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Confectionery
SymphonyIRI
Welcome to the Pulse Q3 2012 edition for Confectionery.
We hope you find it useful. Please do not hesitate to
contact us if you have any questions or comments atEU.Marketing@symphonyiri.com
Pulse
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About the Report
This Confectionery report is one of 10 super category reports designed to show high-
level comparison and analysis for retail markets across major countries in Europe.
This report contains data gathered from around Europe. This market was
consolidated into one super category.
The report highlights key metrics such as total sales figures, market trends, category
shares, winners and losers for Europe and for individual countries.
The data has been sourced from SymphonyIRI Group retail databases and Eurostat
the statistical branch of administration for the European Commission.
The countries included in the report are: France, Germany, Italy, Netherlands, Spainand the UK
The market channels used for each country in this report are as follows:
For analytical purposes the data sourced from available retail databases has been
consolidated to provide consistent results. However, for some countries it has not
been possible to source data pertaining to certain categories. When this has occurred
it has been documented in the Notes section found at the end of the report.
Country Channels used
UKHypermarkets, Supermarkets, Drugstores and
Impulse Outlets
ESHypermarkets, Supermarkets, Hard Discounters,
Drugstores and includes the Canary Islands
DEHypermarkets, Supermarkets, Hard Discounters
and Drugstores
NLHypermarkets, Supermarkets, Hard Discounters
and Drugstores
ITHypermarkets, Supermarkets, Small Self Service,
Hard Discounters and Drugstores
FRHypermarkets and Supermarkets
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In the Radar
Economic figures influencing consumer behavior
In 2012 Confectionary product innovation across Europeis leading manufacturer growth in 2012.
Livio Martucci
Confectionery Insight European Director, SymphonyIRI Group
Contact: livio.martucci@SymphonyIRI.com
Source Eurostats, October 2012
Population in Millions Unemployment (%)
Average 12 Months
Inflation Rate GDP in Millions ()
January
2011
January
2012
Dec.
2011
Average
2012
Dec.
2011
Average
2012
2011
(Estimate)
2012
(Estimate)
France 65.0 65.3 9.7 10.3 +2.3 +2.5 1,987,699 2,033,702
Germany 81.7 81.8 5.9 5.5 +2.5 +2.4 2,567,000 2,645,862
Italy 60.6 60.8 8.4 10.7 +2.9 +3.5 1,586,209 1,565,770
Netherlands 16.6 16.7 4.4 5.3 +2.5 +2.8 607,435 609,133
Spain 46.1 46.1 21.6 25.1 +3.1 +2.3 1,074,940 1,050,211
United
Kingdom 62.4 62.9 8.4 7.9 +4.4 +3.7 1,747,315 1,913,070
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Global Trends
TOTAL EUROPE +1.2%
Value Sales in Millions ()
Total EU 20,298
DE 6,788
UK 5805*
FR 3,739
IT 2,085
ES 1,072
NL 810
1.449
1.262
1.7461.356 1.419 1.284
1.479
1.438
2.265
1.568 1.482
1.473
895
1.354
845 882
659
172203234
462
171197
179203209
218
185202
622
319
650
610521
304
656
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
03-lug-11 02-ott-11 01-gen-12 02-apr-12 01-lug-12 01-ott-12
Millions
Period Ending
France
Germany
Italy
Netherlands
Spain
UK
*based on an exchange rate of 1.150 to the pound
+0.5%
Positive Trend
Static Trend
Negative Trend
Value sales and growth and decline in the last year
Value sales for the last six quarters
+3.7%
+2.9%
-1.5%
+1.3%
-0.9%
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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17,962.63
2,335.82
1.31.1
Non Seasonal Confectionery Seasonal Confectionery
Millions
Total Sales % vs. YA
Categories Evolution
88.5%
11.5%
Non Seasonal Confectionery Seasonal Confectionery
Europe
Value Sales () and % Change vs. Yr Ago
17,963
2,336
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Key trends
In 2012 Confectionary expenditure trend
varies significantly across Europe.
Chocolate tablets growth across several
countries attracting NPD with price
premiumness
Also PL and Discount channel growth
are a common trends across countries
especially where Confectionery sales are
weak
Growth across Europe is driven byproduct innovation lead by the main
manufacturers
A further category growth driver is
themed sports products (Olympics,
European Football) or classic
(valentines, Mothers day) events.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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2,870
869
3.0
5.8
Non Seasonal Confectionery Seasonal Confectionery
Millions
0
1
2
3
4
5
6
7
Total Sales % vs. YA
76.8%
23.2%
Non Seasonal Confectionery Seasonal Confectionery
France
Value Sales () and % Change vs. Yr Ago
2870
869
0
500
1,000
1,500
2,000
2,500
3,000
3,500
Categories Evolution
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Key trends
A good trend for seasonal confectionary due
to strong performance at Easter and an
earlier implementation of Christmas
chocolate in 2012. Mars (through NPD) and
Ferrero (new formats of its blockbusters
Schokobons and Ferrero Collection) are the
main contributors. Kraft grows through the
Milka brand.
Non Seasonal Confectionary turnover
improves mainly through dynamism of
Chocolate confectionary and Tablets growth:
Tablets represent more than 1/3 of turnover
due to a good premium offering through
Lindt.
Chocolate confectionary (1/4 of turnover) is
developing mainly through Mars and
Ferrero thanks to an increase in promotional
level and a larger assortment.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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Germany
Value Sales () and % Change vs. Yr Ago
94.3%
5.7%
Non Seasonal Confectionery Seasonal Confectionery
6,399
388
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
6.399,43
388,38
0.7 -1.7
Non Seasonal Confectionery Seasonal Confectionery
M
illions
Total Sales % vs. YA
Categories Evolution
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Key trends
Despite Confectionery positive value trend,
volume is declining as expenditure growth is
driven by consumer price inflation across all
confectionary segments. Prices per kilo is
rising by truly higher prices (Duplo, Kinder)
or by downsizing and premium NPD.
As volume sold is weak there is a high level
of substitution between the sub categories.
After long term growth, the salty snack
market is now flat in volume (-0,3%).
Despite Confectionary saturation small subcategories, like mixed boxed chocolate,
small bites and surprise eggs, are still able
to grow in volume.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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Italy
88.3%
11.7%
Non Seasonal Confectionery Seasonal Confectionery
1,841
244
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Value Sales () and % Change vs. Yr Ago
Categories Evolution
1.840,66
243,97
-1.6 -1.2
Non Seasonal Confectionery Seasonal Confectionery
M
illions
-2
8
18
28
38
48
58
68
78
88
Total Sales % vs. YA
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Key trends
Confectionery value sales decline is driven
by a drop in volume.
Chocolate Tablets are the fastest growth
category in value (+5,0%) and the only
category to show volume growth (+1,9%). It
is also the least expensive category in terms
of euro/kg.
Easter 2012 has under-performed versus
last year as well as Christmas 2011.
Confectionery purchase is a typical impulse
process for Italian consumers, all impulsecategories are negatively impacted by the
economic crisis
Chewing Gum shows the fastest value
decline (-9,9%) due to a declining
investment in advertising and product
innovation.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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98.8%
1.2%
Non Seasonal Confectionery Seasonal Confectionery
800
9
0
100
200
300
400
500
600
700
800
900
Netherlands
Value Sales () and % Change vs. Yr Ago
Categories Evolution
800
9
4.4-0.9
Non Seasonal Confectionery Seasonal Confectionery
Millions
Total Sales % vs. YA
MillionsEuros
Key trends
Confectionary is a stable market
currently, in both volume and value
Different growth can be seen for service
supermarkets and discount channel
Service supermarkets -1
Discount +3% value
Positive growth for Chocolate and Candy
segments. Whereas Chewing Gum
shows negative figures in both value and
volume
Within Chocolate, tablet segments
(Ritter Sport, Bros, Swiss) are the main
drivers of growth. Bitesize also shows
value growth, driven by M&Ms.
In Candy, Gums is growing, mainly
through Haribo and Autodrop. Both
players have seen increased NPD and
added value to the shelf
Category Value Sales and Share of Value in the Last Year
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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Spain
75.6%
24.4%
Non Seasonal Confectionery Seasonal Confectionery
810
262
0
100
200
300
400
500
600
700
800
900
Value Sales () and % Change vs. Yr Ago
Categories Evolution
810
262
1.53.3
Non Seasonal
Confectionery
Seasonal Confectionery
M
illions
Total Sales % vs. YA
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Key trends
The Candies category has shown growth
and chewing gums have experienced a
setback in sales.
Private Label is a very recent
development in the confectionery market
and, in the last two years, has grown
faster than category average; PL share
closer to the manufacturer's brand.
Candies and chewing gum promotional
activity based on price and visibility in
the store (extra display).
Chocolates is decreasing because of
bonbon (-6,4%) and countlines (-5,3%).
Tablets are growing by +4,3%. Private
label presence is not high still (26,5%)
but is growing by 9,7%.
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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United Kingdom
90.3%
9.7%
Non Seasonal Confectionery Seasonal Confectionery
5,243
563
0
1000
2000
3000
4000
5000
6000
Value Sales () and % Change vs. Yr Ago
Categories Evolution
563
5.243
-1.91,6
Non Seasonal Confectionery Seasonal Confectionery
Millions
Total Sales % vs. YA
MillionsEuros
Category Value Sales and Share of Value in the Last Year
Key trends
Confectionery continues to show strong growthin the UK through non-seasonal confectionary,which remains at over 90% of total sales.
Overall growth within non-.seasonalconfectionary has been driven by both highlevels of promotions and NPD. Bitesize sharingremains a growth sector through both NPD andMars Sweet Sundays campaign on existing skus.During this period we have also seen Olympicactivity through limited edition Cadbury skus inblock and bar formats. In addition there has beenhigh levels of off shelf activity with deepdiscounting for Cadburys within their Take Home
sector. Block chocolate has also seen recoverythrough NPD from Cadbury and Nestle, butSingles long term decline continues.
Overall Seasonal confectionery continues todecline, with Easter impacting total annual sales.However we have seen some growth in theNovelty sector through Cadburys Olympicthemed skus. Mars are also helping to drive theboxed market in the short term
Source: SymphonyIRI Retail Databases; Period Ending 01 Oct, 12
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Final Notes
Notes on Category Definitions for Countries
Due to the diverse products found in individual countries across this market it was necessary to consolidate theavailable data into the categories in this report. In some cases it wasnt always possible to align products across
all 6 countries hence the need to highlight any anomalies in the report. Those exceptions are listed below:
Confectionery
The Netherlands and Italy data in this report includes toffee products whereas the other countries do not
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Resources
To gain insight into opportunities across specific categories, segments, channels or retailers, contact your
SymphonyIRI client service representative regarding custom analyses leveraging the following resources:
InfoScan Census is a syndicated retail tracking service that enables manufacturers and retailers to
acquire industry insights used to make better business decisions. InfoScan Census utilizes the data
that SymphonyIRI Group collects from grocery, drug, and mass merchandise retailers to provide the most
comprehensive and accurate syndicated data offering in the Fast Moving Consumer Goods (FMCG)
sector. With access to accurate, granular detail by category, geography, measure, and time period, clients
have the tools needed to develop marketing and sales strategies based on product performance, distribution,
and promotion responsiveness. All data about frozen foods are coming from InfoScan Census.
SymphonyIRI Consulting provide strategic insights and advice leveraging a variety of data sources,
predictive analytics, enabling technologies, and business analyses to help CPG manufacturers and retailers
address significant sales and marketing issues effectively.
Contact: SymphonyIRI Group, EU.Marketing@SymphonyIRI.com, Tel: +33 1 30 26 81 00
About SymphonyIRI Group
SymphonyIRI group, formerly named Information Resources, Inc. (IRI), is the global leader in innovative
solutions and services for driving revenue and profit growth in CPG, retail and healthcare companies.SymphonyIRI offers two families of solutions: core IRI solutions for market measurement and symphony
advantage solutions for enabling new growth opportunities in marketing, sales, shopper marketing and
category management. SymphonyIRI solutions uniquely combine content, analytics and technology to
deliver maximum impact. SymphonyIRI helps companies create, plan and execute forward-looking,
shopper-centric strategies across every level of the organization.
For more information, visit www.SymphonyIRI.eu
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