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Ferrero France SA continues to lead sales for chocolate confectionery in France, capturing almost 20% of overall value. The company's main strengths lie in its long-established brands Kinder, Ferrero Rocher and Mon Cheri, which are continually being promoted with frequent advertising campaigns, and its diversified product portfolio. Ferrero France also lays a strategic emphasis on positioning some of its chocolate confectionery for children, especially as afternoon snacks. In 2013, Ferrero France led sales value in two subcategories: Countlines (43%) and chocolate with toys (87%) while also generating prominent sales value in other categories, namely bagged selflines/softlines (12%), seasonal chocolates (20%) and boxed assortments (18%).
Chocolate confectionery has been defying tough economic times for the past three years with both value and volume growth rates on the rise. Economic downturn has reinforced the desire for evasion and pleasure, thereby encouraging patterns of indulging expenditure during seasonal peaks and impulse purchases to satisfy on-and-off cravings. By mid-2013, French consumers' confidence index fell to a historical low. The propensity to save is set to increase over the next two years, leading to a contraction in consumption and lower volume growth rates for chocolate confectionery. With potential recovery by late 2015, chocolate confectionery volume growth rates are expected to increase slightly. Over the forecast period, value will most likely see a constant value CAGR of 1%, fuelled mainly by inflation.
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