Boxed Chocolates Study

Transcription

Boxed Chocolates Study
RoI and UK
October 2015
Growing the success of Irish food & horticulture
Contents
1
2
Introduction and background
6
Summary & takeaways
7
Appendices
Need states and key trends
3
Brand awareness & country of origin
4
Purchasing behaviour
5
Packaging evaluation
Background
Introduction
•
In 2011 Bord Bia commissioned research to aid its premium chocolate
manufacturers to understand consumers’ usage and attitudes to the category in
order to help shape future strategic direction.
•
Four year later we want to see what has changed from the consumers point of view.
The focus is primarily on the UK, with Republic of Ireland secondary.
•
Our objective was to gain an in-depth understanding of consumer motivations,
delving deep into their mind-set of how they purchase boxed chocolates.
•
Research took place between July and September 2015, with both quantitative and
qualitative methodology. Our research partner was IPSOS MRBI.
•
In this deck, sections one to five are the summary of findings which were
presented to the industry. In the appendices are all the graphs in more detail.
•
For further information on this report please email [email protected]
© Bord Bia Conumer Insight 2015
Chocolate Facts
Assortments is 18% of
this market and expecting
2.7% growth to 2019
The UK chocolate market
grew by 1.6% in 2014 to
just over £4.1 billion
Chocolate
confectionery in
Ireland €593
million in 2014
Chocolate confectionery is
expected grow at 3% over
the forecast period to 2019
Source: Passport Euromonitor International October 2014
Mintel: Chocolate Confectionery, UK, May 2015
Premiumisation is a key trend
as negative sugar content
media has predicted the
market to only grow by .4% to
2019
Premium Chocolate has declined by 21%
15.9
Million
6
Take home performance- premium vs standard
Standard
Worth £2billion
+2.8% growth worth £55.1M
Buying more often
Gaining some buyers
Premium
Worth £392million
-0.6% decline (£2.3M)
Larger baskets
Buying less often
Gaining some buyers
7
52 w/e 13 May 2012 vs. Last Year
How the Irish consumer is changing
Era of
Indulgence
Recession
Consumer
A New
Realism
Sensibility
Exuberance
Anxiety
Vigilance
Ambition
Trading Up
Economising
Responsibility
Mindset
Bullish
Sober
Resourceful
Passion
Accumulation
Frugality
Prioritisation
Orientation
Self-expression
Selfpreservation
Connection
The Study
 Quantitative
• Ireland - 750
• UK - 750
 Qualitative
• Ireland – 3 Groups
• UK – 6 Groups
Who is a typical Boxed Chocolates
shopper?
 25-54 Years
 Bought in Supermarket
 Purchased for family
members and partners
3.17
2.88
€11.11
£7.93 (€10.70)
Consumer Need States and Key Trends
Chocolate need states
Enjoyment
Gifting and
Boxed
Chocolates
Vitality
Conviviality
Belonging
Power
Security
Recognition
Control
We can divide chocolate trends into
Me
We
Me Trends – fit the individual
1 in 5 boxes of chocolates
HEALTH – raw
HEALTH - functional
HEALTH – ‘clean’ indulgence
Dark Chocolate covered Edamame
Purple Sweet Potato
Chocolate, with white
chocolate and purple
potato paste.
Vegetables use in Chocolate and Ice
Cream
HEALTH – through pleasure
TECHNOLOGY
3D Printing
White Organic Yogurt Chocolate
with Lemon Zest and Pepper
EXPERIMENTAL FLAVOURS
Blood Chocolate
EXPERIMENTAL FLAVOURS
Pink Pepper and Citrus
Quinoa in milk
chocolate
Citrus
White Organic Yogurt Chocolate
with Lemon Zest and Pepper
Organic dark
chocolate with
buttery crispy
crépes
ALCOHOL INFUSIONS
ALCOHOL INFUSIONS
CUSTOMISATION
PREMIUM - through lack of packaging
ETHICALLY TRADED
ORIGIN – being bold
MAXIMISE INDULGENCE
We Trends – gifting for someone else
4 out of 5 Boxed Chocolates
PREMIUM – through packaging
PREMIUM –through lack of packaging
PACKAGING – dedicated romance
OCCASIONS
OCCASION BASED
Thank You
Retro Party
Happy Birthday
It’s cold
outside!
NOSTALGIA
- storytelling
Nostalgia - Storytelling
Through Chocolate
CONVIVIALTIY - a ‘new’ Chocolate
Fondant
EXPERIMENTAL FLAVOURS - savoury
ALCOHOL PAIRINGS - WINE
CHILLED CHOCOLATE
SINGLE ORIGIN
AFFORDABLE LUXURY – Private Label
Key Trends - Two Parallel Worlds
Chocolate where you are the
primary recipient – you might share
it but it is yours to share
1 in 5 boxed chocolates
Chocolate where others are the recipient –
you might have some but that’s up to
someone else
4 in 5 boxed chocolates
Mapping trends to need states –
opportunities in conviviality and belonging
Maximise
Indulgence
Hybrid
Consumption
Gifting and
Boxed
Conviviality
Chocolates
(Share bags)
KitKat 200
Flavours!
New!
Ease of Enjoyment
Vitality
Experimental
flavours –
Individualism/
Self expression
Premiumness via
lack of packaging
Enjoyment
Permission to
indulge
Complimentary
packaging
Specialist stores
Power
Premiumness via
packaging
Ethical Claims
on launch
(Share Blocks)
Sophisticated
production
Tried and
Tested
Ingredient Benefits
Support a
cause
Ethically
traded
Authentic stories
Recognition
Selectionista
Cultural
Awareness
Comfort with
tradition
Balancing
uncertainty
elsewhere
Health
benefits of
chocolate?
Control
Healthy
Indulgence
Belonging
Security
Focus on Conviviality & Belonging
Occasional
Based Gifts
Conviviality
Enjoyment
Dipping
Adventure
Pepero Day
Temiyage
Vitality
Valentine’s vs. White Day
Belonging
Power
Reminiscence
Packs
Recognition
Security
Control
Comfort with
tradition
Brand and Origin Awareness
According to the Irish consumer…
Irish chocolate is worth
paying more for…
Irish and British are the best
tasting chocolate…
Belgian chocolate is truly
different from other countries
Swiss & Belgian is the ulltimate for
premium chocolate
Associations
Countries –associations
ROI
Countrywith
of origin:
Irish
7
Is worth paying more for
British
-2
-1
5
The best tasting chocolate
Are truly different from other
countries for chocolate
0
The ultimate for premium
-7
chocolates
Belgian
3
-3
Produces chocolate from cocoa
beans sourced from the best
growing regions
-3
-1
2
-4
-1
0
5
-1
-2
-1
-1
-2
German
-2
-3
0
6
0
Italian
-1
-2
3
-1
Produces 'single origin' chocolate
-1
-3
-3
Swiss
4
2
High levels of “don’t know” associated with single origin & sourcing from
best growing regions (45% & 32%)
0
4
According to the British consumer
Irish chocolate is worth paying
more for…
British and Belgian are the best
tasting chocolates…
Belgian chocolate is truly
different from other countries
Swiss and Belgian chocolate are the
ultimate for premium chocolate
Associations with Countries – UK
Irish
3
Belgian
-2
6
0
-1
Swiss
1
-3
chocolates
British
-2
-5
1
3
-1
2
-1
5
Produces 'single origin' chocolate
0
1
growing regions
1
2
-4
-6
Italian
-1
-2
-3
-2
0
5
1
-1
-3
-3
-2
High levels of “don’t know” associated with single origin & sourcing from best
growing regions (46% & 38%)
© Bord Bia Consumer Insight 2015
German
4
1
1
4
Spontaneous Brand Awareness (Top 10 Mentions)
ROI
• Cadbury's - unspecified
• Roses
• Milk Tray
• Butlers
• Thorntons
• Lindt
• Lily O'Brien's
• Ferrero
• Black Magic
• Quality Street
39%
30%
27%
26%
25%
24%
20%
20%
17%
16%
UK
• Thorntons
• Cadbury's - unspecified
• Milk Tray
• Roses
• Lindt (all except Lindor range)
• Black Magic
• Quality Street
• Celebrations
• Ferrero
• Dairy Milk
Premium Brands have suffered most
51%
37%
32%
24%
20%
18%
17%
16%
14%
13%
Brand Awareness (Spontaneous and Prompted)
Ferrero
85%
Thorntons
Butlers
83%
Milk Tray
85%
Milk Tray
83%
Ferrero
84%
After Eight
81%
After Eight
88%
81%
Lily O'Brien's
76%
Dairy Box
Dairy Box
75%
Lindt (all except Lindor)
74%
Thorntons
74%
Guylian
72%
72%
Black Magic
69%
Black Magic
70%
Terrys All Gold
68%
Lir (NET)
70%
Lindt Lindor
Lindt Lindor
65%
Terrys All Gold
55%
Marks & Spencer
49%
Luxury private label
Green and Black
46%
41%
77%
65%
Green and Black
61%
Marks & Spencer
59%
57%
Hotel Chocolat
53%
Bendicks
47%
47%
Cadbury's -- unspecified
39%
Lir (NET)
Guylian
38%
37%
Leonidas
38%
Elizabeth Shaw
36%
Discounter Private Label
37%
Lily O'Brien's
27%
Discounter Private Label
26%
Roses
30%
Butlers
11%
Brand Attributes
Is a low priced
brand
Is a low priced
brand
Is a low priced
brand
Good Value for
Money
Good Value for
Money
Good Value for
Money
A popular or well
like brand
A popular or well
like brand
A popular or well
like brand
A quality brand
An innovative brand
The best tasting
chocolate
Have attractive
packaging
Have attractive
packaging
Have attractive
packaging
Brand Attributes
A luxury brand
A luxury brand
A luxury brand
An innovative brand
An innovative brand
An innovative brand
Their chocolates are
handmade
handmade
handmade
Good value for
money
Good value for
money
Good value for
money
Have attractive
packaging
Have attractive
packaging
Have attractive
packaging
Brand Associations with Luxury
Premium / High End
Expensive
Cheap
Private
Label
Mainstream
Brand Associations with Luxury
Premium / High End
Expensive
Cheap
Private
Label
Mainstream
Purchasing Behaviour
Shopper attitudes to purchasing
behaviour
SUPERMARKET IS
DOMINANT
IMPULSE DRIVEN
CONVERSION IS A
PROBLEM
HIGH LEVEL OF
SUBSTITUTION
LEAVE IT TO THE LAST
MINUTE
THE COMPETITIVE SET IS
SOLELY IN-STORE
CHOCOLATES OFTEN A +1
Supermarket is dominant
Supermarket
Discounter
Specialist chocolate stores
60%
11%
9%
Supermarket
60%
13%
Department store
6%
Airport
4%
Discounter
5%
Convenience store
4%
Convenience store
3%
Newsagents
3%
Retail village
3%
Department store
3%
Online
3%
Petrol station
2%
Newsagents
2%
Retail village
2%
Airport
2%
Online
1%
Petrol station
1%
Other
1%
Other
1%
Tesco the dominant retailer
ROI
UK
Tesco
46%
Dunnes Stores
SuperValu
12%
7%
Dealz
4%
Aldi
4%
Lidl
4%
Butlers Chocolate Café
4%
Tesco
28%
Asda
15%
Sainsburys
14%
Thorntons
9%
Morrisons
6%
Hotel Chocolat
4%
Waitrose
3%
Tesco Express
3%
Marks & Spencer
2%
Centra
2%
Thorntons
2%
Tesco Express
2%
Leonidas
2%
Spar/Eurospar
2%
Marks & Spencer
2%
Poundland
2%
Spar/Eurospar
2%
Aldi
2%
Low levels of online shopping
Ever bought online
No
81%
Never bought chocolate online
Chocolate is available everywhere,
so no need to buy it online
57%
I need to physically see and/
or handle what I am buying
38%
The chocolate might be damaged
(melt, get crushed, etc.) in transit
38%
27%
Would have to wait too long to receive it
Generally it is a last minute decision
to purchase chocolate
Yes
13%
Can't recall
6%
19%
Other
2%
Don’t know
3%
Purchasing Chocolate Online
Ever bought online
No
66%
51%
37%
36%
23%
Yes
26%
Can't recall
8%
Top 3 Mentions of Brands Purchased
• Thorntons
36%
• Hotel Chocolat
27%
• Ferrero
13%
Other
Don’t know
21%
1%
5%
Purchasing Chocolate Online
Ever bought online
No
66%
51%
37%
36%
23%
Yes
26%
Can't recall
8%
• Thorntons
36%
• Hotel Chocolat
27%
• Ferrero
13%
Other
Don’t know
21%
1%
5%
Decision is made in-store
UK make more decisions at POP
Occasions for boxed chocolates
ROI
UK
Seasonal
77%
Other Occasion
76%
65%
69%
e.g. Thank you
/ well done
Special Moment
Party Time
56%
46%
46%
33%
Breakdown of all occasions in the
last 12 months
2011
%
53% 64
55
46%
n/a
39%
41
37%
n/a
36%
32
34%
42
31%
34
31%
32
29%
35
27%
23
23%
31
22%
34
20%
n/a
20%
26
19%
17%
n/a
14%
8
11%
14
11%
11
10%
9
7%
n/a
ROI
Christmas
Someone's birthday
A "thank you" gift
Mother's Day
Visiting friends/family
Easter
Just to show someone I care
Valentine's Day
A special treat for myself
Gift for a dinner party/other party
Romantic gesture
An anniversary
Saw a special offer
A gift to say "congratulations"
A special evening in
A "get well soon" gift
Father's Day
Specifically as a dessert
Other seasonal occasion
Other special moment
An "I'm sorry" gift
UK
54%
49%
35%
32%
24%
26%
22%
23%
30%
20%
19%
17%
17%
14%
18%
12%
14%
8%
6%
6%
6%
2011
%
67
64
n/a
37
n/a
28
41
24
37
30
22
27
34
n/a
21
n/a
14
11
8
8
n/a
Ireland purchases more boxed chocolates
No. of times past year
ROI
UK
Party Time
3.93
3.21
Other Occasion
3.39
3.10
Special Moment
2.92
3.06
Seasonal
2.92
2.61
TOTAL
3.17
2.88
Ireland purchases more boxed chocolates
ROI
UK
Party Time
3.93
3.21
Other Occasion
3.39
3.10
Special Moment
2.92
3.06
Seasonal
2.92
2.61
TOTAL
3.17
2.88
Box Size Purchase By Last Occasion
Total %
Seasonal
Special
Moment
Party Time
Other
Occasion
Small box
(up to 200g)
24
17
21
18
30
Medium box
(up to 400g)
57
60
60
62
53
Large box
(over 400g)
18
21
19
20
16
Total
Seasonal
Special
Moment
Party Time
Other
Occasion
Small box
(up to 200g)
22
19
22
22
23
Medium box
(up to 400g)
62
64
62
62
60
Large box
(over 400g)
15
16
13
15
16
Who do we buy for?
Partner
26% / 26%
Partner 26%
Friends 18% / 15%
Teacher /
childminder
3% / 1%
Drivers for last purchase
Any
Important
The person I am buying for
42%
The taste or quality of the chocolates
Most
Important
25%
40%
18%
It is good value for money
31%
13%
The brand of chocolate
31%
14%
The type of chocolate
23%
4%
The size of the box of chocolates
23%
3%
19%
How it looks/is packaged
3%
The occasion I am buying for
15%
4%
There is a special offer/deal available
14%
6%
It is a low price
12%
5%
It is pre-wrapped
7%
1%
It is expensive or premium
7%
2%
Any
Important
42%
Most
Important
25%
40%
18%
31%
13%
31%
14%
23%
4%
23%
3%
19%
3%
15%
4%
14%
6%
It is a low price
12%
5%
It is pre-wrapped
7%
1%
7%
2%
Any
Important
38%
Most
Important
23%
36%
14%
35%
16%
32%
28%
21%
17%
15%
12%
7%
3%
2%
6%
It is a low price
13%
6%
13%
3%
8%
2%
It is pre-wrapped
8%
2%
Any
Important
38%
Most
Important
23%
36%
14%
35%
16%
32%
28%
21%
17%
15%
12%
7%
3%
2%
6%
It is a low price
13%
6%
13%
3%
8%
2%
It is pre-wrapped
8%
2%
UK is slightly more value conscious
Did you have a set budget in
mind?
Base: All
Did you go over, under or
stick to this budget?
Base: Those who had a budget
Were the chocolates on a
special deal?
Base: All
ROI
%
UK
%
No
52
56
Yes
39
38
Over
22
13
On
68
74
Under
7
9
No
57
52
Yes
32
36
Average spend on last occasion
€
ROI
UK
€ Equivalent
* Market Rates: 29/09/2015
€
£
Party Time
12.72
8.83
(11.91)
Special Moments
12.68
9.44
(12.74)
Seasonal
12.10
8.02
(10.82)
Other Occasion
10.29
8.40
(11.33)
Any Occasion (Total)
11.11
7.93
(10.70)
Chocolate is the “plus one”
Bought Anything Else?
Yes
51%
No
43%
Accompaniments to Chocolates
On That Occasion
Flowers
37%
Greeting card
Snacks
Champagne/Prosecco/Cava
On That Occasion
41%
Wine
30%
12%
Yes
43%
No
51%
Flowers
35%
Greeting card
30%
Wine
Wrapping paper
27%
13%
11%
Chocolate is a “plus one”
ROI
UK
€11.11
£7.93
€29.59
Average Purchases
£20.04
38%
40%
1.65 items
1.55 items
Packaging Evaluation
Box Designs Shown
Least Favourite Box Design
Reasons Why 37%
• Plain/Bland/Boring/Uninteresting/Dull
54%
• Unattractive/Does not appeal to me
13%
• Cannot see the chocolates/contents/No picture
10%
• Not enough information given/label too small
6%
• Looks cheap
6%
Least Favourite Box Design
Reasons Why 34%
• Looks cheap
56%
18%
11%
7%
5%
Waitrose Manchester
On shelf Standout
 You cannot do it in isolation.
 You have to keep your competitive set in mind.
 What is your brand communications strategy?
Waitrose Manchester
Packaging Approaches – Competitors
Ultra premium
Brand Led
Packaging
Experiential
Mainstream
Brand Led
Packaging
Private Label
Lack of Brand
Recognition
Needs Based
Packaging
Criteria of Packaging Evaluation - Purchase
Summary and takeaways
Boxed chocolates in numbers
4 out of 5 boxes bought for another person
Average spend €11.11
3.17
/ £7.93
boxes bought per person p/yr
in Ireland versus 2.88 in the UK
Recap
SUPERMARKET IS
DOMINANT
AVAILABILITY IS KEY
IMPULSE DRIVEN
PACKAGING
OCCASION, OCCASION,
OCCASION ...
CHOCOLATES OFTEN A +1
THE COMPETITIVE SET IS
SOLELY IN-STORE
UK MORE VALUE
FOCUSSED
Key Findings
Low level of discernment in the boxed chocolates market. The path to purchase is
largely through supermarkets, with a high proportion of brand selection done in
store. This means shelf stand out appeal is critical.
The UK market is more comfortable gifting private label or luxury private label
boxed chocolates.
UK is more value driven. Boxed chocolates to be given to friends centres around
value in the UK but around packaging in Ireland. In ROI, Ireland and Britain are
associated with the best tasting chocolate, while in the UK, it is Britain and
Belgium that are associated. Boxed chocolates account for 40% of the total spend
for the occasion. Flowers, wine and a greeting card are the most common
accompaniments.
There is a clear tension between luxury and everyday. This is particularly
pronounced in the UK where large, mainstream brands dominate the marketplace.
Moving Forward
Each brand needs to explore the extent to which their portfolio aligns with the key
occasions for purchase and the individual they are being purchase for.
In addition to this, there is limited evidence of brands leveraging the need states
that underpin gifting. If customers can clearly recognise the ‘product purpose’
they are more likely to consider it. More focus should be place on “we” innovation
around “conviviality” and “belonging”.
In the UK marketplace, luxurious cues appear to be more common in niche
channels. When considering the approach in the UK, it is worth considering how
specific packaging designs may alienate customers either through being overtly
luxurious or have an absence of cues such as product information
Buyers choose at the fixture. All designs need to considered in the context of the
competitive market place, not just their performance within the brand portfolio.
Minimising risk for those considering a purchase is paramount.
Above all make me (the shopper) look good in
front of the recipient
by showing that I understand their needs and the occasion
Appendices
Research Methodology
• A qualitative and quantitative approach was undertaken.
• The qualitative phase consisted of six groups in the UK and 3 minigroups in Dublin. There was a mix of socio-economic backgrounds.
Group
No.
Gender
Location
SocioEconomic
Age
Group
No.
Gender
Location
SocioEconomic
Age
1
Mixed
London
ABC1
20-35
1
Female
Dublin (TBC)
ABC1
20-35
2
Female
London
ABC1
35+
2
Mixed
Dublin (TBC)
ABC1
35+
3
Mixed
South-east
ABC1
30-50
3
Female
Dublin (TBC)
C1C2
35+
4
Male
South-east
C1C2
30-50
5
Mixed
Manchester
C1C2
35+
6
Female
Manchester
ABC1
20-35
Research Methodology
• The quantitative element comprised of a CAWI (Computer Aided Web
Interview) methodology.
• Sample consisted of 751 ROI respondents and 752 UK respondents,
aged 18+, who had purchased boxed chocolates within the past 6
months.
• Fieldwork was conducted in September 2015.
Who is the Average Boxed Chocolate Purchaser?
Gender:
Female
Female
Age:
25-54 years old
25-54 years old
Average Number of
Boxed Chocolates
Purchased in Past 12
Months:
3.17
2.88
Average Price Paid:
€11.11
£7.93
Brand Most Often Buy:
Milk Tray
Thorntons
Where buy Most Often:
Supermarket
Supermarket
Purchased For:
Family Members and
partner
Family Members and
partner
Sample Profile – ROI
A higher proportion of females purchase boxed chocolates, as do 25-44 year olds.
Gender
36%
(49%)
Age
18-24
(15%)
64%
(51%)
Region
55+
(30%)
9%
11%
38%
45-54 16%
(17%)
26%
35-44
(20%)
*Figures in brackets are demographic profile
Base: All ROI Respondents: 751
Conn/
Ulster
15%
(18%)
25-34
(19%)
Munster
23%
(27%)
Dublin
34%
(28%)
Rest of
Leinster
27%
(27%)
Sample Profile – UK
A similar dominance of females purchasers in UK but not quite as strong as ROI
(60% UK vs. 64% ROI). Almost half of purchases are made by 25-34 year olds.
Gender
40%
(49%)
Age
18-24
(16%)
60%
(51%)
Region
Region
55+
(34%) 14%
45-54
(17%)
10%
46% 25-34
(16%)
16%
15%
35-44
(17%)
*Figures in brackets are demographic profile
Base: All UK Respondents: 752
North East
5% (4%)
North West
12% (11%)
Yorkshire & the Humber
10% (8%)
East Midlands
6% (7%)
West Midlands
10% (9%)
East of England
5% (9%)
London
13% (13%)
South East
15% (14%)
South West
10% (8%)
Wales
5% (8%)
Scotland
6% (5%)
Northern Ireland
2% (3%)
Key Trends in Chocolate And Luxury
Ever Tried – ROI
Have tried and would be interested in trying again
Have not tried and would be interested in trying
Have tried but would not be interested in trying again
Have not tried and would not be interested in trying
Chocolate with fruity flavours
53%
Chocolate that supports a cause
44%
Chocolate with salted caramel
Q.52
Base:
32%
28%
"Raw" chocolate
18%
Chocolate sweetened with stevia
16%
13%
46%
21%
36%
23%
19%
27%
13%
24%
11%
24%
11%
31%
Irish respondents are interested in trying Raw chocolate and chocolate that supports a
specific farming group. Respondents are least interested in tasting chocolate with stevia.
Again
thinking about
boxed chocolates,
bars and shareor
bagssalted
of chocolate,
which of theperforms
following types of
chocolatethan
have youchocolate
ever tried, or notflavoured
tried?
Chocolate
with
fruity flavours
caramel
better
All ROI Respondents: 751
with spices.
13%
5% 13%
47%
42%
15%
8%
23%
36%
Chocolate with spice flavours
18%
36%
41%
Chocolate that supports a specific group of farmers
Reduced sugar chocolate
14%
Ever Tried –UK
Have tried and would be interested in trying again
Have not tried and would be interested in trying
Have tried but would not be interested in trying again
Have not tried and would not be interested in trying
Chocolate with fruity flavours
55%
Chocolate with salted caramel
44%
Chocolate with spice flavours
36%
Chocolate that supports a specific group of farmers
35%
Chocolate that supports a cause
35%
Reduced sugar chocolate
"Raw" chocolate
Chocolate sweetened with stevia
16%
21%
18%
14%
26%
24%
47%
13%
17%
23%
7%
44%
48%
15%
17%
42%
38%
14%
16%
6%
15%
9%
10%
26%
25%
29%
British respondents are interested in trying Raw chocolate. Chocolate sweetened with stevia
is polarising views with some interested in trying it but it also receives the highest mentions
Q.52 Again
thinking about boxed
bars and
share bags of
of the following
typesfruity
of chocolate
have you ever
or not tried?
of disinterest
inchocolates,
trialling.
Similar
tochocolate,
ROI,which
chocolate
with
flavours
ortried,
salted
caramel
performs better than chocolate flavoured with spices.
15%
Consumer landscape
Spontaneous Brand Awareness
– ROI & UK Markets (Top 10 Mentions ex Irish Brands)
UK
ROI
•
•
•
•
•
•
•
•
•
•
Cadbury's – unspecified
Roses
Milk Tray
Thorntons
Lindt
Ferrero
Black Magic
Quality Street
Nestlé
Dairy Milk
39%
30%
27%
25%
24%
20%
17%
16%
13%
11%
•
•
•
•
•
•
•
•
•
•
Thorntons
Cadbury's - unspecified
Milk Tray
Roses
Lindt (all except Lindor range)
Black Magic
Quality Street
Celebrations
Ferrero
Dairy Milk
Cadbury’s is the top of mind brand in Ireland. However, with Ferrero’s acquisition of
Thorntons this now makes them the dominant player in both markets.
Q.2
When you think of boxes of chocolates (excluding tins and bags), which brand comes to mind first?
Q.3
And which other boxes of chocolate can you think of?
Base: All ROI Respondents: 751 / All UK Respondents: 752
In ROI, the number of mentions of Thorntons has grown (18% in 2011).
51%
37%
32%
24%
20%
18%
17%
16%
14%
13%
Awareness of Brands ex Irish Brands
(Spontaneous & Prompted)
UK
ROI
Ferrero
Milk Tray
83%
After Eight
81%
88%
Milk Tray
85%
Ferrero
84%
Dairy Box
75%
After Eight
Thorntons
74%
Dairy Box
72%
74%
Black Magic
70%
Guylian
72%
Lindt Lindor
65%
Terrys All Gold
Marks & Spencer
Q.2
Q.3
Q.4
Base:
Thorntons
85%
55%
77%
Black Magic
69%
Terrys All Gold
68%
Lindt Lindor
49%
46%
61%
59%
41%
Marks & Spencer
39%
Guylian
38%
Hotel Chocolat
Leonidas
38%
Bendicks
Which of the following brands of boxes of chocolate have you ever heard of?
All ROI Respondents: 751 / All UK Respondents: 752
65%
Green and Black
Green and Black
It is the same 6 brands that are rated in the top 6 across both markets.
81%
57%
53%
47%
Past 6 Months Brand Purchase – Top 10 Mentions
(Ex Irish Mentions)
ROI
• Milk Tray
• Ferrero
• After Eight
• Lindt Lindor
• Thorntons
• Dairy Box
• Discounter private label
• Black Magic
• Marks & Spencer
UK
35%
33%
24%
17%
15%
15%
12%
10%
7%
7%
• Thorntons
• Milk Tray
• Ferrero
• After Eight
• Dairy Box
• Lindt Lindor
• Guylian
• Marks & Spencer
• Hotel Chocolat
Milk Tray in ROI and Thorntons in UK are the top brand in each market.
Q.2
Q.3
Q.4
Base:
Which of the following brands of boxes of chocolate have you ever heard of?
38%
33%
26%
20%
18%
16%
14%
11%
10%
10%
Last Occasion Boxed Chocolates Purchased
– Store Type
ROI
Tesco
46%
Dunnes Stores
SuperValu
UK
Tesco
12%
7%
Dealz
4%
Aldi
4%
Lidl
4%
4%
Asda
15%
Sainsburys
14%
Thorntons
9%
Morrisons
6%
Hotel Chocolat
4%
Waitrose
3%
Tesco Express
3%
Marks & Spencer
2%
Centra
2%
Thorntons
2%
Tesco Express
2%
Leonidas
2%
Spar/Eurospar
2%
Marks & Spencer
2%
Poundland
2%
Spar/Eurospar
2%
Aldi
2%
Supermarkets are dominant.
Q.25a
Base:
28%
Answers <2% not shown
And from which <BRING IN CODE FROM Q.25> did you buy the <<Q.8 ANSWER>> chocolates on that last occasion?
All ROI Respondents who bought from a supermarket/discounter/convenience store/specialist store on the last occasion: 626 / All UK Respondents who bought from a
supermarket/discounter/convenience store/specialist store on the last occasion: 610
In both markets, Discounters as a channel has grown compared to 2011.
Last Occasion Boxed Chocolates Purchased
– Channel Type
ROI
Supermarket
Discounter
UK
60%
11%
Supermarket
60%
9%
13%
Department store
6%
Airport
4%
Discounter
5%
Convenience store
4%
Convenience store
3%
Newsagents
3%
Retail village
3%
Department store
3%
Online
3%
Petrol station
2%
Newsagents
2%
Retail village
2%
Airport
2%
Online
1%
Petrol station
1%
Other
1%
Other
1%
Supermarkets are dominant.
In both markets, Discounters as a channel has grown compared to 2011.
Q.25 And where did you buy the <BRING IN CODE FROM Q.8> chocolates on that last occasion?
Last 12 Months Penetration – All Occasions
2011
%
53% 64
55
46%
n/a
39%
41
37%
n/a
36%
32
34%
42
31%
34
31%
32
29%
35
27%
23
23%
31
22%
34
20%
20%
n/a
19%
26
17%
n/a
14%
8
11%
14
11%
11
10%
9
7%
n/a
ROI
Christmas
Someone's birthday
A "thank you" gift
Mother's Day
Visiting friends/family
Easter
Just to show someone I care
Valentine's Day
A special treat for myself
Gift for a dinner party/other party
Romantic gesture
An anniversary
Saw a special offer
A gift to say "congratulations"
A special evening in
A "get well soon" gift
Father's Day
Specifically as a dessert
Other seasonal occasion
Other special moment
An "I'm sorry" gift
Q.18
UK
35%
32%
24%
26%
22%
23%
30%
20%
19%
17%
17%
14%
18%
12%
14%
8%
6%
6%
6%
Boxes of chocolates are commonly purchased for a specific occasion. Which of the following occasions (if any) do you recall buying a box of chocolates
for in the last 12 months?
Christmas and birthdays are the most popular occasions, similar to 2011.
2011
%
54% 67
64
49%
n/a
37
n/a
28
41
24
37
30
22
27
34
n/a
21
n/a
14
11
8
8
n/a
Last 12 Months Penetration – Total Occasions
ROI
UK
Seasonal
77%
Other Occasion
Special Moment
Party Time
Q.18
Base:
76%
65%
69%
56%
46%
46%
33%
Boxes of chocolates are commonly purchased for a specific occasion. Which of the following occasions (if any) do you recall buying a box of chocolates
Sales
for in theare
last 12most
months?extensive for Seasonal occasions, followed by ‘Other’ occasions, Special
Moments and Party Time.
Incidence of Occasion Segments
ROI
UK
Party Time
3.93
3.21
Other Occasion
3.39
3.10
Special Moment
2.92
3.06
Seasonal
2.92
2.61
TOTAL
3.17
2.88
Q.19
Larger volume
opportunities occur for
Party Time and ‘Other’
Occasion, followed by
Special Moment and
Seasonal.
Overall, ROI sees males
buying a higher volume,
those aged 35-44 and
C2s. While in the UK, it
is females who buy more
boxes, respondents aged
18-24 and DEFs.
And approximately how many times, or on how many separate occasions did you buy a box of chocolates for <<INSERT ANSWER FROM Q.18>>
in the last 12 months?
Base: All ROI Respondents (751) / All UK Respondents (752)
Box Size Purchase By Last Occasion- ROI
Total
Seasonal
Special
Moment
Party Time
Other
Occasion
%
Small box
(up to 200g)
24
17
21
18
30
Medium box
(up to 400g)
57
60
60
62
53
Large box
(over 400g)
18
21
19
20
16
In ROI, large boxes of chocolates have a higher association with Seasonal gifting,
medium boxes with Party Time and smaller boxes with ‘Other’ occasions.
Q.24 And approximately what size of box was the <<INSERT FROM Q.8>> chocolates you bought on that occasion?
Q.22 Earlier in this survey, you said you bought <<INSERT ANSWER FROM Q.8>> on the last occasion you bought a box of chocolates. Thinking back to this
time, which occasion or occasions did you feel best represented this?
Box Size Purchase By Last Occasion - UK
Total
Seasonal
Special
Moment
Party Time
Other
Occasion
%
%
%
%
%
Small box
(up to 200g)
22
19
22
22
23
Medium box
(up to 400g)
62
64
62
62
60
Large box
(over 400g)
15
16
13
15
16
In UK, medium boxes have more of an association with Seasonal occasions, and
similar to ROI smaller boxes are linked with ‘Other’ gifting.
Q.24 And approximately what size of box was the <<INSERT FROM Q.8>> chocolates you bought on that occasion?
Q.22 Earlier in this survey, you said you bought <<INSERT ANSWER FROM Q.8>> on the last occasion you bought a box of chocolates. Thinking back to this
time, which occasion or occasions did you feel best represented this?
Person Buying for On Last Occasion
ROI
Nobody
specifically in
Teacher/
mind
Childminder
1% (3%)
3% (n/a)
Work
colleague(s)
7%
Other
1%
Teacher/
Childminder
1% (n/a)
(3%)
Other family
member(s)
27%
(5%)
Myself
17%
(28%)
(14%)
Nobody
specifically in
mind
2% (2%)
UK
Work
colleague(s)
7%
(5%)
Other
1% (2%)
Other family
member(s)
27%
(30%)
Myself
21%
(15%)
Friends
18%
Spouse/
partner
26%
(18%)
(30%)
2011 Figures in ( )
Friends
15% (17%)
Partners and other family members are the most likely recipients.
Myself is high with around 1 in 5 stating the purchases were for them.
Recipient profile is similar to 2011. Interestingly more purchases for self are recorded in 2015.
Q.23 And who was the person you were buying the <<INSERT ANSWER FROM Q.8>> chocolates for on that occasion?
Spouse/
partner
26%
(30%)
Last Occasion Boxed Chocolate Budgeting
Did you have a set budget
in mind?
Base: All
special deal?
Base: All
ROI
%
UK
%
No
52
56
Yes
39
38
Over
22
13
On
68
Under
7
74
9
No
57
52
Yes
32
36
Interestingly about 1 in 2 did not have a budget in mind. Of those who had a budget, the
majority
to it.
1 in 3chocolates,
purchases
area set
onbudget
offer.
Thinking again about the last occasion
where youstuck
bought <<Q.8
ANSWER>>
did you have
in mind as to what you were willing to pay?
Q.28
Q.29 And do you recall did you Go Over, Go Under or Stick to this budget when you bought these <<Q.8 ANSWER>> chocolates?
Q.30 Was the <<Q.8 ANSWER>> chocolates on a special deal or promotion on that last occasion?
Base: All ROI Respondents: 751/ All ROI Respondents who set a budget: 296/ All UK Respondents :752/ All UK Respondents who set a budget : 285
Less special offer purchases compared to 2011 when ROI stood at 39% and UK at 45&.
– ROI
in mind?
Base: All
Total
Seasonal
Special
Moment
No
52
48
57
49
49
Yes
39
43
35
45
43
Over
22
20
36
20
23
On
68
70
55
65
Party Time
Other
Under
7
5
7
69
8
special deal?
No
57
55
67
61
51
Yes
32
35
27
33
38
Base: All
In ROI, Special Moments are less likely to have a budget associated with them and purchasers
are more likely to spend more than they anticipated and less likely to buy on promotion.
Q.28 Thinking again about the last occasion where you bought <<Q.8 ANSWER>> chocolates, did you have a set budget in mind as to what you were willing to pay?
Base: All ROI Respondents: 751/ All ROI Respondents who set a budget: 296
9
– UK
Total
Seasonal
Special
Moment
No
56
55
56
46
50
Yes
38
40
39
50
43
Over
13
15
21
23
15
On
74
72
73
62
68
Under
9
10
4
11
12
No
52
55
53
52
43
Yes
36
33
35
35
47
in mind?
Base: All
special deal?
Base: All
Party Time
Other
In UK, Seasonal and Special Moments are the occasions where a purchaser is less likely to
have a budget. In ROI and UK, purchases for ‘Other’ occasions are more influenced by offers.
Q.28 Thinking again about the last occasion where you bought <<Q.8 ANSWER>> chocolates, did you have a set budget in mind as to what you were willing to pay?
Base: All UK Respondents :752/ All UK Respondents who set a budget : 285
Approximate Spend on Last Occasion
ROI
€
UK
€ Equivalent
* Market Rates: 29/09/2015
€
£
Party Time
12.72
8.83
(11.91)
Special Moments
12.68
9.44
(12.74)
Seasonal
12.10
8.02
(10.82)
Other Occasion
10.29
8.40
(11.33)
Any Occasion (Total)
11.11
7.93
(10.70)
Across both markets, Special Moments and Party Time have the higher spend.
Compared to 2011, in ROI and UK, spend increased by 21% and 17% respectively.
Q.31 And approximately how much did you spend on the <<Q.8 ANSWER>> chocolates on that last occasion?
Base: All ROI Respondents: 751/ All UK Respondents: 752
Other Purchase With Chocolate Bought
on Last Occasion
(751)
Don't
know
6%
(752)
Don't
know
7%
Yes
51% (50%)
No
43%
2011 Figures in ( )
On That Occasion
Flowers
Wine
Greeting card
Snacks
Wrapping paper
Other alcohol
Other treats
Answers <3% not
shown
Item(s) of clothing
41%
37%
30%
12%
10%
9%
7%
7%
3%
Yes
43%
(45%)
No
51%
On That Occasion
Flowers
Greeting card
Wine
Wrapping paper
Snacks
Other alcohol
Other treats
Other
35%
30%
27%
13%
11%
11%
9%
7%
3%
Q.32 On this last occasion (<<INSERT ANSWER FROM Q.22>>) when you bought <<Q.8 ANSWER>> chocolates, did you buy anything else to go with the chocolates?
Q.33 And which of the following (if any) accompanied the <<Q.8 ANSWER>> chocolates on that occasion?
Base: All ROI Respondents : 751/ All ROI Respondents who purchased another item to go with the chocolates: 381/ All UK Respondents: 752/ All UK Respondents who
purchased another item to go with the chocolates: 322
5 in 10 in ROI and 4 in 10 UK purchasers also bought something in addition to the chocolates,
withInsight
flowers,
© Bord Bia Consumer
2015 cards and wine being the most popular accompaniments.
Proportion of Spend On Chocolates
Vs. Accompanying Gift
ROI
UK
€11.11
£7.93
€29.59
Average Purchases
£20.04
38%
40%
1.65 items
1.55 items
Across both markets, chocolates account for about 40% of the entire spend.
Brand Attribute Association - Explanation
•
Why do image profiling …?
•
And what does it reveal …?
– Some brands/companies get high scores for all attributes because they
are better known brands/companies.
– Some attributes score high for all brands/companies because they are
generic to all brands/companies.
– Image profiling strips away the noise to reveal the underlying image
contours.
Associations with Countries – ROI
Irish
7
British
-2
-1
5
0
-7
chocolates
Belgian
3
-3
growing regions
-3
2
-1
-4
-1
-2
-1
0
5
-1
-2
-1
4
2
German
-2
-3
0
6
0
Italian
-1
-2
3
-1
Produces 'single origin'
chocolate
-1
-3
-3
Swiss
0
4
Associations with Countries – ROI
IS WORTH PAYING
MORE FOR
• Irish
THE BEST TASTING
CHOCOLATE
• Irish
• British
TRULY DIFFERENT
FROM OTHER
COUNTRIES
• Belgian
ULTIMATE FOR
PREMIUM
CHOCOLATE
• Swiss
• Belgian
High levels of “don’t know” associated with single origin & sourcing from best growing regions (45% & 32%)
– respondents are unsure / less familiar
Each market believes they have the best tasting chocolate. For ROI, English chocolate is also
rated favourably.
Similar to 2011, the best tasting chocolate is perceived to be Irish, with Belgium
and Switzerland epitomising premium chocolate.
Irish
3
Belgian
-2
6
0
-1
Swiss
1
-3
chocolates
British
-2
-5
1
3
-1
2
-1
5
Produces 'single origin'
chocolate
0
1
growing regions
1
2
-4
-6
Italian
-1
-2
-3
-2
0
5
1
-1
-3
-3
-2
4
1
German
1
4
IS WORTH PAYING
MORE FOR
• Irish
THE BEST TASTING
CHOCOLATE
• British
• Belgian
TRULY DIFFERENT
FROM OTHER
COUNTRIES
• Belgian
ULTIMATE FOR
PREMIUM
CHOCOLATE
• Swiss
• Belgian
– respondents are unsure / less familiar
Each market believes they have the best tasting chocolate. For UK, it is Belgian rather than
Irish chocolate that is rated favourably.
Similar to 2011, the best tasting chocolate is perceived to be British, with
Belgium
© Bord Bia Consumer Insight
2015 and Switzerland characterising premium chocolate.
Growth of Private Label
The incidence of respondents shopping in Discounter stores, on the last occasion they bought boxed
chocolates, in ROI is up from 4% in 2011 to 11% in 2015. The UK currently stands at 5% incidence.
On the last occasion, 4% of Irish respondents purchased Discounter Private Label boxed chocolates and
2% bought Luxury Private Label. This stands at 1% and 3% respectively for the UK.
Private Label boxed chocolates are viewed as mainstream and value led by both markets, with this
view being more prevalent in ROI.
In UK, Luxury Private Label is deemed to be most substitutable with Marks & Spencer boxed
chocolates.
In the UK they are more comfortable gifting Private Label boxed chocolates.
Across both markets, although Private Label boxed chocolate are bought for others it is predominately for
self. In contrast, Luxury Private Label boxed chocolates are mainly purchased for others.
Key Strengths
Evaluating the Last Purchase Drivers
for Boxed Chocolates – ROI
Any
Important
Most
Important
42%
40%
25%
18%
31%
13%
31%
14%
23%
4%
23%
3%
19%
3%
15%
4%
14%
6%
It is a low price
12%
5%
It is pre-wrapped
7%
1%
7%
2%
In ROI, the recipient is the key driver, followed by the taste/quality of the chocolates, brand
and value for money.
Key drivers are similar to 2011.
Evaluating the Last Purchase Drivers
for Boxed Chocolates – UK
Any
Important
Most
Important
38%
23%
36%
14%
35%
16%
32%
28%
21%
17%
12%
7%
3%
2%
15%
6%
It is a low price
13%
6%
13%
3%
8%
2%
It is pre-wrapped
8%
2%
In UK, the top four drivers are consistent with the Irish market the recipient followed by the
taste/quality of the chocolates, value for money and brand. UK respondents appear to be
slightly more concerned with Value compared to quality/taste.
Key drivers are similar to 2011.
Drivers Last Occasion By Recipient - ROI
Other
Family
Work
Member(s) Colleague(s)
(205)
(52)
Total
(751)
Myself
(124)
Spouse/
Partner
(198)
It is a low price
42%
40%
31%
31%
23%
23%
19%
15%
14%
12%
11%
46%
36%
23%
20%
18%
11%
11%
20%
22%
51%
38%
29%
38%
25%
18%
17%
15%
10%
8%
56%
40%
30%
33%
28%
26%
22%
15%
12%
11%
29%
37%
35%
21%
23%
23%
27%
21%
15%
13%
45%
40%
28%
30%
19%
26%
24%
15%
13%
5%
It is pre--wrapped
It is fairly/ethically traded
The country of origin of the chocolate
It is organic
7%
7%
4%
4%
4%
5%
7%
7%
5%
9%
8%
7%
4%
7%
5%
8%
6%
4%
2%
0%
2%
12%
2%
4%
6%
10%
5%
5%
3%
2%
In ROI, packaging matters for a work colleague.
Q.26
And thinking back to this occasion when you bought the <<Q.8 ANSWER>> chocolates, which of the following factors were important to you
in making the choice you did?
Base: All ROI Respondents (751)
Friend(s)
(133)
Drivers Last Occasion By Recipient - UK
Total
Myself
Spouse/
Partner
Other
Family
Member(s)
(752)
(157)
(194)
(206)
(53)
(110)
38%
12%
49%
53%
28%
43%
36%
28%
35%
39%
45%
39%
35%
32%
31%
38%
26%
45%
32%
31%
29%
37%
23%
35%
28%
24%
29%
33%
17%
30%
21%
15%
22%
22%
21%
23%
17%
8%
15%
22%
17%
24%
15%
20%
16%
13%
8%
15%
It is a low price
It is pre--wrapped
It is organic
13%
13%
8%
8%
5%
4%
3%
18%
8%
8%
8%
7%
6%
3%
9%
9%
9%
8%
5%
5%
5%
11%
16%
8%
8%
4%
3%
2%
11%
15%
9%
8%
9%
8%
8%
13%
19%
5%
7%
1%
1%
1%
Work
Colleague(s)
Friend(s)
In UK, boxed chocolates for a work colleague centre more around value.
Q.26
And thinking back to this occasion when you bought the <<Q.8 ANSWER>> chocolates, which of the following factors were important to you
in making the choice you did?
Base: All UK Respondents (752)
Purchase Drivers for Boxed Chocolates – ROI
Any
Important
Most
Important
26%
60%
13%
56%
19%
56%
6%
45%
4%
43%
9%
The brand of chocolate or maker
41%
3%
38%
4%
33%
3%
Attractiveness of the packaging
30%
5%
It is a low price
21%
1%
It is pre-wrapped
13%
2%
The healthier choice
13%
1%
The chocolates are handmade
12%
2%
12%
2%
9%
1%
9%
1%
It is organic
6%
*
'Single origin' chocolate
3%
Quality of the chocolates, recipient and value are the key hygiene factors.
Q.13
Q.14
Q.15
Base:
Which of the following factors are important to you when buying a box of chocolates?
And which of these is generally the most important to you when buying a box of chocolates?
And which of these is generally the least important to you when buying a box of chocolates?
All ROI Respondents (751)
Least
Important
1%
2%
2%
2%
2%
4%
3%
3%
4%
7%
13%
9%
5%
3%
5%
11%
12%
14%
Purchase Drivers for Boxed Chocolates – UK
The brand of chocolate or maker
Attractiveness of the packaging
It is a low price
It is pre-wrapped
The chocolates are handmade
The healthier choice
It is organic
'Single origin' chocolate
Q.13
Q.14
Q.15
Base:
Any
Important
Most
Important
Least
Important
59%
57%
55%
51%
39%
38%
38%
32%
29%
20%
12%
9%
8%
7%
7%
5%
5%
3%
27%
14%
17%
6%
6%
3%
6%
4%
2%
7%
2%
1%
1%
1%
1%
1%
*
1%
2%
2%
2%
2%
2%
2%
3%
3%
2%
9%
3%
10%
6%
4%
15%
14%
9%
10%
Which of the following factors are important to you when buying a box of chocolates?
And which of these is generally the most important to you when buying a box of chocolates?
And which of these is generally the least important to you when buying a box of chocolates?
All UK Respondents: 752
Brand Attribute Association – ROI - I
Thorntons
Lindt
Is a low priced brand
Milk
Tray
Black Private
Ferrero Magic Label
-10
-15
8
-8
0
25
Their chocolates are handmade
8
4
-6
-4
-2
0
A brand you often see on special
offer
-4
-9
11
1
-2
3
Good value for money
-3
-10
12
-7
-2
11
You tend to see this brand a lot of
places
-9
-4
12
6
0
-4
An international brand
-4
8
-11
11
1
-4
A luxury brand
9
13
-17
-2
-1
-2
A popular or well liked brand
-5
-6
12
4
0
-4
An expensive or premium brand
6
14
-15
1
0
-6
A brand that has a range of sizes to
suit my needs
-2
-4
7
3
-2
-2
Q.16 Now looking at this list of brand of boxed chocolate, which of these brands do you think the following factors apply to?
Q.21 Looking at this list below of boxed chocolate brands, which of these brands (if any) do you think the following statements apply to?
Brand Attribute Association – ROI - II
Thorntons
Lindt
Milk
Tray
Black Private
Ferrero Magic Label
A sophisticated brand
6
7
-12
-2
3
-2
I know a lot about this brand
-2
-5
7
0
0
-1
The best tasting chocolates brands
-3
8
0
6
-2
-9
I would like to know more about this
brand
2
-1
-4
-4
4
4
A quality brand
1
10
-8
5
3
-11
Has a wide variety of flavours/types
of chocolates
8
-4
7
-11
1
-2
A modern brand
4
3
-6
0
-1
1
A brand that caters for all occasions
-1
-2
4
2
-1
-3
Have attractive/premium packaging
3
9
-13
6
3
-8
Brand Attribute Association – ROI - III
Thorntons
Lindt
Milk
Tray
Black Private
Ferrero Magic Label
An innovative brand
3
2
-6
0
-1
2
A brand I can relate to
-1
-2
5
-1
-1
0
A brand that understands my needs
1
-3
4
-2
-2
2
A suitable product for every occasion
5
-2
2
-6
-2
2
I would always notice this brand on
shelf
-3
2
0
3
2
-3
Uses organic chocolate
1
-1
-4
-2
2
3
-1
0
1
1
0
-1
0
0
-3
2
1
1
-2
1
2
-1
1
-1
A brand I’m proud to be associated
with
A brand with strong ethical sourcing
credentials
A brand I trust
Brand Attribute Association – UK - I
Thorntons
Lindt
Milk
Tray
A luxury brand
-4
3
-17
-5
1
22
-1
An expensive or premium
brand
-5
6
-17
-1
3
21
-6
A sophisticated brand
-5
4
-14
-3
-1
20
0
Is a low priced brand
-12
-10
17
-3
4
-12
17
Good value for money
-1
-6
16
-4
-1
-13
8
Has a wide variety of
flavours/types of chocolates
16
-5
6
-10
-9
0
2
A popular or well liked brand
5
-2
13
5
0
-17
-4
-17
10
-14
13
14
-3
-3
1
-1
13
7
2
-21
-2
13
-4
1
-7
-5
-1
2
An international brand
You tend to see this brand a
lot of places
A suitable product for every
occasion
Hotel
Ferrero Guylian Chocolat
Private
Label
Brand Attribute Association – UK - II
Thorntons
Lindt
Milk
Tray
-3
-2
-6
-4
-3
13
0
5
-3
12
4
-1
-13
3
0
0
-9
-5
-1
12
-2
-9
-6
-9
-6
-2
5
0
An innovative brand
1
-3
-6
-3
-2
11
0
Uses organic chocolate
-5
-3
-4
-3
-1
9
2
1
9
0
3
2
-1
-7
-3
3
-15
4
1
9
-5
-5
9
-13
6
4
6
-10
A modern brand
A brand you often see on
special offer
handmade
I would like to know more
about this brand
The best tasting chocolates
brands
Have attractive/premium
packaging
A quality brand
Hotel Private
Ferrero Guylian Chocolat Label
Brand Attribute Association – UK - III
Thorntons
Lindt
Milk
Tray
A brand that has a range of
sizes to suit my needs
9
0
5
5
-2
-11
0
I know a lot about this brand
6
-2
8
1
-2
-5
-2
7
-1
7
2
-2
-11
-1
1
4
3
6
0
-7
-2
-1
1
6
2
0
-3
-1
-3
-1
-5
-2
0
5
1
5
-1
2
-3
-1
-3
1
A brand I can relate to
2
1
2
-1
-1
-3
1
A brand I’m proud to be
associated with
1
2
-1
-2
-1
1
0
A brand that caters for all
occasions
I would always notice this
brand on shelf
A brand I trust
A brand with strong ethical
sourcing credentials
A brand that understands my
needs
Hotel Private
Ferrero Guylian Chocolat Label
Brand Associations With Luxury
(ex Irish Brands) – ROI
Premium
30
Premium High End
Premium Good Value
20
10
Lindt
Expensive
0
Cheap
Thorntons
Ferrero
Black Magic
-10
Private Label
-20
Milk Tray
Mainstream More Upmarket
Mainstream Low End
-30
-30
-25
-20
-15
-10
-5
0
5
Mainstream
10
15
20
25
30
Brand Associations With Luxury
(ex Irish Brands)– GB
Premium
30
Premium High End
Premium Good Value
Hotel Chocolat
20
10
Lindt
Expensive
Cheap
Guylian
0
Thorntons
Private Label
Ferrero
-10
Milk Tray
-20
Mainstream Low End
Mainstream More Upmarket
-30
-30
-25
-20
-15
-10
-5
0
Mainstream
5
10
15
20
25
30
Understanding Purchase Behaviour
Familiarity With Recipient’s Preferences
Well
(9-10)
Not well
(1-4)
ROI
UK
37
36
15
Q.39
11
And how well do you know this person’s taste/preferences in terms of boxed chocolates? Please give your answer on a scale of 1 to 10 where 1 means not at all
well and 10 means extremely well.
Base: All ROI Respondents who purchased chocolates for another person: 612 / All UK Respondents who purchased chocolates for another person: 577
Knowledge of Boxed Chocolates
Know very little
(1-4)
%
ROI
UK
Q.37
21
Know a lot
(9-10)
%
11
15
9
Please select the number which best describes your approach to buying a box of chocolates for someone else when you are deciding which box of
chocolates to buy, would you say ….?
The Personal Appeal of Boxed Chocolates
Not at all appealing
(1-4)
%
Very appealing
(9-10)
%
ROI
10
29
UK
10
28
Q.38a To what extent do you personally find boxed chocolates appealing, or not? Please give your answer on a scale of 1 to 10 where 1 means you do not find boxed
chocolates at all appealing and 10 means you find boxed chocolates very appealing.
Understanding Purchase Behaviour
(ex Irish Brands) – UK
Category Comfort
9.00
8.50
Comfortable with
Category & Recipient
Comfortable with Category;
not familiar with Recipient
8.00
7.50
7.00
6.50
Less
knowledgeable
6.00
about the
recipient
5.50
Luxury PL
Discounter
PL
Black
Lindt
Magic
Hotel Chocolat
Thorn Other
More
Lindt Lindor
M&S -ton’s
knowledgeable
Guylian
about the
Green &
Ferrero
Milk
recipient
Tray
After Black
Dairy
Eight
Box
5.00
4.50
4.00
3.50
3.50
Uncomfortable with Category;
familiar with Recipient
Uncomfortable with Category;
not familiar with Recipient
4.00
4.50
5.00
5.50
6.00
6.50
Category Discomfort
7.00
7.50
8.00
8.50
9.00
Consideration of Various Channels for Boxed
Chocolates Purchase – ROI
Total - ROI
ROI
Consideration
Visit most often
%
%
Store Most Often Visited
%
Supermarket
83
67
Tesco
62
Discounter
39
11
Aldi
42
Specialist Chocolate Stores
28
7
33
Convenience Store
27
3
Spar/Eurospar*
52
Newsagents/local corner shop
25
2
Airport
25
3
Department store
17
3
Petrol station
14
1
Retail village/designer outlet
9
1
Online
5
1
*Caution: Small Base Size
Supermarkets (and Tesco) are the
top choice, Discounters perform
well in ROI, although this will
challenge manufactures.
Discounters have a different
strategy and approach to
mainstream retailers, and retailers
such as Tesco look to influence and
suppress the opportunities Aldi (&
Lidl) can get
Q.11 Which of the following channels or store types would you consider visiting when buying a box of chocolates?
Q.12 And which of these would you visit most often when buying a box of chocolates?
Q.12a And which <BRING IN CODE FROM Q.12> would you visit most often when buying a box of chocolates?
Base: All ROI Respondents: 751/ All ROI Respondents who visit a supermarket/discounter/convenience store/specialist store most often: 653
Consideration of Various Channels for Boxed
Chocolates Purchase – UK
Total - UK
UK
Consideration
Visit most often
%
%
Store Most Often Visited
%
Supermarket
84
70
Tesco
38
Specialist Chocolate Stores
38
9
Thorntons
61
Discounter
32
5
Aldi
37
Department store
24
3
n/a
Convenience Store
23
2
Spar/Eurospar*
Newsagents/local corner shop
23
3
Online
17
3
Retail village/designer outlet
14
1
Airport
14
1
Petrol station
12
1
*Caution: Small Base Size
Similarly, supermarket is the top
choice. Specialist chocolate
stores is second, followed by
Discounter.
Q.11 Which of the following channels or store types would you consider visiting when buying a box of chocolates?
Q.12 And which of these would you visit most often when buying a box of chocolates?
Q.12a And which <BRING IN CODE FROM Q.12> would you visit most often when buying a box of chocolates?
Base: All UK Respondents: 752/ All UK Respondents who visit a supermarket/discounter/convenience store/specialist store most often
53
Decision on Last Occasion
– Planned Vs. Impulse
(751)
Not sure
3%
I knew which box
of chocolates to
buy before I
entered the store
35%
Brand purchased
on last occasion
(n=262)
Milk Tray
21%
Ferrero
18%
Lindt Lindor 9%
(752)
Not sure
7%
I knew which box
of chocolates to
buy before I
entered the store
25%
I decided which
box of chocolates
to buy when I
looked at the
products in store
62%
Brand purchased
on last occasion
(n=187)
Brand purchased
Milk Tray
22%
on last occasion
Ferrero
18%
(n=465)
Thorntons 12%
Milk Tray
18%
Ferrero
12%
After Eight 8%
I decided which
box of chocolates
to buy when I
looked at the
products in store
68%
Brand purchased
on last occasion
(n=513)
Thorntons 26%
Milk Tray
15%
Ferrero
8%
Q.41 Again thinking about the last occasion when you have bought <<Q.8 ANSWER>> boxed chocolates, which of the following statements do you agree with the most?
Base: All ROI Respondents: 751/ All UK Respondents:752
Associations with Luxury Boxed Chocolates
- Top 10 Mentions
UK
ROI
Quality
52%
Great taste
52%
47%
48%
Quality is more important
than quantity
44%
43%
For very special occasions
44%
43%
For gifting
43%
Handmade
39%
Expensive
32%
Mixture of flavours in the box
32%
Given to impress someone
For my family
26%
23%
Are the lines blurred between luxury and everyday?
Q.38 In your view, which of the following terms / words best describe luxury boxed chocolate? Please choose all that apply
39%
35%
32%
29%
25%
21%
- Qualitative - ROI
- Qualitative - UK
Brand & Packaging Evaluation
On shelf stand out
(UK)
• Purchase Behaviour – Packaging Stand Out
UK Store
• Some of the packaging that
didn’t perform particularly
well and the discussion groups
was found to have much
better stand out on shelf.
– Communicating clear
benefits to the customers
via boxed shape,
packaging and visual
cues.
• This stand out offers an
opportunity for the brand to
be considered.
Waitrose Manchester
On shelf stand out
(Ireland)
Irish Store
• When looking at a shelf space in
Ireland, the balance of colours and
packaging types is somewhat
different. Irish brands
predominate with these
commonly associated features –
gold, bows, tags, etc.
•
These differences (along with
other factors such as brand power)
combined with the demands of UK
consumers, are important when
considering maximising the
impact for UK sales.
Supervalu Blackrock
On shelf stand out – Private Label
(Ireland)
Marks & Spencer Irish Store
• If a bay has all the same products/
packing style, it will look very
attractive.
• However, when competitors are
also included on this bay (such as
the Supervalu example), stand out
will be tested.
M& S Blackrock
The Positioning of the Brand
Mainstream vs. Specialist
•
Different brands may have different attitudes towards the mainstream
grocery channel. Some may actively be pursuing it. Others may not want to
be associated with that channel. Either approach has challenges:
Mainstream
Specialist
These customers are likely to be looking for a
convenient, safe purchase when arriving in store.
Competing in the grocery aisle shelf stand out is
critical – it is very crowded.
Customers are less likely to want to take a risk so
packaging cues need to be mainstream.
Overtly premium may alienate so an everyday
approach may be more appropriate.
These customers will have made an effort to
reach this store.
There is some greater scope for ultra premium
cues such as alternative box sizes, minimalist
packaging.
There may be more potential to create an
experience in the niche environment – product
layout, advice, tastings, experimental design are
all most possible.
There is potentially also more scope to stretch
the customer in terms of selections, designs and
limited edition products.
Packaging Approaches – Competitors (UK)
•Ultra premium Brand
Led Packaging
•Positioning only makes
sense in the context of
understand the brand
positioning or the
experience
• Premium / Mainstream
Brand Led Packaging
•Product familiarity is
such that consumer can
engage immediately
with the brand
A key question for
the Irish brands is
to consider is which
approach to
packaging are they
taking?
•Packaging Led
Packaging
•In the absence of strong
brand / needs based
understanding , the
packaging has to do the
heavy lifting
•Needs Based
Packaging
•Buyers can understand
the purpose of the
product (though
assisted by brand
values)
Criteria of Packaging Evaluation - Purchase
Pack Shape/
Size
Product
Visualisation
Packaging
Accessories
Risk Profile
Shelf stand
out
Opening
Experience
•
The extent to which the packaging
shape and size matches expected norms
for their specific needs.
•
The ability of the product to deliver
appropriate cues either through
pictures or the visibility of the actual
product.
•
The features of the packaging such as
ribbons, tags etc.
•
The comfort of the individual in making
a decision based on the cues that the
packaging provides.
•
How well the product stands out on
shelf when mixing with the competition.
•
When the product is open, how do
people feel?
Box Design
Box Designs Shown
Box Design Preference – Not At All Familiar With
Brand Vs. Very Familiar With Brand - ROI
Preferred Box:
Not at all familiar with brand
Nice/Pretty/Attractive packaging/
Wrapping/Design
23%
Wrapping/Design
37%
Elegant/Luxurious looking/
Quality Product
17%
Quality Product
16%
Like the tag/menu/ticket
11%
16%
Looks like a gift/present
10%
Familiarity/Know what to expect
9%
Like the ribbon/bow
8%
You can clearly see what you are getting/
can see inside/clearly see contents
8%
Q.43
Q.43a
Q.46
Base:
Very familiar with brand
Attractive packaging is key cue. Needs to have on-shelf stand out appeal.
Now please look carefully at each of these designs for boxes of chocolates and think about the last occasion that you purchased boxed chocolates.
Imagine that you are not at all familiar with the brand / name of the chocolate company. Which one design of box do you prefer the most?
Please look again at each of these designs for boxes of chocolates, but this time imagine that you are very familiar with the brand / name of the chocolate company, for example the <<Q.8 ANSWER>> chocolates
you bought on that last occasion?. Which one design of box do you prefer the most?
And why was this your preferred design of box <bring in picture chosen> for a brand that you are very familiar with?
All ROI Respondents:751/ All ROI Respondents who only preferred Design 1 for a brand they were unfamiliar with: 100/ All ROI Respondents who only preferred Design 1 for a brand they were very familiar with: 101
Box Design Preference – Not At All Familiar With
Brand Vs. Very Familiar With Brand - UK
Preferred Box:
Not at all familiar with brand
Wrapping/Design
23%
Wrapping/Design
21%
Quality Product
19%
Elegant/Luxurious looking
Quality Product
19%
12%
13%
8%
Familiarity/Know what to expect
13%
10%
You can clearly see what you are getting/
can see inside/clearly see contents
6%
Q.43
Q.43a
Q.46
Base:
Very familiar with brand
Attractive packaging is key cue. Needs to have on-shelf stand out appeal.
Now please look carefully at each of these designs for boxes of chocolates and think about the last occasion that you purchased boxed chocolates.
Imagine that you are not at all familiar with the brand / name of the chocolate company. Which one design of box do you prefer the most?
Please look again at each of these designs for boxes of chocolates, but this time imagine that you are very familiar with the brand / name of the chocolate company, for example the <<Q.8 ANSWER>> chocolates
you bought on that last occasion?. Which one design of box do you prefer the most?
And why was this your preferred design of box <bring in picture chosen> for a brand that you are very familiar with?
All UK Respondents:752/ All UK Respondents who only preferred Design 1 for a brand they were unfamiliar with: 102/ All UK Respondents who only preferred Design 1 for a brand they were very familiar with: 100
Least Favourite Box Design – ROI
Reasons Why 37%
54%
13%
10%
6%
• Looks cheap
6%
Q.45 And which of these design of boxes is your least favourite?
Q.47 And why was this your least preferred box design of box <bring in picture chosen>?
Base: All ROI Respondents: 751 / All ROI Respondents who identified design 6 as their least favourite design: 281
Least Favourite Box Design – UK
Reasons Why 34%
56%
18%
11%
7%
• Looks cheap
5%
Q.45 And which of these design of boxes is your least favourite?
Q.47 And why was this your least preferred box design of box <bring in picture chosen>?
Base: All UK Respondents: 752 / All UK Respondents who identified design 6 as their least favourite design: 252
Most Appropriate Design for Possible Recipients
– ROI
Spouse/Partner
Other family member(s)
Friend(s)
Work colleague(s)
Don't know
None of these
53%
45%
35%
31%
7%
2%
Spouse/Partner
Friend(s)
Work colleague(s)
Don't know
None of these
40%
37%
35%
30%
11%
6%
Friend(s)
Work colleague(s)
Spouse/Partner
Don't know
None of these
38%
36%
32%
31%
11%
6%
Friend(s)
Work colleague(s)
Spouse/Partner
Don't know
None of these
38%
32%
32%
30%
10%
9%
Work colleague(s)
Friend(s)
Spouse/Partner
Don't know
None of these
37%
32%
29%
25%
12%
8%
Work colleague(s)
Friend(s)
Spouse/Partner
None of these
Don't know
33%
26%
25%
24%
16%
13%
Q.44 And looking at each design below and the list of possible recipients, who do you think each design is most appropriate for? Please select all that apply.
Most Appropriate Design for Possible Recipients
– UK
Spouse/Partner
Friend(s)
Work colleague(s)
Don't know
None of these
49%
45%
33%
28%
13%
3%
Spouse/Partner
Friend(s)
Work colleague(s)
Don't know
None of these
38%
38%
32%
29%
16%
8%
Spouse/Partner
Friend(s)
Work colleague(s)
Don't know
None of these
39%
36%
35%
32%
16%
6%
Friend(s)
Spouse/Partner
Work colleague(s)
Don't know
None of these
36%
35%
34%
30%
16%
6%
Work colleague(s)
Friend(s)
Spouse/Partner
Don't know
None of these
32%
32%
31%
27%
17%
8%
Work colleague(s)
Spouse/Partner
Friend(s)
Don't know
None of these
29%
28%
26%
26%
18%
13%
Q.44 And looking at each design below and the list of possible recipients, who do you think each design is most appropriate for? Please select all that apply.
Online Purchasing
Appeal and Knowledge Of Chocolate
– All Formats
Appeal of Chocolate
Appealing
(9-10)
Unappealing
(1-4)
ROI
UK
46
48
9
Q.48
7
Knowledge of Chocolate
ROI
UK
Knowledgeable
(9-10)
19
19
Unknowledgeable
(1-4)
11
9
To what extent do you personally find chocolate appealing, or not? Please give your answer on a scale of 1 to 10 where 1 means you do not find chocolate at all
appealing and 10 means you find chocolate very appealing.
Q.48a Please select the number which best describes your approach to buying chocolate for someone else when you are deciding which type of chocolate to buy, would
you say ….?
Base: All ROI Respondents: 751/ All UK Respondents: 752
Purchasing Chocolate Online – ROI
Ever bought online
No
81%
57%
38%
38%
27%
Yes
13%
Can't recall
6%
19%
Other
2%
Don’t know
3%
Low levels of purchasing online, although identical levels to those who ever purchase
groceries online (PERIscope 8 data).
Q.49 Have you ever bought chocolate online? (SC)
Q.50 And which, if any, of the following reasons best describes why you have not bought chocolate online?
Q.51 Which of the following brands have you ever bought online?
Base: All ROI Respondents: 751 / All ROI Respondents who have never bought chocolate online 612
Purchasing Chocolate Online – UK
Ever bought online
No
66%
51%
37%
36%
23%
Yes
26%
Can't recall
8%
• Thorntons
36%
• Hotel Chocolat
27%
• Ferrero
13%
Other
Don’t know
21%
1%
5%
Higher incidence of purchasing online in the
UK, and levels are similar to those ever
Q.49 Have you ever bought chocolate online? (SC)
Q.50 And which, if any, of the following reasons best describes why you have not bought chocolate
online?
purchasing
groceries online (PERIscope 8
Q.51 Which of the following brands have you ever bought online?
data).
Base: All UK Respondents: 752 / All UK Respondents who have never bought chocolate online: 495
Boxed Chocolates Study – RoI and UK
For further information on this study please contact
[email protected] or
Tel: +353 (0)1 668 5155
DID YOU KNOW? You can also access our marketing information
inquiry service at any time. Typical inquiries include information on
– categories, new products, brands / companies, retailers,
foodservice, retail and consumer trends .... Simply e-mail
[email protected] with your information query. We will endeavour to
get back to you within 48 hours with relevant information resources
adhering to copyright agreements.”
Growing the success of Irish food & horticulture
1

Boxed Chocolates Study

Transcription

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