january 2008 barry callebaut consumer survey 2008 chocolate behavior: premium chocolate is on the...
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January 2008
Barry Callebaut Consumer Survey 2008Chocolate behavior: premium chocolate is on the rise
(Conducted between 7-28 January 2008)
2
METHODOLOGY
6 countries participated in the research 1009 individuals were interviewed in Germany between January 7th and January 12th 1006 individuals were interviewed in the USA between January 8th and
January 10th 1012 individuals were interviewed in Switzerland between January 8th and January 10th 1009 individuals were interviewed in France between January 11th and January 14th 1034 individuals were interviewed in the UK between January 11th and January 17th 1022 individuals were interviewed in Belgium between January 18th and January 28th
Quotas were imposed on sex, age, occupation (active or not) and region
Data gathering Interviews were carried out face-to-face in Belgium, the UK, Germany and France. Interviews were carried out by telephone in Switzerland and USA. Respondents were interviewed between 07/01/2008 and 28/01/2008
3
Four out of ten respondents have already discovered origin chocolate
6
6
22
53
5
5
2
0 10 20 30 40 50 60 70 80 90 100
Every day
A few times a week
A few times a month
Once a month
Rarely
Never
DK/NI
How often do you eat origin chocolate?
4
Origin chocolate gaining popularity in Europe, compared to 2006
40
21
5
34
11 12
40
97
34
8
22
53
23
8
53
15
42
0
10
20
30
40
50
60
70
80
90
100
Belgium France Germany UK Switzerland USA
Ever tried
Regularly
2006
Origin chocolate consumption
5
The Americans and Swiss are the most avid fans of origin chocolate
42 1 1
42
9
4 3 3
11
68
5 5 48 7
36
4 47 7
1617
28
2123
30
57
62
5559
4442
3 4 57
4 5
0
10
20
30
40
50
60
70
80
90
100
Every day A few times aweek
A few times permonth
Once a month Rarely Never DK/NA
Belgium
France
Germany
UK
Switzerland
USA
How often do you eat origin chocolate?
6
Increasing number of consumers in Western Europe and America have tried fair trade chocolate
23
8
3
26
4
12
19
35
43
1014
46
15
7
38
10
16
0
10
20
30
40
50
60
70
80
90
100
Belgium France Germany UK Switzerland USA
Ever tried
Regularly
2006
Fair trade chocolate consumption
7
Switzerland (46%) and the U.K. (43%) take the lead in the consumption of fair trade chocolate
1 0 0 0 1 1
3
1 14
64 4 3 2
68
52
51
9 10
5
1416
14
2421
23
747374
5349
55
31
74 5
7
0
10
20
30
40
50
60
70
80
90
100
Every day A few times aweek
A few times permonth
Once a month Rarely Never DK/NA
Belgium
France
Germany
UK
Switzerland
USA
How often do you eat fairtrade chocolate?
8
1 in 5 consumers (24%) in Western-Europe and America have tried organic chocolate
How often do you eat organic chocolate?
2
3
15
74
2
3
1
0 10 20 30 40 50 60 70 80 90 100
Every day
A few times a week
A few times a month
Once a month
Rarely
Never
DK/NI
9
Organic chocolate consumption increased compared to 2006
20
74
12
3
8
13
1
6
31
5 6
28
8 7
38
913
0
10
20
30
40
50
60
70
80
90
100
Belgium France Germany UK Switzerland USA
Ever tried
Regularly
2006
Organic trade chocolate consumption
10
7 consumers out of 10 say no special occasion is needed to buy chocolate. Christmas most popular holiday to buy chocolate
30
27
12
10
10
8
5
5
2
4
2
21
72
0 10 20 30 40 50 60 70 80 90 100
No special occasion needed
Christmas
Easter
An ideal gift - for any occasion
St-Valentine
Mother's day
Sinterklaas (only Belgium)
Halloween
To make up for something
Father's day
Thanksgiving (only US)
Other
DK/NA
On which occasions do you buy chocolate?
11
Consumers are loyal to their brand (45%) and buy the same chocolate as a habit (39%)
What makes you buy a certain brand of chocolat
39
20
14
11
8
8
7
5
8
5
45
15
0 10 20 30 40 50 60 70 80 90 100
Because I like the brand
A habit, I always buy the same
the price
When it's new, I like to try
A promotion
I look at the ccoa percentage
I tasted it in the shop
The packaging
Ads made me buy or try it
Because of the benefits communicated on the pack
Other reason
DK/NA
12
German and American (both 59%) consumers are most loyal to their brand, Belgian (68%) and French (45%) consumers are ‘creatures of habit’
32 33
59
53
39
59
68
45
31
2426
40
8
27
35
1511
31
9
16
23
12
6
25
12
26
7
15
5
20
0
10
20
30
40
50
60
70
80
90
100
Because I like thebrand
A habit, always thesame
The price When it's new, I like totry
A promotion
Belgium
France
Germany
UK
Switzerland
USA
What makes you buy a certain brand of chocolate?
13
Especially Germans regularly try different types and flavors of chocolate (25%)
64
47
4244
58
40
10 15
25
9 10
4 3
1210
57
3
0
10
20
30
40
50
60
70
80
90
100
No, the same Yes, variation between flavours andbrands
Yes, other types
Belgium
France
Germany
UK
Switzerland
USA
Has your chocolate behaviour changed lately?