MARKETING ASSIGNMENT
Premiumisation remains to be a key market trend in the chocolate confectionary industry (ibid). The incorporation of additional flavourings, use of natural sweeteners or focus on cocoa content and origin can help achieve the premium perception (Hopping, 2018; Winthur, 2018).
These trends are also useful tools for working towards the PHE’s 20% sugar reduction target to be reached by 2020, in order to avoid measures such as promotion bans or an extension of the sugar tax currently restricted to carbonated drinks (Winthur, 2018).
Some of the sub-markets in the chocolate industry are as follows:
Chocolate confectionary
Chocolate assortments
Seasonal chocolate
Chocolate biscuits
(Store cupboard) Chocolate cakes and cake bars
Cocoa powder
Chocolate drinks
Chocolate chilled desserts
Chocolate ice-cream
Chocolate spread
Cereal bars
Some chocolate manufacturers also provide services in the form of factory tours/ attractions or have their stores/ e-commerce sites.
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