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This report provides the results for the Confectionery market in the US
from Canadean’s unique, highly detailed of consumers’ Consumer Packaged Goods
(CPG) consumption habits, and forms part of an overall series covering all CPG
product markets. Its coverage includes, but is not limited to, consumption
behaviors, the extent to which consumer trends influence their consumption, the
value of the market these trends influence, and brand and private label choices
as well as retailer choices. Much of this information can also be analyzed by
specific consumer groups, providing hard and fast data on consumers and markets
at the product category level.
Introduction and Landscape
Why was the report written?
Marketers in the Confectionery market face a major challenge. Understanding
market size and segmentation is valuable, but the key to effective targeting is
knowing just how valuable specific consumer groups are, and being able to
quantify the impact of consumer trends. This data report solves these problems
by providing survey-based data on consumer trends and consumer groups and market
data that show the exact size of consumer groups, how much of the Confectionery
market they account for, and which consumer trends drive their behavior.
What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer
trends will be directly affected. Since the global financial crisis of 2008–2009
the retail market has been characterized by an increase in the amount of
discounted and own-brand products. Chocolate, Gum, and Sugar Confectionary are
not considered essential items and therefore consumption patterns have been
comparatively affected. The relatively weak US economy means it is essential to
understand what pockets of growth might exist and whether they represent value
or volume opportunities.
What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are
fundamental causes of change in markets – making knowing what these trends are
and the extent of their influence crucial. The survey-based data provided in
this report examines over 20 consumer trends that affect the market and examines
the share of consumption across 26 consumer groups. This data provides a
detailed insight into exactly who the consumer is and just how much impact the
latest consumer trends are having.
What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through
to its actual value impact on a product market. This provides readers with a
unique data analysis of the market, allowing marketing tactics and strategy to
be updated in line with the very latest consumer behaviors.
Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group
tracking and modeling for the following specific categories: chocolate, gum, and
Detailed consumer segmentation covering over 26 consumer groups, 20 consumer
trends, and consumption frequency for each product category.
Consumer penetration for brands and private labels, based upon the original
survey and then subsequent consumer tracking and modeling.
Unique retailer choice data at the product category level, based upon the
original survey and then subsequent consumer tracking and modeling.
Key Market Issues
Females have a share of 56% of the US Confectionery market by value
despite accounting for 51% of the population. This disproportionate consumption
is heaviest in the Gum market, where females account for 63% of market by
Gum consumption peaks among Early Young Adults, after which it declines
substantially as consumers get older, to the point where over 62% of Older
Consumers are Non-users. This consumption pattern limits the number of premium
products in the Gum market, with younger consumers typically recording the
lowest levels of disposable income.
Not only do more females consume Sugar Confectionery than males, they do so more
often; 15% of females are Heavy frequency consumers compared to 12% of males,
while 31% of females are Light frequency users compared to 21% of males.
Chocolate accounts for 56% of the US Confectionery market by value and
64% of the market by volume. Sugar Confectionery is the second-largest category,
with a value market share thrice as large as Gum.
Private label penetration is low in the Confectionery market in the US, highest
in the Sugar Confectionery product category at 3% of the volume of products
distributed. Confectionery markets tend to be strongly brand-driven, with strong
differentiation between products, which explains this low penetration.
Indulgence is the most important trend in the Confectionery market in the US,
closely followed by Personal Space and Time. Not only do a large proportion of
US consumers, particularly in the Chocolate product category, highlight that
these consumer trends have an influence on their consumption, this translates
into a significant proportion of actual value being directly influenced as