Sales of chocolate confectionery decline by 1% in volume and increase by 2% in current value terms to reach 56,000 tonnes and €704 million in 2011
Two years after the recession, chocolate confectionery remains disappointing, especially with most mass A brands seeing a drop in their pralines sales
Owing to its bite-size format and the renewed support for M&Ms, bagged selflines/softlines is the fastest growing category with an increase of 2% in volume in 2011
Despite the rising costs of ingredients, there is no atypical increase of unit price in 2011
Kraft Foods Belgium is the undisputed leader in a rather concentrated competitive landscape in 2010
Sales of chocolate confectionery are expected to continue their slow decline over the forecast period
TRENDS
Many manufacturers were rather worried for chocolate confectionery during the first few months of 2011. For the first time during the review period, most mass A brands in pralines (boxed assortments) waned both in 2010 and 2011, including Côtes d’Or and Ferrero, while it previously posted steady growth. Against all expectations, while the effects of the previous crisis tended to seriously lessen, Belgians remained selective and continued to limit their consumption of confectionery, even in chocolate. Consumers continued to cut back on non-basic products such as countlines, ignored seasonal chocolate aimed at adults, and even began to make drastic selections in tablets. Lastly, some experts considered the level of innovation too low, with too many failures and insufficient successes at the end of the review period.
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