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Confectionery final
- 1. Confections Category Abhijit Bapat Sweety Roy Sumeet Mahajan
- 2. Presentation Scope Business Issue Chocolate Manufacturing Process Promotions SWOT Analysis Trends Market Overview Demographic Profile Packaging New Products Analysis Distribution Competitors Seasonality
- 3. To understand that category dynamics in the Confectionery category. The Sales of the Chocolate & Non chocolate Candy & Gum The Effect of Seasonality New Product Analysis Competitive Analysis of some Major Confectionery Brands Business Issue
- 4. Chocolate Manufacturing Process Ingredients: Sugar, Cocoa Butter, Milk solids and Flavorings
- 5. Market Overview Market Value The United States confectionery market grew by 3.5% in 2006 to reach a value of $28.7 billion. Market Value Forecast In 2011, the market is forecast to have a value of $33.8 billion, an increase of 17.8% since 2006. Market Volume The market grew by 2.2% in 2006 to reach a volume of 4,729.2 million kg. Market Volume Forecast In 2011, the market is forecast to have a volume of 5,302.4 million kg, an increase of 12.1% since 2006. Market Segmentation The sale of chocolate generates 52.8% of the US confectionery market's value. Global Segmentation The United States confectionery sales generate 28.5% of the global market's value. Market Share The Hershey Company maintains a 29% share of the US confectionery market's value. Distribution Supermarkets & hypermarkets form the most important distribution channel. 47% of the market's value is distributed via this channel. United States - Confectionery © Datamonitor (Published November 2007)
- 6. Sales Trend
- 7. Sales Trend in the Confectionery Market Chocolate Candy sales peak during Feb, Apr, Nov and Dec, indicating categories high dependence on seasonal sales.
- 9. Global Segmentation U.S. Department of Commerce Census Bureau 2006 MA 311D Report Europe is the biggest Market for Confectionery
- 11. Forecast-Confectionery U.S. Department of Commerce Census Bureau 2006 MA 311D Report Confectionery is expected to grow at a CAGR of 3.3% in the period 2008-2011
- 12. Chocolate & Wine Top in Online Supermarket Sales Source: IRI Consumer Network Panel-Total U.S. - All Outlets- 52 weeks ending 3/2/2008 Interesting statistics for the huge increase of online supermarket sales from our online shopping portal statistics and Yahoo Search Marketing: Obviously, the snack category is winning out. The statistics match those on our own shopping channel . According to Yahoo search marketing the top online supermarket searches are as follows: 10% 9% 7% Pizza Coffee Champage 37% 11% Wine Chocolate 12% 4% Sainsbury’s Aldi Costco 52% 21% Tesco ASDA
- 13. Seasonality
- 16. Distribution
- 17. Food Category Ranking IRI Food, Drug & Mass Excluding Wal-Mart 112/30/2007 Candy and Gum Ranked 3 rd among 2007 Food Categories in Food, Drug and Mass Outlets Candy and Gum Ranked 3rd Among 2007 Food Categories
- 23. New products are generating 17.7% of category dollars with Hersheys new items contributing one fourth the new products sales. New Products = Products having zero sales last year but sales for the current year. New product dollar share and distribution by key item - Total U.S. FDMx 52 WE 06/17/07 New Chocolate Brands
- 24. New products are generating 9.4% of category dollars with William Wrigley and Tootsie Roll new items contributing one fourth to the new products sales. New Products = Products Having Zero Sales Last Year But Sales For The Current Year. New Product Dollar Share And Distribution By Key Item Source: IRI Infoscan; Total U.S. FDMX, 52 Weeks Ending 07/15/07 New Non Chocolate Brands
- 25. Cacao Reserve trial has reached 12.5%HH’s with 36.8% repeating. Quad weeks from when there were sufficient buyers = 100 for the brand Trial and Repeat % Triers Repeating % of HH Trying Coupon Coupon VLNT Easter 3 new UPCs added Coupon BTS HLWN 9 new UPCs added Source: IRI Multi-Outlet Panel, Geo: Total US – All Outlets, Prod: Cacao Reserve, Data Ending 12/30/2007 Xmas 2 new UPCs added Coupon
- 26. Promotions
- 27. Chocolate Candy is highly dependent on promotions, 66% of its promoted volume is truly incremental. Chocolate Candy volume decomposition and efficiency index by channel – 52 WE 06/17/07 FDMx Grocery Drug MassX % of Volume Promoted 65 59 73 73 % of Volume Incremental 43 39 47 51 Efficiency Index 66 65 64 70 Efficiency index = incremental volume/promotional volume*100
- 28. Non Chocolate Candy has a high dependence on promoted sales, with nearly half of the volume sales being promoted sales. 28.6% of the promoted volume is incremental. MassX has the highest efficiency index Non Chocolate Candy Volume Decomposition And Efficiency Index By Channel Source: IRI Infoscan; Total U.S. FDMX, 52 Weeks Ending 07/15/07 FDMx Grocery Drug MassX % of Volume Promoted 50 45 57 14 % of Volume Incremental 29 25 31 9 Efficiency Index 57 56 55 66 Efficiency index = incremental volume/promotional volume*100
- 34. Packaging
- 42. Panel Volume Sales (MM) Total US – All Outlets In YTD Solid Dark Chocolate posted gains of 36.3% in Volume Sales. Source: IRI Multi-Outlet Panel, Geo: Total US – All Outlets, 24 weeks ending 6/17/07
- 45. Demographic Comparison- Total Chocolate Candy Volume Index Skews (>120) Source: IRI Consumer Network Panel-Total U.S. - All Outlets- 52 weeks ending 3/2/2008
- 46. Demographic Comparison- Total Non-Chocolate Candy Volume Index Skews (>120) Source: IRI Consumer Network Panel-Total U.S. - All Outlets- 52 weeks ending 3/2/2008
- 47. Demographic Comparison- Gum Volume Index Skews (>120) Source: IRI Consumer Network Panel-Total U.S. - All Outlets- 52 weeks ending 3/2/2008
- 48. Trends
Notas do Editor
- 2
- Copyright © Information Resources, Inc., 2006. Confidential and proprietary The purpose of this slide is to show the percent of category dollars generated from new products, which brands are generating the highest new product sales and the dollar share and distribution held by the best performing new items. If there is a high degree of category volume being driven by new products, you should consider completing the new product analysis template. Reading the Chart The red slice of the pie illustrates the percent of category dollars generated by new products in the past year. The stacked bars to the right of the pie shows how the new product sales are split across brands. The table details the specific new items and notes their dollar share and weighted distribution level. Chart Dimensions Measure(s): Percent of category dollars generated by new products, split of new product sales across brands, dollar share and weighted distribution for each new item. Product(s): Established product and new products Market/Class of Trade: Total U.S. FDMx or Total U.S. Grocery, depending on the type of product Time Period(s): Latest 52 weeks Questions to Answer What percent of category dollars are generated by new products? Which brands are generated the new product activity – new vs. existing brands? What are the top performing new products? What market share and distribution levels do they hold? Title Line New products are generating X.X% of category dollars [largely] driven by [Brand A]
- Copyright © Information Resources, Inc., 2006. Confidential and proprietary The purpose of this slide is to show the percent of category dollars generated from new products, which brands are generating the highest new product sales and the dollar share and distribution held by the best performing new items. If there is a high degree of category volume being driven by new products, you should consider completing the new product analysis template. Reading the Chart The red slice of the pie illustrates the percent of category dollars generated by new products in the past year. The stacked bars to the right of the pie shows how the new product sales are split across brands. The table details the specific new items and notes their dollar share and weighted distribution level. Chart Dimensions Measure(s): Percent of category dollars generated by new products, split of new product sales across brands, dollar share and weighted distribution for each new item. Product(s): Established product and new products Market/Class of Trade: Total U.S. FDMx or Total U.S. Grocery, depending on the type of product Time Period(s): Latest 52 weeks Questions to Answer What percent of category dollars are generated by new products? Which brands are generated the new product activity – new vs. existing brands? What are the top performing new products? What market share and distribution levels do they hold? Title Line New products are generating X.X% of category dollars [largely] driven by [Brand A]
- Copyright © Information Resources, Inc., 2006. Confidential and proprietary Promoted sales are analyzed using equivalent volume. Dollars metrics are generally not used to evaluate promotion because promotional activity is often accompanied by a price discount. Units are generally not used because when evaluating products with various size packages (small, medium, large) units do not reflect shifts across pack sizes. Reading the Chart The pie chart shows the percent of volume sold in the absence of promotion (non-promoted volume) and the percentage of volume sold in stores during weeks with promotion activity. The stacked bar decomposes promoted volume into two components -- incremental volume and subsidized base volume. Incremental volume is the portion of promoted volume sold as a direct result of merchandising activity such as feature ads, displays and price reductions. Subsidized volume, also known as promoted base volume, is volume that would have been expected in the absence of any promotional activity. Subsidized volume is calculated by subtracting incremental volume from promoted volume. Chart Dimensions Measure(s): non-promoted volume, promoted volume, incremental volume, subsidized base volume, efficiency index Product(s): Category,slide may also be created for market segments and brands Market/Class of Trade: FDMx, Grocery, Drug and MassX Time Period(s): Latest 52 weeks Questions to Answer Is the category, segment or brand highly promoted? To what degree does promotion generate incremental sales volume? (refer to the efficiency index) Does promotional dependency and promotional efficiency vary across channels? Title Line [Category] has a [high/low] dependence on promotion which is [highly/minimally] efficient
- Copyright © Information Resources, Inc., 2006. Confidential and proprietary Promoted sales are analyzed using equivalent volume. Dollars metrics are generally not used to evaluate promotion because promotional activity is often accompanied by a price discount. Units are generally not used because when evaluating products with various size packages (small, medium, large) units do not reflect shifts across pack sizes. Reading the Chart The pie chart shows the percent of volume sold in the absence of promotion (non-promoted volume) and the percentage of volume sold in stores during weeks with promotion activity. The stacked bar decomposes promoted volume into two components -- incremental volume and subsidized base volume. Incremental volume is the portion of promoted volume sold as a direct result of merchandising activity such as feature ads, displays and price reductions. Subsidized volume, also known as promoted base volume, is volume that would have been expected in the absence of any promotional activity. Subsidized volume is calculated by subtracting incremental volume from promoted volume. Chart Dimensions Measure(s): non-promoted volume, promoted volume, incremental volume, subsidized base volume, efficiency index Product(s): Category,slide may also be created for market segments and brands Market/Class of Trade: FDMx, Grocery, Drug and MassX Time Period(s): Latest 52 weeks Questions to Answer Is the category, segment or brand highly promoted? To what degree does promotion generate incremental sales volume? (refer to the efficiency index) Does promotional dependency and promotional efficiency vary across channels? Title Line [Category] has a [high/low] dependence on promotion which is [highly/minimally] efficient