Confectionery

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ConfectionerySymphonyIRI

Welcome to the Pulse Q4 2011 edition forConfectionery. We hope you find it useful. Please do not hesitate to contact us if you have any questionsor comments at [email protected]

Pulse

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Confectionery – SymphonyIRI Pulse Q4 2011

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About the Report

• This Confectionery report is one of 10 super category reports designed to show high-level comparison and analysis for retail markets across major countries in Europe.

• This report contains data gathered from around Europe. This market was consolidated into one super category.

• The report highlights key metrics such as total sales figures, market trends, category shares, winners and losers for Europe and for individual countries.

• The data has been sourced from SymphonyIRI Group retail databases and Eurostat – the statistical branch of administration for the European Commission.

• The countries included in the report are: France, Germany, Italy, Netherlands, Spain and the UK

• The market channels used for each country in this report are as follows:

• For analytical purposes the data sourced from available retail databases has been consolidated to provide consistent results. However, for some countries it has not been possible to source data pertaining to certain categories. When this has occurred it has been documented in the Notes section found at the end of the report.

Country Channels used

UK Hypermarkets, Supermarkets, Drugstores and Impulse Outlets

ES Hypermarkets, Supermarkets, Hard Discounters, Drugstores and includes the Canary Islands

DE Hypermarkets, Supermarkets, Hard Discounters and Drugstores

NL Hypermarkets, Supermarkets, Hard Discounters and Drugstores

IT Hypermarkets, Supermarkets, Small Self Service, Hard Discounters and Drugstores

FR Hypermarkets and Supermarkets

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In the Radar

“”

Economic figures influencing consumer behavior

In 2011 we have seen a continuous expenditure slow down growth, with a Q4 showing a +0,2% growth only: the negative economic climate clearly impacted at Christmas

Livio MartucciBusiness insights Director, SymphonyIRI GroupContact: [email protected]

Source Eurostats, December 2011

Population in Millions Unemployment (%)Average 12 Months

Inflation Rate GDP in Millions (€)

January 2010

January2011

Average2010

Dec. 2011

Average2010

Dec. 2011 2010

2011 (Estimate)

France 64.7 65.0 9.8 9.7 +1.7 +2.3 1,932,801 1,987,699

Germany 81.8 81.7 7.1 5.9 +1.2 +2.5 2,476,800 2,567,000

Italy 60.3 60.6 8.4 8.3 +1.6 +2.9 1,548,816 1,586,209

Netherlands 16.5 16.6 4.5 4.4 +0.9 +2.5 591,477 607,435

Spain 46.0 46.1 20.1 21.6 +2.0 +3.1 1,062,591 1,074,940

United Kingdom 62.0 62.4 7.8 8.4 +3.3 +4.4 1,696,583 1,747,315

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Global Trends

TOTAL EUROPE +0.7%

Value Sales in Millions (€)

Total EU 20,567

DE 6,597

UK 5821*

FR 3,658

IT 2,453

ES 1,054

NL 985

Source: SymphonyIRI Retail Databases; Period Ending 01 Jan, 12

1,2461,747

1,316 1,464 1,2751,766

1,441

2,270

1,526 1,457

1,419

2,195

627

756 894

655

1,353

461

171196226

447

162

283

219235

247

275

212394

736

637 703 381

732

1,300

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

03 Oct, 10 02 Jan, 11 03 Apr, 11 03 Jul, 11 02 Oct, 11 01 Jan, 12

Mill

ions

Period Ending

France

Germany

Italy

Netherlands

Spain

UK

*based on an exchange rate of €1.166 to the pound

-2.1%

Positive Trend

Static Trend

Negative Trend

Value sales and growth and decline in the last year

Value sales for the last six quarters

+3.8%

+3.8%+0.5%

+1.4%

+1.8%

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18,215.15

2,352.20

3.20.4

Non Seasonal Confectionery Seasonal Confectionery

Mill

ions

Total € Sales % € vs. YA

Categories Evolution

88.6%

11.4%


Europe

Value Sales (€) and % Change vs. Yr Ago

18,215

2,352

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

Europe includes: France, Germany, Italy, Netherlands, Spain and United Kingdom

Milli

ons

Eur

os

Category Value Sales and Share of Value in the Last Year

Key trends• In 2011 Confectionary spending

growth (+0,9%) mainly due to consumer price inflation across Europe

• In 2011 we have seen a continuous expenditure slow down growth during with a Q4 showing a +0,2% growth only: negative economic climate clearly impacted at Christmas

• Also volume Confectionary trend has recently turned into negative, low price categories as chocolate tablets in some countries has kept their volume in 2011

• Despite this scenario there are some exceptions where investment in product innovation, ATL advertising and visibility in the stores demonstrate what the success model is.


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2,816.68

841.33

3.3 5.5


Mill

ions


77.0%

23.0%


France


2817

841

0

500

1,000

1,500

2,000

2,500

3,000


Milli

ons

Eur

os



Key trends• A good trend for seasonal confectionary

for Christmas and Easter thanks to Ferrero. Instead of developing NPD, Ferrero based its strategy by improving the quality of the POS and increasing its above the line investments.

• Chocolate confectionary and tablets are the two biggest categories growing faster

– The biggest value growth is for Chocolate confectionary (+6%). Except Nestlé, which suffers from promotional disinvestment, all leading manufacturers are in excellent shape. First, Ferrerodriven by base volumes (above the line investments), then Mars (set up in promotional level) and finally Kraft (launch of NPD)

–Tablets are also showing a significant growth (+4,5%) thanks to a good offer dynamic coming from Nestle and Lindt.

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Germany


94.2%

5.8%


6,216

381

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

6,216.29

380.96-1.8

-6.9


Mill

ions



Milli

ons

Eur

os


Key trends• Generally markets are declining volume

driven, especially chocolate confectionary markets. Apart from the declining markets the salty snacks category is growing on a long term basis.

• Focussing on channels we can see that Aldi and Impulse channels are overall declining and the traditional grocery stores and especially hypermarkets are growing.

• Still we see a rising importance of promotions in the market especially of combined promotions (Display, Feature, Price Off) whereas “pure” price promotions are loosing importance.


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Italy

89.8%

10.2%


2,204

249

0

500

1000

1500

2000

2500



2,204.07

249.07

0.1 3.7


Mill

ions


Milli

ons

Eur

os


Key Trends• Q4 2012 is the first quarter since ever

showing Confectionary expenditure with zero growth.

• In the same period Confectionary has shown -2,3% of volume decline, a common issue for quite all categories with the exception of tablets, where volume have been stable due to the low volume price if compared with other chocolate categories.

• Particularly Q4 negative trend (-5,9% in volumes) for Pralines due to Christmas 2011 gift expenditure reduction.

• Also Chewing Gum shows a very negative trend (-8,1% in volumes) due to lower investment in advertising and product innovation.


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96.1%

3.9%


946

380

100

200

300

400

500

600

700

800

900

1000

Netherlands



946.46

38.37

17.2

1.3


Mill

ions


Milli

ons

Eur

os

Key trends• Last quarter of 2011 is with an euro

index of 100 disappointing. Total Confectionary is slightly increasing in value over the whole year, 1%. In volume same growth figures of 1%

• Chocolate, Peppermint, Coloured Black Liquorice, Gums and seasonal products showed above market growth

• Chocolate Bars is main driver of Chocolate, 4% volume growth

• Perfetti’s Smint is main driver of Peppermint

• Black Coloured liquorice is mainly driven by expansion of Private Label assortment



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Spain

75.6%

24.4%


797

257

0

100

200

300

400

500

600

700

800

900



796.51

257.05

3.53.9

Non SeasonalConfectionery

Seasonal Confectionery

Mill

ions


Milli

ons

Eur

os


Key trends• Confectionary expenditure growth is

lead mainly by consumer price increase


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United Kingdom

89.9%

10.1%


5,235

585

0

1000

2000

3000

4000

5000

6000



585.41

5,235.15

6

0.9


Mill

ions


Milli

ons

Eur

os


Key trends• Confectionery continues to show strong

growth in the UK with seasonal confectionery driving a 6% increase year on year, whilst non-seasonal continues to grow, despite the pressures of Christmas

• Seasonal confectionery growth has been driven by the increased trend towards informal, exciting and novelty seasonal segments, such as seasonal shapes (Lindt Teddy Bear, ThorntonsSanta etc) and individual seasonal treats (Galaxy Gift, Quality Street bar etc). These informal treats are providing excitement and access to more channels, driving growth to offset the declines that are seen from more traditional Christmas segments

• Non-seasonal confectionery continues to be driven by a combination of new product launches and price increases driving value into the market, whilst volumes remain fairly static


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Final Notes

Notes on Category Definitions for Countries

Due to the diverse products found in individual countries across this market it was necessary to consolidate the available data into the categories in this report. In some cases it wasn’t always possible to align products across all 6 countries hence the need to highlight any anomalies in the report. Those exceptions are listed below:

Confectionery

•The Netherlands and Italy data in this report includes toffee products whereas the other countries do not

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Resources

To gain insight into opportunities across specific categories, segments, channels or retailers, contact your SymphonyIRI client service representative regarding custom analyses leveraging the following resources:

• InfoScan Census ® is a syndicated retail tracking service that enables manufacturers and retailers to acquire industry insights used to make better business decisions. InfoScan Census utilizes the data that SymphonyIRI Group collects from grocery, drug, and mass merchandise retailers to provide the most comprehensive and accurate syndicated data offering in the Fast Moving Consumer Goods (FMCG) sector. With access to accurate, granular detail by category, geography, measure, and time period, clients have the tools needed to develop marketing and sales strategies based on product performance, distribution, and promotion responsiveness. All data about frozen foods are coming from InfoScan Census®.

• SymphonyIRI Consulting provide strategic insights and advice leveraging a variety of data sources, predictive analytics, enabling technologies, and business analyses to help CPG manufacturers and retailers address significant sales and marketing issues effectively.

Contact: SymphonyIRI Group, [email protected], Tel: +33 1 30 26 81 00

About SymphonyIRI Group SymphonyIRI group, formerly named Information Resources, Inc. (IRI), is the global leader in innovative solutions and services for driving revenue and profit growth in CPG, retail and healthcare companies. SymphonyIRI offers two families of solutions: core IRI solutions for marketmeasurement and symphony advantage solutions for enabling new growth opportunities in marketing, sales, shopper marketing and category management. SymphonyIRI solutions uniquely combine content, analytics and technology to deliver maximum impact. SymphonyIRI helps companies create, plan and execute forward-looking, shopper-centric strategies across every level of the organization. For more information, visit www.SymphonyIRI.eu

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