Coming soon …

15 Nov

At the end of the year, the main projects of the market are the Halloween highlight and the Christmas one. Indeed, as we saw previously, the chocolate confectionery market is seasonal. Both market leaders adopt a very different strategy for these periods.

Mars via M&M’s is more “confectionery oriented” and prefers use Halloween as a period to communicate . For instance, the brand organises a costume competition between its different characters on its Facebook page.

On the contrary, Kinder devotes its promotion to Christmas, as other chocolate brands. We already can see their limited edition in supermarket and hypermarket.

For 2013, the confectionery chocolate market has also to continue its recipe improvement. Indeed, the Mars group promises to only use cocoa respecting sustainable development criteria by 2020.

Finally, manufacturers must carry on innovating and follow the Milka progress. To be continued…


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