Chocolate Confectionery in Belgium

CHOCOLATE CONFECTIONERY IN BELGIUM Euromonitor International November 2011 CHOCOLATE CONFECTIONERY IN BELGIUM Passport I LIST OF CONTENTS AND TABLES Headlines ..................................................................................................................................... 1 Trends .......................................................................................................................................... 1 Competitive Landscape ................................................................................................................ 2 Prospects ..................................................................................................................................... 4 Category Data .............................................................................................................................. 5 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Sales of Chocolate Confectionery by Category: Volume 2006-2011 ............ 5 Sales of Chocolate Confectionery by Category: Value 2006-2011 ............... 5 Sales of Chocolate Confectionery by Category: % Volume Growth 2006-2011 .................................................................................................... 5 Sales of Chocolate Confectionery by Category: % Value Growth 2006-2011 .................................................................................................... 6 Chocolate Tablets by Type: % Value Breakdown 2006-2011 ...................... 6 Chocolate Confectionery Company Shares 2006-2010 ............................... 6 Chocolate Confectionery Brand Shares 2007-2010 ..................................... 7 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2006-2011 .................................................................................................... 8 Forecast Sales of Chocolate Confectionery by Category: Volume 2011-2016 .................................................................................................... 8 Forecast Sales of Chocolate Confectionery by Category: Value 20112016 ............................................................................................................. 9 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2011-2016 ....................................................................................... 9 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2011-2016 ..................................................................................... 10 © Euromonitor International CHOCOLATE CONFECTIONERY IN BELGIUM Passport 1 CHOCOLATE CONFECTIONERY IN BELGIUM HEADLINES  Sales of chocolate confectionery decline by 1% in volume and increase by 2% in current value terms to reach 56,000 tonnes and €704 million in 2011  Two years after the recession, chocolate confectionery remains disappointing, especially with most mass A brands seeing a drop in their pralines sales  Owing to its bite-size format and the renewed support for M&Ms, bagged selflines/softlines is the fastest growing category with an increase of 2% in volume in 2011  Despite the rising costs of ingredients, there is no atypical increase of unit price in 2011  Kraft Foods Belgium is the undisputed leader in a rather concentrated competitive landscape in 2010  Sales of chocolate confectionery are expected to continue their slow decline over the forecast period TRENDS  Many manufacturers were rather worried for chocolate confectionery during the first few months of 2011. For the first time during the review period, most mass A brands in pralines (boxed assortments) waned both in 2010 and 2011, including Côtes d’Or and Ferrero, while it previously posted steady growth. Against all expectations, while the effects of the previous crisis tended to seriously lessen, Belgians remained selective and continued to limit their consumption of confectionery, even in chocolate. Consumers continued to cut back on nonbasic products such as countlines, ignored seasonal chocolate aimed at adults, and even began to make drastic selections in tablets. Lastly, some experts considered the level of innovation too low, with too many failures and insufficient successes at the end of the review period.  Given that warm weather often affects sales of chocolate confectionery, as in 2009, another warm spring and summer season did not improve the situation in 2011. It resulted in an anticipated drop of 1% in volume in 2011 as in 2010. Mass brands were not the only affected category, as premium praline manufacturers also confessed that they faced growing difficulties during the last couple of years of the review period. Thus, although it was not as bad as in 2009, year of the financial crisis, the performance of 2010-2011 was still below the positive growths of the middle of the review period.  Another major factor in the absence of recovery was the will of Belgians to better control their consumption of chocolate confectionery. In such context, owing to its convenience and bitesize format, bagged selflines/softlines was logically the fastest growing product with an increase of 2% in volume. The strong support from Mars Belgium for M&Ms was also a major factor boosting sales.  Up by an anticipated 4% in current value terms on 2010, tablets were still viewed as offering good value for money. Consumers remained more loyal to A brands in tablets, a selfindulgent product that is more value for money/accessible and more frequently consumed than boxed assortment – more included in the social sharing segment. This was confirmed by the consumers’ switch toward the big value for money tablets while tasting premium tablets © Euromonitor International CHOCOLATE CONFECTIONERY IN BELGIUM Passport 2 were less successful. Included in tablets, sticks were growingly considered old-fashioned and waned in 2010-2011.  Surprisingly, despite the rising costs of ingredients, there was no real increase of unit prices in 2010 and early 2011. Marketers deemed a non-negligible increase could be seen in the middle of the year however. In fact, there was a strong bipolarisation phenomenon – at least in grocery retailers – in chocolate confectionery with the upsurge of premium brands such as Galler and Lindt on the one hand and the on-going offensive of private label and low cost brands on the other hand. According to a manufacturer, some consumers still want an experience of quality and are ready to pay a premium for this while others switched toward economy products during the recession and kept this habit in 2010 and 2011.  Regarding chocolate tablet colours, the most dynamic recipe was the niche of white chocolate in 2010-2011, at least in volume terms. However, value sales began to wane in this area due to the launch of big tablets with cut prices per kilo. It was probably the sign of the end of the fad for white chocolate tablet with speculoos, such as Galak Speculoos by Nestlé and its followers. With 52% of value sales in tablets, milk chocolate still had the preference of a majority of Belgians but progressed much less than dark chocolate in recent years. The ageing of the population contributes to the better fate of dark chocolate due to rising consumer awareness of its alleged health benefits. Mature consumers often switch to healthier or more premium chocolate, that is more located in dark tablets.  With 27% of the overall category value sales (and a much higher share in grocery retailers) and its anticipated 4% volume drop, countlines also contributed to the bleak performance of chocolate confectionery in 2011. Countlines’ image is often associated with bad snacking habits and being overweight. Thus, the majority of brands saw declining value sales in 2010 and 2011, including Mars’ Mars, Snickers and Twix, Kraft’s Milka Leo and LU Benelux’s Cha Cha.  In spite of the poor sales performance seen in 2010-2011, and concern regarding the future of snacking products in general, Belgian consumers still have an unwavering allegiance to chocolate confectionery. Chocolate confectionery is associated with self-indulgence or social sharing rather than snacking, and thus competition from other snack categories is limited. Belgians are not only heavy consumers of chocolate confectionery but are also connoisseurs, with their country being a major chocolate manufacturer. COMPETITIVE LANDSCAPE  Kraft Foods Belgium was the undisputed leader with 35% of category value sales in 2010 in a rather concentrated competitive landscape. While all other players ranked far behind, Kraft Foods Belgium benefited from the very high popularity of Côte d’Or. Nonetheless, the famous Belgian brand recorded again ambivalent results in 2010, in continuation to 2009 when it had to offset a decline in volume with price increases. Côtes d’Or experienced rather a strong drop in pralines and mainly degustation tablets in 2010. Its second brand Milka fell too in tablets due to the too sugared recipe for Belgian tastes, the failure of Milka Mousse and the subsequently disappointing repurchasing rate. However, Kraft Foods Belgium succeeded in slightly progressing in 2010 owing to its focus on the biggest segment of tablets: Family tablets 400g, praline 200g and massive 150g tablets.  While many players slowed down, Chocoladefabriken Lindt & Sprüngli AG enjoyed insolent double-digit progression in 2010. Its Lindt flagship brand progressed by nearly 40% in degustation tablets while Lindor was one of the only mass brands to progress in 2010 in pralines. Its Golden Bunny also took off in seasonal chocolate but still had a limited share in the country, unlike in France where it has become iconic. © Euromonitor International CHOCOLATE CONFECTIONERY IN BELGIUM Passport 3  After a very slight decline in 2009, Nestlé Belgilux recorded a drastic fall in 2010. Its share collapsed in boxed assortments while it paid for the withdrawal of degustation tablets and the end of the fad for speculoos-based tablets. It was also affected by its non-negligible presence in the waning countlines in 2010.  Being the absolute leader of this latter category, Mars Belgium paid even more than Nestlé Belgilux in 2010. This company’s products are sweeter and more self-indulgent than Belgian brands but are often considered less healthy and authentic, and thus more superfluous in recent years. After being delisted from Lidl in 2009, its Celebration brand still fell in 2010 due to a too high number of various new packages – 150g, 220g, 350g – but was not costeffective/profitable enough on the shelves according to retailers. However, Mars Belgium limited its decline in 2010 by virtue of another promotional offensive on M&M’s, the only growth driver in bagged selflines/softlines.  Regarding successful company strategies, the success story continued for Galler Chocolaterie in 2010/2011. Usually available in specialised shops, this premium brand already gained a successful foothold in grocery retailers in 2008, and forged ahead in 2009 with the launch of Galler Les Minis, a standing carton bag of mini sticks. It was the most expensive brand in grocery retailers but consumers valued its quality, which resulted in another year of double-digit growth in 2010 and early-2011. Nonetheless, its endeavour to extend its brands from sticks to degustation tablets was a failure in 2010.  Chocolate confectionery is one of few packaged food categories in which domestic manufacturers and brands fare well against multinationals. Côte d’Or is, for example, ultimately owned by US-based Kraft Foods, but continues to be perceived as 100% Belgian by consumers. Another successful local brand was Jacques from the Barry Callebaut Group which replaced Côte d’Or tablets on Lidl’s shelves in 2009 and forged ahead in 2010. In 20072008, Jacques Chocolaterie already took advantage of the withdrawal of Meurisse by Kraft Foods Belgium, its nearest competitor.  Other than good quality Swiss brands or Ferrero Ardennes’s Kinder Eggs and Kinder Bueno, foreign players and brands often registered sluggish results in recent years. This was illustrated by the withdrawal of Ritter in 2009, the disappointing performance of Milka in 2010; the taste of which is too sweet for Belgian palates according to a competitor, and the on-going decline of Mars products.  2010 and the beginning of 2011 witnessed a limited number of real innovations, which probably contributed to the apathy of this category. In fact, the profitability of innovation tended to run out of over 2008-2010, as illustrated by the failures of Oraia, Milka Mousse, Côte d’Or Lemon Mousse, Milka 100 Calories Packs and other Milka new brand variants. Thus, manufacturers are cautious and only bank on what was successful; which was rather rare in 2010. After Nestlé Speculoos in 2009, Côtes d’Or Speculoos was one of the only innovations to succeed in 2010.  Again, advertising expenses levelled out in 2010, which was another sign of the cautious strategy of mainstream players in the category. Only one or two players aired TV commercials, including Kraft Foods for Côtes d’Or and Milka. Kraft Foods Belgium remained the top spender. Other players did not extensively advertise their brands and instead focused on in-store advertising and promotions.  While such a phenomenon was not conceivable prior to the crisis, private label continued to strongly progress in 2010; notably by exploiting the aforementioned bipolarisation phenomenon. Belgians place a strong emphasis on quality and there is strong brand equity in chocolate confectionery. Consequently, economy products and thus private label products were not successful until 2008. However, 2009 witnessed a notable change. Both Delhaize © Euromonitor International CHOCOLATE CONFECTIONERY IN BELGIUM Passport 4 and Colruyt’s private label gained ground in 2009 and forged ahead in 2010 and 2011, particularly Davinia from the latter retailer. PROSPECTS  Signs of ill omen for chocolate confectionery tend to accumulate. First, there is the recent upsurge of private label products in chocolate confectionery, previously the almost exclusive territory of A brands. Then, the drop of pralines (boxed assortments) is worrying for the future as it is an area of innovation, with rather strong trickle down effects on other categories such as tablets. Lastly, three consecutive of volume drop seem to indicate that chocolate confectionery is a really becoming a mature from then on. In the country of chocolate, the decline of chocolate confectionery in the second half of the review period is worrying, as it was perceived as the last bastion of self-indulgence in Belgium, while most other snacks are set to wane.  The high level of per capita consumption and the slowdown of innovation in recent years should not contribute to a recovery in the category. However, it is difficult to imagine that Belgians would sacrifice all purchases of chocolate confectionery. Instead, many Belgians will still need to self-reward and console themselves with good-quality chocolate confectionery, even if they limit their volume consumption (mainly in countlines) in the short-term. Sales of chocolate confectionery should decline by a limited 2% both in volume and constant value terms over 2011-2016.  The expected progression of 4% in constant value terms of tablets should limit the decline of the whole category over the forecast period. Tablets will remain accessible self-indulgent products that can be consumed at all times of year. Manufacturers also anticipate a recovery in sales of standard boxed assortments. With tablets and countlines being dominated by Kraft Foods and Mars respectively, standard boxed assortments represent one of the only niches in chocolate confectionery to offer room for growth of new entrants and concepts. This area is particularly promising for smaller players, as Belgians are often willing to make trial purchases of new concepts in standard boxed assortments.  While the downward spiral should continue for countlines, bagged selflines/softlines should also post positive growth during the forecast period, nonetheless some marketers have doubts about its ability to forge ahead. Despite the relative success of large pouches for Mars’ M&M’s, bagged selflines/softlines are considered less essential than pralines. In addition, this category is too dependent on the support from Mars for M&M’s.  Despite possible peaks due to cocoa’s costs, unit prices are not expected to grow strongly. Retailers consider that any price increase is not justified in case of stagnation in the short term. In addition, sales may be challenged by growing opposition between retailers and manufacturers. The former are expected to continue to reduce the number of products on their shelves, in order to focus on those with the best rotation rates. Retailers could also be tempted to further develop their private label ranges and push for sales growth, despite the recent bad results for private label products in chocolate confectionery.  Manufacturers could have limited options to progress in chocolate confectionery in the short term. One route to success could be the on-going miniaturisation and/or the premiumisation of the offer in grocery retailers for both connoisseurs and chocoholics. It could still pay off for brands such as Galler to bring new blood to its idea of mini-sticks with new concepts soon, or Lindt, the aim of which is to become leader in premium tablets, a segment still dominated by Kraft Foods Belgium.  Another option could be the health and wellness trend, as illustrated by the non-negligible success of the Belgian manufacturer New Tree in 2009-2010. It progressed thanks to the © Euromonitor International CHOCOLATE CONFECTIONERY IN BELGIUM Passport 5 effect of curiosity and new brand variants, nonetheless, still had a limited share in the country. By the same token, the organic offering did not progress and fair trade products waned in 2009-2010. CATEGORY DATA Table 1 tonnes 2006 Alfajores Bagged Selflines/ Softlines Boxed Assortments - Standard Boxed Assortments - Twist Wrapped Miniatures Chocolate with Toys Countlines Seasonal Chocolate Tablets Other Chocolate Confectionery Chocolate Confectionery Source: Sales of Chocolate Confectionery by Category: Volume 2006-2011 2007 3,327.7 11,512.4 10,981.5 530.8 763.8 19,282.2 4,081.2 21,586.8 60,553.9 2008 3,107.7 11,201.6 10,756.4 445.1 757.0 18,410.6 3,940.4 20,978.0 58,395.3 2009 2,917.8 10,990.0 10,663.9 326.1 738.9 17,162.4 3,862.0 20,889.9 56,561.1 2010 2,961.6 10,745.8 10,472.0 273.8 743.4 16,613.2 3,847.3 21,142.1 56,053.4 2011 3,014.9 10,603.5 10,356.8 246.7 751.4 16,018.4 3,825.8 21,456.0 55,670.0 3,179.0 11,139.9 10,603.0 536.8 755.9 18,920.8 3,980.8 21,186.3 59,162.7 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 2 EUR million Sales of Chocolate Confectionery by Category: Value 2006-2011 2006 Alfajores Bagged Selflines/ Softlines Boxed Assortments - Standard Boxed Assortments - Twist Wrapped Miniatures Chocolate with Toys Countlines Seasonal Chocolate Tablets Other Chocolate Confectionery Chocolate Confectionery Source: 2007 38.9 154.7 148.1 6.7 16.9 197.5 68.4 194.6 671.1 2008 38.6 156.8 150.9 5.9 17.1 200.2 67.8 201.2 681.7 2009 37.7 160.4 155.8 4.6 17.2 195.5 69.4 207.4 687.5 2010 39.0 158.3 154.4 3.9 17.4 194.1 70.1 213.0 692.0 2011 40.6 158.9 155.3 3.6 18.1 192.9 71.5 222.3 704.3 35.4 145.5 138.8 6.6 16.4 179.9 65.2 186.7 629.1 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2006-2011 © Euromonitor International CHOCOLATE CONFECTIONERY IN BELGIUM Passport 6 % volume growth 2010/11 Alfajores Bagged Selflines/Softlines Boxed Assortments - Standard Boxed Assortments - Twist Wrapped Miniatures Chocolate with Toys Countlines Seasonal Chocolate Tablets Other Chocolate Confectionery Chocolate Confectionery Source: 2006-11 CAGR -1.1 -1.0 -0.5 -14.4 -0.1 -3.3 -0.8 0.3 -1.2 2006/11 Total -5.2 -4.8 -2.3 -54.0 -0.6 -15.3 -3.9 1.3 -5.9 1.8 -1.3 -1.1 -9.9 1.1 -3.6 -0.6 1.5 -0.7 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2006-2011 % current value growth 2010/11 Alfajores Bagged Selflines/Softlines Boxed Assortments - Standard Boxed Assortments - Twist Wrapped Miniatures Chocolate with Toys Countlines Seasonal Chocolate Tablets Other Chocolate Confectionery Chocolate Confectionery Source: 2006-11 CAGR 2.8 1.8 2.3 -11.4 2.0 1.4 1.9 3.6 2.3 2006/11 Total 14.5 9.2 11.8 -45.5 10.4 7.2 9.7 19.1 12.0 4.1 0.4 0.6 -7.9 3.5 -0.6 2.0 4.4 1.8 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 5 % retail value rsp Chocolate Tablets by Type: % Value Breakdown 2006-2011 2006 Plain Dark Plain Milk Plain White Filled Total Source: 2007 36.3 53.5 7.9 2.3 100.0 2008 36.5 53.4 8.1 2.0 100.0 2009 36.6 52.5 9.1 1.8 100.0 2010 36.9 52.0 9.4 1.6 100.0 2011 37.3 51.6 9.6 1.5 100.0 36.4 53.2 7.7 2.8 100.0 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 6 % retail value rsp Company Chocolate Confectionery Company Shares 2006-2010 2006 34.9 2007 35.1 2008 35.6 2009 35.3 2010 35.4 Kraft Foods Belgium SA © Euromonitor International CHOCOLATE CONFECTIONERY IN BELGIUM Passport 7 Mars Belgium NV SA Ferrero Ardennes SA Other Private Label Nestlé Belgilux SA Leonidas SA Barry Callebaut Belgium NV Godiva Belgium SA Galler Chocolaterie SA Neuhaus NV Etn Franz Colruyt NV Delhaize 'Le Lion' SA Carrefour Belgium SA/NV LU Benelux / General Biscuits België SA Chocoladefabriken Lindt & Sprüngli AG Storck KG, August Chocolaterie Guylian NV Studio 100 NV RCT SA Cadbury Belgium NV Droste BV Callebaut SA Masterfoods NV SA Jacques Chocolaterie SA Bahlsen GmbH & Co KG Others Total Source: 8.2 7.0 5.9 4.4 1.6 2.0 0.9 1.6 1.2 1.5 1.6 1.1 0.2 0.8 0.7 0.3 0.3 0.2 0.2 1.1 13.5 10.7 100.0 14.3 8.5 6.8 5.2 4.4 1.7 2.0 1.0 1.6 1.3 1.4 1.6 1.1 0.4 0.8 0.6 0.3 0.2 0.2 0.2 0.3 11.1 100.0 13.5 9.4 6.4 5.4 4.3 1.9 2.0 1.0 1.6 1.3 1.3 1.4 1.0 0.6 0.8 0.6 0.3 0.2 0.2 0.2 0.1 10.9 100.0 12.3 10.2 6.3 5.3 4.3 2.6 2.0 1.4 1.6 1.4 1.4 1.4 1.0 0.6 0.7 0.7 0.3 0.2 0.2 0.1 10.7 100.0 11.8 10.7 6.4 4.9 4.3 2.7 2.0 1.6 1.6 1.6 1.5 1.4 0.9 0.8 0.7 0.7 0.3 0.2 0.2 0.1 10.2 100.0 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 7 % retail value rsp Brand Chocolate Confectionery Brand Shares 2007-2010 Company Kraft Foods Belgium SA Kraft Foods Belgium SA Leonidas SA Ferrero Ardennes SA Mars Belgium NV SA Barry Callebaut Belgium NV Mars Belgium NV SA Mars Belgium NV SA Godiva Belgium SA Mars Belgium NV SA Ferrero Ardennes SA Galler Chocolaterie SA Neuhaus NV Etn Franz Colruyt NV Ferrero Ardennes SA Ferrero Ardennes SA Delhaize 'Le Lion' SA Carrefour Belgium SA/NV Mars Belgium NV SA Nestlé Belgilux SA LU Benelux / General 2007 19.3 10.3 6.8 4.4 1.8 2.7 1.7 2.7 2.6 2.0 2.6 1.7 1.0 1.6 1.3 1.5 1.3 1.4 1.6 1.2 0.5 1.1 2008 20.2 10.2 6.4 4.3 2.8 2.6 1.9 2.7 2.5 2.0 2.1 1.7 1.0 1.6 1.3 1.4 1.3 1.3 1.4 1.4 0.8 1.0 2009 20.2 10.0 6.3 4.3 3.5 2.6 2.6 2.4 2.1 2.0 1.9 1.7 1.4 1.6 1.4 1.5 1.4 1.4 1.4 1.4 0.9 1.0 2010 20.9 9.6 6.4 4.3 4.0 2.8 2.7 2.2 2.0 2.0 1.8 1.7 1.6 1.6 1.6 1.5 1.5 1.5 1.4 1.4 0.9 0.9 Côte d'Or Milka Other Private Label Leonidas Kinder Bueno M&M's Jacques Snickers Twix Godiva Mars Kinder Surprise Galler Neuhaus Colruyt Ferrero Rocher Kinder Chocolate Delhaize Carrefour Balisto Galak Cha Cha © Euromonitor International CHOCOLATE CONFECTIONERY IN BELGIUM Passport 8 KitKat Mon Chéri Smarties Toblerone Merci Maltesers Celebrations Guylian Others Total Source: Biscuits België SA Nestlé Belgilux SA Ferrero Ardennes SA Nestlé Belgilux SA Kraft Foods Belgium SA Storck KG, August Mars Belgium NV SA Mars Belgium NV SA Chocolaterie Guylian NV 0.8 0.8 0.7 0.7 0.7 0.6 1.2 0.5 22.9 100.0 0.9 0.8 0.7 0.7 0.7 0.6 1.0 0.5 22.2 100.0 0.9 0.8 0.6 0.6 0.6 0.6 0.8 0.5 21.5 100.0 0.9 0.8 0.6 0.6 0.6 0.6 0.6 0.5 20.6 100.0 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 8 Sales of Chocolate Confectionery by Distribution Format: % Analysis 20062011 % retail value rsp 2006 Store-Based Retailing - Grocery Retailers - - Supermarkets/ Hypermarkets - - Discounters - - Small Grocery Retailers - - - Convenience Stores - - - Independent Small Grocers - - - Forecourt Retailers - - Confectionery specialists - - Other Grocery Retailers - Non-Grocery Retailers - - Health and Beauty Retailers - - Other Non-Grocery Retailers Non-Store Retailing - Vending - Homeshopping - Internet Retailing - Direct Selling Total Source: 2007 97.2 97.2 53.2 15.2 9.9 2.8 2.0 5.2 16.1 2.8 2.8 1.8 1.0 100.0 2008 97.3 97.3 53.8 14.9 9.7 2.8 1.8 5.2 16.0 2.8 2.7 1.6 1.1 100.0 2009 97.2 97.2 54.3 14.8 9.4 2.8 1.4 5.2 16.0 2.8 2.8 1.5 1.3 100.0 2010 97.1 97.1 54.4 14.6 9.4 2.8 1.4 5.3 15.9 2.8 2.9 1.5 1.4 100.0 2011 97.0 97.0 54.5 14.6 9.4 2.8 1.3 5.3 15.9 2.6 3.0 1.4 1.6 100.0 97.5 97.5 53.3 14.8 10.4 2.7 2.5 5.2 16.3 2.8 2.5 1.9 0.6 100.0 Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources Table 9 tonnes Forecast Sales of Chocolate Confectionery by Category: Volume 2011-2016 2011 Alfajores Bagged Selflines/ Softlines 3,014.9 2012 3,036.0 2013 3,050.3 2014 3,055.0 2015 3,070.8 2016 3,079.5 © Euromonitor International CHOCOLATE CONFECTIONERY IN BELGIUM Passport 9 Boxed Assortments - Standard Boxed Assortments - Twist Wrapped Miniatures Chocolate with Toys Countlines Seasonal Chocolate Tablets Other Chocolate Confectionery Chocolate Confectionery Source: 10,603.5 10,356.8 246.7 751.4 16,018.4 3,825.8 21,456.0 55,670.0 10,549.9 10,315.4 234.5 761.8 15,489.8 3,815.4 21,590.3 55,243.2 10,622.8 10,397.9 225.0 769.8 15,061.1 3,775.7 21,695.9 54,975.5 10,664.3 10,448.9 215.4 777.0 14,684.6 3,740.4 21,793.2 54,714.4 10,831.2 10,624.1 207.1 783.3 14,288.1 3,711.1 21,857.1 54,541.5 10,957.3 10,760.4 196.9 791.1 13,873.8 3,690.7 21,960.0 54,352.4 Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 10 EUR million Forecast Sales of Chocolate Confectionery by Category: Value 2011-2016 2011 Alfajores Bagged Selflines/ Softlines Boxed Assortments - Standard Boxed Assortments - Twist Wrapped Miniatures Chocolate with Toys Countlines Seasonal Chocolate Tablets Other Chocolate Confectionery Chocolate Confectionery Source: 2012 41.0 157.8 154.3 3.4 18.2 187.6 71.9 226.0 702.6 2013 41.3 157.1 153.8 3.3 18.3 183.1 71.8 228.2 699.7 2014 41.4 156.6 153.4 3.2 18.2 178.3 71.4 228.8 694.8 2015 41.7 157.9 154.9 3.1 18.1 173.4 71.3 229.8 692.2 2016 41.9 158.5 155.6 2.9 18.0 167.7 71.0 230.4 687.4 40.6 158.9 155.3 3.6 18.1 192.9 71.5 222.3 704.3 Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2011-2016 % volume growth 2015/16 Alfajores Bagged Selflines/Softlines Boxed Assortments - Standard Boxed Assortments - Twist Wrapped Miniatures Chocolate with Toys Countlines Seasonal Chocolate Tablets Other Chocolate Confectionery Chocolate Confectionery Source: 2011-16 CAGR 0.4 0.7 0.8 -4.4 1.0 -2.8 -0.7 0.5 -0.5 2011/16 Total 2.1 3.3 3.9 -20.2 5.3 -13.4 -3.5 2.3 -2.4 0.3 1.2 1.3 -4.9 1.0 -2.9 -0.5 0.5 -0.3 Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources © Euromonitor International CHOCOLATE CONFECTIONERY IN BELGIUM Passport 10 Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2011-2016 % constant value growth 2011-16 CAGR Alfajores Bagged Selflines/Softlines Boxed Assortments - Standard Boxed Assortments - Twist Wrapped Miniatures Chocolate with Toys Countlines Seasonal Chocolate Tablets Other Chocolate Confectionery Chocolate Confectionery Source: 2011/16 TOTAL 3.2 -0.2 0.2 -19.5 -0.5 -13.1 -0.8 3.6 -2.4 0.6 0.0 0.0 -4.2 -0.1 -2.8 -0.2 0.7 -0.5 Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources © Euromonitor International