FRANCE: THE CHOCOLATE SWEETS MARKET

Article Abstract:

The French chocolate sweets market represented FFr 3.4bn in the twelve months ending December 1999, up 2.5%. Chocolate bars represented 49.4% of the sales volume, up 4.2% in one year, far ahead of permanent boxed sweets, which represent 19.5% of sales, up 8%; chocolate balls, which represent 11.9%, up 5.8%; surprise chocolates with 10.4%, down 17%, and rochers which represent 8.8% of the volume, and which rose 5% from one year to the next. In order to boost the bar segment which is rather limp, Mars has launched Mars Noir et Noir, a new smaller bar which is not as sweet, targeting women who hesitate to eat chocolate bars because they want to watch their figures. This product is launched in a limited series ans will be available only for eight weeks. The small sizes will be featured throughout the year, since the manufacturers want to boost the market while attracting people who do not eat chocolate because of the calories. Mars has introduced miniature sizes of chocolate bards - mini Bounty and mini Twix bars, and the M&Ms brand has introduced Minis Choco tubes of 115mn mini-chocolate balls. Lindt has launched a mini size for the first time with mini milk chocolate and dark chocolate tablets. Nestle has also launched Minis sMarties Pockets, which are mini-chocolate pastilles packaged in a plastic disk.

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FRANCE: CHOCOLATE BAR SALES ARE SLUGGISH

Article Abstract:

The French chocolate bar market represented FFr 1.6bn in 1998, up 3.5% from 1997, but dropped 1% in volume. Companies are innovating in order to stimulate this market; the principal consumers are those in the 12 to 19 age range. Nestle has introduced Nesquick, a bar which combines pleasure and nutrition and targets the 6 to 10 age group. There is high market potential for chocolate bars in France, since consumption comes to 6.4 kilograms per capita per year, compared with 10.1 kilograms per capita per year in Switzerland and 10 kilograms in Germany. Mars Alimentaire recommends segmenting the section into 'fun,' 'snack', and 'gift' categories. Mars also has introduced display cases which make the products in this section more visible and easier to reach. Mars suggestions would increase the turnover of the chocolate bar section by 9%.

Comment:

Has introduced its Nesquick chocolate bar for children

Strategy & planning, Product introduction, Nestle S.A., Mars Alimentaire S.A.

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FRANCE: CHOCOLATE TABLETS AND SNACK TARGET

Article Abstract:

Facing stiff competition from new segments, sales of family-sized chocolate tablets to the snack target are declining. In 1998 this market posted a 0.1% drop in value an a 6.8% drop in volume from 1997. Manufacturers are shifting from innovation to promotions in order to revitalise the market. It is estimated that 35% of chocolate tablets are now sold by promotion. The Milka brand is the leader for family-sized tablets with a 22.7% market share in 1998 compared with 22.4% in 1997, followed by private labels with a 15.6% market share compared with 15.5% in 1997, Poulain with a 15.2% market share, same as in 1997, and Lindt with a 12.8% market share compared with 12.5% in 1997.

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