Boxed Chocolates Study RoI and UK October 2015
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Boxed Chocolates Study RoI and UK October 2015 Growing the success of Irish food & horticulture Contents 1 2 Introduction and background 6 Summary & takeaways 7 Appendices Need states and key trends 3 Brand awareness & country of origin 4 Purchasing behaviour 5 Packaging evaluation Background Introduction • In 2011 Bord Bia commissioned research to aid its premium chocolate manufacturers to understand consumers’ usage and attitudes to the category in order to help shape future strategic direction. • Four year later we want to see what has changed from the consumers point of view. The focus is primarily on the UK, with Republic of Ireland secondary. • Our objective was to gain an in-depth understanding of consumer motivations, delving deep into their mind-set of how they purchase boxed chocolates. • Research took place between July and September 2015, with both quantitative and qualitative methodology. Our research partner was IPSOS MRBI. • In this deck, sections one to five are the summary of findings which were presented to the industry. In the appendices are all the graphs in more detail. • For further information on this report please email info@bordbia.ie © Bord Bia Conumer Insight 2015 Chocolate Facts Assortments is 18% of this market and expecting 2.7% growth to 2019 The UK chocolate market grew by 1.6% in 2014 to just over £4.1 billion Chocolate confectionery in Ireland €593 million in 2014 Chocolate confectionery is expected grow at 3% over the forecast period to 2019 Source: Passport Euromonitor International October 2014 Mintel: Chocolate Confectionery, UK, May 2015 Premiumisation is a key trend as negative sugar content media has predicted the market to only grow by .4% to 2019 Premium Chocolate has declined by 21% 15.9 Million 6 Take home performance- premium vs standard Standard Worth £2billion +2.8% growth worth £55.1M Buying more often Gaining some buyers Premium Worth £392million -0.6% decline (£2.3M) Larger baskets Buying less often Gaining some buyers 7 52 w/e 13 May 2012 vs. Last Year How the Irish consumer is changing Era of Indulgence Recession Consumer A New Realism Sensibility Exuberance Anxiety Vigilance Ambition Trading Up Economising Responsibility Mindset Bullish Sober Resourceful Passion Accumulation Frugality Prioritisation Orientation Self-expression Selfpreservation Connection The Study Quantitative • Ireland - 750 • UK - 750 Qualitative • Ireland – 3 Groups • UK – 6 Groups Who is a typical Boxed Chocolates shopper? 25-54 Years Bought in Supermarket Purchased for family members and partners 3.17 2.88 €11.11 £7.93 (€10.70) Consumer Need States and Key Trends Chocolate need states Enjoyment Gifting and Boxed Chocolates Vitality Conviviality Belonging Power Security Recognition Control We can divide chocolate trends into Me We Me Trends – fit the individual 1 in 5 boxes of chocolates HEALTH – raw HEALTH - functional HEALTH – ‘clean’ indulgence Dark Chocolate covered Edamame Purple Sweet Potato Chocolate, with white chocolate and purple potato paste. Vegetables use in Chocolate and Ice Cream HEALTH – through pleasure TECHNOLOGY 3D Printing White Organic Yogurt Chocolate with Lemon Zest and Pepper EXPERIMENTAL FLAVOURS Blood Chocolate EXPERIMENTAL FLAVOURS Pink Pepper and Citrus Quinoa in milk chocolate Citrus White Organic Yogurt Chocolate with Lemon Zest and Pepper Organic dark chocolate with buttery crispy crépes ALCOHOL INFUSIONS ALCOHOL INFUSIONS CUSTOMISATION PREMIUM - through lack of packaging ETHICALLY TRADED ORIGIN – being bold MAXIMISE INDULGENCE We Trends – gifting for someone else 4 out of 5 Boxed Chocolates PREMIUM – through packaging PREMIUM –through lack of packaging PACKAGING – dedicated romance OCCASIONS OCCASION BASED Thank You Retro Party Happy Birthday It’s cold outside! NOSTALGIA - storytelling Nostalgia - Storytelling Through Chocolate CONVIVIALTIY - a ‘new’ Chocolate Fondant EXPERIMENTAL FLAVOURS - savoury ALCOHOL PAIRINGS - WINE CHILLED CHOCOLATE SINGLE ORIGIN AFFORDABLE LUXURY – Private Label Key Trends - Two Parallel Worlds Chocolate where you are the primary recipient – you might share it but it is yours to share 1 in 5 boxed chocolates Chocolate where others are the recipient – you might have some but that’s up to someone else 4 in 5 boxed chocolates Mapping trends to need states – opportunities in conviviality and belonging Maximise Indulgence Hybrid Consumption Gifting and Boxed Conviviality Chocolates (Share bags) KitKat 200 Flavours! New! Ease of Enjoyment Vitality Experimental flavours – Individualism/ Self expression Premiumness via lack of packaging Enjoyment Permission to indulge Complimentary packaging Specialist stores Power Premiumness via packaging Ethical Claims on launch (Share Blocks) Sophisticated production Tried and Tested Ingredient Benefits Support a cause Ethically traded Authentic stories Recognition Selectionista Cultural Awareness Comfort with tradition Balancing uncertainty elsewhere Health benefits of chocolate? Control Healthy Indulgence Belonging Security Focus on Conviviality & Belonging Occasional Based Gifts Conviviality Enjoyment Dipping Adventure Pepero Day Temiyage Vitality Valentine’s vs. White Day Belonging Power Reminiscence Packs Recognition Security Control Comfort with tradition Brand and Origin Awareness According to the Irish consumer… Irish chocolate is worth paying more for… Irish and British are the best tasting chocolate… Belgian chocolate is truly different from other countries Swiss & Belgian is the ulltimate for premium chocolate Associations Countries –associations ROI Countrywith of origin: Irish 7 Is worth paying more for British -2 -1 5 The best tasting chocolate Are truly different from other countries for chocolate 0 The ultimate for premium -7 chocolates Belgian 3 -3 Produces chocolate from cocoa beans sourced from the best growing regions -3 -1 2 -4 -1 0 5 -1 -2 -1 -1 -2 German -2 -3 0 6 0 Italian -1 -2 3 -1 Produces 'single origin' chocolate -1 -3 -3 Swiss 4 2 High levels of “don’t know” associated with single origin & sourcing from best growing regions (45% & 32%) 0 4 According to the British consumer Irish chocolate is worth paying more for… British and Belgian are the best tasting chocolates… Belgian chocolate is truly different from other countries Swiss and Belgian chocolate are the ultimate for premium chocolate Associations with Countries – UK Irish 3 Is worth paying more for The best tasting chocolate Belgian -2 6 0 -1 Swiss 1 -3 Are truly different from other countries for chocolate The ultimate for premium chocolates British -2 -5 1 3 -1 2 -1 5 Produces 'single origin' chocolate 0 1 Produces chocolate from cocoa beans sourced from the best growing regions 1 2 -4 -6 Italian -1 -2 -3 -2 0 5 1 -1 -3 -3 -2 High levels of “don’t know” associated with single origin & sourcing from best growing regions (46% & 38%) © Bord Bia Consumer Insight 2015 German 4 1 1 4 Spontaneous Brand Awareness (Top 10 Mentions) ROI • Cadbury's - unspecified • Roses • Milk Tray • Butlers • Thorntons • Lindt • Lily O'Brien's • Ferrero • Black Magic • Quality Street 39% 30% 27% 26% 25% 24% 20% 20% 17% 16% UK • Thorntons • Cadbury's - unspecified • Milk Tray • Roses • Lindt (all except Lindor range) • Black Magic • Quality Street • Celebrations • Ferrero • Dairy Milk Premium Brands have suffered most 51% 37% 32% 24% 20% 18% 17% 16% 14% 13% Brand Awareness (Spontaneous and Prompted) Ferrero 85% Thorntons Butlers 83% Milk Tray 85% Milk Tray 83% Ferrero 84% After Eight 81% After Eight 88% 81% Lily O'Brien's 76% Dairy Box Dairy Box 75% Lindt (all except Lindor) 74% Thorntons 74% Guylian 72% Lindt (all except Lindor) 72% Black Magic 69% Black Magic 70% Terrys All Gold 68% Lir (NET) 70% Lindt Lindor Lindt Lindor 65% Terrys All Gold 55% Marks & Spencer 49% Luxury private label Green and Black 46% 41% 77% 65% Green and Black 61% Marks & Spencer 59% Luxury private label 57% Hotel Chocolat 53% Bendicks 47% 47% Cadbury's -- unspecified 39% Lir (NET) Guylian 38% Cadbury's -- unspecified 37% Leonidas 38% Elizabeth Shaw 36% Discounter Private Label 37% Lily O'Brien's 27% Discounter Private Label 26% Roses 30% Butlers 11% Brand Attributes Is a low priced brand Is a low priced brand Is a low priced brand Good Value for Money Good Value for Money Good Value for Money A popular or well like brand A popular or well like brand A popular or well like brand A quality brand An innovative brand The best tasting chocolate Have attractive packaging Have attractive packaging Have attractive packaging Brand Attributes A luxury brand A luxury brand A luxury brand An innovative brand An innovative brand An innovative brand Their chocolates are handmade Their chocolates are handmade Their chocolates are handmade Good value for money Good value for money Good value for money Have attractive packaging Have attractive packaging Have attractive packaging Brand Associations with Luxury Premium / High End Expensive Cheap Private Label Mainstream Brand Associations with Luxury Premium / High End Expensive Cheap Private Label Mainstream Purchasing Behaviour Shopper attitudes to purchasing behaviour SUPERMARKET IS DOMINANT IMPULSE DRIVEN CONVERSION IS A PROBLEM HIGH LEVEL OF SUBSTITUTION LEAVE IT TO THE LAST MINUTE THE COMPETITIVE SET IS SOLELY IN-STORE CHOCOLATES OFTEN A +1 Supermarket is dominant Supermarket Discounter Specialist chocolate stores 60% 11% 9% Supermarket 60% Specialist chocolate stores 13% Department store 6% Airport 4% Discounter 5% Convenience store 4% Convenience store 3% Newsagents 3% Retail village 3% Department store 3% Online 3% Petrol station 2% Newsagents 2% Retail village 2% Airport 2% Online 1% Petrol station 1% Other 1% Other 1% Tesco the dominant retailer ROI UK Tesco 46% Dunnes Stores SuperValu 12% 7% Dealz 4% Aldi 4% Lidl 4% Butlers Chocolate Café 4% Tesco 28% Asda 15% Sainsburys 14% Thorntons 9% Morrisons 6% Hotel Chocolat 4% Waitrose 3% Tesco Express 3% Marks & Spencer 2% Centra 2% Thorntons 2% Tesco Express 2% Leonidas 2% Spar/Eurospar 2% Marks & Spencer 2% Poundland 2% Spar/Eurospar 2% Aldi 2% Low levels of online shopping Ever bought online No 81% Never bought chocolate online Chocolate is available everywhere, so no need to buy it online 57% I need to physically see and/ or handle what I am buying 38% The chocolate might be damaged (melt, get crushed, etc.) in transit 38% 27% Would have to wait too long to receive it Generally it is a last minute decision to purchase chocolate Yes 13% Can't recall 6% 19% Other 2% Don’t know 3% Purchasing Chocolate Online Never bought chocolate online Ever bought online No 66% Chocolate is available everywhere, so no need to buy it online 51% The chocolate might be damaged (melt, get crushed, etc.) in transit 37% I need to physically see and/ or handle what I am buying 36% 23% Would have to wait too long to receive it Generally it is a last minute decision to purchase chocolate Yes 26% Can't recall 8% Top 3 Mentions of Brands Purchased • Thorntons 36% • Hotel Chocolat 27% • Ferrero 13% Other Don’t know 21% 1% 5% Purchasing Chocolate Online Never bought chocolate online Ever bought online No 66% Chocolate is available everywhere, so no need to buy it online 51% The chocolate might be damaged (melt, get crushed, etc.) in transit 37% I need to physically see and/ or handle what I am buying 36% 23% Would have to wait too long to receive it Generally it is a last minute decision to purchase chocolate Yes 26% Can't recall 8% Top 3 Mentions of Brands Purchased • Thorntons 36% • Hotel Chocolat 27% • Ferrero 13% Other Don’t know 21% 1% 5% Decision is made in-store UK make more decisions at POP Occasions for boxed chocolates ROI UK Seasonal 77% Other Occasion 76% 65% 69% e.g. Thank you / well done Special Moment Party Time 56% 46% 46% 33% Breakdown of all occasions in the last 12 months 2011 % 53% 64 55 46% n/a 39% 41 37% n/a 36% 32 34% 42 31% 34 31% 32 29% 35 27% 23 23% 31 22% 34 20% n/a 20% 26 19% 17% n/a 14% 8 11% 14 11% 11 10% 9 7% n/a ROI Christmas Someone's birthday A "thank you" gift Mother's Day Visiting friends/family Easter Just to show someone I care Valentine's Day A special treat for myself Gift for a dinner party/other party Romantic gesture An anniversary Saw a special offer A gift to say "congratulations" A special evening in A "get well soon" gift Father's Day Specifically as a dessert Other seasonal occasion Other special moment An "I'm sorry" gift UK 54% 49% 35% 32% 24% 26% 22% 23% 30% 20% 19% 17% 17% 14% 18% 12% 14% 8% 6% 6% 6% 2011 % 67 64 n/a 37 n/a 28 41 24 37 30 22 27 34 n/a 21 n/a 14 11 8 8 n/a Ireland purchases more boxed chocolates No. of times past year ROI UK Party Time 3.93 3.21 Other Occasion 3.39 3.10 Special Moment 2.92 3.06 Seasonal 2.92 2.61 TOTAL 3.17 2.88 Ireland purchases more boxed chocolates No. of times past year ROI UK Party Time 3.93 3.21 Other Occasion 3.39 3.10 Special Moment 2.92 3.06 Seasonal 2.92 2.61 TOTAL 3.17 2.88 Box Size Purchase By Last Occasion Total % Seasonal Special Moment Party Time Other Occasion Small box (up to 200g) 24 17 21 18 30 Medium box (up to 400g) 57 60 60 62 53 Large box (over 400g) 18 21 19 20 16 Total Seasonal Special Moment Party Time Other Occasion Small box (up to 200g) 22 19 22 22 23 Medium box (up to 400g) 62 64 62 62 60 Large box (over 400g) 15 16 13 15 16 Who do we buy for? Partner 26% / 26% Partner 26% Friends 18% / 15% Teacher / childminder 3% / 1% Drivers for last purchase Any Important The person I am buying for 42% The taste or quality of the chocolates Most Important 25% 40% 18% It is good value for money 31% 13% The brand of chocolate 31% 14% The type of chocolate 23% 4% The size of the box of chocolates 23% 3% 19% How it looks/is packaged 3% The occasion I am buying for 15% 4% There is a special offer/deal available 14% 6% It is a low price 12% 5% It is pre-wrapped 7% 1% It is expensive or premium 7% 2% Drivers for last purchase Any Important The person I am buying for 42% The taste or quality of the chocolates Most Important 25% 40% 18% It is good value for money 31% 13% The brand of chocolate 31% 14% The type of chocolate 23% 4% The size of the box of chocolates 23% 3% 19% How it looks/is packaged 3% The occasion I am buying for 15% 4% There is a special offer/deal available 14% 6% It is a low price 12% 5% It is pre-wrapped 7% 1% It is expensive or premium 7% 2% Drivers for last purchase Any Important The person I am buying for 38% Most Important 23% It is good value for money 36% 14% The taste or quality of the chocolates 35% 16% The brand of chocolate 32% The type of chocolate 28% 21% The size of the box of chocolates 17% How it looks/is packaged 15% There is a special offer/deal available 12% 7% 3% 2% 6% It is a low price 13% 6% The occasion I am buying for 13% 3% It is expensive or premium 8% 2% It is pre-wrapped 8% 2% Drivers for last purchase Any Important The person I am buying for 38% Most Important 23% It is good value for money 36% 14% The taste or quality of the chocolates 35% 16% The brand of chocolate 32% The type of chocolate 28% 21% The size of the box of chocolates 17% How it looks/is packaged 15% There is a special offer/deal available 12% 7% 3% 2% 6% It is a low price 13% 6% The occasion I am buying for 13% 3% It is expensive or premium 8% 2% It is pre-wrapped 8% 2% UK is slightly more value conscious Did you have a set budget in mind? Base: All Did you go over, under or stick to this budget? Base: Those who had a budget Were the chocolates on a special deal? Base: All ROI % UK % No 52 56 Yes 39 38 Over 22 13 On 68 74 Under 7 9 No 57 52 Yes 32 36 Average spend on last occasion € ROI UK € Equivalent * Market Rates: 29/09/2015 € £ Party Time 12.72 8.83 (11.91) Special Moments 12.68 9.44 (12.74) Seasonal 12.10 8.02 (10.82) Other Occasion 10.29 8.40 (11.33) Any Occasion (Total) 11.11 7.93 (10.70) Chocolate is the “plus one” Bought Anything Else? Bought Anything Else? Yes 51% No 43% Accompaniments to Chocolates On That Occasion Flowers 37% Greeting card Snacks Champagne/Prosecco/Cava Accompaniments to Chocolates On That Occasion 41% Wine 30% 12% Yes 43% No 51% Flowers 35% Greeting card 30% Wine Champagne/Prosecco/Cava Wrapping paper 27% 13% 11% Chocolate is a “plus one” ROI UK €11.11 £7.93 €29.59 Average Purchases £20.04 38% 40% 1.65 items 1.55 items Packaging Evaluation Box Designs Shown Least Favourite Box Design Reasons Why 37% • Plain/Bland/Boring/Uninteresting/Dull 54% • Unattractive/Does not appeal to me 13% • Cannot see the chocolates/contents/No picture 10% • Not enough information given/label too small 6% • Looks cheap 6% Least Favourite Box Design Reasons Why 34% • Plain/Bland/Boring/Uninteresting/Dull • Cannot see the chocolates/contents/No picture • Not enough information given/label too small • Unattractive/Does not appeal to me • Looks cheap 56% 18% 11% 7% 5% Waitrose Manchester On shelf Standout You cannot do it in isolation. You have to keep your competitive set in mind. What is your brand communications strategy? Waitrose Manchester Packaging Approaches – Competitors Ultra premium Brand Led Packaging Experiential Mainstream Brand Led Packaging Private Label Lack of Brand Recognition Needs Based Packaging Criteria of Packaging Evaluation - Purchase Summary and takeaways Boxed chocolates in numbers 4 out of 5 boxes bought for another person Average spend €11.11 3.17 / £7.93 boxes bought per person p/yr in Ireland versus 2.88 in the UK Recap SUPERMARKET IS DOMINANT AVAILABILITY IS KEY IMPULSE DRIVEN PACKAGING OCCASION, OCCASION, OCCASION ... CHOCOLATES OFTEN A +1 THE COMPETITIVE SET IS SOLELY IN-STORE UK MORE VALUE FOCUSSED Key Findings Low level of discernment in the boxed chocolates market. The path to purchase is largely through supermarkets, with a high proportion of brand selection done in store. This means shelf stand out appeal is critical. The UK market is more comfortable gifting private label or luxury private label boxed chocolates. UK is more value driven. Boxed chocolates to be given to friends centres around value in the UK but around packaging in Ireland. In ROI, Ireland and Britain are associated with the best tasting chocolate, while in the UK, it is Britain and Belgium that are associated. Boxed chocolates account for 40% of the total spend for the occasion. Flowers, wine and a greeting card are the most common accompaniments. There is a clear tension between luxury and everyday. This is particularly pronounced in the UK where large, mainstream brands dominate the marketplace. © Bord Bia Consumer Insight 2015 Moving Forward Each brand needs to explore the extent to which their portfolio aligns with the key occasions for purchase and the individual they are being purchase for. In addition to this, there is limited evidence of brands leveraging the need states that underpin gifting. If customers can clearly recognise the ‘product purpose’ they are more likely to consider it. More focus should be place on “we” innovation around “conviviality” and “belonging”. In the UK marketplace, luxurious cues appear to be more common in niche channels. When considering the approach in the UK, it is worth considering how specific packaging designs may alienate customers either through being overtly luxurious or have an absence of cues such as product information Buyers choose at the fixture. All designs need to considered in the context of the competitive market place, not just their performance within the brand portfolio. Minimising risk for those considering a purchase is paramount. Above all make me (the shopper) look good in front of the recipient by showing that I understand their needs and the occasion © Bord Bia Consumer Insight 2015 Appendices Research Methodology • A qualitative and quantitative approach was undertaken. • The qualitative phase consisted of six groups in the UK and 3 minigroups in Dublin. There was a mix of socio-economic backgrounds. Group No. Gender Location SocioEconomic Age Group No. Gender Location SocioEconomic Age 1 Mixed London ABC1 20-35 1 Female Dublin (TBC) ABC1 20-35 2 Female London ABC1 35+ 2 Mixed Dublin (TBC) ABC1 35+ 3 Mixed South-east ABC1 30-50 3 Female Dublin (TBC) C1C2 35+ 4 Male South-east C1C2 30-50 5 Mixed Manchester C1C2 35+ 6 Female Manchester ABC1 20-35 © Bord Bia Consumer Insight 2015 Research Methodology • The quantitative element comprised of a CAWI (Computer Aided Web Interview) methodology. • Sample consisted of 751 ROI respondents and 752 UK respondents, aged 18+, who had purchased boxed chocolates within the past 6 months. • Fieldwork was conducted in September 2015. © Bord Bia Consumer Insight 2015 Who is the Average Boxed Chocolate Purchaser? Gender: Female Female Age: 25-54 years old 25-54 years old Average Number of Boxed Chocolates Purchased in Past 12 Months: 3.17 2.88 Average Price Paid: €11.11 £7.93 Brand Most Often Buy: Milk Tray Thorntons Where buy Most Often: Supermarket Supermarket Purchased For: Family Members and partner Family Members and partner © Bord Bia Consumer Insight 2015 Sample Profile – ROI A higher proportion of females purchase boxed chocolates, as do 25-44 year olds. Gender 36% (49%) Age 18-24 (15%) 64% (51%) Region 55+ (30%) 9% 11% 38% 45-54 16% (17%) 26% 35-44 (20%) *Figures in brackets are demographic profile Base: All ROI Respondents: 751 © Bord Bia Consumer Insight 2015 Conn/ Ulster 15% (18%) 25-34 (19%) Munster 23% (27%) Dublin 34% (28%) Rest of Leinster 27% (27%) Sample Profile – UK A similar dominance of females purchasers in UK but not quite as strong as ROI (60% UK vs. 64% ROI). Almost half of purchases are made by 25-34 year olds. Gender 40% (49%) Age 18-24 (16%) 60% (51%) Region Region 55+ (34%) 14% 45-54 (17%) 10% 46% 25-34 (16%) 16% 15% 35-44 (17%) *Figures in brackets are demographic profile Base: All UK Respondents: 752 © Bord Bia Consumer Insight 2015 North East 5% (4%) North West 12% (11%) Yorkshire & the Humber 10% (8%) East Midlands 6% (7%) West Midlands 10% (9%) East of England 5% (9%) London 13% (13%) South East 15% (14%) South West 10% (8%) Wales 5% (8%) Scotland 6% (5%) Northern Ireland 2% (3%) Key Trends in Chocolate And Luxury Ever Tried – ROI Have tried and would be interested in trying again Have not tried and would be interested in trying Have tried but would not be interested in trying again Have not tried and would not be interested in trying Chocolate with fruity flavours 53% Chocolate that supports a cause 44% Chocolate with salted caramel Q.52 Base: 32% 28% "Raw" chocolate 18% Chocolate sweetened with stevia 16% 13% 46% 21% 36% 23% 19% 27% 13% 24% 11% 24% 11% 31% Irish respondents are interested in trying Raw chocolate and chocolate that supports a specific farming group. Respondents are least interested in tasting chocolate with stevia. Again thinking about boxed chocolates, bars and shareor bagssalted of chocolate, which of theperforms following types of chocolatethan have youchocolate ever tried, or notflavoured tried? Chocolate with fruity flavours caramel better All ROI Respondents: 751 with spices. © Bord Bia Consumer Insight 2015 13% 5% 13% 47% 42% 15% 8% 23% 36% Chocolate with spice flavours 18% 36% 41% Chocolate that supports a specific group of farmers Reduced sugar chocolate 14% Ever Tried –UK Have tried and would be interested in trying again Have not tried and would be interested in trying Have tried but would not be interested in trying again Have not tried and would not be interested in trying Chocolate with fruity flavours 55% Chocolate with salted caramel 44% Chocolate with spice flavours 36% Chocolate that supports a specific group of farmers 35% Chocolate that supports a cause 35% Reduced sugar chocolate "Raw" chocolate Chocolate sweetened with stevia 16% 21% 18% 14% 26% 24% 47% 13% 17% 23% 7% 44% 48% 15% 17% 42% 38% 14% 16% 6% 15% 9% 10% 26% 25% 29% British respondents are interested in trying Raw chocolate. Chocolate sweetened with stevia is polarising views with some interested in trying it but it also receives the highest mentions Q.52 Again thinking about boxed bars and share bags of of the following typesfruity of chocolate have you ever or not tried? of disinterest inchocolates, trialling. Similar tochocolate, ROI,which chocolate with flavours ortried, salted caramel Base: All UK Respondents: 752 performs better than chocolate flavoured with spices. © Bord Bia Consumer Insight 2015 15% Consumer landscape Spontaneous Brand Awareness – ROI & UK Markets (Top 10 Mentions ex Irish Brands) UK ROI • • • • • • • • • • Cadbury's – unspecified Roses Milk Tray Thorntons Lindt Ferrero Black Magic Quality Street Nestlé Dairy Milk 39% 30% 27% 25% 24% 20% 17% 16% 13% 11% • • • • • • • • • • Thorntons Cadbury's - unspecified Milk Tray Roses Lindt (all except Lindor range) Black Magic Quality Street Celebrations Ferrero Dairy Milk Cadbury’s is the top of mind brand in Ireland. However, with Ferrero’s acquisition of Thorntons this now makes them the dominant player in both markets. Q.2 When you think of boxes of chocolates (excluding tins and bags), which brand comes to mind first? Q.3 And which other boxes of chocolate can you think of? Base: All ROI Respondents: 751 / All UK Respondents: 752 In ROI, the number of mentions of Thorntons has grown (18% in 2011). © Bord Bia Consumer Insight 2015 51% 37% 32% 24% 20% 18% 17% 16% 14% 13% Awareness of Brands ex Irish Brands (Spontaneous & Prompted) UK ROI Ferrero Milk Tray 83% After Eight 81% 88% Milk Tray 85% Ferrero 84% Dairy Box 75% After Eight Thorntons 74% Dairy Box Lindt (all except Lindor) 72% Lindt (all except Lindor) 74% Black Magic 70% Guylian 72% Lindt Lindor 65% Terrys All Gold Marks & Spencer Luxury private label Q.2 Q.3 Q.4 Base: Thorntons 85% 55% 77% Black Magic 69% Terrys All Gold 68% Lindt Lindor 49% 46% 61% 59% 41% Marks & Spencer Cadbury's -- unspecified 39% Luxury private label Guylian 38% Hotel Chocolat Leonidas 38% Bendicks When you think of boxes of chocolates (excluding tins and bags), which brand comes to mind first? And which other boxes of chocolate can you think of? Which of the following brands of boxes of chocolate have you ever heard of? All ROI Respondents: 751 / All UK Respondents: 752 65% Green and Black Green and Black It is the same 6 brands that are rated in the top 6 across both markets. © Bord Bia Consumer Insight 2015 81% 57% 53% 47% Past 6 Months Brand Purchase – Top 10 Mentions (Ex Irish Mentions) ROI • Milk Tray • Ferrero • After Eight • Lindt Lindor • Thorntons • Dairy Box • Lindt (all except Lindor range) • Discounter private label • Black Magic • Marks & Spencer UK 35% 33% 24% 17% 15% 15% 12% 10% 7% 7% • Thorntons • Milk Tray • Ferrero • After Eight • Dairy Box • Lindt Lindor • Guylian • Lindt (all except Lindor range) • Marks & Spencer • Hotel Chocolat Milk Tray in ROI and Thorntons in UK are the top brand in each market. Q.2 Q.3 Q.4 Base: When you think of boxes of chocolates (excluding tins and bags), which brand comes to mind first? And which other boxes of chocolate can you think of? Which of the following brands of boxes of chocolate have you ever heard of? All ROI Respondents: 751 / All UK Respondents: 752 © Bord Bia Consumer Insight 2015 38% 33% 26% 20% 18% 16% 14% 11% 10% 10% Last Occasion Boxed Chocolates Purchased – Store Type ROI Tesco 46% Dunnes Stores SuperValu UK Tesco 12% 7% Dealz 4% Aldi 4% Lidl 4% Butlers Chocolate Café 4% Asda 15% Sainsburys 14% Thorntons 9% Morrisons 6% Hotel Chocolat 4% Waitrose 3% Tesco Express 3% Marks & Spencer 2% Centra 2% Thorntons 2% Tesco Express 2% Leonidas 2% Spar/Eurospar 2% Marks & Spencer 2% Poundland 2% Spar/Eurospar 2% Aldi 2% Supermarkets are dominant. Q.25a Base: 28% Answers <2% not shown And from which <BRING IN CODE FROM Q.25> did you buy the <<Q.8 ANSWER>> chocolates on that last occasion? All ROI Respondents who bought from a supermarket/discounter/convenience store/specialist store on the last occasion: 626 / All UK Respondents who bought from a supermarket/discounter/convenience store/specialist store on the last occasion: 610 In both markets, Discounters as a channel has grown compared to 2011. © Bord Bia Consumer Insight 2015 Last Occasion Boxed Chocolates Purchased – Channel Type ROI Supermarket Discounter Specialist chocolate stores UK 60% 11% Supermarket 60% Specialist chocolate stores 9% 13% Department store 6% Airport 4% Discounter 5% Convenience store 4% Convenience store 3% Newsagents 3% Retail village 3% Department store 3% Online 3% Petrol station 2% Newsagents 2% Retail village 2% Airport 2% Online 1% Petrol station 1% Other 1% Other 1% Supermarkets are dominant. In both markets, Discounters as a channel has grown compared to 2011. Q.25 And where did you buy the <BRING IN CODE FROM Q.8> chocolates on that last occasion? Base: All ROI Respondents: 751 / All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Last 12 Months Penetration – All Occasions 2011 % 53% 64 55 46% n/a 39% 41 37% n/a 36% 32 34% 42 31% 34 31% 32 29% 35 27% 23 23% 31 22% 34 20% 20% n/a 19% 26 17% n/a 14% 8 11% 14 11% 11 10% 9 7% n/a ROI Christmas Someone's birthday A "thank you" gift Mother's Day Visiting friends/family Easter Just to show someone I care Valentine's Day A special treat for myself Gift for a dinner party/other party Romantic gesture An anniversary Saw a special offer A gift to say "congratulations" A special evening in A "get well soon" gift Father's Day Specifically as a dessert Other seasonal occasion Other special moment An "I'm sorry" gift Q.18 UK 35% 32% 24% 26% 22% 23% 30% 20% 19% 17% 17% 14% 18% 12% 14% 8% 6% 6% 6% Boxes of chocolates are commonly purchased for a specific occasion. Which of the following occasions (if any) do you recall buying a box of chocolates for in the last 12 months? Base: All ROI Respondents: 751 / All UK Respondents: 752 Christmas and birthdays are the most popular occasions, similar to 2011. © Bord Bia Consumer Insight 2015 2011 % 54% 67 64 49% n/a 37 n/a 28 41 24 37 30 22 27 34 n/a 21 n/a 14 11 8 8 n/a Last 12 Months Penetration – Total Occasions ROI UK Seasonal 77% Other Occasion Special Moment Party Time Q.18 Base: 76% 65% 69% 56% 46% 46% 33% Boxes of chocolates are commonly purchased for a specific occasion. Which of the following occasions (if any) do you recall buying a box of chocolates Sales for in theare last 12most months?extensive for Seasonal occasions, followed by ‘Other’ occasions, Special All ROI Respondents: 751 / All UK Respondents: 752 Moments and Party Time. © Bord Bia Consumer Insight 2015 Incidence of Occasion Segments No. of times past year ROI UK Party Time 3.93 3.21 Other Occasion 3.39 3.10 Special Moment 2.92 3.06 Seasonal 2.92 2.61 TOTAL 3.17 2.88 Q.19 Larger volume opportunities occur for Party Time and ‘Other’ Occasion, followed by Special Moment and Seasonal. Overall, ROI sees males buying a higher volume, those aged 35-44 and C2s. While in the UK, it is females who buy more boxes, respondents aged 18-24 and DEFs. And approximately how many times, or on how many separate occasions did you buy a box of chocolates for <<INSERT ANSWER FROM Q.18>> in the last 12 months? Base: All ROI Respondents (751) / All UK Respondents (752) © Bord Bia Consumer Insight 2015 Box Size Purchase By Last Occasion- ROI Total Seasonal Special Moment Party Time Other Occasion % Small box (up to 200g) 24 17 21 18 30 Medium box (up to 400g) 57 60 60 62 53 Large box (over 400g) 18 21 19 20 16 In ROI, large boxes of chocolates have a higher association with Seasonal gifting, medium boxes with Party Time and smaller boxes with ‘Other’ occasions. Q.24 And approximately what size of box was the <<INSERT FROM Q.8>> chocolates you bought on that occasion? Q.22 Earlier in this survey, you said you bought <<INSERT ANSWER FROM Q.8>> on the last occasion you bought a box of chocolates. Thinking back to this time, which occasion or occasions did you feel best represented this? Base: All ROI Respondents: 751 © Bord Bia Consumer Insight 2015 Box Size Purchase By Last Occasion - UK Total Seasonal Special Moment Party Time Other Occasion % % % % % Small box (up to 200g) 22 19 22 22 23 Medium box (up to 400g) 62 64 62 62 60 Large box (over 400g) 15 16 13 15 16 In UK, medium boxes have more of an association with Seasonal occasions, and similar to ROI smaller boxes are linked with ‘Other’ gifting. Q.24 And approximately what size of box was the <<INSERT FROM Q.8>> chocolates you bought on that occasion? Q.22 Earlier in this survey, you said you bought <<INSERT ANSWER FROM Q.8>> on the last occasion you bought a box of chocolates. Thinking back to this time, which occasion or occasions did you feel best represented this? Base: All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Person Buying for On Last Occasion ROI Nobody specifically in Teacher/ mind Childminder 1% (3%) 3% (n/a) Work colleague(s) 7% Other 1% Teacher/ Childminder 1% (n/a) (3%) Other family member(s) 27% (5%) Myself 17% (28%) (14%) Nobody specifically in mind 2% (2%) UK Work colleague(s) 7% (5%) Other 1% (2%) Other family member(s) 27% (30%) Myself 21% (15%) Friends 18% Spouse/ partner 26% (18%) (30%) 2011 Figures in ( ) Friends 15% (17%) Partners and other family members are the most likely recipients. Myself is high with around 1 in 5 stating the purchases were for them. Recipient profile is similar to 2011. Interestingly more purchases for self are recorded in 2015. Q.23 And who was the person you were buying the <<INSERT ANSWER FROM Q.8>> chocolates for on that occasion? Base: All ROI Respondents: 751 / All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Spouse/ partner 26% (30%) Last Occasion Boxed Chocolate Budgeting Did you have a set budget in mind? Base: All Did you go over, under or stick to this budget? Base: Those who had a budget Were the chocolates on a special deal? Base: All ROI % UK % No 52 56 Yes 39 38 Over 22 13 On 68 Under 7 74 9 No 57 52 Yes 32 36 Interestingly about 1 in 2 did not have a budget in mind. Of those who had a budget, the majority to it. 1 in 3chocolates, purchases area set onbudget offer. Thinking again about the last occasion where youstuck bought <<Q.8 ANSWER>> did you have in mind as to what you were willing to pay? Q.28 Q.29 And do you recall did you Go Over, Go Under or Stick to this budget when you bought these <<Q.8 ANSWER>> chocolates? Q.30 Was the <<Q.8 ANSWER>> chocolates on a special deal or promotion on that last occasion? Base: All ROI Respondents: 751/ All ROI Respondents who set a budget: 296/ All UK Respondents :752/ All UK Respondents who set a budget : 285 Less special offer purchases compared to 2011 when ROI stood at 39% and UK at 45&. © Bord Bia Consumer Insight 2015 Last Occasion Boxed Chocolate Budgeting – ROI Did you have a set budget in mind? Base: All Did you go over, under or stick to this budget? Total Seasonal Special Moment No 52 48 57 49 49 Yes 39 43 35 45 43 Over 22 20 36 20 23 On 68 70 55 65 Party Time Other Base: Those who had a budget Under 7 5 7 69 8 Were the chocolates on a special deal? No 57 55 67 61 51 Yes 32 35 27 33 38 Base: All In ROI, Special Moments are less likely to have a budget associated with them and purchasers are more likely to spend more than they anticipated and less likely to buy on promotion. Q.28 Thinking again about the last occasion where you bought <<Q.8 ANSWER>> chocolates, did you have a set budget in mind as to what you were willing to pay? Q.29 And do you recall did you Go Over, Go Under or Stick to this budget when you bought these <<Q.8 ANSWER>> chocolates? Q.30 Was the <<Q.8 ANSWER>> chocolates on a special deal or promotion on that last occasion? Base: All ROI Respondents: 751/ All ROI Respondents who set a budget: 296 © Bord Bia Consumer Insight 2015 9 Last Occasion Boxed Chocolate Budgeting – UK Total Seasonal Special Moment No 56 55 56 46 50 Yes 38 40 39 50 43 Over 13 15 21 23 15 On 74 72 73 62 68 Under 9 10 4 11 12 No 52 55 53 52 43 Yes 36 33 35 35 47 Did you have a set budget in mind? Base: All Did you go over, under or stick to this budget? Base: Those who had a budget Were the chocolates on a special deal? Base: All Party Time Other In UK, Seasonal and Special Moments are the occasions where a purchaser is less likely to have a budget. In ROI and UK, purchases for ‘Other’ occasions are more influenced by offers. Q.28 Thinking again about the last occasion where you bought <<Q.8 ANSWER>> chocolates, did you have a set budget in mind as to what you were willing to pay? Q.29 And do you recall did you Go Over, Go Under or Stick to this budget when you bought these <<Q.8 ANSWER>> chocolates? Q.30 Was the <<Q.8 ANSWER>> chocolates on a special deal or promotion on that last occasion? Base: All UK Respondents :752/ All UK Respondents who set a budget : 285 © Bord Bia Consumer Insight 2015 Approximate Spend on Last Occasion ROI € UK € Equivalent * Market Rates: 29/09/2015 € £ Party Time 12.72 8.83 (11.91) Special Moments 12.68 9.44 (12.74) Seasonal 12.10 8.02 (10.82) Other Occasion 10.29 8.40 (11.33) Any Occasion (Total) 11.11 7.93 (10.70) Across both markets, Special Moments and Party Time have the higher spend. Compared to 2011, in ROI and UK, spend increased by 21% and 17% respectively. Q.31 And approximately how much did you spend on the <<Q.8 ANSWER>> chocolates on that last occasion? Base: All ROI Respondents: 751/ All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Other Purchase With Chocolate Bought on Last Occasion Bought Anything Else? (751) Don't know 6% Bought Anything Else? (752) Don't know 7% Yes 51% (50%) No 43% 2011 Figures in ( ) Accompaniments to Chocolates On That Occasion Flowers Wine Greeting card Snacks Champagne/Prosecco/Cava Wrapping paper Other alcohol Other treats Answers <3% not shown Item(s) of clothing 41% 37% 30% 12% 10% 9% 7% 7% 3% Yes 43% (45%) No 51% Accompaniments to Chocolates On That Occasion Flowers Greeting card Wine Champagne/Prosecco/Cava Wrapping paper Snacks Other alcohol Other treats Other 35% 30% 27% 13% 11% 11% 9% 7% 3% Q.32 On this last occasion (<<INSERT ANSWER FROM Q.22>>) when you bought <<Q.8 ANSWER>> chocolates, did you buy anything else to go with the chocolates? Q.33 And which of the following (if any) accompanied the <<Q.8 ANSWER>> chocolates on that occasion? Base: All ROI Respondents : 751/ All ROI Respondents who purchased another item to go with the chocolates: 381/ All UK Respondents: 752/ All UK Respondents who purchased another item to go with the chocolates: 322 5 in 10 in ROI and 4 in 10 UK purchasers also bought something in addition to the chocolates, withInsight flowers, © Bord Bia Consumer 2015 cards and wine being the most popular accompaniments. Proportion of Spend On Chocolates Vs. Accompanying Gift ROI UK €11.11 £7.93 €29.59 Average Purchases £20.04 38% 40% 1.65 items 1.55 items Across both markets, chocolates account for about 40% of the entire spend. © Bord Bia Consumer Insight 2015 Brand Attribute Association - Explanation • Why do image profiling …? • And what does it reveal …? – Some brands/companies get high scores for all attributes because they are better known brands/companies. – Some attributes score high for all brands/companies because they are generic to all brands/companies. – Image profiling strips away the noise to reveal the underlying image contours. © Bord Bia Consumer Insight 2015 Associations with Countries – ROI Irish 7 Is worth paying more for British -2 -1 5 The best tasting chocolate Are truly different from other countries for chocolate 0 The ultimate for premium -7 chocolates Belgian 3 -3 Produces chocolate from cocoa beans sourced from the best growing regions -3 2 -1 -4 -1 -2 -1 0 5 -1 -2 -1 4 2 High levels of “don’t know” associated with single origin & sourcing from best growing regions (45% & 32%) © Bord Bia Consumer Insight 2015 German -2 -3 0 6 0 Italian -1 -2 3 -1 Produces 'single origin' chocolate -1 -3 -3 Swiss 0 4 Associations with Countries – ROI IS WORTH PAYING MORE FOR • Irish THE BEST TASTING CHOCOLATE • Irish • British TRULY DIFFERENT FROM OTHER COUNTRIES • Belgian ULTIMATE FOR PREMIUM CHOCOLATE • Swiss • Belgian High levels of “don’t know” associated with single origin & sourcing from best growing regions (45% & 32%) – respondents are unsure / less familiar Each market believes they have the best tasting chocolate. For ROI, English chocolate is also rated favourably. Similar to 2011, the best tasting chocolate is perceived to be Irish, with Belgium and Switzerland epitomising premium chocolate. © Bord Bia Consumer Insight 2015 Associations with Countries – UK Irish 3 Is worth paying more for The best tasting chocolate Belgian -2 6 0 -1 Swiss 1 -3 Are truly different from other countries for chocolate The ultimate for premium chocolates British -2 -5 1 3 -1 2 -1 5 Produces 'single origin' chocolate 0 1 Produces chocolate from cocoa beans sourced from the best growing regions 1 2 -4 -6 Italian -1 -2 -3 -2 0 5 1 -1 -3 -3 -2 4 1 High levels of “don’t know” associated with single origin & sourcing from best growing regions (46% & 38%) © Bord Bia Consumer Insight 2015 German 1 4 Associations with Countries – UK IS WORTH PAYING MORE FOR • Irish THE BEST TASTING CHOCOLATE • British • Belgian TRULY DIFFERENT FROM OTHER COUNTRIES • Belgian ULTIMATE FOR PREMIUM CHOCOLATE • Swiss • Belgian High levels of “don’t know” associated with single origin & sourcing from best growing regions (46% & 38%) – respondents are unsure / less familiar Each market believes they have the best tasting chocolate. For UK, it is Belgian rather than Irish chocolate that is rated favourably. Similar to 2011, the best tasting chocolate is perceived to be British, with Belgium © Bord Bia Consumer Insight 2015 and Switzerland characterising premium chocolate. Growth of Private Label The incidence of respondents shopping in Discounter stores, on the last occasion they bought boxed chocolates, in ROI is up from 4% in 2011 to 11% in 2015. The UK currently stands at 5% incidence. On the last occasion, 4% of Irish respondents purchased Discounter Private Label boxed chocolates and 2% bought Luxury Private Label. This stands at 1% and 3% respectively for the UK. Private Label boxed chocolates are viewed as mainstream and value led by both markets, with this view being more prevalent in ROI. In UK, Luxury Private Label is deemed to be most substitutable with Marks & Spencer boxed chocolates. In the UK they are more comfortable gifting Private Label boxed chocolates. Across both markets, although Private Label boxed chocolate are bought for others it is predominately for self. In contrast, Luxury Private Label boxed chocolates are mainly purchased for others. © Bord Bia Consumer Insight 2015 Key Strengths Evaluating the Last Purchase Drivers for Boxed Chocolates – ROI Any Important Most Important The person I am buying for 42% The taste or quality of the chocolates 40% 25% 18% It is good value for money 31% 13% The brand of chocolate 31% 14% The type of chocolate 23% 4% The size of the box of chocolates 23% 3% 19% How it looks/is packaged 3% The occasion I am buying for 15% 4% There is a special offer/deal available 14% 6% It is a low price 12% 5% It is pre-wrapped 7% 1% It is expensive or premium 7% 2% In ROI, the recipient is the key driver, followed by the taste/quality of the chocolates, brand and value for money. Key drivers are similar to 2011. © Bord Bia Consumer Insight 2015 Evaluating the Last Purchase Drivers for Boxed Chocolates – UK Any Important The person I am buying for Most Important 38% 23% It is good value for money 36% 14% The taste or quality of the chocolates 35% 16% 32% The brand of chocolate 28% The type of chocolate 21% The size of the box of chocolates How it looks/is packaged 17% 12% 7% 3% 2% 15% 6% It is a low price 13% 6% The occasion I am buying for 13% 3% There is a special offer/deal available It is expensive or premium 8% 2% It is pre-wrapped 8% 2% In UK, the top four drivers are consistent with the Irish market the recipient followed by the taste/quality of the chocolates, value for money and brand. UK respondents appear to be slightly more concerned with Value compared to quality/taste. Key drivers are similar to 2011. © Bord Bia Consumer Insight 2015 Drivers Last Occasion By Recipient - ROI Other Family Work Member(s) Colleague(s) (205) (52) Total (751) Myself (124) Spouse/ Partner (198) The person I am buying for The taste or quality of the chocolates It is good value for money The brand of chocolate The type of chocolate The size of the box of chocolates How it looks/is packaged The occasion I am buying for There is a special offer/deal available It is a low price 42% 40% 31% 31% 23% 23% 19% 15% 14% 12% 11% 46% 36% 23% 20% 18% 11% 11% 20% 22% 51% 38% 29% 38% 25% 18% 17% 15% 10% 8% 56% 40% 30% 33% 28% 26% 22% 15% 12% 11% 29% 37% 35% 21% 23% 23% 27% 21% 15% 13% 45% 40% 28% 30% 19% 26% 24% 15% 13% 5% It is pre--wrapped It is expensive or premium It is fairly/ethically traded The country of origin of the chocolate It is organic 7% 7% 4% 4% 4% 5% 7% 7% 5% 9% 8% 7% 4% 7% 5% 8% 6% 4% 2% 0% 2% 12% 2% 4% 6% 10% 5% 5% 3% 2% In ROI, packaging matters for a work colleague. Q.26 And thinking back to this occasion when you bought the <<Q.8 ANSWER>> chocolates, which of the following factors were important to you in making the choice you did? Base: All ROI Respondents (751) © Bord Bia Consumer Insight 2015 Friend(s) (133) Drivers Last Occasion By Recipient - UK Total Myself Spouse/ Partner Other Family Member(s) (752) (157) (194) (206) (53) (110) The person I am buying for 38% 12% 49% 53% 28% 43% It is good value for money 36% 28% 35% 39% 45% 39% The taste or quality of the chocolates 35% 32% 31% 38% 26% 45% The brand of chocolate 32% 31% 29% 37% 23% 35% The type of chocolate 28% 24% 29% 33% 17% 30% The size of the box of chocolates 21% 15% 22% 22% 21% 23% How it looks/is packaged 17% 8% 15% 22% 17% 24% There is a special offer/deal available 15% 20% 16% 13% 8% 15% It is a low price The occasion I am buying for It is expensive or premium It is pre--wrapped It is fairly/ethically traded The country of origin of the chocolate It is organic 13% 13% 8% 8% 5% 4% 3% 18% 8% 8% 8% 7% 6% 3% 9% 9% 9% 8% 5% 5% 5% 11% 16% 8% 8% 4% 3% 2% 11% 15% 9% 8% 9% 8% 8% 13% 19% 5% 7% 1% 1% 1% Work Colleague(s) Friend(s) In UK, boxed chocolates for a work colleague centre more around value. Q.26 And thinking back to this occasion when you bought the <<Q.8 ANSWER>> chocolates, which of the following factors were important to you in making the choice you did? Base: All UK Respondents (752) © Bord Bia Consumer Insight 2015 Purchase Drivers for Boxed Chocolates – ROI Any Important Most Important 26% The taste or quality of the chocolates 60% 13% It is good value for money 56% 19% The person I am buying for 56% 6% The occasion I am buying for 45% 4% The type of chocolate 43% 9% The brand of chocolate or maker 41% 3% The size of the box of chocolates 38% 4% There is a special offer/deal available 33% 3% Attractiveness of the packaging 30% 5% It is a low price 21% 1% It is pre-wrapped 13% 2% The healthier choice 13% 1% The chocolates are handmade 12% 2% It is fairly/ethically traded 12% 2% It is expensive or premium 9% 1% The country of origin of the chocolate 9% 1% It is organic 6% * 'Single origin' chocolate 3% Quality of the chocolates, recipient and value are the key hygiene factors. Q.13 Q.14 Q.15 Base: Which of the following factors are important to you when buying a box of chocolates? And which of these is generally the most important to you when buying a box of chocolates? And which of these is generally the least important to you when buying a box of chocolates? All ROI Respondents (751) © Bord Bia Consumer Insight 2015 Least Important 1% 2% 2% 2% 2% 4% 3% 3% 4% 7% 13% 9% 5% 3% 5% 11% 12% 14% Purchase Drivers for Boxed Chocolates – UK The taste or quality of the chocolates It is good value for money The person I am buying for The type of chocolate The occasion I am buying for The size of the box of chocolates The brand of chocolate or maker There is a special offer/deal available Attractiveness of the packaging It is a low price It is fairly/ethically traded It is pre-wrapped The chocolates are handmade It is expensive or premium The healthier choice It is organic The country of origin of the chocolate 'Single origin' chocolate Q.13 Q.14 Q.15 Base: Any Important Most Important Least Important 59% 57% 55% 51% 39% 38% 38% 32% 29% 20% 12% 9% 8% 7% 7% 5% 5% 3% 27% 14% 17% 6% 6% 3% 6% 4% 2% 7% 2% 1% 1% 1% 1% 1% * 1% 2% 2% 2% 2% 2% 2% 3% 3% 2% 9% 3% 10% 6% 4% 15% 14% 9% 10% Which of the following factors are important to you when buying a box of chocolates? And which of these is generally the most important to you when buying a box of chocolates? And which of these is generally the least important to you when buying a box of chocolates? All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Brand Attribute Association – ROI - I Thorntons Lindt Is a low priced brand Milk Tray Black Private Ferrero Magic Label -10 -15 8 -8 0 25 Their chocolates are handmade 8 4 -6 -4 -2 0 A brand you often see on special offer -4 -9 11 1 -2 3 Good value for money -3 -10 12 -7 -2 11 You tend to see this brand a lot of places -9 -4 12 6 0 -4 An international brand -4 8 -11 11 1 -4 A luxury brand 9 13 -17 -2 -1 -2 A popular or well liked brand -5 -6 12 4 0 -4 An expensive or premium brand 6 14 -15 1 0 -6 A brand that has a range of sizes to suit my needs -2 -4 7 3 -2 -2 Q.16 Now looking at this list of brand of boxed chocolate, which of these brands do you think the following factors apply to? Q.21 Looking at this list below of boxed chocolate brands, which of these brands (if any) do you think the following statements apply to? Base: All ROI Respondents: 751 © Bord Bia Consumer Insight 2015 Brand Attribute Association – ROI - II Thorntons Lindt Milk Tray Black Private Ferrero Magic Label A sophisticated brand 6 7 -12 -2 3 -2 I know a lot about this brand -2 -5 7 0 0 -1 The best tasting chocolates brands -3 8 0 6 -2 -9 I would like to know more about this brand 2 -1 -4 -4 4 4 A quality brand 1 10 -8 5 3 -11 Has a wide variety of flavours/types of chocolates 8 -4 7 -11 1 -2 A modern brand 4 3 -6 0 -1 1 A brand that caters for all occasions -1 -2 4 2 -1 -3 Have attractive/premium packaging 3 9 -13 6 3 -8 Q.16 Now looking at this list of brand of boxed chocolate, which of these brands do you think the following factors apply to? Q.21 Looking at this list below of boxed chocolate brands, which of these brands (if any) do you think the following statements apply to? Base: All ROI Respondents: 751 © Bord Bia Consumer Insight 2015 Brand Attribute Association – ROI - III Thorntons Lindt Milk Tray Black Private Ferrero Magic Label An innovative brand 3 2 -6 0 -1 2 A brand I can relate to -1 -2 5 -1 -1 0 A brand that understands my needs 1 -3 4 -2 -2 2 A suitable product for every occasion 5 -2 2 -6 -2 2 I would always notice this brand on shelf -3 2 0 3 2 -3 Uses organic chocolate 1 -1 -4 -2 2 3 -1 0 1 1 0 -1 0 0 -3 2 1 1 -2 1 2 -1 1 -1 A brand I’m proud to be associated with A brand with strong ethical sourcing credentials A brand I trust Q.16 Now looking at this list of brand of boxed chocolate, which of these brands do you think the following factors apply to? Q.21 Looking at this list below of boxed chocolate brands, which of these brands (if any) do you think the following statements apply to? Base: All ROI Respondents: 751 © Bord Bia Consumer Insight 2015 Brand Attribute Association – UK - I Thorntons Lindt Milk Tray A luxury brand -4 3 -17 -5 1 22 -1 An expensive or premium brand -5 6 -17 -1 3 21 -6 A sophisticated brand -5 4 -14 -3 -1 20 0 Is a low priced brand -12 -10 17 -3 4 -12 17 Good value for money -1 -6 16 -4 -1 -13 8 Has a wide variety of flavours/types of chocolates 16 -5 6 -10 -9 0 2 A popular or well liked brand 5 -2 13 5 0 -17 -4 -17 10 -14 13 14 -3 -3 1 -1 13 7 2 -21 -2 13 -4 1 -7 -5 -1 2 An international brand You tend to see this brand a lot of places A suitable product for every occasion Hotel Ferrero Guylian Chocolat Q.16 Now looking at this list of brand of boxed chocolate, which of these brands do you think the following factors apply to? Q.21 Looking at this list below of boxed chocolate brands, which of these brands (if any) do you think the following statements apply to? Base: All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Private Label Brand Attribute Association – UK - II Thorntons Lindt Milk Tray -3 -2 -6 -4 -3 13 0 5 -3 12 4 -1 -13 3 0 0 -9 -5 -1 12 -2 -9 -6 -9 -6 -2 5 0 An innovative brand 1 -3 -6 -3 -2 11 0 Uses organic chocolate -5 -3 -4 -3 -1 9 2 1 9 0 3 2 -1 -7 -3 3 -15 4 1 9 -5 -5 9 -13 6 4 6 -10 A modern brand A brand you often see on special offer Their chocolates are handmade I would like to know more about this brand The best tasting chocolates brands Have attractive/premium packaging A quality brand Hotel Private Ferrero Guylian Chocolat Label Q.16 Now looking at this list of brand of boxed chocolate, which of these brands do you think the following factors apply to? Q.21 Looking at this list below of boxed chocolate brands, which of these brands (if any) do you think the following statements apply to? Base: All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Brand Attribute Association – UK - III Thorntons Lindt Milk Tray A brand that has a range of sizes to suit my needs 9 0 5 5 -2 -11 0 I know a lot about this brand 6 -2 8 1 -2 -5 -2 7 -1 7 2 -2 -11 -1 1 4 3 6 0 -7 -2 -1 1 6 2 0 -3 -1 -3 -1 -5 -2 0 5 1 5 -1 2 -3 -1 -3 1 A brand I can relate to 2 1 2 -1 -1 -3 1 A brand I’m proud to be associated with 1 2 -1 -2 -1 1 0 A brand that caters for all occasions I would always notice this brand on shelf A brand I trust A brand with strong ethical sourcing credentials A brand that understands my needs Hotel Private Ferrero Guylian Chocolat Label Q.16 Now looking at this list of brand of boxed chocolate, which of these brands do you think the following factors apply to? Q.21 Looking at this list below of boxed chocolate brands, which of these brands (if any) do you think the following statements apply to? Base: All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Brand Associations With Luxury (ex Irish Brands) – ROI Premium 30 Premium High End Premium Good Value 20 10 Lindt Expensive 0 Cheap Thorntons Ferrero Black Magic -10 Private Label -20 Milk Tray Mainstream More Upmarket Mainstream Low End -30 -30 -25 -20 © Bord Bia Consumer Insight 2015 -15 -10 -5 0 5 Mainstream 10 15 20 25 30 Brand Associations With Luxury (ex Irish Brands)– GB Premium 30 Premium High End Premium Good Value Hotel Chocolat 20 10 Lindt Expensive Cheap Guylian 0 Thorntons Private Label Ferrero -10 Milk Tray -20 Mainstream Low End Mainstream More Upmarket -30 -30 -25 -20 -15 -10 -5 0 Mainstream © Bord Bia Consumer Insight 2015 5 10 15 20 25 30 Understanding Purchase Behaviour Familiarity With Recipient’s Preferences Well (9-10) Not well (1-4) ROI UK 37 36 15 Q.39 11 And how well do you know this person’s taste/preferences in terms of boxed chocolates? Please give your answer on a scale of 1 to 10 where 1 means not at all well and 10 means extremely well. Base: All ROI Respondents who purchased chocolates for another person: 612 / All UK Respondents who purchased chocolates for another person: 577 © Bord Bia Consumer Insight 2015 Knowledge of Boxed Chocolates Know very little (1-4) % ROI UK Q.37 21 Know a lot (9-10) % 11 15 9 Please select the number which best describes your approach to buying a box of chocolates for someone else when you are deciding which box of chocolates to buy, would you say ….? Base: All ROI Respondents: 751 / All UK Respondents: 752 © Bord Bia Consumer Insight 2015 The Personal Appeal of Boxed Chocolates Not at all appealing (1-4) % Very appealing (9-10) % ROI 10 29 UK 10 28 Q.38a To what extent do you personally find boxed chocolates appealing, or not? Please give your answer on a scale of 1 to 10 where 1 means you do not find boxed chocolates at all appealing and 10 means you find boxed chocolates very appealing. Base: All ROI Respondents: 751 / All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Understanding Purchase Behaviour (ex Irish Brands) – UK Category Comfort 9.00 8.50 Comfortable with Category & Recipient Comfortable with Category; not familiar with Recipient 8.00 7.50 7.00 6.50 Less knowledgeable 6.00 about the recipient 5.50 Luxury PL Discounter PL Black Lindt Magic Hotel Chocolat Thorn Other More Lindt Lindor M&S -ton’s knowledgeable Guylian about the Green & Ferrero Milk recipient Tray After Black Dairy Eight Box 5.00 4.50 4.00 3.50 3.50 Uncomfortable with Category; familiar with Recipient Uncomfortable with Category; not familiar with Recipient 4.00 4.50 5.00 5.50 6.00 6.50 Category Discomfort © Bord Bia Consumer Insight 2015 7.00 7.50 8.00 8.50 9.00 Consideration of Various Channels for Boxed Chocolates Purchase – ROI Total - ROI ROI Consideration Visit most often % % Store Most Often Visited % Supermarket 83 67 Tesco 62 Discounter 39 11 Aldi 42 Specialist Chocolate Stores 28 7 Butlers Chocolate Café 33 Convenience Store 27 3 Spar/Eurospar* 52 Newsagents/local corner shop 25 2 Airport 25 3 Department store 17 3 Petrol station 14 1 Retail village/designer outlet 9 1 Online 5 1 *Caution: Small Base Size Supermarkets (and Tesco) are the top choice, Discounters perform well in ROI, although this will challenge manufactures. Discounters have a different strategy and approach to mainstream retailers, and retailers such as Tesco look to influence and suppress the opportunities Aldi (& Lidl) can get Q.11 Which of the following channels or store types would you consider visiting when buying a box of chocolates? Q.12 And which of these would you visit most often when buying a box of chocolates? Q.12a And which <BRING IN CODE FROM Q.12> would you visit most often when buying a box of chocolates? Base: All ROI Respondents: 751/ All ROI Respondents who visit a supermarket/discounter/convenience store/specialist store most often: 653 © Bord Bia Consumer Insight 2015 Consideration of Various Channels for Boxed Chocolates Purchase – UK Total - UK UK Consideration Visit most often % % Store Most Often Visited % Supermarket 84 70 Tesco 38 Specialist Chocolate Stores 38 9 Thorntons 61 Discounter 32 5 Aldi 37 Department store 24 3 n/a Convenience Store 23 2 Spar/Eurospar* Newsagents/local corner shop 23 3 Online 17 3 Retail village/designer outlet 14 1 Airport 14 1 Petrol station 12 1 *Caution: Small Base Size Similarly, supermarket is the top choice. Specialist chocolate stores is second, followed by Discounter. Q.11 Which of the following channels or store types would you consider visiting when buying a box of chocolates? Q.12 And which of these would you visit most often when buying a box of chocolates? Q.12a And which <BRING IN CODE FROM Q.12> would you visit most often when buying a box of chocolates? Base: All UK Respondents: 752/ All UK Respondents who visit a supermarket/discounter/convenience store/specialist store most often © Bord Bia Consumer Insight 2015 53 Decision on Last Occasion – Planned Vs. Impulse (751) Not sure 3% I knew which box of chocolates to buy before I entered the store 35% Brand purchased on last occasion (n=262) Milk Tray 21% Ferrero 18% Lindt Lindor 9% (752) Not sure 7% I knew which box of chocolates to buy before I entered the store 25% I decided which box of chocolates to buy when I looked at the products in store 62% Brand purchased on last occasion (n=187) Brand purchased Milk Tray 22% on last occasion Ferrero 18% (n=465) Thorntons 12% Milk Tray 18% Ferrero 12% After Eight 8% I decided which box of chocolates to buy when I looked at the products in store 68% Brand purchased on last occasion (n=513) Thorntons 26% Milk Tray 15% Ferrero 8% Q.41 Again thinking about the last occasion when you have bought <<Q.8 ANSWER>> boxed chocolates, which of the following statements do you agree with the most? Base: All ROI Respondents: 751/ All UK Respondents:752 © Bord Bia Consumer Insight 2015 Associations with Luxury Boxed Chocolates - Top 10 Mentions UK ROI Quality 52% Great taste 52% 47% 48% Quality is more important than quantity 44% 43% For very special occasions 44% 43% For gifting 43% Handmade 39% Expensive 32% Mixture of flavours in the box 32% Given to impress someone For my family 26% 23% Are the lines blurred between luxury and everyday? Q.38 In your view, which of the following terms / words best describe luxury boxed chocolate? Please choose all that apply Base: All ROI Respondents: 751 / All UK Respondents: 752 © Bord Bia Consumer Insight 2015 39% 35% 32% 29% 25% 21% Associations with Luxury Boxed Chocolates - Qualitative - ROI © Bord Bia Consumer Insight 2015 Associations with Luxury Boxed Chocolates - Qualitative - UK © Bord Bia Consumer Insight 2015 Brand & Packaging Evaluation On shelf stand out (UK) • Purchase Behaviour – Packaging Stand Out UK Store • Some of the packaging that didn’t perform particularly well and the discussion groups was found to have much better stand out on shelf. – Communicating clear benefits to the customers via boxed shape, packaging and visual cues. • This stand out offers an opportunity for the brand to be considered. Waitrose Manchester On shelf stand out (Ireland) • Purchase Behaviour – Packaging Stand Out Irish Store • When looking at a shelf space in Ireland, the balance of colours and packaging types is somewhat different. Irish brands predominate with these commonly associated features – gold, bows, tags, etc. • These differences (along with other factors such as brand power) combined with the demands of UK consumers, are important when considering maximising the impact for UK sales. Supervalu Blackrock On shelf stand out – Private Label (Ireland) • Purchase Behaviour – Packaging Stand Out Marks & Spencer Irish Store • If a bay has all the same products/ packing style, it will look very attractive. • However, when competitors are also included on this bay (such as the Supervalu example), stand out will be tested. M& S Blackrock The Positioning of the Brand Mainstream vs. Specialist • Different brands may have different attitudes towards the mainstream grocery channel. Some may actively be pursuing it. Others may not want to be associated with that channel. Either approach has challenges: Mainstream Specialist These customers are likely to be looking for a convenient, safe purchase when arriving in store. Competing in the grocery aisle shelf stand out is critical – it is very crowded. Customers are less likely to want to take a risk so packaging cues need to be mainstream. Overtly premium may alienate so an everyday approach may be more appropriate. These customers will have made an effort to reach this store. There is some greater scope for ultra premium cues such as alternative box sizes, minimalist packaging. There may be more potential to create an experience in the niche environment – product layout, advice, tastings, experimental design are all most possible. There is potentially also more scope to stretch the customer in terms of selections, designs and limited edition products. © Bord Bia Consumer Insight 2015 Packaging Approaches – Competitors (UK) •Ultra premium Brand Led Packaging •Positioning only makes sense in the context of understand the brand positioning or the experience • Premium / Mainstream Brand Led Packaging •Product familiarity is such that consumer can engage immediately with the brand A key question for the Irish brands is to consider is which approach to packaging are they taking? •Packaging Led Packaging •In the absence of strong brand / needs based understanding , the packaging has to do the heavy lifting •Needs Based Packaging •Buyers can understand the purpose of the product (though assisted by brand values) Criteria of Packaging Evaluation - Purchase Pack Shape/ Size Product Visualisation Packaging Accessories Risk Profile Shelf stand out Opening Experience © Bord Bia Consumer Insight 2015 • The extent to which the packaging shape and size matches expected norms for their specific needs. • The ability of the product to deliver appropriate cues either through pictures or the visibility of the actual product. • The features of the packaging such as ribbons, tags etc. • The comfort of the individual in making a decision based on the cues that the packaging provides. • How well the product stands out on shelf when mixing with the competition. • When the product is open, how do people feel? Box Design Box Designs Shown © Bord Bia Consumer Insight 2015 Box Design Preference – Not At All Familiar With Brand Vs. Very Familiar With Brand - ROI Preferred Box: Not at all familiar with brand Nice/Pretty/Attractive packaging/ Wrapping/Design 23% Nice/Pretty/Attractive packaging/ Wrapping/Design 37% Elegant/Luxurious looking/ Quality Product 17% Elegant/Luxurious looking/ Quality Product 16% Like the tag/menu/ticket 11% Like the tag/menu/ticket 16% Looks like a gift/present 10% Familiarity/Know what to expect 9% Like the ribbon/bow 8% You can clearly see what you are getting/ can see inside/clearly see contents 8% Q.43 Q.43a Q.46 Base: Very familiar with brand Attractive packaging is key cue. Needs to have on-shelf stand out appeal. Now please look carefully at each of these designs for boxes of chocolates and think about the last occasion that you purchased boxed chocolates. Imagine that you are not at all familiar with the brand / name of the chocolate company. Which one design of box do you prefer the most? Please look again at each of these designs for boxes of chocolates, but this time imagine that you are very familiar with the brand / name of the chocolate company, for example the <<Q.8 ANSWER>> chocolates you bought on that last occasion?. Which one design of box do you prefer the most? And why was this your preferred design of box <bring in picture chosen> for a brand that you are very familiar with? All ROI Respondents:751/ All ROI Respondents who only preferred Design 1 for a brand they were unfamiliar with: 100/ All ROI Respondents who only preferred Design 1 for a brand they were very familiar with: 101 © Bord Bia Consumer Insight 2015 Box Design Preference – Not At All Familiar With Brand Vs. Very Familiar With Brand - UK Preferred Box: Not at all familiar with brand Nice/Pretty/Attractive packaging/ Wrapping/Design 23% Nice/Pretty/Attractive packaging/ Wrapping/Design 21% Elegant/Luxurious looking/ Quality Product 19% Elegant/Luxurious looking Quality Product 19% Like the tag/menu/ticket 12% Looks like a gift/present 13% Looks like a gift/present 8% Familiarity/Know what to expect 13% Like the tag/menu/ticket 10% You can clearly see what you are getting/ can see inside/clearly see contents 6% Q.43 Q.43a Q.46 Base: Very familiar with brand Attractive packaging is key cue. Needs to have on-shelf stand out appeal. Now please look carefully at each of these designs for boxes of chocolates and think about the last occasion that you purchased boxed chocolates. Imagine that you are not at all familiar with the brand / name of the chocolate company. Which one design of box do you prefer the most? Please look again at each of these designs for boxes of chocolates, but this time imagine that you are very familiar with the brand / name of the chocolate company, for example the <<Q.8 ANSWER>> chocolates you bought on that last occasion?. Which one design of box do you prefer the most? And why was this your preferred design of box <bring in picture chosen> for a brand that you are very familiar with? All UK Respondents:752/ All UK Respondents who only preferred Design 1 for a brand they were unfamiliar with: 102/ All UK Respondents who only preferred Design 1 for a brand they were very familiar with: 100 © Bord Bia Consumer Insight 2015 Least Favourite Box Design – ROI Reasons Why 37% • Plain/Bland/Boring/Uninteresting/Dull 54% • Unattractive/Does not appeal to me 13% • Cannot see the chocolates/contents/No picture 10% • Not enough information given/label too small 6% • Looks cheap 6% Q.45 And which of these design of boxes is your least favourite? Q.47 And why was this your least preferred box design of box <bring in picture chosen>? Base: All ROI Respondents: 751 / All ROI Respondents who identified design 6 as their least favourite design: 281 © Bord Bia Consumer Insight 2015 Least Favourite Box Design – UK Reasons Why 34% • Plain/Bland/Boring/Uninteresting/Dull 56% • Cannot see the chocolates/contents/No picture 18% • Not enough information given/label too small 11% • Unattractive/Does not appeal to me 7% • Looks cheap 5% Q.45 And which of these design of boxes is your least favourite? Q.47 And why was this your least preferred box design of box <bring in picture chosen>? Base: All UK Respondents: 752 / All UK Respondents who identified design 6 as their least favourite design: 252 © Bord Bia Consumer Insight 2015 Most Appropriate Design for Possible Recipients – ROI Spouse/Partner Other family member(s) Friend(s) Work colleague(s) Don't know None of these 53% 45% 35% 31% 7% 2% Other family member(s) Spouse/Partner Friend(s) Work colleague(s) Don't know None of these 40% 37% 35% 30% 11% 6% Other family member(s) Friend(s) Work colleague(s) Spouse/Partner Don't know None of these 38% 36% 32% 31% 11% 6% Other family member(s) Friend(s) Work colleague(s) Spouse/Partner Don't know None of these 38% 32% 32% 30% 10% 9% Work colleague(s) Other family member(s) Friend(s) Spouse/Partner Don't know None of these 37% 32% 29% 25% 12% 8% Work colleague(s) Friend(s) Other family member(s) Spouse/Partner None of these Don't know 33% 26% 25% 24% 16% 13% Q.44 And looking at each design below and the list of possible recipients, who do you think each design is most appropriate for? Please select all that apply. Base: All ROI Respondents: 751 © Bord Bia Consumer Insight 2015 Most Appropriate Design for Possible Recipients – UK Spouse/Partner Other family member(s) Friend(s) Work colleague(s) Don't know None of these 49% 45% 33% 28% 13% 3% Other family member(s) Spouse/Partner Friend(s) Work colleague(s) Don't know None of these 38% 38% 32% 29% 16% 8% Other family member(s) Spouse/Partner Friend(s) Work colleague(s) Don't know None of these 39% 36% 35% 32% 16% 6% Other family member(s) Friend(s) Spouse/Partner Work colleague(s) Don't know None of these 36% 35% 34% 30% 16% 6% Work colleague(s) Friend(s) Other family member(s) Spouse/Partner Don't know None of these 32% 32% 31% 27% 17% 8% Work colleague(s) Spouse/Partner Friend(s) Other family member(s) Don't know None of these 29% 28% 26% 26% 18% 13% Q.44 And looking at each design below and the list of possible recipients, who do you think each design is most appropriate for? Please select all that apply. Base: All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Online Purchasing Appeal and Knowledge Of Chocolate – All Formats Appeal of Chocolate Appealing (9-10) Unappealing (1-4) ROI UK 46 48 9 Q.48 7 Knowledge of Chocolate ROI UK Knowledgeable (9-10) 19 19 Unknowledgeable (1-4) 11 9 To what extent do you personally find chocolate appealing, or not? Please give your answer on a scale of 1 to 10 where 1 means you do not find chocolate at all appealing and 10 means you find chocolate very appealing. Q.48a Please select the number which best describes your approach to buying chocolate for someone else when you are deciding which type of chocolate to buy, would you say ….? Base: All ROI Respondents: 751/ All UK Respondents: 752 © Bord Bia Consumer Insight 2015 Purchasing Chocolate Online – ROI Never bought chocolate online Ever bought online No 81% Chocolate is available everywhere, so no need to buy it online 57% I need to physically see and/ or handle what I am buying 38% The chocolate might be damaged (melt, get crushed, etc.) in transit 38% 27% Would have to wait too long to receive it Generally it is a last minute decision to purchase chocolate Yes 13% Can't recall 6% 19% Other 2% Don’t know 3% Low levels of purchasing online, although identical levels to those who ever purchase groceries online (PERIscope 8 data). Q.49 Have you ever bought chocolate online? (SC) Q.50 And which, if any, of the following reasons best describes why you have not bought chocolate online? Q.51 Which of the following brands have you ever bought online? Base: All ROI Respondents: 751 / All ROI Respondents who have never bought chocolate online 612 © Bord Bia Consumer Insight 2015 Purchasing Chocolate Online – UK Ever bought online No 66% Never bought chocolate online Chocolate is available everywhere, so no need to buy it online 51% The chocolate might be damaged (melt, get crushed, etc.) in transit 37% I need to physically see and/ or handle what I am buying 36% 23% Would have to wait too long to receive it Generally it is a last minute decision to purchase chocolate Yes 26% Can't recall 8% Top 3 Mentions of Brands Purchased • Thorntons 36% • Hotel Chocolat 27% • Ferrero 13% Other Don’t know 21% 1% 5% Higher incidence of purchasing online in the UK, and levels are similar to those ever Q.49 Have you ever bought chocolate online? (SC) Q.50 And which, if any, of the following reasons best describes why you have not bought chocolate online? purchasing groceries online (PERIscope 8 Q.51 Which of the following brands have you ever bought online? data). Base: All UK Respondents: 752 / All UK Respondents who have never bought chocolate online: 495 © Bord Bia Consumer Insight 2015 Boxed Chocolates Study – RoI and UK For further information on this study please contact info@bordbia.ie or Tel: +353 (0)1 668 5155 DID YOU KNOW? You can also access our marketing information inquiry service at any time. Typical inquiries include information on – categories, new products, brands / companies, retailers, foodservice, retail and consumer trends .... Simply e-mail info@bordbia.ie with your information query. We will endeavour to get back to you within 48 hours with relevant information resources adhering to copyright agreements.” © Bord Bia Consumer Insight 2015 Growing the success of Irish food & horticulture 1
