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1、 Euromonitor International 2009 SECTOR CAPSULE: CHOCOLATE CONFECTIONERY - CHINA 14 Sep 2010 HEADLINES Retail value sales of chocolate confectionery rise 10% in 2010 to RMB9,370 million, while volume sales increase by 8% Countlines continues to be the fastest growing range in 2010, with an increase
2、in value sales of 20% Unit prices record a slight increase in 2010, due to the upward trend in raw material costs Mars (China) leads the chocolate confectionery sector in China with a value share of 35% Constant value sales of chocolate confectionery are expected to rise by a CAGR of 8% over the for
3、ecast period COMPETITIVE LANDSCAPE Mars (China) led the chocolate confectionery sector in China in 2009 with a retail value share of 35%. Enjoying a positive brand image among Chinese consumers and a well-established distribution network, the company has a strong competitive advantage in the marketp
4、lace. Moreover, Mars continued to invest heavily in advertising and new product development, thereby further enhancing its leading position. For example, its new product under the Dove brand line called Xinshui dark chocolate was launched in August 2009, mainly targeting working professionals. It co
5、ntains 66% cocoa, which is much higher than other mainstream products. Due to the high cocoa content, it has lower fats. Furthermore, this product features innovative packaging: being packaged in small plastic boxes that are convenient to carry and which fit easily into most handbags. International
6、brands continued to dominate the chocolate confectionery sector in China, accounting for a majority market share in 2009. With extensive promotions and advertising campaigns, the foreign chocolate brands are perceived by Chinese consumers as products with higher quality and better taste. In addition
7、, international companies continually invest in new product development, delivering products in new flavours, with healthier ingredients or innovative packaging, giving them a strong competitive advantage. Chocolate Confectionery China Euromonitor International 2009 Leading domestic brands, such as
8、 Le Cont witnessed a poor performance in 2009 seeing its share decline. Another leading domestic chocolate manufacturer, Shanghai Golden Monkey Food also experienced a slowdown in sales growth. In response, the company plans to shift its strategic focus from chocolate confectionery to other packaged
9、 food sectors such as dried bean curd products. As for other local companies, they tend to focus on the low end of the sector, establishing distribution channels or outlets in lower-tier cities or rural areas in China. Chocolate Confectionery China Euromonitor International 2009 NATIONAL BRAND OWNE
10、RS AND THEIR BRANDS Company Name (NBO) Brand (GBO) Beijing Yi Li Food Co Ltd Yi Li (Beijing Yi Li Food Co Ltd) Cadbury (China) Food Co Cadburys Dairy Milk (Cadbury Plc), Cadburys Fruit & Nut (Cadbury Plc), Cadburys Hazelnut (Cadbury Plc), Cadburys Treasures (Cadbury Plc) Chocolaterie Guylian NV Guyl
11、ian (Lotte Group) COFCO Le Cont Food (Shenzhen) Co Ltd Le Cont (China National Cereals, Oils & Foodstuffs Imp & Exp Corp (COFCO) Dongguan Hsu-Fu-Chi Food Co Ltd Hsu-Fu-Chi (BVI Hsu-Fu-Chi Holdings Ltd) Edward Keller (China) Co Ltd Lindt (Chocoladefabriken Lindt & Sprngli AG) Ferrero China Ltd Ferrer
12、o Rocher (Ferrero Group), Kinder Bueno (Ferrero Group), Kinder Country (Ferrero Group) Kraft Foods China Inc Oreo (Kraft Foods Inc), Toblerone (Kraft Foods Inc) Lotte (Shanghai) Food Co Ltd Lotte (Lotte Group) Mars (China) Co Ltd Dove (Mars Inc), M&Ms (Mars Inc), Maltesers (Mars Inc), Snickers (Mars
13、 Inc) Meiji Seika Food Industry (Shanghai) Co Ltd Meiji (Meiji Holdings Co Ltd) Nestl (China) Ltd KitKat (Nestl SA), Nestl Milk Chocolate (Nestl SA), Nestl Wafer (Nestl SA), Smarties (Nestl SA) Shanghai Bainuo Food Co Ltd Bainuo (Shanghai Bainuo Food Co Ltd) Shanghai Golden Monkey Food Co Golden Mon
14、key (Shanghai Golden Monkey Food Co), Space Chocolate (Shanghai Golden Monkey Food Co) Shanghai Hershey Food Co Ltd Hersheys Bar with Almonds (Hershey Co, The), Hersheys Kisses (Hershey Co, The), Hersheys Milk Chocolate (Hershey Co, The), Hersheys Nuggets (Hershey Co, The), Hersheys Special Dark (Hershey Co, The) Source: Passport by Euromonitor International Chocolate Confectionery China Euromonitor International 2009 FORECAST