Organic and fair trade
The same growth in popularity is seen in fair trade and organic chocolates. In 2008, 33% of consumers said they had tried fair trade chocolate, while 24% had tried organic chocolate, representing a +23 percentage point and +17 percentage point. Increase respectively vs 2006. Switzerland (46%) and the U.K. (43%) are home to the most avid fair trade consumers. Leaders in the organic segment are consumers in the U.S. (38%) and the U.K. (31%).
Brand-loyal chocolate lover
For nearly half the consumers surveyed the brand name matters most in their choice of chocolate. This is most notably the case for consumers in Germany, the U.S. (both 59%), the U.K. (53%) and Switzerland (39%). For 1 out for 4 consumers, buying chocolate is all about habit. Belgian and French consumers are the uncrowned European 'creatures of habit'. 68% of Belgian and 45% of French consumers always buy the same brand.
Does price matter? For some absolutely:
Germans are the most price-conscious chocolate buyers (35%), closely followed by 31% of American and 27% of French consumers. Not surprisingly, the same French (26%) and American (20%) consumers state they are sensitive to promotions. A real American reflex: when tasted during a sampling session in the shop or store, 31% of American consumers buy the product on the spot.
Chocolate popular as a gift and as a seasonal treat
While 72% of consumers say they need no special occasion to buy chocolate, one-fourth say chocolate is an ideal gift for any occasion. Seasonal chocolate gifting is a big ticket item in the U.S.: Christmas (45%), Valentine's Day (44%) and Easter (41%) represent real chocolate gifting peaks. In traditional chocolate markets where daily chocolate consumption is high, such as Belgium, France and Switzerland, seasonal gifting is less prominent. Belgians, who are among the top consumers of chocolate per capita in Europe, don’t need a special occasion to buy chocolate. Only 8 % of them buy it for Christmas and 19% for Easter.
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With annual sales of more than CHF 4 billion for fiscal year 2006/07, Zurich-based Barry Callebaut is the world’s leading manufacturer of high-quality cocoa and chocolate products – from the cocoa bean to the finished product on the store shelf. Barry Callebaut is present in 24 countries, operates about 40 production facilities and employs approximately 8,000 people. The company serves the entire food industry, from food manufacturers to professional users of chocolate (such as chocolatiers, pastry chefs or bakers), to global retailers. It also provides a comprehensive range of services in the fields of product development, processing, training and marketing.