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Confectionery

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Confectionery, 2010 Reproduction Prohibited


Table of Contents Table of Figures ........................................................................................................................................ 3 Confectionery ........................................................................................................................................... 5 Introduction .............................................................................................................................................. 5 Definitions ................................................................................................................................................ 5 Confectionery market ............................................................................................................................... 6 Chocolate confectionery .......................................................................................................................... 7

Key changes .................................................................................................................................... 7 The UK brand map .................................................................................................................................... 8

Cadbury & Kraft .............................................................................................................................. 8 Mars .............................................................................................................................................. 11 Nestlé ............................................................................................................................................ 13

Smaller manufacturers ........................................................................................................................... 14 Thorntons ...................................................................................................................................... 14 Ferrero .......................................................................................................................................... 14 Lindt & Sprungli ............................................................................................................................. 14 Elizabeth Shaw .............................................................................................................................. 15 Bendicks ........................................................................................................................................ 15 Attention and buzz ........................................................................................................................ 15

Sugar Confectionery ............................................................................................................................... 17 Key changes ............................................................................................................................................ 17 Sweets .................................................................................................................................................... 18 The brand map ....................................................................................................................................... 18

Nestlé ............................................................................................................................................ 18 Cadbury (Kraft) .............................................................................................................................. 19 Mars .............................................................................................................................................. 19 Haribo ........................................................................................................................................... 19

Smaller manufacturers ........................................................................................................................... 20 Tangerine Confectionery............................................................................................................... 20 Storck ............................................................................................................................................ 20 Perfetti Van Melle ......................................................................................................................... 20 Attention and buzz ........................................................................................................................ 21

Mints and Gum ....................................................................................................................................... 22 The Wrigley Company (Mars) ................................................................................................................. 22

Cadbury (Kraft) .............................................................................................................................. 22 Nestlé ............................................................................................................................................ 23 Perfetti van Melle ......................................................................................................................... 24 Attention and buzz ........................................................................................................................ 25

The Adult Consumer ............................................................................................................................... 26 More consumers – but are they the right ones? .......................................................................... 26 Weight issues ................................................................................................................................ 26

Chocolate ................................................................................................................................................ 27 Chocolate choices ......................................................................................................................... 28 Demographic variations ................................................................................................................ 30

Chocolate consumption habits ............................................................................................................... 31 Women crave chocolate ............................................................................................................... 32 How attitudes affect purchase ...................................................................................................... 34

Time and place ....................................................................................................................................... 35 TV and chocolate go hand in hand ................................................................................................ 35 Moderate consumption for most ................................................................................................. 35

The purchasing decision ......................................................................................................................... 36 Brand loyalty is key ....................................................................................................................... 37 Fairtrade versus organic................................................................................................................ 37 Healthy chocolate? ....................................................................................................................... 40 Chocolate lovers............................................................................................................................ 40



Sophisticated consumers .............................................................................................................. 41 Dark issues .................................................................................................................................... 43 Quantity versus quality ................................................................................................................. 43 Less chocolate being eaten ........................................................................................................... 44 Reasons for cutting down ............................................................................................................. 46

Sugar Confectionery ............................................................................................................................... 50 Eating sweets .......................................................................................................................................... 50

Consumption biased towards occasional ..................................................................................... 51 Frequency of eating sweets .......................................................................................................... 53 Where sweets are eaten ............................................................................................................... 54 Making choices ............................................................................................................................. 54

Mint eaters ............................................................................................................................................. 55 Have mint… can travel .................................................................................................................. 56 Choosing mints.............................................................................................................................. 57

Chewing gum .......................................................................................................................................... 57 Gum on the move ......................................................................................................................... 58 Brand issues .................................................................................................................................. 59

The Child Consumer ............................................................................................................................... 60 Fewer children around to eat confectionery ................................................................................ 60 Confectionery gets a bad press ..................................................................................................... 60 Sports participation....................................................................................................................... 61 Chocolate for everyone (at least sometimes)!.............................................................................. 61 Bars rule ........................................................................................................................................ 62 Larger packs are not for children .................................................................................................. 62 Where chocolate is eaten ............................................................................................................. 64 Not an everyday habit for most .................................................................................................... 65 Choosing chocolate ....................................................................................................................... 69 What’s in the packet? ................................................................................................................... 70 Older children’s issues .................................................................................................................. 71

Sugar confectionery ................................................................................................................................ 71 Sweet eaters ................................................................................................................................. 72 How often sweets are eaten ......................................................................................................... 73 Home and away ............................................................................................................................ 74 Mint eaters .................................................................................................................................... 75 Choosing sugar confectionery ....................................................................................................... 75

Appendix ................................................................................................................................................. 77 Adult Questionnaire ...................................................................................................................... 77 Children Questionnaire ................................................................................................................. 84



Table of Figures Figure 1 4% growth expected for 2010 ............................................................................................ 6 Figure 2 Chocolate confectionery growing the market, 2008-2010 ................................................. 7 Figure 3 Cadbury and Kraft chocolate confectionery brands .......................................................... 9 Figure 4 Mars’ Chocolate confectionery Brands ............................................................................ 11 Figure 5 Nestlé chocolate confectionery brands ............................................................................ 13 Figure 6 YouGov BrandIndex for selected chocolate confectionery brands, May 2010 .................. 16 Figure 7 Mints and gum suffered a decline in sales in 2009 ........................................................... 17 Figure 8 Rowntree brands .............................................................................................................. 18 Figure 9 YouGov BrandIndex for sweets, May 2010 ...................................................................... 21 Figure 10 Wrigley (Mars) brands in the gum and mint sector .......................................................... 22 Figure 11 Cadbury brands in the mint and gum sector .................................................................... 23 Figure 12 Perfetti van Melle mint and gum brands ......................................................................... 24 Figure 13 YouGov BrandIndex for chewing gum and mint brands, May 2010 ................................ 25 Figure 14 Over 65s driving UK population growth 2005-2015 ........................................................ 26 Figure 15 Most people are not too worried about their weight .................................................... 27 Figure 16 The older you get… the less often you eat chocolate ....................................................... 28 Figure 17 Three in ten stick to just one type of chocolate ............................................................... 29 Figure 18 Chocolate bars - the number one choice ......................................................................... 30 Figure 19 Women's chocolate consumption ................................................................................... 31 Figure 20 Chocolate is an addiction ................................................................................................ 32 Figure 21 Women's cravings ............................................................................................................ 33 Figure 22 Chocolate eating habits by weight ................................................................................... 34 Figure 23 How often consumers eat chocolate ................................................................................ 36 Figure 24 Consumers agree on the importance of brands .............................................................. 37 Figure 25 Those looking for Fairtrade chocolate .............................................................................. 38 Figure 26 Those who eat dark chocolate and/or high quality chocolate have an extra tick list ...... 39 Figure 27 London the trendsetter .................................................................................................... 40 Figure 28 A high proportion of young consumers love ‘all’ chocolate ............................................. 41 Figure 29 Attitudes to high quality chocolate.................................................................................. 42 Figure 30 Younger women prefer standard products ...................................................................... 43 Figure 31 A third of adults eat less chocolate than a year ago ......................................................... 44 Figure 32 The youngest and oldest women are the most likely to be eating less chocolate than a

year ago ............................................................................................................................ 45 Figure 33 A significant number of young consumers are eating more chocolate ............................ 46 Figure 34 Wanting to lose weight is the main reason for cutting down on chocolate ..................... 47 Figure 35 Women focus on weight ................................................................................................... 48 Figure 36 Are younger women going off chocolate? ....................................................................... 49 Figure 37 Sugar confectionery is less popular among adults than chocolate ................................. 50 Figure 38 Consumption of sugar confectionery ............................................................................... 51 Figure 39 Younger women eat gums and jellies... occasionally ....................................................... 52 Figure 40 Young women are the biggest pick ‘n’ mixers .................................................................. 53 Figure 41 One in ten people eat sweets at least once a day ............................................................ 54 Figure 42 Those who want sweets without guilt .............................................................................. 55 Figure 43 Men are more likely to only eat mints occasionally ......................................................... 56 Figure 44 Mint eating habits are changing ....................................................................................... 57 Figure 45 More women chew gum... but only occasionally ............................................................. 57 Figure 46 Gum is most likely to be eaten at work/school/college ................................................... 59 Figure 47 The number of children has fallen by 5% ......................................................................... 60 Figure 48 Younger girls most likely to have a weight problem ......................................................... 61 Figure 49 Individual bars are the most popular choice among children .......................................... 62 Figure 50 A quarter of children eat wrapped chocolates from a box ............................................... 63 Figure 51 Six out of ten children don't like the taste of dark chocolate ........................................... 64 Figure 52 Older children more likely to eat chocolate when out of the house ................................ 65 Figure 53 Older children eat chocolate more often ......................................................................... 66



Figure 54 Majority of parents restrict their children’s chocolate consumption ............................... 67 Figure 55 Chocolate eating strongly associated with watching television ....................................... 68 Figure 56 Two thirds of children don't see why they shouldn't eat chocolate ................................ 69 Figure 57 Six in ten children often choose the same brand ............................................................ 70 Figure 58 Price and pack size are important factors........................................................................ 71 Figure 59 Eight out of ten children eat gums & jellies ...................................................................... 72 Figure 60 Boys aged 12-15 have the sweetest teeth ........................................................................ 73 Figure 61 Older boys eaten sweets the most often ......................................................................... 74 Figure 62 Sweets are not just for home ........................................................................................... 75



Confectionery

Introduction The confectionery market is one of the most heavily branded fmcg areas, dominated by household names supported by mega advertising budgets. The recent purchase of Cadbury by Kraft demonstrates just how valuable many of these brands are. This report looks at the confectionery market in depth, comparing the fortunes of the different sectors and companies. It also looks at today’s consumer, considering in particular the degree of involvement in this market and how choices are made.

Definitions The snacking confectionery market is defined as including the following sectors: Chocolate confectionery Selflines/bitesize (small items which are identical e.g. Cadbury's Chocolate Buttons) Countlines are chocolate-covered bars designed to be eaten in one go (e.g. Mars Snickers). Moulded bars – standard tablets of chocolate e.g. Dairy Milk, Galaxy Sugar confectionery Gums & jellies Mints Liquorice Hard boiled sweets Chewing & bubble gum



Confectionery market In 2009 the value of the total snacking confectionery market reached £4.9 billion, an increase of around 4% on the previous year. Further growth is expected in 2010 to take the market to around £5.1 billion.

Figure 1 4% growth expected for 2010

Source: YouGov SixthSense estimates Chocolate confectionery accounts for the largest part of the market and is the driver of market growth

4.7

4.9

5.1

4.5

4.6

4.7

4.8

4.9

5

5.1

5.2

2008 2009 2010 est

£m



Figure 2 Chocolate confectionery growing the market, 2008-2010

Source: YouGov SixthSense estimates

Chocolate confectionery

Key changes

Although value sales rose in 2009 compared to 2008 this disguises a more sombre assessment of the market.

Consumption of chocolate dropped, possibility because of increased consumer awareness of healthy eating.

Indeed, YouGov SixthSense’s own research shows that a third of adults are eating less chocolate than a year ago, with dieting and healthy eating concerns most likely to have promoted this.

Value sales have been propped up by rising cocoa prices caused by supply chaos on the Ivory Coast. These rising costs may also have contributed to some consumers turning away from chocolate.

However, the chocolate confectionery market is primarily brand driven, and the picture for 2009 varies considerably by brand, within the picture even within the same company often being very different.

3.5 3.7 3.9

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Chocolate



The UK brand map

Three major companies, with their portfolios of major, high profile and highly supported brands dominate the UK chocolate market accounting for around three quarters of all sales.

In 2009, Cadbury’s accounted for some 30%, Mars 25% and Nestlé around 20%.

Information from the trade suggests that Cadbury’s share declined slightly during the year, as did that of Mars.

In contrast, Nestlé was able to grow its proportion of sales as did Kraft (which accounts for around 5% of chocolate sales).

Cadbury & Kraft

The creation of new global powerhouse

On the 18th January 2010, Cadbury accepted defeat in the somewhat acrimonious bid from Kraft and recommended a cash-and-shares offer of £11.9 billion to their shareholders. On February 2 2010, Cadbury became part of Kraft Foods.

With annual revenues of approximately $50 billion, the combined company is now the world’s second largest food company.

While the total integration of the two companies is likely to take many years, in March 2010, the first step towards this came with the announcement of the appointment of a joint MD for Cadbury & Kraft for UK & Ireland and the announcement that Bournville would become the business's global Centre of Excellence.

Furthermore, May 2010 saw the announcement of a review by Kraft to consolidate its £50 million media planning and buying account across all Cadbury and Kraft brands in the UK.

Part of the resistance to Kraft had been based on fear for the future of Cadbury’s UK heritage.

However, Kraft stated ‘We fully intend to respect and honour the heritage of Cadbury in the UK. We actually have a very strong track record of having done so with other acquisitions, particularly other confectionery acquisitions.’

While it remains to be seen exactly what will happen, it is clear that Kraft have bought Cadbury because it is an extremely strong and successful brand. The brand is a strong part of each individual product and is unlikely to be supplanted by the Kraft name.



Figure 3 Cadbury and Kraft chocolate confectionery brands

Consistent strategy for growth

Sustained innovation has been key to Cadbury’s success. As is the case generally in the chocolate confectionery market, due to the strength of the brands already in the market place, this tends to be in the form of brand extensions rather than completely new brands.

Of particular note in 2009 was the introduction of Giant Buttons and, following the success of the relaunch of Wispa in 2008, Wispa Gold.

Early signs suggest that this strategy will continue in the new company. In May 2010, it was announced that the Wispa brand is to be further extended in June 2010 with the introduction of Wispa Duo – two smaller bars in one pack.

An important achievement for Cadbury in 2009 was the launch of its Bitesize range - Cadbury Peanuts, Cadbury Raisins and Cadbury Clusters (a blend of corn flakes and raisins covered in chocolate). This moved Cadbury into newer ground, blurring the line with other snacking markets such as cereal bars and dried fruit, and offering those consumers who are concerned about healthy eating some real nutritional benefits to justify eating chocolate.

This area is also set to be further developed, with the announcement in May 2010, the launch of a major new product in this sector – Crunchie Rocks, a combination of Cadbury Clusters and Crunchie. It will be backed by a major new TV campaign.

Big money still available

The Cadbury brand is receiving substantial backing in terms of advertising.

Moulded bars Countlines Selflines/Bitesize Boxes & Tins Seasonal Products

Cadbury brands:

Dairy Milk Freddo Buttons Heroes

Branded Easter shell

eggs

Curly Wurly Tasters Milk Tray Crème Egg

Bourneville Snack Eclairs Koko Mini Eggs

Dream Fudge Caramel nibbles Roses Egg heads

Picnic Shots Caramel Mini Eggs

Starbar Clusters

Time Out

Flake

Boost

Double Decker

Chomp

Caramel

Wispa

Twirl

Twisted

Crunchie

Kraft brands:

Milka Toblerone All Gold

Terry's Chocolate

Orange Daim Cote d'Or

Terry's Chocolate

Orange



Its new products – Wispa Duo and Crunchie Rocks are both set to be supported by new advertising campaigns – the first new TV creative for Crunchie since 2002.

Support is not just for new products. Starting in April 2010, its key Dairy Milk brand is being support by a new phase in the Cadbury Glass and a Half Full ads.

In this latest execution, a 60 second TV spot takes viewers into the ‘magical’ world of Cadbury Dairy Milk production where a ‘chocolate charmer’ creates bars of milk chocolate. The £4 million investment is in line with previous campaigns and will run throughout April and May supported by PoS merchandise

Furthermore, June 2010 will see an £1.3 million outdoor and press campaign starring the Caramel Bunny.

Responding to wider consumer concerns

In 2008, Cadbury pledged to invest £45 million over ten years to secure the sustainable future of cocoa farming in Ghana, India, Indonesia and the Caribbean.

In March 2009, this pledge began to impact on its consumer marketing, with the company committing themselves to switch the supply of cocoa for its Cadbury Dairy Milk to 100% Fairtrade.

The move of the brand leader to Fairtrade had key ramifications for the entire chocolate confectionery market as until recently, Fairtrade had been restricted to the premium end of the market.

The importance of the move to Fairtrade to Cadbury’s marketing strategy is demonstrated by the heavy weight marketing support it has received. In October 2009, the switch was advertised with a Ghanain-inspired TV, radio and billboard campaign. This celebrated the talents of local artists, musicians and dancers and used an innovative record-release to raise additional funds for cocoa growing communities

In February 2010, Cadbury Dairy Milk celebrated Fairtrade Fortnight by releasing its first album. ‘Big Swap Songs’ includes an exclusive track by chart topping artist, Paolo Nutini as well as five other UK chart hits, all covered by Ghanaian group, The Big Ghana Band.

At the same time, Cadbury’s Chocolate Buttons swapped to Fairtrade chocolate.

Given the strength of Cadbury’s commitment to Fairtrade it is likely than other brands in its portfolio will also move to Fairtrade chocolate.

Milka given increased prominence

Kraft’s portfolio of confectionery brands includes Milka, Toblerone, Côte d’Or, Terry’s Chocolate Orange and the best selling boxed chocolate, Terry’s All Gold.

In April 2010, Kraft launched its Milka chocolate bar (previously available only in 100g sizes) into 45g countline bars. It will be backed by a £4.7 million marketing campaign.

Green & Black’s

As well as the Cadbury products, the Kraft takeover also means that it now owns the Green & Black brand, which was bought out by Cadbury in 2005.

Green & Black’s has enjoyed strong success at the forefront of the trend towards premium and organic chocolate.

However, research by the company showed that many consumers associated it solely with dark chocolate. Therefore, to give the brand broader appeal, it was



relaunched in 2009 with a bolder pack design, which emphasised its variants, and a Creamy Milk variant.

Trade sources have indicated to YouGov SixthSense that the launch of Creamy Milk has been a strong success, and sales of the bar make it one of the top premium lines in the market.

Indeed, the emphasis on milk products has continued in 2010 with the launch of a new Milk & White Miniatures pack

The company has operated on a fairly autonomous basis from Cadbury and it is yet to be seen whether this will continue to be the case under Kraft ownership. However, the company continues to stress its organic principles.

Mars

Figure 4 Mars’ Chocolate confectionery Brands

Moulded bars Countlines Selflines/Bitesize Boxed & Tins Seasonal Products

Galaxy Mars Maltesers Celebrations Shell Eggs

Bounty Minstrels Malteaster

Twix M&Ms

Snickers Mars Planets

Flyte

Milky Way Magic

stars

Ripple Galaxy Counters

Mars Delight

Milky Way

Galaxy Bubbles



Successful brands

Galaxy had a performed strongly in 2009, with an increase in sales of around 19%.

However, Mars Bar remains the companies’ biggest brand and is a key player in the total chocolate confectionery market.

The company is firmly committed to continuing to build on the strength of its brands: it claims that its media spend in 2010 will be 42% greater than in 2009.

2010 off to a flying start

In January 2010, Mars became the first confectionery company to reduce saturated fat levels across its core chocolate bar range.

From this summer, Mars, Snickers, Milky Way and Topic will all contain at least 15% less saturated fat.

This was the culmination of five years of development work, with the objective of making the products healthier without changing their taste or quality.

It forms part of Mars’’ Raising the Bar’ campaign in which they have already removed artificial colours and flavouring, providing clear GDA labelling, reduced packaging and made cocoa sustainability commitments (from February 2010 all Galaxy bars carry the Rainforest Alliance Certified TM seal).

Furthermore, mid-February saw the launch of Galaxy Bubbles which is to be given £2.5 in marketing support. Trade sources suggest that the initial consumer take-up of this brand has been good, with sales driven by the heavyweight support in-store.

The Big Night In

Mars has been at the forefront of the development of the sharing bag sector and has five out of the top 10 leading brands.

This range is being extended in 2010 with the re-launch of Galaxy Counters, which was a Mars favourite from the 80s, and the introduction of Milky Way Magic Stars into this format.

Mars is demonstrating its commitment to its bitesize portfolio in 2010 by investing £16.5 million throughout the year, with the aim of becoming synonymous with in-home sharing occasions.

Firstly, the company has signed a deal to sponsor the brand new TV entertainment show of award winning presenters Ant and Dec, Push the Button, while also continuing to sponsor the top Saturday night show Harry Hill’s TV Burp.

Mars has also forged a partnership with Blockbuster which will feature free film deals across its stores nationwide in Autumn 2010. This will build on previous promotions and continue to align the brand portfolio with in-home entertainment.

The Blockbuster partnership ‘We Make Big Nights In’ will on include an on-pack promotion across the full bitesize range from July through to December.

Keeping the ball in the air

Mars, which is an official supplier to the England football team as part of a five year partnership with the FA, is among a number of fmcg brands running World Cup-affiliated marketing. As excitement about the tournament mounts, this can be expected to help raise Mars’ profile still further.

The £12 million ‘Work, Rest, Play for England’ campaign commenced in February 2010 with a series of advertisements in which seven former England players, including Stuart



Peace, Peter Shilton, Terry Butcher and 1966 hero Martin Peters, reminisce about some of the most celebrated moments in English football history.

Furthermore, for a special promotion from mid-April, for the first time in its 78 year history, the iconic black packaging of Mars bars will be replaced with a striking new red and white strip inspired by the St George’s cross and the England kit, which features the famous Three Lions crest.

Nestlé

Figure 5 Nestlé chocolate confectionery brands

Kit Kat leads the way

Much of Nestlé’s success in 2009 has been on the back of its highly successful Kit Kat brand.

The total Kit Kat brand (which includes biscuit variants) is growing strongly at around 5% in 2009 compared to 2008, building on the success of that year. The Singles variety which competes in the chocolate confectionery market has also made a strong contribution to the growth (around 3%), with a notable contribution from Chunky (around 27%).

However, although the number of extensions has been cut to allow the company to focus on its key variants, the brand has responded to consumer concerns about health issues with the launch of Senses (2008). This has been heavily supported and has helped to drive overall Kit Kat sales.

Later in 2010, Kit Kat Senses will be given a packaging relaunch, aimed at increasing its appeal to women, who form the majority of its customer base.

The new look packs will retain the iconic Kit Kat red background, and unmistakably remain part of the range. However, the Senses logo has been enlarged, and now includes an intricate swirling design.

Nestlé continues to give Kit Kat substantial support, and is set to spend some £25 million on media (which will include £2 million for Senses) during 2010. Kit Kat also features in the World Cup promotion which launched at the end April 2010, claimed by Nestlé to be its largest ever confectionery promotion. Each pack has a ‘Cross Your Fingers’ flash containing a unique code which consumers can check on line to see if they have won a prize.

An environmental & ethical challenge

Moulded bars Countlines Selflines/Bitesize Boxes/Tins Seasonal products

Aero Kit Kat Aero Bubbles Quality Street Shell Eggs

Aero Chunky Kit Kat Senses Milky Bar Buttons Black Magic Smartie Egg heads

Milky bar Kit Kat Chunky Rolo After Eight

Yorkie Crunch Smarties Dairy Box

Animal Bar Toffee Crisp Munchies

Walnut Whip

Caramac

Lion Bar

Drifter



From January 2010 Kit Kat bars carried the Fairtrade logo, with the move being supported by a press campaign which explained Nestlé’s on-going sustainability initiative ‘The Cocoa Plan’.

However, in March 2010, Nestlé was targeted by a hard hitting global campaign on the web by Greenpeace, which claimed that Nestlé was using palm oil from Sinar Mas, Indoesia’s largest palm oil company, which Greenpeace claims is illegally destroying the rainforests where orangutans live.

Nestlé has said it does not buy palm oil directly from Sinas Mas, but the campaign continues on Greenpeace’s website (although Nestlé has succeeded in stopping the YouTube version). It is undoubtedly a blow for the company’s ethical credentials, especially at the time it is establishing the Kit Kat as an ethical brand.

Nevertheless, according to trade sources in early May 2010, sales of Kit Kat have actually increased since the launch of the campaign.

Furthermore, on May 17th Nestlé announced that it had entered in a partnership with The Forest Trust, which would help it build responsible supply chains. This will start with palm oil but will be extended to pulp and paper. Greenpeace described this move as ‘very positive’.

Smaller manufacturers

Thorntons

Thorntons’ products are sold both in Thorntons’ own branded outlets and in other mainstream retailers, such as Tesco. Since the takeover of Cadbury, Thorntons is now the largest independent chocolate and confectionery company in the UK.

Although the brand does have individual sized products, it is mainly known for its boxed chocolates, which are primarily gifting type products, and therefore bought primarily at Christmas, and to a lesser extent, at Easter.

In order to extend sales behind these periods Thorntons successfully launched a family sharing brand, Moments, in 2009 (achieved sales of around £10 million in its first year)

This was followed in April 2010 by Melts, a milk chocolate shell with a praline centre.

It is also the case that Continental and Special Toffee are particularly popular lines, and these would also seem to fit well into a sharing format.

Ferrero

Ferrero is a leading manufacturer in mainland Europe. In the UK in markets a number of key brands – Ferrero Rocher, Raffaelo and the Kinder children’s lines and claims that it is the 4th largest chocolate company.

Its most well known product in the UK is Ferrero Rocher, which is a key brand in the Gifting sector of the Boxed Chocolates market.

Lindt & Sprungli

Lindt is a long established company that it focused on producing premium chocolate.

Its Excellence bars have been in the forefront of educating consumers about the importance of the percentage of cocoa solids.



Other sub-brands include Lindor, Swiss Tradition, Petit Desserts and perhaps one of the best known, the Gold Bunny sold in the Easter period. The company has been involved in a long term battle to gain copyright protection for the shape of the bunny.

As has been noted for Green & Blacks, new products are concentrated on milk chocolate and include Excellence Milk and Lindor White, demonstrating the move away from premium chocolate as mainly dark products.

Promotion in recent years has mainly taken the form of price offers, but in October 2009, it was announced that the Swiss tennis champion Roger Federer was to become the brand’s ambassador.

Elizabeth Shaw

Elizabeth Shaw is one of the oldest British confectionery companies and claims to be known all over the world as a creator of delicious and luxurious chocolates.

Its best known product is its Mint Crisps, but its range also includes Mint Selection and Famous Names. Sales are highly concentrated around the Christmas period.

Bendicks

Bendicks (Mayfair) Ltd is the UK subsidiary of the German based Storck Group.

Its main brand in the chocolate confectionery sector is Bendicks, a £15 million brand mainly known for its premium selection of dark chocolates with intense flavours under the Bittermint and Mint Chocolate collection sub-brands.

Autumn 2009 saw a change of emphasis as the company sought to appeal to younger consumers, by moving from its traditional ‘after dinner’ position to a more impulse driven appeal.

To do this, Bendicks 100g were launched, so that consumers could eat Bittermints ‘Wherever you might be and whatever you might be doing’.

The company also markets Mingles, which is positioned as a family sharing product and Riesen, bite-sized pieces of chewy chocolate caramel covered in chocolate

In addition, January 2010 saw the move of the Werther toffee brand into the chocolate market with the launch of Werther’s Original Chocolate, wrapped chocolates marbled with Werther’s toffee.

It was supported by TV advertising in February 2010 and more is set to follow later in the year.

Attention and buzz



Figure 6 YouGov BrandIndex for selected chocolate confectionery brands, May 2010

Source: YouGov BrandIndex

Compared to this time last year Cadbury’s is received more attention, but this is negative publicity, reflecting the public unease with the Kraft takeover – perceived as a foreign company taking over a very British one.

Nestlé has also seen a rise in the amount of negative feeling, reflecting the success of the campaign waged by Greenpeace against it. However, as mentioned earlier, this campaign has now stopped and therefore negative vibes are likely to fade.

Despite, consumer unease about Nestlé, Kit Kat has seen a rise in both attention and buzz, reflecting the rise in sales during this period mentioned earlier. This maybe a result of the move to Fairtrade chocolate and/or the World Cup promotion launched at the end of April.



Sugar Confectionery

Key changes

The sectors within the sugar confectionery market are experiencing very different fortunes, sweets showed impressive growth, gum suffered a dramatic loss of sales in 2009 and mints are in a long term decline.

Figure 7 Mints and gum suffered a decline in sales in 2009

Source: YouGov SixthSense Estimates

Sales of sweets were driven by the performance of Haribo and Rowntree gums and jellies. However, the success of sharing sized bags across the market, and the more recent advent of price marked sharing bags, has also been important

Sales have also been boosted by nostalgic sugar confectionery. Traditional style shops have sprung up over the country with major grocery retailers such as Tesco also introducing pick ’n’ mix fixtures.

The sweet sector is also benefiting from the fact that many of its brands have been reformulated to take account of consumer health concerns. Furthermore, the market has also seen the launch of two entirely new, all natural brands – Cadbury’s The Natural Confectionery Company (launched in the UK in 2007) and Rowntree’s Randoms (May 2009).

However, sales of chewing gum plummeted in 2009 despite, or maybe because, of an explosion of fruit flavours. However, the sector is set to recover in 2010 as the major players seek to redress the problems.

Sales of mints also fell in 2009 but trade sources suggest that this is part of a long term trend and is unlikely to recover in the near future.

770 804 828

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Sweets

The brand map

As was the case with chocolate confectionery, three major companies account for the lion’s share of sales.

Nestlé is the brand leader with around 29%, Cadbury’s 22% and Mars 13%. The top two have been boosted by their recent launches (Rowntree’s Randoms and The Natural Confectionery Company).

However, Haribo is also a significant player with around 11% of sales. The Haribo brand is also the biggest single brand in the market.

Nestlé

Nestlé’s products in the sweet sector all use the Rowntree umbrella branding, emphasising the long heritage of many of these products.

Figure 8 Rowntree brands

The Random effect

Sales of the Rowntree brand grew by around 9% in 2009 versus 2008, with the launch of Randoms in May 2009 making a significant contribution.

Randoms – a diverse collection of many different shapes - has been an instant hit with consumers – with the brand generating about £10 million of sales since its launch, making it the number two fruit sugar impulse confectionery brand, behind Fruit Pastilles.

Although it is similar to the Haribo formula of jelly sweets in a variety of textures, flavours and shapes, Random is designed to appeal to young adults rather than children, as Nestlé seek to widen the consumption of its Rowntree brand.

It has been supported by a heavyweight £10 million marketing campaign which included TV, outdoor advertising and a huge internet presence. The latter was considered especially important to be able to reach the target audience – and the existence of 240,000 fans on Facebook suggests a high degree of success.

Fruit Pastilles

Fruit Gums

Tooty Frooties

Juicy Jellies

Jelly Tots

Pick n' Mix

Randoms

Polo Fruits

Rowntree brands

(sweets)



Support has continued into 2010, with a further £6.5 million being allocated for an on-pack instant win promotion backed up by TV advertising.

Cadbury (Kraft)

A solid core

Kraft does not have any products which compete in this sector, so its takeover of Cadbury has gained it access to a completely new market.

Bassett’s is Cadbury’s leading brand in the sugar confectionery market.

Bassett's three most important varieties are: Liquorice Allsorts, Wine Gums and Jelly Babies. The latter brand performed particularly well in 2000, with the growing sales of sharing bags being an important driver to this success.

It also markets a range of other products including American Hard Gums, Murray Mints, Sherbet Lemons, Pear Drops, Everton Mints, Imperials, Mint Creams, and Fruit, Lemon, Strawberry or Toffee Bon Bons.

Maynards is also an important brand, worth around £50 million. It includes Maynards Wine Gums along with the more recent additions Maynards Wine Pastilles, Maynards Wine Sours , Maynards Sports Mix and Maynards Midget Gems.

Exciting new additions

Although Cadbury, alongside other leading brands, has responded to consumer concerns by reformulating many of its products it has also gone one stage further.

In 2007, it launched The Natural Confectionery Company (an Australian range acquired in 2003) into the UK. This has a very clear brand positioning as an all-natural brand and has been given heavyweight advertising support.

It has experienced massive growth – being valued at around £10 million 2009 – around 5 times higher than in 2008.

Mars

Since the purchase by Mars of The Wrigley Company in 2008, the company’s sugar confectionery brands have been marketed by the latter.

The biggest brands are Skittles and Starburst and much of its innovation has been focused on extensions to these two lines, notably Starburst Twisters and Smoothies Chews in 2009, and more recently, in May 2010, Starburst Tongue Tangles.

Haribo

The Haribo brand is strongly targeted towards children and accounts for around a quarter of all sales in the gums & jellies sector.

It achieved strong growth in 2009 – up 9% to some £78 million.

The brand contains real fruit juice and no artificial additives, which has promoted its cause among mothers.

It has maintained interest among children with a stream of innovation – with 2009 launches including Sour Stawbs and Super Sour Monsters.



In 2010, it is looking to capitalize on the World Cup by repackaging its Football Mix in the English national colours. In addition, more than 850,000 Football Mix mini bags are being sampled through consumer titles, and consumers are being invited to test their ball skills on the Haribo Website.

2010 also saw the company target vegetarian consumers with its new bag, Funny Mix, featuring Strawberry, Cola Bottles and Starfish treats. These contain no gelatine and are clearly marked ‘Suitable for Vegetarians’.

Smaller manufacturers

Tangerine Confectionery

Tangerine Confectionery is one the UK's largest independent manufacturers of sugar confectionery.

It includes well known iconic brands such as Barratt Sherbet Fountain, Refreshers, Princess Marshmallows, MOJO and Taveners .

In August 2009, Sherbet Fountain was relaunched with all natural colours and flavours and a new re-sealable plastic tube. As a result of the relaunch sales volumes have increased by around 20%.

Storck

The German based Storck group markets Werther’s Original and Toffifee. Brand activity is currently concentrated in the chocolate sector of the market, which the launch of Werther Original Chocolate in January 2010.

However, marketing support for this new brand may also benefit Werther’s Original which has not been advertised for some time.

Storck is also responsible for the distribution of Chewits (owned by Leaf Confectionery).

Worth around £20 million, Chewits is an important player in the children’s sector. In the past it has received considerable advertising support, but cannot no longer be advertised directly to children. Instead, a heavily branded website has been developed which features Chewie the dinosaur.

It was also relaunched in April 2009 in a bid to appeal to older children that like sport.

Leaf is ultimately owned by a private equity company who are currently seeking a buyer for Chewitts. A bid by Cadbury has already been turned down but trade sources suggest that Fox’s or Perfetti Van Melle may be interested.

Perfetti Van Melle

Perfetti Van Melle claims to be the world’s sixth largest confectionery product. In the UK, its sweets brands are Chupa Chup and Fruittella.

The company claims that both these brands are showing growth rates far in excess of the total market at around 20%.

August 2009 saw these brands combined to launch a branded Chupa Chups filled lollipop with a chewy Fruitella centre.

As children’s products cannot be advertised TV directly to children Perfetti Van Melle uses a range of other means to target children – in 2009, this included the Chupa Chups



Summer tour which visited large scale family events throughout the summer, while Chupa Chups Fruitella was given away free with children’s magazines.

However, TV advertising did take place but is aimed at communicating to mothers that Fruitella does not contain any artificial colours or flavours.

Attention and buzz

Figure 9 YouGov BrandIndex for sweets, May 2010


Changes in attention and buzz in the sweet sector are much lower than for chocolate confectionery, perhaps reflecting the lower degree of adult engagement with the sector.

It is also noticeable that Bassetts and Maynards, although owned by Cadbury, have not been affected in the same way as the Cadbury, perhaps because consumers do not connect them with their ultimate owner.

Haribo has increased its level both of attention and Bizz, reflecting the brand’s continued success.



Mints and Gum

The Wrigley Company (Mars)

Figure 10 Wrigley (Mars) brands in the gum and mint sector

Wrigley seeking to revive the market

Wrigley is the clear brand leader in the chewing gum market, but its brands did not escape the significant downturn in sales that slashed market value in 2009. This included a 11% drop in sales for the leading brand, Extra.

Wrigley’ strategy is to change the policy of targeting mainly youth to a broader target group and re-establish the functional reasons for chewing gum.

To this end, the company will invest £10 million in the Extra brand during 2010. April 2010 saw the start of television advertising, which is set to last for around 24 weeks, featuring the new ‘Food Creatures’ execution. This features 3D animated coffee cup, onion and cookie characters to convey a ‘fresh mouth’ message.

TV support is also being given to the 5R brand. This was launched in September 2009 and with its glossy black packaging is aimed at a sophisticated adult consumer.

Younger consumers are still targets

Despite the move to broaden the consumer market for gum, younger consumers remain key targets.

Following the success of the introduction of the Extra brand to the mints segment in 2009 (Extra Ice Mints), in March 2010, Wrigley announced that it was to also launch the brand into the Soft and Chewy mints segment. This will take the format of a bag of mini mints and will be the only bag to contain four different flavours.

Cadbury (Kraft)

Gum Mints

Wrigley's Extra

Wrigley's Extra Ice

Mints

Wrigley's Orbit

Wrigley's Extra Chewy

Mints

Wrigley's Juicy Fruit

Wrigley's Airwaves

Wrigley's Spearmint

Wrigley's

Doublement

Wrigley's 5

Hubba Bubba



Figure 11 Cadbury brands in the mint and gum sector

Focusing on adults

Trebor is the bestselling brand in the mints sector, valued at some £55 million with around 45% market share.

In September 2009, the brand was extended to the gum sector, with the aim of appealing to older consumers. Trade sources indicate that this launch has been a success and Trebor Extra Strong Gum is now one of the top fastest selling products in the gum market.

It was supported by TV advertising in March and April, further demonstrating the fact that now been a major player.

In March 2010, a revamp was announced for the Trident brand, which had seen sales plummet by a massive 33% in 2009. The new packaging is said to have a more ‘adult’ design. The brand was also supported by an on-pack promotion, giving consumers the chance to win tickets to a host of worldwide festivals.

Nestlé

Polo is a long established brand and a key player in the mint market, but it has little support in recent years.

The most recent TV campaign was back in 2003 while the last activity was a small-scale print and poster campaign in 2009 for the Xtra strong variety.

However, the announcement in January 2010 of the appointment of a new advertising could suggest that new activity is likely this year.

Gum Mints

Trebor Extra Strong

Gum

Trebor Extra Strong

Mints

Trident Trebor Soft Mints

Trident Splash



Perfetti van Melle

Figure 12 Perfetti van Melle mint and gum brands

The rise of Mentos… and friends

Mentos is in important brand worldwide but is relatively new to the UK. Nevertheless, the company claims that it is one of the fastest growing products in the sector.

In February 2010, the company announced their biggest spend to date on the brand, sponsoring ITV2’s hit teen drama Vampire Diaries and launching a new national TV campaign.

Whereas the main brands are seeking to revive the gum market by broadening usage, Perfetti Van Melle is concentrating on appealing to the youth market. In February 2010, the company announced that it was extending its Chupa Chups lollipop brand to bubblegum.

In May 2010, a new spearmint variant was added to the Smint brand, which was also given a full packaging redesign.

Other brands

Fox’s Confectionery is responsible for Fox’s Glacier Mints, the leading branded boiled mint, and XXX Mints.

Tic Tac is owned by Ferrero, who launched a new Cherry Passion flavour in March 2010.

Gum Mints

Mentos Mentos Mint Chews

Chupa Chups

Mentos Fruit and

Mint

Smint



Attention and buzz

Figure 13 YouGov BrandIndex for chewing gum and mint brands, May 2010


There has been little significant change in attention and buzz in this sector, with the main gainer being Fox’s and the loser Hubba Bubba.

Despite heavy TV advertising in March and April, Trebor has gained only a 1% rise in buzz.



The Adult Consumer

More consumers – but are they the right ones?

The UK population grew by around 4% between 2010 with a further similar upturn forecast for the next 5 years.

However, the increase in the numbers of those aged 65+ has been a strong contributor to this, and as will be demonstrated later in this section, this cohort tends to eat less confectionery than younger consumers.

Nevertheless, there has been an increase in the number of the key 18-24 year olds as well as the 25-34s, which for the latter, will continue into the next five years.

It is the case, though, that the growth in these age groups has been boosted by immigration from Eastern Europe, who may have different buying habits.

Figure 14 Over 65s driving UK population growth 2005-2015

Source: ONS/YouGov SixthSense

Weight issues

With the healthy eating lobby gaining momentum an increasing focus is being put on the dangers of being overweight. This may act as an inhibitor to eating confectionery as consumers become more aware of the ‘danger’ posed by this type of food. YouGov SixthSense asked its respondents how they perceived their weight.

5,513 5,961 5,771

7,935 8,190 9,126

9,245 8,840 8,128

7,708 8,533 9,076

7,0227,311 7,299

9,64010,286

11,643

0

10,000

20,000

30,000

40,000

50,000

60,000

2005 2010 2015

65+

55-64

45-54

35-44

25-34

18-24



Figure 15 Most people are not too worried about their weight

Base: 2,131 nationally representative UK adults aged 16+

Source: YouGov SixthSense Adult Confectionery Survey (9-12 April 2010)

The vast majority of respondents believed that their weight was about right or that they were only ‘slightly’ overweight, suggesting that they are not too concerned about it, and that they will not be making stringent efforts to change their eating habits.

Only 16% admitted to being ‘very overweight’. However, this is significantly lower than published data relating to obesity (In England in 2008 25% of men were obese and 28% of women) suggesting that some people are not prepared to admit that they have a problem.

Furthermore, it is notable that the ABC1 group and women, who tend to have a slightly higher level of concern about healthy eating, are actually more likely to perceive themselves as being overweight.

Chocolate ‘Everybody’ eats chocolate

Only 2% of YouGov SixthSense respondents never eat chocolate, demonstrating the vast reach of this market.

However, just over a third do not eat chocolate regularly (i.e. a least once a week) suggesting that for many people it is a treat rather than part of their normal diet.

This is much more likely to be the case for younger men and for all those aged 55+.

Underweight, 7%

About Right , 33%

Slightly Overweight, 44%

Very Overweight, 16%



Figure 16 The older you get… the less often you eat chocolate



Chocolate equals calories

Consumers who are overweight are the more likely than those who are underweight/about right to claim they do not eat chocolate (36% of those who are slightly overweight and 40% of those who are very overweight).

This suggests that many of this group are trying to cut down on calories and chocolate is one of their targets for this.

Chocolate choices

Just over (31%) of respondents only eat one type, indicating the degree of attachment of consumers to their favourite type of chocolate.

36%

28% 28%

37%

44%

33%

22%24%

31%

45%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

All 16-24 25-39 40-54 55+

Men

Women



Figure 17 Three in ten stick to just one type of chocolate



Individual bars (e.g. Dairy Milk, Galaxy etc) are by far the most popular choice of chocolate for regular as well as occasional eating, reflecting these products’ status as the largest sector of the market. They are also most likely to be mentioned by those consumers who only eat one type (39%).

Chocolate countlines (e.g. Kit Kat, Twix) are also slightly more prone to be eaten regularly and are the second most popular type of chocolate.

All the other types, as well as being eaten by fewer consumers, are also more likely to be eaten occasionally than regularly. This often reflects their positioning as indulgent products for special occasions.

1 type, 32%

2 types, 17%

3 types, 7%

4 types, 6%

Never eat chocolate, 38%



Figure 18 Chocolate bars - the number one choice



Demographic variations

C2DE consumers are more likely to mention individual bars of chocolate, especially on a regular basis (45% do so compared to 36% ABC1s).

However, there is no evidence to suggest that the more affluent consumers prefer higher quality chocolate, or that they are less likely to eat chocolate.

It is also apparent that the most popular types of chocolate eaten regularly are most likely to be mentioned by women – but this difference in only significant among the under 55s.

This suggests either that women lose their desire to eat chocolate on a regular basis as they get older, or that their more frequent consumption reflects more modern attitudes

7%

13%

13%

14%

15%

14%

19%

24%

33%

3%

4%

5%

7%

9%

11%

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27%

40%

0% 10% 20% 30% 40% 50%

High quality chocolate

Boxed chocolate selections

Sharing bags of chocolate selflines

Wrapped chocolates from a box

Large bars

Dark chocolate

Small bags of chocolate selflines

Chocolate countlines

Individual bars

Regular eaters

Occasional eaters



Figure 19 Women's chocolate consumption



Chocolate consumption habits In order to identify how attitudes to chocolate vary, those consumers who eat chocolate were asked: “Which of these statements, if any, apply to your chocolate eating habits”

Over a third of respondents attributed their chocolate consumption to cravings, reinforcing the concept of chocolate as an addiction.

This hypothesis is also supported by the significant number who agree they have to finish the bar/box, although almost 2 in five are able to ‘only eat a few squares’

However, very few kept ‘an emergency stash’, perhaps because they know they will eat it.

Despite the popularity of chocolate bars/ countlines, a significant number do reserve their consumption for high quality products.

11%

20%

28%

23%

6%

11%

14%

18%

19%

31%

31%

42%

26%

27%

27%

25%

26%

40%

55%

58%

26%

35%

51%

52%

0% 10% 20% 30% 40% 50% 60% 70%

Women 55+

Women 40-54

Women 25-39

Women 16-24

Men 55+

Men 40-54

Men 25-39

Men 16-24

Individual bars

Chocolate countlines

Small bags of selflines



Figure 20 Chocolate is an addiction



Women crave chocolate

Women are far more likely than men to admit to craving chocolate, although their likelihood to do so does diminish with age.

However, women aged 25-54 are the most likely to keep an emergency stash (19%).

Although women are more subject to cravings, there is less difference when it comes to having to finish the bar/box, implying that once it is actually in front of them, men love chocolate just as much as women do.

The proportion of men who admit to cravings also declines with age, suggesting that willingness to give in to these cravings may be part of changes in attitude over time, with younger consumers being more relaxed about their diet and about indulging themselves.

3%

7%

12%

13%

18%

31%

36%

0% 5% 10% 15% 20% 25% 30% 35% 40%

I don't really like chocolate

I have to eat chocolate everyday

I rarely eat chocolate but when I do, I treat myself to high quality

I always have an emergency stash of chocolate in the cupboard

I only eat a few squares after dinner

Once I start eating a bar/box of chocolate (s) I just have to finish it

I eat chocolate to satisfy a craving



Figure 21 Women's cravings



Control comes with age

The suggestion that older consumers have a greater amount of self control when it comes to craving chocolate is supported by the fact that they are the most likely to only eat a few squares/chocolates after dinner (around a quarter of those aged 50+).

They are also the least likely to have to admit to eating chocolate every day.

However, it is men who are the most likely to reserve their consumption for high quality chocolate.

Chocolate consumption habits and weight

Although there is little significant difference by bodyweight when it comes to cravings, there are key differences in consumption habits.

Those who are about the right weight are the most likely to be able to restrain themselves to a few squares/chocolates, suggesting that they apply their general eating principles to their chocolate consumption.

In contrast, those who are overweight are the most likely to say that once they start eating they need to finish it.

Thus rather than trying to cut out chocolate altogether, those who need to lose weight may be better off buying smaller sized products, so that they are able to finish them.

30%

47%

56%

62%

16%

21%

35%

36%

31%

34%

31%

36%

28%

30%

30%

33%

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18%

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9%

6%

0% 10% 20% 30% 40% 50% 60% 70%

Women 55+

Women 40-54

Women 25-39

Women 16-24

Men 55+

Men 40-54

Men 25-39

Men 16-24

Have an emergency stash

Have to finish bar/box

Satisfy a craving



Figure 22 Chocolate eating habits by weight



How attitudes affect purchase

Those who crave chocolate are among the most likely to buy any type, but it is most marked for large bars (54%) and individual bars (53%).

The additive nature of chocolate is also shown by the fact that those who ‘just have to finish it’ are also highly likely to mention any category, but are especially likely to mention large bars (50%).

Large bars have been at the forefront of the development of the high quality sector. It would seem that a key reason for their success has been that they are likely to be eaten by many those who eat a lot of chocolate. Indeed, 35% of ‘cravers’ mention high quality chocolate, although ‘finishers’ are among the least likely to eat this type (only 26%).

‘Finishers’ are also high likely to mention sharing bags (45%), giving rise to a suspicion that many are not shared !

Respondents who only eat a few squares/chocolates at a time are most likely to eat boxed chocolates (31% do so) but are also skewed towards wrapped chocolates from a box (24%) and/or large bars of chocolate (24%).

Those who have ‘an emergency’ stash seem to go for larger pack sizes, 31% mention large bars, 29% sharing bags and 28% wrapped chocolates from a box.

13%

33%

24%

21%

31%

26%

18%

36%

32%

12%

39%

36%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

I only eat a few squares/chocolates after

dinner

I eat chocolate to satisfy a craving

Once I start eating a bar/box of chocolate(s) I just have to finish

it

Underweight

About right

Slightly Overweight

Very Overweight



Time and place

Chocolate is most likely to be eaten at home (90% do so), but 41% mention work/school/college and 25% when traveling.

Despite the growing popularity of sharing bags, eating chocolate does not seem to be a social occasion – just 13% eat it at someone else’s house. Restaurant consumption is also very low at just 7%.

There is a tendency for women to be more likely to eat chocolate at home, this is especially likely among those aged 25-39, who may have stopped working to care for children.

TV and chocolate go hand in hand

The respondents were also asked at what time of day/why they are likely to eat chocolate.

There is a strong association with watching television (57% mention this) with women aged 25+ most likely to do so (around 63%), correlating with their greater likelihood to eat chocolate at home. Among men, this response is more likely among those aged 40+.

Some four in ten eat chocolate as a treat in the afternoon – with younger consumers and women being the most likely to do this Women under 40, and especially those under 25 (70%) are especially likely to do so.

22% eat chocolate as a treat after lunch, again mostly younger consumers and women.

A quarter of the youngest women eat chocolate as part of their lunch, but among men this is popular among a wider age group of up to 40.

Far fewer respondents eat chocolate to replace breakfast or lunch, or to keep themselves going until dinner time – although the latter is more significant among younger consumers, especially the youngest women.

Moderate consumption for most

Around a third of people eat chocolate less than once a week, with a further quarter only doing so 1-2 times a week.

Nevertheless, over one in five do eat chocolate once a day or more.



Figure 23 How often consumers eat chocolate



There is little variation by demographic sub-group, although men aged 40+ and women aged 55+ are the most likely to eat chocolate less than once a week..

Those who are overweight do not eat chocolate more frequently than other consumers, indeed it is those who are underweight who are the most likely to eat chocolate at least once a day (32% do so), supporting the view that body shape is often down to genes rather than the food eaten.

The purchasing decision The respondents in the YouGov SixthSense survey were asked: “Which of these factors, if any, are important to you when choosing chocolate for yourself?”

Twice a day or more, 5%

Once a day, 16%

5-6 times per week, 6%

3-4 times per week, 17%1-2 times per

week, 23%

Less than once a week, 32%



Figure 24 Consumers agree on the importance of brands



Brand loyalty is key

“A brand I like” is by far the most commonly mentioned factor (8 out of ten say this), reflecting the brand dominated market, in which multi-million pound brands are given strong marketing support. It is especially likely to be mentioned by those who eat individual bars (90%).

This finding should also be considered in the light of the fact that half of regular chocolate eaters only eat one type of chocolate, reinforcing potentially just how loyal many consumers are to their favourite.

However, the youngest men are slightly less likely to mention brand (71% did so), raising a possibility that there could be changes in attitudes in the future.

In the light of the Cadbury takeover, it is also interesting that almost one in five (18%) want the brand to be owned ‘by a company of whom I approve’, with men aged 55+ and women aged 40+ particularly likely to mention this.

Fairtrade versus organic

The sense of the decision by Nestlé and Cadbury’s to move at least a few of their brands to Fairtrade chocolate is illustrated by the fact that 11% of chocolate eaters look for products that contain Fairtrade – with younger consumers especially likely to do so.

It is far more likely to be mentioned by those who eat high quality chocolate (29%) and/or dark chocolate (28%) but this may reflect the fact that provision of Fairtrade product is far longer established in these sectors.

1%

2%

2%

4%

4%

5%

6%

11%

13%

18%

80%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Dairy free

Low sugar/diet product

Suitable for diabetics

Contains organic chocolate

Nut free

Has reduced saturated fat levels

Does not contain hydrogenated fats

Contains Fair Trade chocolate

Contains high cocoa solids

Brand owned by a company of whom I approve

A brand I like



Figure 25 Those looking for Fairtrade chocolate



However, generally there is a lower level of concern about organic chocolate although it is mentioned by a considerable proportion of those who eat high quality and/or dark chocolate.

A significant number of respondents mention high cocoa solids, especially older men.

The trend of this type of chocolate has been lead by the smaller specialist manufactures such as Lindt and Green & Blacks.

However, it is possible that it will be incorporated in to some of the mainstream brands to attempt to stop consumer’s drifting away, in the same way the Fairtrade chocolate has moved from specialists to Kit Kat and Dairy Milk.



Figure 26 Those who eat dark chocolate and/or high quality chocolate have an extra tick list


Source: YouGov SixthSense Adult Confectionery Survey (9-12 April 2010) London leads the way

Consumers living in London are more likely to mention Fairtrade, organic and high cocoa solids

As in many other areas such as fashion and restaurants, London, with its trendy and vibrant areas is likely to be a trendsetter for the rest of the country, with many organizations with new products/ideas deliberately targeting the capital first.

18%

29%

41%

31%

13%

28%

58%

34%

4%

10%

13%

18%

0% 20% 40% 60% 80%

Contains organic chocolate

Contains Fair Trade chocolate

Contains high cocoa solids

Brand owned by a company of whom I approve All

Those who eat dark chocolate

Those who eat high quality chocolate*



Figure 27 London the trendsetter



Healthy chocolate?

There were only low levels of interest in factors relating to healthy eating, with most consumers probably recognizing that chocolate is by definition an indulgence, and altering its composition will not make it a healthy eating product.

This degree of uncertainty suggests that the reformulation of Mars’ products is unlikely in itself to represent much of a competitive edge.

Those who are overweight are no more likely than other respondents to mention these factors.

Chocolate lovers

Only around 4 in ten (39%) agree with the statement ‘I love all kinds of chocolate’, suggesting that many people have distinct preferences.

The youngest respondents are the most likely to feel strongly about this although it is the women aged 40-54 who have the highest levels of agreement overall.

13%

11%

4%

20%

14%

7%

0%

5%

10%

15%

20%

25%

High cocoa solids Fairtrade Organic

All

London



Figure 28 A high proportion of young consumers love ‘all’ chocolate



Sophisticated consumers

In the last few years there have been a significant number of launches in the chocolate market of high quality products with many commentators believing that consumers are becoming more discerning when buying chocolate.

This market segment, which includes well known brands such as Green & Blacks and Lindt, has undoubtedly grown, but the question is whether it will become more mainstream or remain a niche.

In the YouGov SixthSense research, almost 7 in ten respondents are ‘happiest with well-known products such as Dairy Milk and Kit Kat’.

Yet the impact of the high quality sector should not be dismissed – although only 7% of consumers regard themselves as ‘chocolate connoisseurs’– just over a third (34%) agree they only eat high quality chocolate (although many who eat standard products, many actually regard them as ‘high quality’).

Perhaps more telling is the high level of agreement by those who agree they ‘treat themselves occasionally to better quality products’.

9%

12%

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14%

9%

9%

4%

13%

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24%

32%

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0% 10% 20% 30% 40% 50%

Women 55+

Women 40-54

Women 25-39

Women 16-24

Men 55+

Men 40-54

Men 25-39

Men 16-24

All

Strongly agree

Agree



Figure 29 Attitudes to high quality chocolate



Affluent consumers do seem to be more discerning - 37% they ‘only eat high quality chocolate’ compared to 31% of C2Es. The latter are also slightly more likely to be ‘happiest with well-known products’ (69% versus 64%).

People living in London are again shown to be trend leaders – 4 in ten claim to ‘only eat high quality chocolate’ and 15% see themselves as ‘chocolate connoisseurs’.

Younger women (i.e. those under 40) are the most likely to be ‘happiest’ with well-known product and the least likely to ‘only eat high quality chocolate’. This is most marked for the youngest age group.

26%

7%

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2%

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9%

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72%

0% 10% 20% 30% 40% 50% 60% 70% 80%

I am happiest with well-known products such as

Dairy Milk and Kit Kat

I only eat high quality chocolate

I am happy with well-known products but like to treat myself

occasionally to better quality products

I am a chocolate connoisseur and often

buy brands souch as

Godiva, Hotel Chocolat, L'Artisan du

Chocolate

Disagree

Neither agree/nor disagree

Agree

Strongly agree



Figure 30 Younger women prefer standard products



Dark issues

There has been a good deal of publicity about the possible health benefits of dark chocolate, including most recently about its effect on the liver.

However, just 17% of respondents agree that they eat it ‘because it’s better for me’. Furthermore, almost 3 in ten (29%) agree they dislike the taste of dark chocolate.

Nevertheless, respondents over the age of 55 (who are most liable to have the kind of conditions which dark chocolate may benefit) are the most likely to eat it (28% do so).

The move of the high quality chocolate brands towards emphasizing their white and milk products may therefore be successful in drawing more people into this sector. A relatively high proportion may who have hitherto not bought into it, because they dislike dark chocolate.

Quantity versus quality

Only 15% of respondents agree that ‘it’s quantity not quality that’s important’, although the youngest consumers are slightly more likely to think this way (20% of those aged 16-24 agree).

Far more people were likely to agree ‘It’s better to have a little bit of something that tastes really good’ (66%), which again confirms the growing appreciation of high quality chocolate.

Given the high proportion of people (31%) who feel a compulsion to finish what they start, this again suggests that many would welcome smaller pack sizes, especially as many high quality products tend to come in large bars.

67%

78%

74%

34%

23%

30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

All adults Women 16-24 Women 25-39

Happiest with well-known products

Only eat high quality



Less chocolate being eaten

Over half (56%) of respondents eat less chocolate than they used to. To explore this finding further, YouGov SixthSense asked its panel members additional questions in May 2010.This time the respondents were asked: “Which of the following best describes how the amount of chocolate you eat has changed compared with a year ago?”

Although the change in style of the question, and the addition of a quantifiable time period lowers the number who eat less chocolate, this still represents a sizable proportion at 34%.

However, around half of respondents do say their consumption levels have not changed.

Figure 31 A third of adults eat less chocolate than a year ago



On the face of it, it would seem that this trend is slightly more likely among women (36% are eating less compared to 31% of men).

Yet, more detailed analysis by age tells a slightly different story. Although women are more likely in every age group to say this than their peer group of men, the difference is much less marked among the 25-39 year-olds.

C2DE consumers are also slightly more prone to say this (39% v32%).

Less, 34%

The same, 49%

More, 8%

Don't eat chocolate/don't

know, 9%



Figure 32 The youngest and oldest women are the most likely to be eating less chocolate than a year ago



But some people are eating more

Although the youngest consumers are the most prone to have cut their chocolate consumption, this age group is also the most likely to include those who are eating more chocolate, although the 25-39 year-old women are also liable to say this.

Nevertheless, the proportion of people saying this is far lower than those who have cut consumption, and is thus unlikely to make up for lost sales.

35%

28%

34%

31%

40%

32%

35%

37%

20%

25%

30%

35%

40%

45%

18-24 25-39 40-54 55+

Men

Women



Figure 33 A significant number of young consumers are eating more chocolate



Reasons for cutting down

Those consumers who are eating less chocolate were then asked: “Which of the following best describes why you eat less chocolate these days?” Respondents were allowed to select no more than three responses in total.

Healthy eating and weight concerns are the most commonly mentioned factors.

However, a significant number of respondents say it is because they are eating more high quality and/or dark chocolate. Thus, although they are eating less, they may actually be spending more.

One in ten respondents claims to have just ‘gone off the taste’ or not want so much.

14%

7%

8%

7%

12%

13%

6%

8%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18-24 25-39 40-54 55+

Men

Women



Figure 34 Wanting to lose weight is the main reason for cutting down on chocolate

Base: 711 nationally representative UK adults aged 16+


Dieting and healthy eating

Generally women seem more likely to mention losing weight while men are more prone to cite specific factors such as cutting down on sugar and/or fat.

However, the female results with regard losing weight is skewed by the high level of responses among those aged 25-39 (51% mention it) and those aged 55+ (48%).

Cutting down sugar and/or fat is particularly likely to be the concern of those aged 25-39, and is spread across both genders.

Many respondents obviously still feel the need to snack, with a quarter trying to do so on healthier foods such as fruit. This is most likely to be the case among women aged 18-39 (31%), but also among a slightly older group of men (28% of those aged 25-54).

Needing to eat more healthily because of health problems, although mentioned by just 12% of respondents overall, is a factor for a significant number of those aged 55+, especially men (16% of women, 26% of men).

5%

6%

8%

10%

12%

16%

21%

26%

28%

37%

0% 5% 10% 15% 20% 25% 30% 35% 40%

I am eating more high quality chocolate

I am eating more dark chocolate

I now prefer savoury snacks/treats

I just don't want so much/have gone off the taste

I have health problems and need to eat a healthier diet

I am trying not to eat/eat less between meals

I am trying to cut down on sugar in my diet

I am trying to snack on healthier foods such as fruit

I am trying to cut down on fats in my diet

I am trying to lose weight



Figure 35 Women focus on weight



A concerning result

It was mentioned earlier in this section that older consumers tend to eat less chocolate and the question was raised as to whether this was because this generation have different habits or whether their tastes change as they get older.

This result does tend to suggest that taste change may indeed have role in this, with almost one in 10 of those aged 55+ who eat less chocolate saying that ‘just don’t want so much/gone off the taste’ is a reason for the change.

However, it is also apparent that the proportion of respondents citing this fact is actually higher among younger consumers, especially women aged 25-54.

It is also the case that many women in the youngest group, who are key confectionery consumers, now prefer savoury snacks.

48%

31%

51%

33%

32%

36%

17%

33%

29%

19%

32%

18%

32%

32%

33%

18%

18%

14%

23%

12%

28%

19%

30%

23%

0% 10% 20% 30% 40% 50% 60%

Women 55+

Women 40-54

Women 25-39

Women 16-24

Men 55+

Men 40-54

Men 25-39

Men 16-24

Cut down on sugar

Cut down on fats

Trying to lose weight



Figure 36 Are younger women going off chocolate?



Happy eaters (well mostly!)

Among those consumers whose chocolate consumption has stayed the same, 42% have no concerns about they amount they eat with a further 32% saying they enjoy it and don’t see why they shouldn’t treat themselves.

Men are more likely than women to agree to the former – more straightforward – statement (49% versus 35%) while women are more likely to mention the latter (36% versus 28%) reflecting their tendency to have a more emotional relationship with chocolate.

However, 1 in ten of this group has tried to cut down on chocolate but could not do it (with women being more likely to say this – 13% versus 7% of men).

A further 5% of consumers will cut down on chocolate one day.

4%

13%

8%

16%

7%

8%

13%

2%

9%

15%

15%

14%

9%

3%

10%

9%

0% 5% 10% 15% 20%

Women 55+

Women 40-54

Women 25-39

Women 16-24

Men 55+

Men 40-54

Men 25-39

Men 16-24

Just don't want so much/gone off the taste

Now prefer savoury snacks/treats



Sugar Confectionery

Eating sweets

With one in ten adults saying they never eat sugar confectionery and a further 44% who do not eat it regularly, sugar confectionery has a much lower market base than is the case for chocolate.

Figure 37 Sugar confectionery is less popular among adults than chocolate



On an individual level most types of sugar confectionery are eaten by more consumers on an occasional rather than regular basis.

Gums & Jellies, Mints and/or Chewing gum are the categories most likely to be mentioned.

64%

46%

34%

44%

2%

10%

0%

10%

20%

30%

40%

50%

60%

70%

Chocolate Sugar confectionery

Eat regularly

Do not eat regularly

Never eat



Figure 38 Consumption of sugar confectionery

Base: 2,131 nationally representative UK adults aged 16+ who eat sugar confectionery regularly; 1,910 nationally representative UK adults aged 16+ who eat sugar confectionery occasionally

* at least once a week **less than once a week but at least once a month Source: YouGov SixthSense Adult Confectionery Survey (9-12 April 2010)

Consumption biased towards occasional

Gums & jellies are most likely to be regularly eaten by younger consumers, especially men.

However, women aged 16-39 are the most likely occasional eaters.

1%

4%

6%

6%

18%

19%

20%

2%

10%

14%

17%

28%

19%

28%

0% 5% 10% 15% 20% 25% 30%

Bubble gum

Pick 'n' mix

Toffees

Hard boiled sweets

Gums and jellies (e.g. Haribo, Jelly Babies)

Chewing gum

Mints

Occasionally**

Regularly*



Figure 39 Younger women eat gums and jellies... occasionally

Base: 2,131 nationally representative UK adults aged 16+ who eat gums and jellies regularly; 1,910 nationally representative UK adults aged 16+ who eat gums and jellies occasionally


Pick ‘n’ mix and, albeit to a less extent, hard boiled sweets are particularly popular among the youngest consumers, reflecting the recent revival of pick ‘n’ mix counters and ‘old-fashioned’ sweet shops. Nevertheless, consumption for the most part remains occasional

22%

20%

18%

13%

26%

24%

16%

12%

42%

41%

28%

19%

31%

32%

22%

22%

0% 10% 20% 30% 40% 50%

Female 16-24

Female 25-39

Female 40-54

Female 55+

Male 16-24

Male 25-39

Male 40-54

Male 55+

Occasionally

Regularly



Figure 40 Young women are the biggest pick ‘n’ mixers

Base: 2,131 nationally representative UK adults aged 16+ who eat pick ‘n’ mix or hard-boiled sweets.


Frequency of eating sweets

In line with the fact that most sweets are eaten occasionally rather than regularly, it is not surprising to find that only around half of respondents eat sweets one a week or more.

Nevertheless, a hardcore of sweet eaters does exist - just over one in ten eat them once a day or more. Men aged 25-39 are the most likely to do this (15%).

25%

22%

12%

6%

26%

15%

10%

6%

25%

24%

23%

27%

28%

16%

23%

23%

0% 5% 10% 15% 20% 25% 30%

Female 16-24

Female 25-39

Female 40-54

Female 55+

Male 16-24

Male 25-39

Male 40-54

Male 55+

Hard Boiled Sweets

Pick n mix



Figure 41 One in ten people eat sweets at least once a day



Where sweets are eaten

Sweets are much less likely than chocolate to be eaten at home (64% versus 90%) but much more likely to be eaten when traveling (48% versus 25%).

Chocolate is strongly associated with television watching and thus many consumers may plan ahead and buy chocolate as part of their grocery shopping. Sweets on the other hand are often bought when traveling, perhaps on impulse to relieve boredom

This is a chicken and egg situation – the fact that sweets are less likely to be bought ahead, means that they are less likely to be available at home when the ‘nibbles’ strike and crucially that they are less likely to be eaten ‘regularly’.

Four in ten respondents eat sweets at work/school/college, with the 16-24s the most likely to do so (57% of men, 63% of women).

Making choices

As with chocolate ‘a brand I like’ is overwhelmingly the reason given for choosing sweets (77% say this), although again the youngest man are slightly less inclined to think this way (69%).

The ultimate owner of the brand was also a consideration for a significant number (around 15%).

However, whereas health issues where mentioned by very few respondents in connection with chocolate choices, these were much more significant here demonstrating the success of the low sugar section in this market.

Low sugar/diet products are especially likely to be mentioned by women over 25 (around 15%), who are also the most prone to be concerned about additives or artificial colourings.

However, those who are overweight are not significantly more likely to mention this.

Once a day or more, 11%



Less than once a week, 49%



Figure 42 Those who want sweets without guilt



Mint eaters

Mints are more likely to be eaten on an occasional rather than regular basis. However, the difference between the two is much more marked for men than for women.

The oldest women (aged 55+) are the most likely group to be regular eaters, with 14% of this age group eating them once a day or more.

10%

15%

13%

16%

2%

8%

9%

9%

12%

13%

15%

14%

6%

12%

6%

12%

0% 5% 10% 15% 20%

Female 16-24

Female 25-39

Female 40-54

Female 55+

Male 16-24

Male 25-39

Male 40-54

Male 55+

Does not contain additives/artificial colourings

Low sugar/diet product



Figure 43 Men are more likely to only eat mints occasionally

Base: 2,131 nationally representative UK adults aged 16+ who eat mints regularly; 1,910 nationally representative UK adults aged 16+ who eat mints occasionally


Have mint… can travel

Mints are particularly likely to be eaten when traveling (47% say this compared to 3 in ten who eat them at home and/or at work/school/college).

However, the younger adults are less likely to eat them when traveling, suggesting that there is a danger of this association being lost over time, especially among men.

Instead, younger adults seem more inclined to eat them at work/school/college. Women are especially likely to do this, as are those who are still in full time education (53%).

45%

46%

56%

52%

31%

45%

50%

50%

63%

47%

35%

19%

57%

48%

45%

21%

0% 10% 20% 30% 40% 50% 60% 70%

At work/school/college

When travelling



Figure 44 Mint eating habits are changing



Choosing mints

Brands are again a key influence on consumers when it comes to buying mints. However, once more this is less likely to be cited by the youngest men.

Low sugar/diet products are mentioned by a significant proportion (13%), and this is particularly important to women aged 25+ (around 17%). However, there is a lower level of mentioning of additives/artificial colourings than was the case for sweets, suggesting that this is less relevant in this sector.

The association with mints with freshness is also demonstrated, with 16% agreeing that ‘lasting freshness’ is a factor in their choice. This was most likely to be important to the youngest consumers, especially the men (28% of men aged 16-24 and 22% of women aged 16-24 said this)

Chewing gum

One in five adults chews gum regularly, with a further one in five doing so occasionally.

Chewing gum remains very youth orientated with those aged 16-24 the most likely to mention it (including 67% of those who are still in full-time education).

Women aged 16-24 are more likely than men of the same age to do so, but the difference is driven by a greater number of occasional users.

Figure 45 More women chew gum... but only occasionally


45%

46%

56%

52%

31%

45%

50%

50%

63%

47%

35%

19%

57%

48%

45%

21%

0% 10% 20% 30% 40% 50% 60% 70%

At work/school/college

When travelling




Gum on the move

The youthful skew of chewing gum is reflected in the fact that it is more likely to be eaten at work/school/college and/or while traveling than at home.

Unlike chocolate and sweets there is also a significant number who chew it when walking around (15%).

The predominance of these areas may reflect the fact that chewing gum, which is generally positioned as a mouth freshener, tends be consume as a habit rather than an indulgence.

29%

28%

19%

16%

32%

25%

17%

6%

42%

22%

20%

14%

29%

21%

15%

10%

0% 10% 20% 30% 40% 50%

Female 16-24

Female 25-39

Female 40-54

Female 55+

Male 16-24

Male 25-39

Male 40-54

Male 55+

Occasionally**

Regularly*



Figure 46 Gum is most likely to be eaten at work/school/college



Brand issues

The responses for gum in regard to branding mirror that for other confectionery products. A clear majority (77%) choose ‘a brand I like’ with the youngest men being the least likely to say this (69%).

Low sugar/diet and the issue of additives/artificial colourings is a concern for around one in ten, with women aged 25+ more likely to mention these.

19%

24%

29%

15%

18%

51%

46%

34%32%

50%

39%

33%

0%

10%

20%

30%

40%

50%

60%

Home Work/school/college When travelling When walking

All

Male 16-24

Female 16-24



The Child Consumer

Fewer children around to eat confectionery

Figure 47 The number of children has fallen by 5%

Source: ONS/YouGov SixthSense

The child population in 2010 is 5% down on 2005, meaning that confectionery brands are competing for a share of a smaller market.

The implications of this are exacerbated by the fact that it is the number of older children, who eat more confectionery and are less subject to restriction by their parents, which has declined the most.

Furthermore, although the numbers of children will recover to some extent over the next five years, this recovery will be lead by the growth in the number of younger children.

Confectionery gets a bad press

The subject of obese children has received much media attention with dire warnings about the risk of chronic conditions, such as high blood pressure, diabetes and even heart disease.

High sugar foods such as confectionery are particular targets of concern. For this reason it was among the list of foods that were banned from advertising directly to children on television in 2006.

In England around 3 in ten children in 2008 were classified as obese or overweight, suggesting that a significant number of parents could be trying to reform or least clamp down on their children’s snacking habits.

3,555 3,4393,850

3,8193,561

3,447

0

1,000

2,000

3,000

4,000

5,000

6,000

7,000

8,000

2005 2010 2015

10-14

5-9



However, in the YouGov SixthSense survey, only 15% of children are considered by their parents to be slightly overweight and just 1% very overweight, suggesting that many parents are not taking the warnings seriously and not changing eating habits.

Girls are more likely to be considered to be overweight than boys, especially the younger girls.

Figure 48 Younger girls most likely to have a weight problem

Base: 546 nationally representative UK parents of children aged 7-15

Source: YouGov SixthSense Children’s Confectionery Survey (9-12 April 2010)

Sports participation

One reason suggested for the increase in the number of children with weight problems is a decline in physical activity among children

Among YouGov SixthSense’s respondents the majority of children (60%) did between 2-5 hours exercise outside of school per week. Only 17% did more than an average of an hour per day.

Indeed, the group with lowest proportion of those who are overweight (i.e. boys aged 7-11), also has the lowest proportion of those who do not participate in exercise outside of school (7% compared to 20% for all children).

However, although there was little difference to the perception of weight among parents by social grade, it is clear that affluent children are more likely to do sport out of school (only 16% do nothing, compared to 25% of ABC1s).

Overall swimming is the most popular activity (44% do this) but boys are also highly likely to play football (63% of 7-11s and 47% of 12-15s).

Chocolate for everyone (at least sometimes)!

All the children surveyed by YouGov SixthSense eat chocolate; although just over 1 in five say this is not something they do regularly.

13%

12%

15%

12%

13%

72%

65%

67%

77%

70%

16%

22%

18%

11%

16%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Girls 12-15

Girls 7-11

Boys 12-15

Boys 7-11

All

Underweight

About right

Overweight



This is slightly more likely to be the case among ABC1 children (23% versus 18% of C2DEs), whose parents are more likely to have a higher level of concern about healthy eating issues.

Bars rule

Individual bars are the most likely type of chocolate to be mentioned – notably more than for chocolate countlines and/or small bags of selflines which are also cited by significant numbers.

Individual bars also have a higher proportion of children who eat them regularly, while consumption of countlines and small bags of selflines is more evenly split between regular and occasional eating.

Figure 49 Individual bars are the most popular choice among children

Base: 546 nationally representative UK children aged 7-15

* at least once a week ** less than once a week but at least once a month Source: YouGov SixthSense Children’s Confectionery Survey (9-12 April 2010)

Larger packs are not for children

Very few children eat chocolate that does not come in individual sizes on a regular basis.

However, wrapped chocolates from a box (e.g. Celebrations, Cadbury’s Heroes) are eaten by around 1 in five on an occasional basis.

59%

37%32%

31%

30%

32%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Individual bars of chocolate (eg Dairy Milk, Galaxy)

Chocolate countlines (eg Kit Kat, Twix, Crème Egg)

Small bags of chocolate self lines (eg Minstrels, Smarties, Buttons)

Occasionally**

Regularly*



These are particularly suitable for family sharing, as many of the brands within the box will be familiar to children, and it is likely that the relativity new format of sharing bags will also increase in popularity on this platform.

Figure 50 A quarter of children eat wrapped chocolates from a box



However, children aged 12+ are far more likely to eat large bars than those aged 7-11 (16% versus 9%). Sharing bags are also more popular among older children, especially boys (18%).

Very few children eat dark chocolate on a regular basis (although a further 7% do occasionally). Nor are they likely to eat (or are perhaps not likely to be given) high quality chocolate.

Indeed, 6 out of ten agree with the statement ‘I don’t like the taste of dark chocolate’.

1%

4%

4%

5%

7%

13%

14%

19%

0% 5% 10% 15% 20% 25% 30%

Boxed chocolate selection (eg Milk Tray, Thornton's)

Large bars (ie 100g)

Sharing bags (135g or more)

Wrapped chocolates from a box (eg Celebrations, Cadbury's

Heroes)

Regularly*

Occasionally**



Figure 51 Six out of ten children don't like the taste of dark chocolate



Where chocolate is eaten

Virtually all children eat chocolate at home (94%), although older boys are slightly less likely to do this (89%).

Four in ten eat chocolate at someone else’s house implying either that they are sharing the occasion with friends or that they are being indulged by relatives such as grandparents.

Older girls are particularly likely to mention this (44%), supporting the importance of social occasions within this data.

Older children, who are more independent and also more likely to have money of their own with which to purchase chocolate, are also more prone to eating when walking and at school (chocolate is banned in many primary schools in any case).

Around a quarter of all children eat chocolate when traveling, suggesting that parents of children of all ages resort to bribery in this instance!

31% 30%

38%

28% 28%

29%

25%

27%35%

28%

0%

10%

20%

30%

40%

50%

60%

70%

All Girls 7-11 Boys 7-11 Girls 12-15 Boys 12-15

Agree

Strongly agree



Figure 52 Older children more likely to eat chocolate when out of the house



Not an everyday habit for most

Only around three in ten children eat chocolate on a daily basis. Older boys are the most prone to this – 23% eat it at least once a day and 14% twice a day or more.

For around half of children, consumption is between 1-4 times a week, with younger children more likely to be at the bottom end of this range.

Those who eat individual bars are slightly less likely than those who eat countlines or selflines to eat at least once a day (45% versus 40%).

Those children who eat chocolate in other places than at home are more likely to eat it on a more frequent basis.

52%

50%

21%

18%

36%

28%

21%

26%

23%

24%

21%

23%

9%

13%

17%

0% 10% 20% 30% 40% 50% 60%

Girls 12-15

Boys 12-15

Girls 7-11

Boys 7-11

All

When walking

When travelling

At school



Figure 53 Older children eat chocolate more often



Indeed, more children are more likely to eat chocolate at a weekend than mention a weekday (62% versus 35%), suggesting that many parents are reserving these treats for then.

Furthermore, over 6 in ten children agree with the statement ‘My parents restrict the amount of chocolate I eat’, with significantly more younger children than older feeling that this is the case. Children with ABC1 parents are also slightly more prone to agree (64% versus 60% of C2Des).

There is an indication though, that some parents have been successful in explaining why they restrict chocolate – while 64% of those whose parents did restrict chocolate agreed ‘I don’t see why I shouldn’t eat chocolate’, this was significantly higher, at 74%, among those whose parents did not restrict chocolate eating.

28%

37%

29%

27%

11%

8%

8%

11%

23%

28%

13%

20%

22%

16%

28%

27%

15%

12%

19%

15%

0% 20% 40% 60% 80% 100%

Girls 12-15

Boys 12-15

Girls 7-11

Boys 7-11

A least once a day

5-6 times per week

3-4 times per week

1-2 times per week

Less than once a week



Figure 54 Majority of parents restrict their children’s chocolate consumption



Although it’s often for pudding

As was the case for adults, eating chocolate is strongly associated with watching television – 54% of children mention this, although the older children – especially the girls – are more likely to do so.

Despite the growing awareness of healthy eating concerns, almost four in ten children (37%) eat chocolate as their ‘pudding’ – a habit more likely to be found among the younger children.

Significant numbers of older children, especially boys (who are the most likely to be given money by their parents to buy food at school – 23%), are likely to eat chocolate as a snack in the morning and/or as part of their lunch. Lunch time eating is also more common among those with C2DE parents (29% versus 23% of ABC1s).

19%

30%26%

12% 10%

43%

47% 53%

40%

33%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%


Agree

Strongly agree



Figure 55 Chocolate eating strongly associated with watching television


Source: YouGov SixthSense Children’s Confectionery Survey (9-12 April 2010) Working it off

One in ten children also eats chocolate after exercise, with boys – especially those aged 12-15 (13%) – tending to be more prone to this.

Eating after exercising is also more popular among those with ABC1 parents (12% versus 6% of C2DEs), suggesting that some of these parents, who tend to have a greater level of concern about healthy eating issues, see exercise as a counterbalance to the negative implications of eating chocolate.

The right to eat chocolate

The majority of children agree with the statement ‘I don’t see why I shouldn’t eat chocolate’.

However, older children, who may be more inclined to disagree with their parents, are more likely to do so.

47%

50%

62%

57%

41%

44%

32% 32%

25%

19%

26%

34%

14%12%

18%

25%

0%

10%

20%

30%

40%

50%

60%

70%

Girls 7-11 Boys 7-11 Girls 12-15 Boys 12-15

While watching TV

For pudding

As part of my lunch

As a snack in the morning



Figure 56 Two thirds of children don't see why they shouldn't eat chocolate



Choosing chocolate

As was the case with adults, ‘a brand I like’ is most likely to be important to children when choosing chocolate, reflecting the brand dominated market place.

Over 7 in ten (72%) cited this, with older children, who may be more aware of what a ‘brand’ is, more likely to say this (around 8 in ten).

There is also a high degree of brand loyalty, with 7 in ten children agreeing – ‘I often choose the same brand’.

22% 24%21% 22% 21%

43% 38%40%

47% 48%

0%

10%

20%

30%

40%

50%

60%

70%

80%


Agree

Strongly agree



Figure 57 Six in ten children often choose the same brand



‘Fashion’ does not seem to be a major issue – only 14% mentioned ‘what my friends are eating’.

What’s in the packet?

The type of chocolate – i.e. white, milk or dark – is also an important factor with 58% of children mentioning it. It is particularly likely to be an issue for older girls (68% say this).

However, very few children are concerned about whether it contains Fairtrade chocolate (8%) or organic chocolate (3%).

However, with food allergies among children increasing, it is noticeable that far more children than had been the case among adults mention the necessity for chocolate to be nut free (13% versus 4%). Younger children are slightly more likely to mention this, perhaps reflecting the attention given to the ‘danger’ of nuts in primary schools these days.

15%12%

15% 17% 15%

55%

50%

55%

58%57%

0%

10%

20%

30%

40%

50%

60%

70%

80%


Agree

Strongly agree



Older children’s issues

Those aged 12-15, who will buy a high proportion of their chocolate themselves, are much more likely to mention price.

However, it is still a factor for around a quarter of younger children, illustrating the fact that even at this age a proportion of purchases are likely to be funded via pocket money.

Older children, especially boys, are also more likely to be concerned about pack sizes.

Figure 58 Price and pack size are important factors



Sugar confectionery

Very few children (just 3%) never eat sugar confectionery although around a third (32%) says this is not something they do regularly.

This is more likely to be the case for ABC1 children (37% versus 27%), probably reflecting the degree to which their respective parents are concerned about healthy eating.

Gums & jellies and/or chewing are the most likely items to be eaten regularly, although 1 in five also mention mints.

Most types of sugar confectionery are also highly likely to be eaten on an occasional basis, especially gums and jellies.

14%

8%7%

16%

23%

31%

23%21%

38%39%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

All Girls 7-11 Girls 12-15 Boys 12-15 Boys 7-11

Pack Size

Price



Figure 59 Eight out of ten children eat gums & jellies



Sweet eaters

Older boys are the most likely group to eat gums & jellies regularly, with younger boys and all girls being more likely to be occasional eaters. C2DE children are also more likely to be regular eaters (42% versus 36% of ABC1s).

In fact, older boys in general seem to have the sweetest teeth – they are also the most likely to eat toffees and hard boiled sweets regularly.

Pick ‘n’ mix is most prone to be eaten by younger children on an occasional basis, notably girls.

7%

10%

6%

7%

19%

34%

39%

15%

12%

17%

22%

28%

27%

42%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

Toffees

Bubble gum

Hard boiled sweets

Pick 'n' mix

Mints

Chewing gum

Gums & jellies (eg Haribo, Jelly

Babies)

Regularly*

Occasionally**



Figure 60 Boys aged 12-15 have the sweetest teeth



How often sweets are eaten

Older boys are also the most likely to be frequent sweet eaters – almost a quarter eat them at least once a day.

Older girls, are also more likely than the younger children to eat sweets at least weekly, but a high proportion do so between 1-2 times per week.

14%

7%

20%

6%

28%

5%

47%

34%

17%

6%

10%

3%

22%

8%

45%

38%

14%

3%

17%

6%

20%

5%

41%

37%

16%

11%

22%

12%

18%

8%

34%

45%

0% 10% 20% 30% 40% 50%

Toffees - occasionally

Toffees - regularly

Hard boiled sweets -occasionally

Hard boiled sweets - regularly

Pick 'n' mix - occasionally

Pick n' mix regularly

Gums & Jellies - occasionally

Gums & Jellies - regularly

Boys 12-15

Girls 12-15

Boys 7-11

Girls 7-11



Figure 61 Older boys eaten sweets the most often



Home and away

Most children (85%) eat sweets at home, but they are also highly likely to be eaten in a range of other places as well.

16%

24%

15%

14%

17%

22%

32%

19%

22%

23%

35%

21%

34%

25%

29%

24%

21%

31%

37%

28%

0% 20% 40% 60% 80% 100%

Girls 12-15

Boys 12-15

Girls 7-11

Boys 7-11

All

Once a day or more

3-6 times per week

1-2 times per week

Less than once a week



Figure 62 Sweets are not just for home



However, it is mainly the older children who eat them at school/college (54% versus just 16% of 7-11-year-olds), reflecting the fact that sweet eating is not allowed at many primary schools.

Older girls are the most likely to eat them at someone else’s house (50%) suggesting that they are part of a social occasion.

C2DE children are more likely than children from more affluent households to eat them at school/college (40% versus 32%). However, it is the ABC1s who are most likely to eat them when traveling (41% versus 33%).

Mint eaters

One in five children (19%) eat mints regularly with a further three in ten doing so occasionally (28%).

Older girls are slightly more likely to eat them both regularly (21%) and occasionally (31%).

Choosing sugar confectionery

The children were asked, for each of the three sectors (sweets, mints and gum): “Which of these factors, if any, are important to you when choosing…. for yourself?”

25%

35%

37%

43%

85%

0% 20% 40% 60% 80% 100%

When walking

At school/college

When travelling

At someone else's house

At home



‘A brand I like’ was by far the most important choice in each sector, yet significantly more children mentioned this for sweets than for either mints or gum, suggesting that branding is of less importance in these two sectors.

Indeed, a significant number of children cited ‘lasting freshness’ (13%) for mints and ‘lasting flavour’(25%) for gum, suggesting that to some extent these generic needs reduce the importance of the individual brands.

The implication that mints and chewing gum are often seen as generic is also suggesting by the fact that a third of children in each product area were unable to cite an important factor in their choice.



Appendix A full spreadsheet of results are available upon request. If you would like to receive these then please contact us on 020 7012 6063.

Adult Questionnaire

1.Which ONE of the following applies to you? I am very underweight I am slightly underweight I am about the right weight I am slightly overweight I am very overweight 2. Which of these items of chocolate confectionery, if any, do you eat regularly? By regularly, we mean at least once a week. Individual bars of chocolate (e.g. Dairy Milk, Galaxy etc.) Large bars of chocolate, i.e. 100g (e.g. Green and Blacks, Lindt) Chocolate count lines (e.g. Kit Kat, Twix, Crème Egg) Small bags of chocolate self lines (e.g. Minstrels, Smarties, Buttons) Sharing bags (135g or bigger) of chocolate self lines Wrapped chocolates from a box (e.g. Celebrations, Cadbury's Heroes) Boxed chocolate selection (e.g. Milk Tray, Thornton’s) High quality chocolate (e.g. Godiva, Hotel Chocolat) Dark chocolate (e.g. Chocolate with a cocoa solid value of 65% or higher) I do not eat chocolate regularly Don't know I never eat chocolate 3. And which do you eat, if any, occasionally, i.e. less than once a week but at least once a month? Individual bars of chocolate (e.g. Dairy Milk, Galaxy etc.) Large bars of chocolate, i.e. 100g (e.g. Green and Blacks, Lindt) Chocolate count lines (e.g. Kit Kat, Twix, Crème Egg) Small bags of chocolate self lines (e.g. Minstrels, Smarties, Buttons) Sharing bags (135g or bigger) of chocolate self lines Wrapped chocolates from a box (e.g. Celebrations, Cadbury's Heroes) Boxed chocolate selection (e.g. Milk Tray, Thornton’s) High quality chocolate (e.g. Godiva, Hotel Chocolat) Dark chocolate (e.g. Chocolate with a cocoa solid value of 65% or higher) Don't know None of these 4. Which of these statements, if any, apply to your chocolate eating habits? Please tick all that apply. I only eat a few squares/chocolates after dinner I eat chocolate to satisfy a craving



I always have an emergency stash of chocolate in the cupboard Once I start eating a bar/box of chocolate(s) I just have to finish it I don't really like chocolate I have to eat chocolate every day I rarely eat chocolate, but when I do, I treat myself to high quality (Lindt, Thorntons, Green and Blacks etc.) None of these 5. Where do you eat chocolate? Please tick all that apply. At home At work/school/college When travelling When walking At someone else's house At a restaurant Don't know 6. When are you likely to eat chocolate? Please tick all that apply. Instead of breakfast To keep me going until lunch Instead of lunch As part of my lunch As a treat after lunch To keep me going in the afternoon As a treat in the afternoon To keep me going until dinner time As a treat in the afternoon While watching television After exercise Weekdays Weekends None of these 7. How often do you eat chocolate? Twice a day or more Once a day 5-6 times per week 3-4 times per week 1-2 times per week Less than once a week Don't know 8. Which of these factors, if any, are important to you when choosing chocolate for yourself? Please tick all that apply. A brand I like



Contains Fairtrade chocolate Contains organic chocolate Contains high cocoa solids Nut free Dairy free Brand owned by a company of whom I approve Has reduced saturated fat levels Does not contain hydrogenated fats Low sugar/diet product Suitable for diabetics Don't know None of these 9. Which of these factors is important to you when choosing chocolate for your children/grandchildren? A brand they like Contains Fairtrade chocolate Contains organic chocolate Contains high cocoa solids Nut free Dairy free Brand owned by a company of whom I approve Has reduced saturated fat levels Does not contain hydrogenated fats Low sugar/diet product Suitable for diabetics Don't know None of these - I do not buy chocolate for children or grandchildren 10. To what extent do you agree with the following statements? Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree I am happiest with well-known products such as Dairy Milk and Kit Kat I only eat high quality chocolate I am happy with well-known products but like to treat myself occasionally to better quality products I am a chocolate connoisseur and often buy brands such as Godiva, Hotel Chocolat, L'Artisan du Chocolat It's quantity not quality that is important I eat dark chocolate because it's better for me I dislike the taste of dark chocolate I love all kinds of chocolate My tastes have changed as I have grown up I eat less chocolate than I used to It's better to have a little bit of something that tastes really good 11. Which of these items of sugar confectionery, if any, do you eat regularly, i.e. at least once a week?



Gums and jellies (e.g. Haribo, Jelly Babies) Pick 'n' mix Toffees Hard boiled sweets Mints Chewing gum Bubble gum I do not eat sugar confectionery regularly I never eat sugar confectionery 12. And which do you eat occasionally, i.e. less than once a week, but at least once a month? Gums and jellies (e.g. Haribo, Jelly Babies) Pick 'n' mix Toffees Hard boiled sweets Mints Chewing gum Bubble gum Don't know None of these 13. Where do you eat sweets? At home At work/school/college When travelling When walking At someone else's house At a restaurant Don't know None of these 14. How often do you eat sweets? Twice a day or more Once a day 5-6 times per week 3-4 times per week 1-2 times per week Less than once a week None of these 15. Where are you likely to eat mints? At home At work/school/college When travelling When walking



At someone else's house At a restaurant At a pub/club Don't know None of these 16. How often do you eat mints? Twice a day or more Once a day 5-6 times per week 3-4 times per week 1-2 times per week Less than once a week None of these 17. Where are you most likely to eat gum? At home At work/school/college When travelling When walking At someone else's house At a restaurant At a club/pub Don't know None of these 18. How often do you eat gum? Twice a day or more Once a day 5-6 times per week 3-4 times per week 1-2 times per week Less than once a week None of these 19. Which of these factors, if any, are important to you when choosing sweets for yourself? A brand I like Nut free Dairy free Brand owned by a company of whom I approve Low sugar/diet product Suitable for diabetics Does not contain additives or artificial colourings Suitable for vegetarians None of these



20. Which of these factors, if any, are important to you when choosing sweets for your children or grandchildren? A brand I like Nut free Dairy free Brand owned by a company of whom I approve Low sugar/diet product Suitable for diabetics Does not contain additives or artificial colourings Suitable for vegetarians None of these - never buy for children or grandchildren 21. Which of these factors, if any, are important to you when choosing mints for yourself? A brand I like Nut free Dairy free Brand owned by a company of whom I approve Low sugar/diet product Suitable for diabetics Does not contain additives or artificial colourings Suitable for vegetarians Lasting freshness None of these 22. Which of these factors, if any, are important to you when choosing mints for your children or grandchildren? A brand I like Nut free Dairy free Brand owned by a company of whom I approve Low sugar/diet product Suitable for diabetics Does not contain additives or artificial colourings Suitable for vegetarians None of these - never buy for children or grandchildren 23. Which of these factors, if any, are important to you when choosing gum for yourself? A brand I like Nut free Dairy free Brand owned by a company of whom I approve Low sugar/diet product Suitable for diabetics Does not contain additives or artificial colourings Suitable for vegetarians Lasting flavour None of these



24. Which of these factors, if any, are important to you when choosing gum for your children or grandchildren? A brand I like Nut free Dairy free Brand owned by a company of whom I approve Low sugar/diet product Suitable for diabetics Does not contain additives or artificial colourings Suitable for vegetarians None of these - never buy for children or grandchildren



Children Questionnaire

1. What is the age of the child who will be answering these questions? 7 or younger 8 9 10 11 12 13 14 15 16 or older 2. And what is the gender of the child? Male Female 3. Is this child in... Primary school Secondary school 4. How many hours a week does this child spend exercising on average? 0 to 1 hours 2 to 3 hours 4 to 5 hours 6 to 7 hours 8 to 9 hours 10 or more hours a week Prefer not to say 5. Which, if any, of the following sports does this child participate in outside of normal school hours? (Please tick all that apply) Football Cricket Hockey Netball Rugby Ice hockey Tennis Swimming Athletics Polo Rounders Basketball Squash



Other None of these 6. Which of the following best describes this child's eating habits at school? Has food supplied by their school Brings in food prepared at home / packed lunches Is given money to purchase food of their own choosing Other 7. Which ONE of the following would you say best applies to this child? Very underweight Slightly underweight About right Slightly overweight Very overweight Prefer not to say 8. Which of these items of chocolate confectionery, if any, do you eat regularly? By regularly, we mean at least once a week. Individual bars of chocolate (e.g. Dairy Milk, Galaxy etc.) Large bars of chocolate, i.e. 100g (e.g. Green and Blacks, Lindt) Chocolate count lines (e.g. Kit Kat, Twix, Crème Egg) Small bags of chocolate self lines (e.g. Minstrels, Smarties, Buttons) Sharing bags (135g or bigger) of chocolate self lines Wrapped chocolates from a box (e.g. Celebrations, Cadbury's Heroes) Boxed chocolate selection (e.g. Milk Tray, Thornton’s) High quality chocolate (e.g. Godiva, Hotel Chocolat) Dark chocolate (e.g. Chocolate with a cocoa solid value of 65% or higher) I do not eat chocolate regularly Don't know I never eat chocolate 9. And which do you eat, if any, occasionally, i.e. less than once a week but at least once a month? Individual bars of chocolate (e.g. Dairy Milk, Galaxy etc.) Large bars of chocolate, i.e. 100g (e.g. Green and Blacks, Lindt) Chocolate count lines (e.g. Kit Kat, Twix, Crème Egg) Small bags of chocolate self lines (e.g. Minstrels, Smarties, Buttons) Sharing bags (135g or bigger) of chocolate self lines Wrapped chocolates from a box (e.g. Celebrations, Cadbury's Heroes) Boxed chocolate selection (e.g. Milk Tray, Thornton’s) High quality chocolate (e.g. Godiva, Hotel Chocolat) Dark chocolate (e.g. Chocolate with a cocoa solid value of 65% or higher) Don't know None of these 10. Where do you eat chocolate? Please tick all that apply.



At home At work/school/college When travelling When walking At someone else's house At a restaurant Don't know 11. When are you likely to eat chocolate? Please tick all that apply. Instead of breakfast As a snack in the morning As part of my lunch While watching television After exercise For pudding Weekdays Weekends None of these / Don't know 12. How often do you eat chocolate? Twice a day or more Once a day 5-6 times per week 3-4 times per week 1-2 times per week Less than once a week Don't know 13. Which of these factors, if any, are important to you when choosing chocolate for yourself? Please tick all that apply. A brand I like Contains Fairtrade chocolate Contains organic chocolate Nut free Pack size What my friends are eating Price Type of chocolate - white, milk, dark Don't know None of these 14. To what extent do you agree with the following statements? Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree My parents restrict the amount of chocolate I eat



I don't like the taste of dark chocolate I often choose the same brand I don't see why I shouldn't eat chocolate 15. Which of these items of sugar confectionery, if any, do you eat regularly, i.e. at least once a week? Gums and jellies (e.g. Haribo, Jelly Babies) Pick 'n' mix Toffees Hard boiled sweets Mints Chewing gum Bubble gum I do not eat sugar confectionery regularly I never eat sugar confectionery 16. And which do you eat occasionally, i.e. less than once a week, but at least once a month? Gums and jellies (e.g. Haribo, Jelly Babies) Pick 'n' mix Toffees Hard boiled sweets Mints Chewing gum Bubble gum Don't know None of these 17. Where do you eat sweets? At home At work/school/college When travelling When walking At someone else's house At a restaurant Don't know None of these 18. How often do you eat sweets? Twice a day or more Once a day 5-6 times per week 3-4 times per week 1-2 times per week Less than once a week None of these



19. Where are you most likely to eat mints? At home At work/school/college When travelling When walking At someone else's house At a restaurant Don't know None of these 20. How often do you eat mints? Twice a day or more Once a day 5-6 times per week 3-4 times per week 1-2 times per week Less than once a week None of these 21. Where are you most likely to eat gum? At home At work/school/college When travelling When walking At someone else's house At a restaurant Don't know None of these 22. How often do you eat gum? Twice a day or more Once a day 5-6 times per week 3-4 times per week 1-2 times per week Less than once a week None of these 23. Which of these factors, if any, are important to you when choosing sweets for yourself? A brand I like Nut free Dairy free Brand owned by a company of whom I approve Low sugar/diet product Suitable for diabetics



Does not contain additives or artificial colourings Suitable for vegetarians None of these 24. Which of these factors, if any, are important to you when choosing mints for yourself? A brand I like Nut free Dairy free Brand owned by a company of whom I approve Low sugar/diet product Suitable for diabetics Does not contain additives or artificial colourings Suitable for vegetarians Lasting freshness None of these 25. Which of these factors, if any, are important to you when choosing gum for yourself? A brand I like Nut free Dairy free Brand owned by a company of whom I approve Low sugar/diet product Suitable for diabetics Does not contain additives or artificial colourings Suitable for vegetarians Lasting flavour None of these

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