chocolate Promoting taste, freshness, family, and value - key opportunities for higher baskets Pieces: Promote pieces for sharing while relaxing at home Consider introducing packaging that promotes both sharing and temptation - in home and out of home Snacks: Drive at home snacking occasions (dinner and late night) by promoting with categories associate with those times of day dinner items, wine, coffee, dessert items. Consider media vehicles like TV and internet high at home consumer use Drive away from home snacking occasions by cross promoting with categories associated with those times of day - coffee, milk, lunch items 51

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