Chocolate Industry Paper Example

* Indian chocolates industry is growing at a rapidly18-20% per annum. * Cadbury’s occupy about 72% of the chocolate/confectionery market with Dairy Milk, Five Star, Perk, Gems * The organized sector in chocolates constitutes 40%.Chocolate consumption in India is low, per capita consumption in urban India is estimated at about 250g compared to 8-10 kg in Switzerland. * Indian chocolate market is estimated to be close to Rs 2500 cr. of which metros like Mumbai and Delhi occupy a major share.

HISTORY* 1765, First Chocolate Factory In the USA* 1800, Chocolate is an Industry* 1819, The Swiss Invest in a Chocolate Factory* 1847, An English Company Introduced Fondant Chocolate* 1923, The CMA (chocolate manufacture association)was Established

* 1956 – Cadbury milk chocolate launched.* 1957 – Cadbury 5 star launched.* 1970 – Cadbury éclairs launched.* 1974 – Amul chocolate launched.* 1986 – Cadbury milk chocolate re-launched as Cadburys dairy milk. * 1991 – Nestle chocolates

TYPES OF CHOCOLATES1. Unsweetened chocolate Unsweetened chocolate is chocolate in its rawest form. This unadulterated chocolate is also known as baking, plain or bitter chocolate and popularly used as the base for cakes, brownies, confections, and cookies. Unsweetened chocolate is made from pure chocolate liquor that has been refined and contains 50-55% of cocoa butter. 2. Milk chocolate Milk chocolate is the combination of chocolate liquor, cocoa butter, vanilla, milk solids, and lecithin. This type of chocolate could be kept up to a year if stored in a cool, dry place.

Milk chocolate must contain at least 10% of chocolate liquor, 3.7% milk fats, and 12% milk solids. 3. Semi-sweet chocolate and Bittersweet chocolate Both Semi-sweet and Bittersweet chocolate contain cocoa liquor, sugar, cocoa butter, vanilla, and sometimes lecithin. Semi-sweet and Bittersweet chocolate, if well wrapped and stored in a cool, dry place with good air circulation, could be kept for several years. Major types and brands of chocolates

* Cadbury* Nestle* Amul

Other* Comp co* Ferrero* Mars* Govind* Lindt* Hershey

Chocolate global market share* The global chocolate market is expected to grow from $83.2 billion in $98.3 billion in 2016 at an estimated CAGR of 2.7% from 2011 to 2016.* The market in Asia is driving sales and is expected to hold a 20% share of the global market in 2016. The market in Asia is expected to have a high CAGR of 4.7%.

Chocolate global market share

Source: (Euro monitor).

Chocolate Market in India

* Chocolate market is estimated to be around 2500 cores growing at 18-20% per annum. * Cadbury is the market leader with 72% market share* The per capita consumption of chocolate in India is 400 gram compared with 1.9 kilograms in developed markets such as the United Kingdom * Over 70 per cent of the consumption takes place in the urban markets

Chocolate Market in India – A Snapshot

* Jan. 2011 – Kraft Foods acquires Cadbury India* Jul. 2011 – Hershey’s exits JV with Godrej Group* Oct. 2011 – Ferrero opens first production facility in India * Nov. 2011 – Campco increases production to 23,000 ton./year * Dec. 2011 – Kraft Foods increases investments in Cadbury India

The Indian confectionery market –

Source:- Industry experts and leading manufacturers estimates, Promar’s trade interviews

Indian confectionery industry Share by Volume ‘000 tonnes (2009)

Source: (Euro monitor, 2009).

Indian confectionery industry Share by Value (Rs cr.) 2009

Source: (Euro monitor, 2009).


Segment| Share (%)|2 to 8 years old| 16|8 to 25 years old| 53|25 to 54 years old| 22|Over 55 years old| 7|

Source: Ministry of food processing industries


Segment| Share (%)|North| 35|East| 12|West| 33|South| 20|Source: Ministry of food processing industries

Product Variation

Segment| Share (%)|Moulded Chocolates| 50|Count line bars| 33|Sugar panned| 13|Chocó panned| 4|

Source: Ministry of food processing industries

Market share different company

Company | Market share % |Cadbury | 72% |Nestle | 18% |Amul | 4% |Other | 6% |


Source: Central Statistical Organisation (CSO)

Import of Chocolate & Sugar confectionery (value in us$)


Import of Chocolate & Sugar confectionery (volume in mt )


Consumer Trends

* Mithai- is getting substituted by chocolates – Convenient packaging and better shelf life. * Sudden spurt in advertisement between July & Sep in festival seasons. * The range and variety of chocolates available in malls seems to be growing day by day, which leads to lot of impulse sales for chocolate companies. * Chocolates which used to be unaffordable, is now considered mid-priced. * Designer chocolates have become status symbols.

* In past, consumers had negligible inclination for dark chocolates. But now we have seen a change in the Indian palate, which is increasing the base of this sub-segment

Challenges in Indian chocolate industry


Growth opportunities in Indian chocolate industry

Untapped Market & Limited Consumption:The fact that chocolate is not a traditional food, high prices and domestic production problems will provide the main problems to market growth. As these markets develop, prices will fall making these products more accessible to the wider population. However the Indian market is still untapped and provides immense scope for growth, both geographically as well as product basket wise. Chocolate consumption in India is extremely low. The per capita chocolate consumption in India is still much below the East Asian standards. Hence per capita consumption has a immense scope for improvement.

Strategies for Growth & Success in India

1. Revamp the product to keep the excitement alive.

2. Companies should look at new avenues, while expanding the reach of its products. Distribution will hold the key. Companies need to reach out to smaller towns, where three-fourths of the population does not even know the product.

3. Merger & Acquisitions: Mergers & Acquisitions with companies that match the product portfolio & overall growth strategy should be considered which will not only strengthen the company to establish a stronger hold in the country but also ward off possible competition in the select category. Such collaborations will also facilitate companies to use each other’s distribution networks.

Conclusion* Cadbury’s /Nestle occupy about 90% of the chocolate /confectionery market. ** While there are some places in India where people have never even tasted chocolates once. * Understanding the consumer demands and maintaining the quality will be essential.

References** * Central Statistical Organisation (CSO), Compiled by India stat. * *

** ** www.fmcg