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2、E t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: Asia-Pacific - Confectionery 0200 - 0710 - 2009 Datamonitor. This profile is a licensed product and is not to be photoco
3、pied Page 1 INDUSTRY PROFILE Confectionery in Asia-Pacific Reference Code: 0200-0710 Publication Date: September 2010 EXECUTIVE SUMMARY Asia-Pacific - Confectionery 0200 - 0710 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 2 EXECUTIVE SUMMARY Market value T
4、he Asia-Pacific confectionery market grew by 3.1% in 2009 to reach a value of $21,815.1 million. Market value forecast In 2014, the Asia-Pacific confectionery market is forecast to have a value of $25,958.8 million, an increase of 19% since 2009. Market volume The Asia-Pacific confectionery market g
5、rew by 1.6% in 2009 to reach a volume of 2,002.9 million kilograms. Market volume forecast In 2014, the Asia-Pacific confectionery market is forecast to have a volume of 2,205.7 million kilograms, an increase of 10.1% since 2009. Market segmentation I Chocolate is the largest segment of the confecti
6、onery market in Asia-Pacific, accounting for 43.6% of the markets total value. Market segmentation II Japan accounts for 40.6% of the Asia-Pacific confectionery market value. Market share Lotte Group is the leading player in the Asia-Pacific confectionery market, generating a 12.8% share of the mark
7、ets value. Market rivalry The Asia-Pacific confectionery market is highly fragmented, with the top three players holding 34% of the total market value. CONTENTS Asia-Pacific - Confectionery 0200 - 0710 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 3 TABLE O
8、F CONTENTS EXECUTIVE SUMMARY 2 MARKET OVERVIEW 7 Market definition 7 Research highlights 8 Market analysis 9 MARKET VALUE 10 MARKET VOLUME 11 MARKET SEGMENTATION I 12 MARKET SEGMENTATION II 13 MARKET SHARE 14 FIVE FORCES ANALYSIS 15 Summary 15 Buyer power 17 Supplier power 18 New entrants 19 Substit
9、utes 20 Rivalry 21 LEADING COMPANIES 22 Lotte Group 22 Mars, Inc. 24 Kraft Foods, Inc. 26 MARKET DISTRIBUTION 31 MARKET FORECASTS 32 Market value forecast 32 Market volume forecast 33 APPENDIX 34 Methodology 34 Industry associations 35 CONTENTS Asia-Pacific - Confectionery 0200 - 0710 - 2009 Datamon
10、itor. This profile is a licensed product and is not to be photocopied Page 4 Related Datamonitor research 35 Disclaimer 37 ABOUT DATAMONITOR 38 Premium Reports 38 Summary Reports 38 Datamonitor consulting 38 CONTENTS Asia-Pacific - Confectionery 0200 - 0710 - 2009 Datamonitor. This profile is a lice
11、nsed product and is not to be photocopied Page 5 LIST OF TABLES Table 1: Asia-Pacific confectionery market value: $ million, 200509 10 Table 2: AsiaPacific confectionery market volume: million kilograms, 200509 11 Table 3: Asia-Pacific confectionery market segmentation I:% share, by value, 2009 12 T
12、able 4: Asia-Pacific confectionery market segmentation II: % share, by value, 2009 13 Table 5: Asia-Pacific confectionery market share: % share, by value, 2009 14 Table 6: Lotte Group: key facts 22 Table 7: Mars, Inc.: key facts 24 Table 8: Kraft Foods, Inc.: key facts 26 Table 9: Kraft Foods, Inc.:
13、 key financials ($) 28 Table 10: Kraft Foods, Inc.: key financial ratios 29 Table 11: Asia-Pacific confectionery market distribution: % share, by value, 2009 31 Table 12: Asia-Pacific confectionery market value forecast: $ million, 200914 32 Table 13: AsiaPacific confectionery market volume forecast
14、: million kilograms, 200914 33 CONTENTS Asia-Pacific - Confectionery 0200 - 0710 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 6 LIST OF FIGURES Figure 1: Asia-Pacific confectionery market value: $ million, 200509 10 Figure 2: AsiaPacific confectionery mark
15、et volume: million kilograms, 200509 11 Figure 3: Asia-Pacific confectionery market segmentation I:% share, by value, 2009 12 Figure 4: Asia-Pacific confectionery market segmentation II: % share, by value, 2009 13 Figure 5: Asia-Pacific confectionery market share: % share, by value, 2009 14 Figure 6
16、: Forces driving competition in the confectionery market in Asia-Pacific, 2009 15 Figure 7: Drivers of buyer power in the confectionery market in Asia-Pacific, 2009 17 Figure 8: Drivers of supplier power in the confectionery market in Asia-Pacific, 2009 18 Figure 9: Factors influencing the likelihoo
17、d of new entrants in the confectionery market in Asia- Pacific, 2009 19 Figure 10: Factors influencing the threat of substitutes in the confectionery market in Asia-Pacific, 2009 20 Figure 11: Drivers of degree of rivalry in the confectionery market in Asia-Pacific, 2009 21 Figure 12: Kraft Foods, I
18、nc.: revenues although maintaining inventories and engaging in practices such as hedging can reduce the effect of price volatility. Entry into this market would be highly dependent on the growth prospects and also on the size of the existing players. Furthermore, confectionery products are vulnerabl
19、e to the threat of substitutes, such as savory snacks and fresh fruits, due to low switching costs and consumption patterns in different geographies. The competitive rivalry is deemed as moderate in this market, with branding contributing to a high level of FIVE FORCES ANALYSIS Asia-Pacific - Confec
20、tionery 0200 - 0710 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 16 customer loyalty. Price elasticity and product differentiation play a small part in terms of competitive rivalry in the confectionery market. FIVE FORCES ANALYSIS Asia-Pacific - Confection
21、ery 0200 - 0710 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 17 Buyer power Figure 7: Drivers of buyer power in the confectionery market in Asia-Pacific, 2009 Source: Datamonitor D A T A M O N I T O R In Asia-Pacific, the main distribution channels for the
22、 confectionery market are independent retailers, which account for 45.8% of the market value. Supermarket chains are often able to negotiate very strongly on price with confectionery producers; this boosts their buyer power significantly. Confectionery includes quite a wide range of product categori
23、es, and within each segment, manufacturers have many opportunities to create goods that stand out from the rest (for example, manufacturers offer sugar free cereal bars especially for individuals with diabetes). An increasing number of products have been developed to create healthier alternatives to
24、 the existing lines, with substitute versions offering no artificial colors, low sugar, as well as the inclusion of additives such as vitamins. Along with the inherent differences (e.g. taste, ingredients, etc.) between products, manufacturers invest in advertising to build brand identities. Retaile
25、rs therefore need to respond to consumer demand and the presence of strong differentiation and brand loyalty among consumers leads to a weakening of buyer power. However, most retailers in this market offer a wide variety of foods. As confectionery is only a small part of the retailers total product
26、 range buyer power is increased. Manufacturers and retailers generally exist in very different businesses, with little likelihood of vertical integration. Overall, the buyer power is assessed as moderate, although it can be weaker in certain countries. FIVE FORCES ANALYSIS Asia-Pacific - Confectione
27、ry 0200 - 0710 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 18 Supplier power Figure 8: Drivers of supplier power in the confectionery market in Asia-Pacific, 2009 Source: Datamonitor D A T A M O N I T O R The key inputs in the confectionery market are ing
28、redients such as sugar, cocoa beans, and their derivatives (cocoa butter, cocoa liquor, or cocoa powder). Suppliers to this market are cocoa farmers and producers of various other raw materials. Cocoa products are differentiated to some extent, and are sold in several grades. Much of the cocoa-based
29、 raw material is sourced from countries such as Cote dIvoire, Ghana, Indonesia and Brazil among others. Furthermore, supplies from other producers within Far Eastern, West African and South American equatorial regions, and existing inventory in consuming countries, act as an adequate supply buffer.
30、Manufacturers may choose to adopt the fair trade policy, which ensures that farmers receive a fair price for their products, depending on their own organizations ethical policies. Raw materials like these are bought on commodity markets, and confectionery companies are unlikely to have much control
31、over supplier prices; rather, they use financial techniques such as hedging in order to reduce the impact of price rises on their own margins. Overall, supplier power is evaluated to be moderate. FIVE FORCES ANALYSIS Asia-Pacific - Confectionery 0200 - 0710 - 2009 Datamonitor. This profile is a lice
32、nsed product and is not to be photocopied Page 19 New entrants Figure 9: Factors influencing the likelihood of new entrants in the confectionery market in Asia- Pacific, 2009 Source: Datamonitor D A T A M O N I T O R In order to start operations within this market, reasonably high levels of capital
33、are generally required in order to set up production facilities, as most confectionery products are mass-marketed, and must be manufactured in significant volume to be profitable. However, it is also possible to enter the market in a small-scope, for example, by making high-value, low-volume product
34、s in a craft process rather than a mechanized process. There is threat of entry of private labels mainly from the large supermarkets which use their infrastructure and brand name to provide a similar, cheaper alternative to the existing brand names. However, these products are limited to the superma
35、rkets own store chains and have limited brand recognition in the confectionery market. Many of the existing brands are strong, and consumers may be unwilling to move away from their favorites - this means that it may be difficult to persuade retailers to add a new players product to their shelves. E
36、xisting players understand the significance of brands associated with the confectionery market and tend to focus on brand expansion for new products development, rather than bringing new names to the customer: KitKat may be one example, as it used its recognizable brand name to release similar lines
37、 such as KitKat Chunky, KitKat Cubes and KitKat Senses. In countries with poor infrastructure, new entrants must also consider the problems of establishing a good supply chain if they choose to manufacture their products within the country. Overall, there is a moderate likelihood of new entrants. FI
38、VE FORCES ANALYSIS Asia-Pacific - Confectionery 0200 - 0710 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 20 Substitutes Figure 10: Factors influencing the threat of substitutes in the confectionery market in Asia- Pacific, 2009 Source: Datamonitor D A T A
39、M O N I T O R Most confectionery is purchased by end-users as snack food. Substitutes thus include savory snacks, fresh fruit, and similar items. For retail buyers, the substitutes have some disadvantages in terms of storage: snacks such as potato chips require more shelf space per item than, for ex
40、ample, chocolate bars; fruit is perishable and may need expensive chilled display cabinets if wastage is to be avoided. Increasing publicity of health hazards which are linked to poor dietary lifestyles associated with confectionary products may influence the consumers decision making preferences to
41、 switch to a more health conscious alternative. For most food retailers, there are negligible switching costs, as they will usually be selling these items in any case. Furthermore, some forms of confectionery are purchased by consumers as luxury or gift items, rather than quick snacks for personal c
42、onsumption - in these cases, the substitutes are more varied, and may include certain gift items of similar value. Overall, the threat of substitutes is moderate. FIVE FORCES ANALYSIS Asia-Pacific - Confectionery 0200 - 0710 - 2009 Datamonitor. This profile is a licensed product and is not to be pho
43、tocopied Page 21 Rivalry Figure 11: Drivers of degree of rivalry in the confectionery market in Asia-Pacific, 2009 Source: Datamonitor D A T A M O N I T O R The Asia-Pacific confectionery market is highly fragmented, with top three players holding 34% of the total market value. Leading companies hav
44、e diverse product lines, although food and drink products are central to their business. Such factors protect their margins against local fluctuations. Switching costs for consumers and retailers are low. The threat from private labels, offering a cheaper alternative to branded products, are becomin
45、g a greater competitive threat during times of economic downturn or slowdown, as consumers tend to get increasingly price-conscious. However, products differentiation, both by inherent characteristics and by strong branding, should allow players to maintain their hold on consumers, and thus weaken r
46、ivalry. In a business where automated, high-volume manufacturing is the norm, capacity increases are relatively easy to implement, and fixed costs are high; both factors enhance rivalry. Overall, there is a moderate degree of rivalry in this market. LEADING COMPANIES Asia-Pacific - Confectionery 020
47、0 - 0710 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 22 LEADING COMPANIES Lotte Group Table 6: Lotte Group: key facts Head office: Lotte Group, 23 Yangpyeong-Dong 4-Ga, Yeongdeungpo-Gu, Seoul 150 964, KOR Telephone: 82 2 2670 6114 Fax: 82 2 26672 6600 Web
48、site: www.lotte.co.kr Source: company website D A T A M O N I T O R Lotte is a conglomerate group, which is primarily engaged in food, distribution and leisure businesses. The group operates through 49 companies and is headquartered in Seoul, South Korea. The groups businesses are divided into six s
49、egments: food; distribution and tourism; heavy chemicals, construction and machinery; finance, information and service; welfare, R and global operations. Lottes food segment includes Lotte Confectionery, Lotte Chilsung Beverage, Lotte Ham, Lotte Samkang, Lotteria, Lotte Fresh Delica, Lotte Boulangerie, Lotte Pharm, Lotte Shopping, Krispy Krime, T.G.I. Fridays, Lotte Liquor BG and Welga. Lotte Confectionery, the parent of the Lotte Group, is