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SA CHOCOLATE INDUSTRY LANDSCAPE REPORT
MARCH 2016
REPORT OVERVIEW
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For the Global Chocolate Section:
What are the current market dynamics of the global chocolate industry?
What are the global chocolate production and consumption trends?
What are the global chocolate industry trends, challenges and reactive strategies?
For the South African Chocolate Section:
What are the current market dynamics of the SA chocolate industry?
Who are the key manufacturing players in the SA chocolate industry?
For the South African Chocolate Retail and Pricing Analysis Section:
Who are the key retail players in the SA chocolate industry?
What are the prices of chocolates at retail outlets i.e. bars, slabs, and assortments?
What are the prices of popular chocolate brands across South African supermarkets?
In terms of South African Consumer Insights and Trends:
What are the statistics regarding the most popular chocolate brands in 2015?
What are the chocolate consumer trends and forecasts (2010-2019)?
SOME KEY QUESTIONS THE REPORT WILL HELP YOU TO ANSWER:
The South African Chocolate Landscape Report (79 pages) provides a dynamic synthesis of industry
research, examining the local and global chocolate industry from a uniquely holistic perspective, with
detailed insights into the entire value chain – from production right through to consumption.
3
SCREENSHOTS FROM REPORT
79 page report filled with detailed charts, graphs, tables and insights
18%
11%9%
7%
4% 3%
Forecast Of Leading Chocolate Consuming Countries In 2020
Forecast Share of Global Consumption by 2020
SAMPLE FROM REPORT:GLOBAL CONSUMPTION
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7.2 million metric tons of chocolate
was consumed globally in 2015,
with average year-over-year
demand growth since 2008 being
steady at just over 3%
One of the primary drivers of this 3%
increase is the growing middle class
in China, India, and Brazil.
While Europe and North America are
relatively mature markets, increasing
discretionary household income in
developing countries is a major factor
in stable demand growth.
The primary chocolate manufacturing
regions –Europe and the United
States – are the main importers of
post-processing cocoa products.
However, there has been a dramatic
increase in the importation of post-
processing cocoa products in China
over the last 5 years.
Source: http://www.worldcocoafoundation.org
SAMPLE FROM REPORT:INDUSTRY OVERVIEW
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The South African retail chocolate
market is valued at R5.03bn (as of
2015) and is predicted to grow over
the next five years. This growth is
expected to continue despite the
increasing costs of chocolate
products, due to the rising costs of
raw materials.
Mondelēz has earmarked South
Africa as one of eight markets that will
produce 70% of world chocolate
confectionery growth in 2016.
The retail market is highly
consolidated, with Cadbury (a
subsidiary of Kraft Foods), Nestlé and
Beacon controlling 85% of retail sales.
However, small artisan chocolate
manufacturers are beginning to enjoy
a larger chunk of the market.
Leading brands are Cadbury’s Dairy
Milk, Lunch Bar, PS and Chomp, and
Nestlé’s Bar One and KitKat.
Source: www.financialmail.co.za ; www.flandersinvestmenttrade.com
Chocolate slabs are by far the most popular
chocolate choice, holding over 50% share of
the market, but the specialty market is
growing rapidly.
SA consumer interest in locally sourced
ingredients is seeing strong growth of
domestic premium brands such as Ezulwini
Chocolat, Huguenot Fine Chocolates and
Honest Chocolate.
“Chocolate is one of those products that is
recession proof. The market is still growing at
around 10% per year’’.
- Cathal Queally, Brand Manager of
Chocolate Direct, a high-end supplier.
SAMPLE FROM REPORT:INDEPENDENT CHOCOLATIERS:
6Source: http://www.financialmail.co.za/ ; https://beyerschocolates.com ; http://www.smesouthafrica.co.za/
During 2014, the specialty food
industry evolved to meet growing
consumer demands for quality and
unique products, chocolatiers have
taken heed and begun creating
specialty chocolates. From dark
and vegan chocolates, to spicy and
fruity flavors, chocolatiers are
finding their niche.
"Niche players are eroding big
players’ market shares," says Kees
Beyers, Belgian-born owner of Beyers
Chocolates, one of SA’s biggest
independent chocolatiers.
South Africa is moving away from
mass produced products because
there are too many big corporations
benefiting from current trends.
“People also associate small,
artisanal products with quality, good
service and attention to detail which is
certainly true.”- Elise Suckerman
“Local niche players are in a far more
competitive position now, after import duty on
raw materials was dropped three years ago. It
levelled the playing field, since imported
finished products have long enjoyed duty-free
status.” – Kees Beyers
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Year,, 1 2 3+ Total
2010 3,679,000 2,646,000 3,153,000 9,477,000
2011 3,401,000 2,818,000 3,266,000 9,485,000
2012 3,411,000 2,698,000 2,879,000 8,989,000
2013 3,536,000 2,708,000 3,146,000 9,391,000
2014 3,605,000 2,601,000 2,913,000 9,119,000
2015 3,474,000 2,479,000 2,418,000 8,372,000
38% 40% 41% 38% 40% 41%
29% 29% 30% 29% 29% 30%
34% 32% 29% 34% 32% 29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
2010 2011 2012 2013 2014 2015
How many boxes of chocolate assortments have you purchased in the past 4 weeks? (2010-2015)
3+
2
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SAMPLE FROM REPORT:CHOCOLATE ASSORTMENTS VOLUME TRENDS
Between 2010 and 2015, the proportion of purchasers who had personally bought 3+ boxes of Chocolate
Assortments in the previous 4 weeks, declined from 34% to 29%.
In 2015, 41% (3.5 million) of Chocolate Assortment purchasers had personally bought one box in the past 4 weeks,
30% (2.5 million) had bought two boxes and 29% (2.4 million) had purchased 3 or more.
Source: AMPS 2010A-2015A (Adult population 16+ years)
Sample Size: 24 408 (2010); 24 427 (2011); 24 615 (2012); 24 824 (2013); 24 994 (2014); 25 078 (2015)
Based on weighted numbers
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TABLE OF CONTENTS
1. Executive Summary (5 pages):
1.1 Global Industry Snapshot 2015
1.2 South African Industry Snapshot 2015
1.3 South African Consumer Trends
1.4 Industry Drivers and Restraints
1.5 Dashboard: South African Chocolate Bar and Slab Consumers
2. Global Chocolate Industry Overview (5 pages):
2.1 Global Industry Overview: Yildiz , Ezaki Glico, Arcor, Lindt and Sprugli, Hershey's, Meiji , Ferrero, Nestlé, Mondelez, Mars.
2.2 Global Cocoa Production
2.3 Global Consumption: United States of America, Russia, United Kingdom, Germany, Brazil, India
2.4 Global Pricing: Cocoa Bean Markets
2.5 Global Value Chain
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TABLE OF CONTENTS
3. South African Chocolate Industry Overview (24 pages):
South African Chocolate Industry Overview
3.1 Industry Overview
3.2 Market Landscape and Dynamics
3.3 SA Channel Distribution: 2015
3.4 Industry Trends 2015
3.5 Key Industry Drivers
3.6 Key Industry Challenges
South African Chocolate Manufacturing Overview
3.7 South African Chocolate Manufacturers: Lindt and Sprüngli
3.8 South African Chocolate Manufacturers: Nestlé
3.9 South African Chocolate Manufacturers: Tiger Brands
3.10 South African Chocolate Manufacturers: Mondelēz International
3.11 South African Chocolate Manufacturers: Ferrero
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TABLE OF CONTENTS
4. South African Chocolate Retail Analysis and Pricing Analysis (14 pages):
South African Retail Analysis
4.1 South African Retail Overview
4.2 South African Retail Overview: Woolworths
4.3 South African Retail Overview: Spar
4.4 South African Retail Overview: Independent Chocolatiers
South African Chocolate Pricing Analysis (conducted w/c 04 March 2016)
4.5 Chocolate Pricing Analysis: Chocolate Bars at Supermarkets: Lunch Bar, P.S., Bar-One, Kit Kat, Aero, Chomp, Black Cat,
Jungle Oats bar, Crunchie, Flake
4.6 Chocolate Pricing Analysis: Chocolate Slabs at Supermarkets: Cadbury, Beacon, Nestle Aero, Nestle Milkybar, Nestle Classic,
Nestle Milo, Lindt Lindor, Lindt Excellence, Milka, Cote d’Or, Toblerone.
4.7 Chocolate Pricing Analysis: Chocolate Assortments at Supermarkets: Cadbury, Cadbury Dairy Milk Nutties, Beacon, Nestle,
Ferrero Rocher, Lindt Lindor, Quality Street, Nestle Passions, Milk Tray, Fav’rites.
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TABLE OF CONTENTS
5. South African Chocolate Consumer Trends (18 pages):
5.1 South African Consumer Trends
5.2 AMPS Survey Methodology and Sample Design
5.3 AMPS Survey Questions Asked
5.4 Chocolate Bars, Slabs and Assortments Consumption Trends: 2010-2015
5.5 Chocolate Slabs Volume Trends: 2010-2015
5.6 Chocolate Assortments Volume Trends: 2010-2015
5.7 Most Popular Chocolate Bar Brand: 2015
5.8 Most Popular Chocolate Slab Brand: 2015
5.9 Most Popular Chocolate Assortment (Box) Brand: 2015
5.10 Consumer Actual (2010-2015) and Consumer Forecast (2016-2019): Chocolate Bars
5.11 Consumer Actual (2010-2015) and Consumer Forecast (2016-2019): Chocolate Slabs
5.12 Consumer Actual (2010-2015) and Consumer Forecast (2016-2019): Chocolate Assortments
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