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The Chocolate Industry

Who are the main manufacturers of chocolate in the world?
Candy Industry publishes an annual list of the top 100 global confectionery companies, ranking them by net sales. The table below is an extract from this list, giving the top ten global confectionery companies that manufacture some form of chocolate by net confectionery sales value in 2011: Company Kraft Foods Inc (USA) Mars Inc (USA) Nestl SA (Switzerland) Ferrero Group (Italy) Hershey Foods Corp (USA) Chocoladefabriken Lindt & Sprngli AG (Switzerland) August Storck KG (Germany) Yildiz Holding (Turkey) Meiji Co (Japan) Arcor Group (Argentina) Reference: Candy Industry, January 2012 Net Sales 2011 (US$ millions) 19,965 16,200 12,808 9,612 6,112 2,796 2,205 2,095 1,791 1,716

Fair Trade cocoa and chocolate

Fair Trade is a trading partnership, based on dialogue, transparency and respect, that seeks greater equity in international trade. It contributes to sustainable development by offering

better trading conditions to, and securing their rights of, disadvantaged producers and workers - especially in the South (FINE, 2001). Fair Trade certified producer organizations must comply with a number of requirements, related to social, economic and environmental developments. In addition, labour conditions in these organizations must follow certain standards. The essential characteristic of Fair Trade cocoa is that producer organizations receive a higher price for their cocoa beans. The Fair Trade price represents the necessary condition for the producer organizations to have the financial ability to fulfil the above requirements, and to cover the certification fees. It is calculated on the basis of world market prices, plus fair trade premiums. The Fair Trade premium for standard quality cocoa is US$ 150 per tonne. The minimum price for Fair Trade standard quality cocoa, including the premium, is US$ 1,750 per tonne. Other benefits for certified producer organizations are better "capacitybuilding" and "market access". Presently, cocoa sold with the Fair Trade label still captures a very low share of the cocoa market (0.1%). If you wish to know more on this issue, please visit FAQ and go to "Fair trade".

Organic cocoa and chocolate

The organic cocoa market represents a very small share of the total cocoa market, estimated at less than 0.5% of total production. ICCO estimates production of certified organic cocoa at 15,500 tonnes, sourced from the following countries: Madagascar, Tanzania, Uganda, Belize, Bolivia, Brazil, Costa Rica, Dominican Republic, El Salvador, Mexico, Nicaragua, Panama, Peru, Venezuela, Fiji, India, Sri Lanka and Vanuatu. However, the demand for organic cocoa products is growing at a very strong pace, as consumers are increasingly concerned about the safety of their food supply along with other environmental issues. According to Euromonitor International, global organic chocolate sales were estimated to have increased from a value of US$ 171 million in 2002 to US$ 304 million in 2005. Certified organic cocoa producers must comply with all requirements associated with the legislation of importing countries on production of organic products. The benefit for cocoa farmers is that organic cocoa commands a higher price than conventional cocoa, usually ranging from US$ 100 to US$ 300 per tonne. However, originating countries with smaller volumes can fetch much higher premiums. This premium should cover both the cost of fulfilling organic cocoa production requirements and certification fees paid to certification bodies. If you wish to know more on this issue, please visit FAQ and go to "Organic cocoa and chocolate".

Some of the organizations involved in Fair Trade and organic movements:

The Fairtrade Labelling Organization (FLO) FLO, established in 1997, is the worldwide Fair Trade standard-setting and certification organization. Since 2004, it has been composed of two independent bodies, FLO-I for standard-setting and FLO-Cert Ltd. for Fair Trade certification and auditing activities. The FLO membership consists of the 19 National Initiatives located across Europe, North America, Mexico and Australia/New Zealand. FLO certified cocoa producer associations are located in Belize, Bolivia, Costa Rica, Dominican Republic, Ecuador, Haiti, Nicaragua, Panama, Peru, Cameroon, Ghana and Cte d'Ivoire. The Max Havelaar Foundation The Max Havelaar Foundation guarantees small farmers in developing countries a fair price for their produce and intermediates in marketing products, which then bear the Max Havelaar hallmark. Max Havelaar cocoa was launched in October 1993. The International Federation of Organic Agriculture Movements (IFOAM) IFOAM, an umbrella organization for the participants in the organic market, defined and adopted in 2005 revised principles of organic agriculture and is now in the process of establishing a definition of organic agriculture, which is expected to be adopted in 2008. Some of the manufacturers of organic chocolate are: Green & Black's, a UK company, which uses organic cocoa from a village in Belize to make its chocolate bars. Rapunzel chocolate, made in the USA and using organic cocoa from the El Ceibo cooperative in Bolivia.

Links :
The ICCO Statistics section collects and publishes statistics on demand for cocoa beans. For latest figures, visit our site under Statistics - Grindings

Links to related sites:

CAOBISCO (Association of the Chocolate, Biscuit & Confectionery Industries of the EU) The European Cocoa Association Biscuit Cake Chocolate Confectionery Association (BCCCA) Bundesverband der Deutschen Ssswarenindustrie BDSI Confectionery Information For more links you can go to Links area

Videos
How chocolate bars are produced

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This blog will update you with different FMCG Category Trends, latest happenings in FMCG sector, especially in India. If you are interested in writing for FMCG Marketers, do mail to nitin.blogger@gmail.com Welcome to FMCG Marketers Portal http://www.fmcgmarketers.com/

Wednesday, December 26, 2007

Chocolate Market in India
Facts & Figures 1. Chocolate market is estimated to be around 1500 crores (ACNielson) growing at 18-20% per annum 2. Cadbury is the market leader with 72% market share 3. The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom 4. Over 70 per cent of the consumption takes place in the urban markets 5. Margins in the chocolate industry range between 10 and 20 per cent, depending on the price point at which the product is placed 6. Chocolate sales have risen by 15% in 2007 to reach 36000 tonnes according to one estimate. Another estimate puts the figure at 25000 tonnes 7. The chocolate wafer market (Ulta Perk etc) is around 35 % of the total chocolate market and has been growing at around 13% annually 8. As per Euromonitor study, Indian candy market is currently valued at around USD 664 million, with about 70%, or USD 461 million, in sugar confectionery and the remaining 30%, or USD 203 million, in chocolate confectionery 9. Entire Celebrations range marketshare is 6.5% 10. The global chocolate market is worth $75 billion annually Companies 1. The chocolate market in India has only three big players, Cadbury, Nestle and Amul 2. New brands such as Sweet World, Candico and Chocolatiers are present in several malls 3. The largest target segment for Cadbury is youth 4. Delhi-based Chocolatiers, started with a small shop in south Delhis Chittaranjan Park and has now ventured into malls and multiplexes in NCR, Mumbai and Bangalore, with focus on high-end or designer chocolates, a niche market of their own 5. Candico India is aiming for 400 locations across malls and multiplexes in the country by 2010. Companies & Brands 1. Cadbury - Cadbury, 5 Star, Bytes (chocolate snack), Celebration, Dairy Milk, Gems, Perk 2. Nestle - Bar One, Kit Kat, Milkybar, Munch, Nestle

3. Amul - Amul (Chocozoo, Chocomines) 4. Dairy Milk is the market leader 5. 5 Star (heritage brand which came to India in 1969) has a marketshare of over 14% Consumer Trends 1. Mithai- the traditional Indian sweats is getting substituted by chocolates among upwardly mobile Indians. Instead of buying sweats on Raksha Bandhan, sisters prefer offering chocolates to their brothers. This is the reason for sudden spurt in advertisement between July & Sep by most of the companies 2. The range and variety of chocolates available in malls seems to be growing day by day, which leads to lot of impulse sales for chocolate companies 3. Chocolates which use to be unaffordable, is now considered mid-priced. Convenience over Mithai in terms of packaging and shelf life in making both middle class and rich Indians opt for chocolates 4. Designer chocolates have become status symbols. They are linked to ones aspiration and lifestyle and malls are perfect points of sale as people usually are happy and gay at these destinations 5. Cadbury initial communication for Celebrations was concentrated on occasions like Diwali and Rakshabandhan. Over the last seven to eight years, the brand emerged as a good gift proposition for occasions and enabled people to come closer. Research done by Cadbury suggested that they should extend the plank of occasion-based gifting to social gifting i.e. allyear-round gifting options 6. Consumers can choose from wide range of chocolates, which initially was limited to Milk chocolates like DairyMilk and MilkyBar. In past few years we have seen so many SKUs with almonds, raisins and all sort of nuts. And how can we forget latest 5 star crunchy and Ulta Perk, which has opened new windows for consumers 7. In past, consumers had negligible inclination for dark chocolates. But now we have seen a change in the Indian palate, which is increasing the base of this sub-segment Advertisement Trends (AdEx - division of TAM Media Research) 1. Chocolate advertising rose by 30 per cent during January-November 2007 compared to January-November 2006 2. Maximum chocolate advertising was during Raksha Bandhan across 2005 and 2006 and January-November 2007 3. As expected chocolate advertising skewed towards kids channels and regional GEC took the second position 4. Cadbury India Ltd rules chocolate advertising on television 5. 17 per cent more advertising during third quarter 2007 (Raksha Bandhan festival) compared to first quarter 2007 6. Regional GEC took the second place with a 21 per cent share ad volumes of chocolates, followed by Hindi movie with 13 per cent share during January-November 2007 7. Among regional GEC, maximum advertising of chocolates was on Malayalam and Bengali channels 8. Cadbury India Ltd was way ahead of its peers with 66 per cent share followed by Nestle India Ltd and Parle Products Pvt Ltd during January-November 2007 9. During January-November 2007 the number of new chocolate brands advertised decreased to seven from 12 during 2006 10. Nestle Munch Pop Chocolate led the chart of new chocolate brands advertised on television during January-November 2007

Some BTL Activities 1. Cadbury India has tied up with leading coffee chain Caf Coffee Day for direct sampling of the product in top cities External Environment 1. The prices of cocoa and milk, the chief ingredients used in chocolates, have gone up by 50 per cent, while the price of sugar, another important raw material, has come down. The overall input costs have gone up by 20 per cent. If the prices of these commodities keep increasing, companies will be forced to increase the prices. India imports most of its cocoa requirements. The prices of cocoa have risen globally due to unavailability of the commodity 2. US-based chocolate-maker Hersheys is mulling a foray into the Indian chocolate market through its joint venture with Godrej Labels: advertisement trends, chocolate, consumer trends, FMCG posted by MarkOUT at 9:12 PM 13 Comments: adam brown said... Hi again, see tthis is the site i told you i signed up to. It has some nice information about how to make money using OPP, i think you might find it interesting. here it is. bye! April 10, 2008 7:01 AM pakhi said... why chocolate is considered as FMCG product May 14, 2008 10:04 PM Konfucious said... nitin gr8 work man....but y hs ther bin such little activity in d past few mnths.......r u 2 bz??? cos i really mis nu posts.... June 04, 2008 3:47 PM modak said... Chocolate comes in catogary Fast Moving Consumers good, meant they can sold quickly...hence its in FMCG June 26, 2008 9:49 AM

tear film said... good info can there be little addon from where to get low cost raw materials for chocolate? January 22, 2009 5:42 PM Jaya said... Hi there. There has been a level of interest in Cold Chain for Chocoltaes, controlled temp of uto 10-15 Deg C. Is there really a need for this. How critical, and how many of the Indian companies are actually into this for the last mile distribution. February 05, 2009 11:16 PM BS said... hi.. why you didnot consider the Campco chocolates? this organization is also having share in chocolate market.. June 05, 2009 12:08 PM vishwas said... hi can anyone suggest me to take up a particular course that would help me make and build my career in fmcg industry. August 09, 2009 1:07 PM mythili said... thanks for ur information April 30, 2011 1:37 PM mythili said... upto now i doesnt know dat hersheys had a joint venture with godrej April 30, 2011 1:43 PM Cheap Flights said... Edmonton is nicknamed the Festival City of Canada. Edmonton's vibrant urban feel, mixed with its proximity to unsurpassed outdoor adventure, makes it a top-notch destination whether traveling for business or pleasure. Book your Cheap Flights to Edmonton with Crystal Travel and spend a perfect vacation. New York Flights|Cheap Flights to Miami.

October 18, 2011 5:17 PM Eutanasi78 said... Hi, could you tell me where you found this data on the chocolate market in India? I need to prepare a country market report (topic: Chocolate Market in India) and I need recent data (up to 2011). Thanks, Eutanasi78 November 03, 2011 8:41 PM anjujo said... wats the market share of cadbury cholates (figure preffered)..? January 15, 2012 7:38 AM Post a Comment << Home

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