Chocolate slabs of today

Let see the chocolate slabs global market to well understand the environment for all the chocolate brands. 

• Consumption

Chocolate slabs represent 32% of sales value and 38% in volume (2010). This is the type of product most sought by consumers.
70% of French consumers admit eating chocolate at least once a week !

• Customers

Adults & young adults : from 20 to 45 years old = 80% of the market !
Men and women
Fom all CSP
Gourmets, gourmands
Those searching for pleasure, wellness, comfort...
Requirement in terms of price and quality

• Shrinking market

2010: Drop in the French consumption of chocolate for the 3rd consecutive year
          -2,78% in the market
          -6,4% for the chocolate slabs

Why? - Trend toward dieting and association of chocolate with fatty products
          - Lack in quality and innovation to satisfy the needs of consumers
          - Increase in market prices

Though: 9 out of 10 French people say they like chocolate !

• A key word : Innovation

To retain customers, industrials must innovate and often change their offer:
     - Innovate with new recipe (play with textures, taste sensations, ...)
     - Favour product of quality
     - Implement organic chocolate or chocolate from fair trade
     - Promote low fat chocolate
     - Cause impulse buying (packaging, place of distribution, ...)
     - Create new needs with new product / format / packaging

• Distribution

85% of the chocolate slabs are sold in supermarkets
15% in some alternative distribution channel (bakery, grocery) and chocolate maker

Development of new distribution channels to follow the new trends:
    - Organic stores
    - Franchised networks
    - Online sales
    - Event ("Salon du Chocolat")

Sources: http://www.slideshare.net/Camille37/stratgie-des-marques-etude-du-march-des-tablettes-de-chocolat-au-lait