Chocolate Confectionery in Malaysia

CHOCOLATE CONFECTIONERY
IN MALAYSIA
Euromonitor International
February 2013
CHOCOLATE CONFECTIONERY IN MALAYSIA Passport I
LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1
Trends .......................................................................................................................................... 1
Competitive Landscape ................................................................................................................ 2
Prospects ..................................................................................................................................... 3
Category Data .............................................................................................................................. 4
Table 1 Sales of Chocolate Confectionery by Category: Volume 2007-2012 ............ 4
Table 2 Sales of Chocolate Confectionery by Category: Value 2007-2012 ............... 4
Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth
2007-2012 .................................................................................................... 4
Table 4 Sales of Chocolate Confectionery by Category: % Value Growth
2007-2012 .................................................................................................... 5
Table 5 Chocolate Tablets by Type: % Value Breakdown 2007-2012 ...................... 5
Table 6 Chocolate Confectionery Company Shares 2008-2012 ............................... 5
Table 7 Chocolate Confectionery Brand Shares 2009-2012 ..................................... 6
Table 8 Sales of Chocolate Confectionery by Distribution Format: % Analysis
2007-2012 .................................................................................................... 7
Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume
2012-2017 .................................................................................................... 8
Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2012-
2017 ............................................................................................................. 8
Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume
Growth 2012-2017 ....................................................................................... 8
Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value
Growth 2012-2017 ....................................................................................... 9
© Euromonitor International
CHOCOLATE CONFECTIONERY IN MALAYSIA Passport 1
CHOCOLATE CONFECTIONERY IN
MALAYSIA
HEADLINES
 Chocolate confectionery experiences 5% value growth in 2012, reaching total retail sales of
RM436 million
 Low entrance costs enable the growth of imports of a wide variety of chocolate confectionery
from overseas, stimulating competition in Malaysia
 The tablets category posts the highest value growth rate at 6% in 2012, to reach RM108
million
 Unit prices for chocolate confectionery increase slightly in 2012
 Kraft Foods (M) Sdn Bhd leads sales in 2012 with a 24% value share
 Chocolate confectionery is projected to register a CAGR of 1% in constant value terms over
the forecast period
TRENDS
 Despite the economy in Malaysia continuing to show slow growth, consumers demonstrate
high expectations towards the quality of chocolate confectionery. They were willing to spend
on premium chocolate imported from overseas to indulge themselves. Additionally, smaller or
even single-serve portion chocolate confectionery is becoming more popular, driven by
increasing health consciousness, as consumers seek to limit their intake of calories, as well
as by the convenience and hygiene benefits of smaller packs.
 Chocolate confectionery is set to register 5% value growth in 2012, slightly stronger than the
4% rise in 2011 and the 4% annual rise seen over the review period. Rising imports of
premium chocolate into Malaysia presented more varieties for consumers at a higher price,
which helped to boost value sales. Additionally, the recovering economy has resulted in
higher disposable incomes, which enable discretionary spending on indulgence products such
as chocolate, reflected in a one percentage point rise in volume growth, compared to 2011
and the review period average. Finally, the opening of more chocolate specialist retailers such
as The Cocoa Trees in Malaysia has helped to generate interest in chocolate confectionery as
a gourmet or gift product.
 The tablets category is set to post the strongest value growth in 2012, at 6% in current value
terms. Tablets remained the category which recorded the highest growth mainly due to the
widening distribution network within Malaysia. The category also saw a broader range of
flavours and brands imported from overseas. The trend was indicative of a push towards
more premium types of tablets found within Malaysia, particularly with the growth of plain dark
tablets in 2012. Standard boxed assortments is set to be the second fastest growing category
in 2012 with 5% value growth. This was largely due to the growing popularity of certain
premium brands such as Ferrero SpA’s Ferrero Rocher among consumers as a gift option or
for self-indulgence.
 The average unit price for chocolate confectionery is set to increase in 2012. Rising
productions costs driven by higher commodity prices were reflected in the increase in price.
The fluctuation of global cocoa prices has a significant impact on unit price. The importation of
more premium chocolate confectionery brands from overseas is also impacting unit prices,
since imported brands are often more expensive than those produced locally, given costs of
importation as well as the strong brand equity. Having said that, in constant value terms, unit
price declined due to more intense competition as there were new brands entering the
market.
 Filled variants continue to dominate the tablets category in Malaysia in 2012, with an
expected 70% value share. Alongside traditional fillings, such as fruit and nut, new variants
are being introduced in Malaysia, such as yoghurt filling, perceived to be healthier than just
normal chocolate. However, consumers in Malaysia began to show interest in plain dark
chocolate over the review period. More dark chocolate options were launched in Malaysia,
such as plain dark chocolate with high cocoa content, including Beryl’s Dark Chocolate with
80% Cocoa from Beryl Confectionery & Chocolate Sdn Bhd.
 Chocolate confectionery was able to remain competitive amongst other snack categories such
as snack bars and ice cream, with demand demonstrating robustness and consumers proving
to be relatively insensitive to price, choosing premium imported chocolate despite its higher
price point. Additionally, the opening of more premium chocolate speciality retailers such as
Godiva, Royce and The Cocoa Trees in 2012 also helped to sustain demand. Consumers
with lower spending power are also able to purchase chocolate confectionery at an affordable
price, given the range of products on offer, as well as the promotional activities designed to
encourage impulse purchases.
COMPETITIVE LANDSCAPE
 Kraft Foods (M) Sdn Bhd maintained its leading position within chocolate confectionery in
2011 and 2012 following the acquisition of Cadbury Plc by Kraft Foods Inc that took place in
2010. The company leads sales, with an expected 24% value share in 2012, largely achieved
through its well-established umbrella brand in chocolate confectionery, Cadbury. Cadbury’s
strong position was attributed to its good taste which is liked by many consumers, regular
marketing activities, as well as its fun-looking brand image and packaging design which
appeal to all age groups.
 Nestlé (M) Bhd remained in second position in chocolate confectionery in 2012 with an
expected 21% value share. In 2012, the company’s Kit Kat brand is expected to continue
leading chocolate confectionery. The Kit Kat brand is actively marketed. Kit Kat is promoted
through TV commercials, radio broadcast advertisements as well as social media tools like
Facebook. These activities have all helped Kit Kat to achieve its leading position within
chocolate confectionery. Being a giant dairy player, Nestlé gained a comparative advantage
over other players in terms of gaining access to raw materials like milk in producing chocolate
confectionery.
 Apollo Food Industries Sdn Bhd is set to register a significant drop in value share in 2012
within chocolate confectionery, as will Khee San Food Industries Sdn Bhd, albeit on a smaller
scale. The main reasons behind the decline in value share for these companies is a lack of
innovative products being launched in Malaysia, while other brand operators continuously
renew their portfolios, with either new packaging or new products.
 Well-known international brands such as Kit Kat, Cadbury and Snickers (Mars Malaysia)
continued to dominate chocolate confectionery in Malaysia in 2012. For example, Snickers
from Mars Malaysia enjoyed value share increases in 2011 and 2012 due to the awareness
generated through various marketing activities, organised internationally. However, domestic
players such as Beryl Confectionery & Chocolate Sdn Bhd are seeking to build stronger
positions, through the continued development of innovative products, such as Fruits Fiesta
Chocolate in various flavours including mango, green apple, rock melon and blueberry.
 Mars Malaysia kicked off its “You’re not you when you’re hungry” regional brand campaign
simultaneously in Singapore, Malaysia and Philippines from 1 April 2012. The marketing
campaign was initiated by a television commercial that ran until 15 April, together with an
ongoing digital campaign organised through each country’s official Snickers Facebook page.
With the television spot featuring football, the campaign will eventually leverage on each of
the country’s football teams for its promotions. Apart from television, the campaign also
utilised radio channels in each of the countries for promotional purposes. This campaign was
targeted at youths and young adults, with the intention of creating brand awareness within the
countries. Since football has always been popular in Malaysia, this campaign, which included
in-store promotional packs, has helped to successfully build brand awareness.
Kraft Foods (M) Sdn Bhd organised a contest named “Share The Happiness Dedications” in
2011, focused around the Cadbury brand. This contest allowed participants to suggest the
happiest moments that they had experienced in their life. As a result of the contest, a participant
was able to propose to his girlfriend in spectacular fashion. The proposal event became a
marketing tool to convey the message that Cadbury helps people to make others happy.
PROSPECTS
 Demand for chocolate confectionery is expected to remain robust over the forecast period,
mainly driven by steadily-rising disposable incomes in Malaysia, as well as the growing range
of chocolate confectionery being imported from overseas. Although the country’s economic
performance is not expected to be very strong, consumers will continue to indulge
themselves, tending to be less price sensitive than in other categories.
 Chocolate confectionery is expected see relatively slower volume growth over the forecast
period, at a CAGR of 2.7%, compared to 3.2% over the review period. Retailers and
distributors continue to bring in varieties of premium chocolate from overseas in order to
stimulate demand within chocolate confectionery.
 The tablets category is predicted to post the strongest value and volume growth over the
forecast period. The category continues to see the introduction of new lines, including those
offering greater value and others in single-serve portions. It is also among the few most
commonly found chocolate confectionery categories in Malaysia being available in almost all
retail channels, such as supermarkets/hypermarkets, convenience stores, independent small
grocers as well as forecourt retailers. Single-portion tablets, such as Cadbury Dairy Milk in a
variety of flavours, are expected to boost sales of tablets over the forecast period, with
consumers drawn by hygiene aspects as well as freshness and convenience.
 There are many forms of other snacks likely to offer an alternative to chocolate confectionery;
they include biscuits, sugar confectionery, sweet and savoury snacks, chocolate coated
biscuits and some other desserts such as cakes and tarts. Given the convenience trend, the
increasing popularity of single-serve portions and snack-size portions in other categories is
set to present greater competition to the chocolate confectionery category. However, rising
demand for single-serve indulgence products such as ice cream will be countered by rising
sophistication amongst consumers, who will look to the broadening premium ranges on offer
in the chocolate confectionery category.
 Kraft Foods (M) Sdn Bhd will continue to invest in a range of marketing campaigns, given the
strong response to the “Share the Happiness Dedications” campaign in 2011, in order to build
further brand awareness for Cadbury within Malaysia. Additionally, the company will run other
forms of marketing activity, such as promotional counters in major
supermarkets/hypermarkets as well as other retailers. Given the company’s resources its
marketing efforts are expected to have a positive impact on sales. Other manufacturers and
retailers are expected to pursue similar marketing strategies, looking beyond mass media to
social media, in an effort to build share.
CATEGORY DATA
Table 1 Sales of Chocolate Confectionery by Category: Volume 2007-2012
tonnes
2007 2008 2009 2010 2011 2012
Alfajores - - - - - -
Bagged Selflines/ 1,370.3 1,404.6 1,432.7 1,468.5 1,512.6 1,565.5
Softlines
Boxed Assortments 555.8 569.7 575.3 604.1 622.2 647.1
- Standard Boxed 555.8 569.7 575.3 604.1 622.2 647.1
Assortments
- Twist Wrapped - - - - - -
Miniatures
Chocolate with Toys - - - - - -
Countlines 5,016.9 5,217.6 5,374.1 5,508.4 5,673.7 5,872.3
Seasonal Chocolate - - - - - -
Tablets 2,622.5 2,793.0 2,834.9 2,891.6 2,992.8 3,127.5
Other Chocolate - - - - - -
Confectionery
Chocolate Confectionery 9,565.5 9,984.8 10,217.0 10,472.7 10,801.3 11,212.4
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Table 2 Sales of Chocolate Confectionery by Category: Value 2007-2012
RM million
2007 2008 2009 2010 2011 2012
Bagged Selflines/ 54.3 55.9 57.3 59.6 62.0 64.8
Softlines
- Standard Boxed 37.8 39.1 39.9 42.3 44.0 46.2
Assortments
Miniatures
Countlines 178.2 187.1 191.8 200.8 207.8 216.1
Tablets 82.4 93.5 95.4 98.7 102.7 108.3
Confectionery
Chocolate Confectionery 352.7 375.6 384.4 401.5 416.5 435.5
Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2007-2012
% volume growth
2011/12 2007-12 CAGR 2007/12 Total
Alfajores - - -
Bagged Selflines/Softlines 3.5 2.7 14.2
Boxed Assortments 4.0 3.1 16.4
- Standard Boxed Assortments 4.0 3.1 16.4
- Twist Wrapped Miniatures - - -
Chocolate with Toys - - -
Countlines 3.5 3.2 17.1
Seasonal Chocolate - - -
Tablets 4.5 3.6 19.3
Other Chocolate Confectionery - - -
Chocolate Confectionery 3.8 3.2 17.2
Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2007-2012
% current value growth

2011/12 2007-12 CAGR 2007/12 Total
Alfajores - - -
Tablets 5.5 5.6 31.5
Table 5 Chocolate Tablets by Type: % Value Breakdown 2007-2012
% retail value rsp

2007 2008 2009 2010 2011 2012
Plain Dark 3.5 4.0 4.5 5.0 5.5 5.6

Plain Milk 24.5 24.0 23.5 23.0 22.5 22.3
Plain White 2.5 2.5 2.0 2.0 2.0 2.0
Filled 69.5 69.5 70.0 70.0 70.0 70.1
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 6 Chocolate Confectionery Company Shares 2008-2012
% retail value rsp

Company 2008 2009 2010 2011 2012
Kraft Foods (M) Sdn Bhd 0.9 1.0 23.4 23.5 23.8
Nestlé (M) Bhd 21.4 20.6 20.6 21.0 21.2
Mars Malaysia 11.0 11.2 11.7 11.9 12.1

Network Foods 7.6 8.2 8.3 8.2 8.2
Industries Sdn Bhd
Ferrero SpA 5.4 6.1 6.2 6.3 6.4
URC Snack Foods (M) Sdn 4.4 4.6 4.9 5.0 5.0
Bhd
Hershey Co, The 0.9 3.4 3.4 3.4 3.4
Maestro Swiss Chocolate 3.2 3.1 3.0 3.0 3.0
Sdn Bhd
Apollo Food Industries 2.0 1.7 1.6 1.5 1.3
Sdn Bhd
Chocoladefabriken Lindt 0.5 0.7 0.8 0.8 0.8
& Sprüngli AG
Storck KG, August 0.8 0.8 0.8 0.7 0.7
Khee San Food 0.7 0.5 0.4 0.4 0.3
Industries Sdn Bhd
Beryl Confectionery & 0.2 0.2 0.2 0.2 0.2
Chocolate Sdn Bhd
Cadbury Confectionery 22.9 23.0 - - -
(M) Sdn Bhd
Barry Callebaut Group 2.8 - - - -
Others 15.2 14.9 14.8 14.1 13.6
Total 100.0 100.0 100.0 100.0 100.0
Table 7 Chocolate Confectionery Brand Shares 2009-2012
% retail value rsp

Brand Company 2009 2010 2011 2012
Kit Kat Nestlé (M) Bhd 11.5 11.7 12.0 12.2

Cadbury Dairy Milk Kraft Foods (M) Sdn Bhd - 7.8 7.9 8.0
Cloud 9 URC Snack Foods (M) Sdn 4.2 4.6 4.6 4.6
Bhd
Ferrero Rocher Ferrero SpA 4.1 4.2 4.3 4.3
Snickers Mars Malaysia 3.7 4.1 4.2 4.3
Cadbury Zip Kraft Foods (M) Sdn Bhd - 4.1 4.1 4.1
Crispy Network Foods 4.0 3.9 3.9 3.9
Industries Sdn Bhd
M&M's Mars Malaysia 3.7 3.7 3.7 3.7
Smarties Nestlé (M) Bhd 3.5 3.5 3.5 3.6
Milo Nestlé (M) Bhd 3.4 3.4 3.4 3.3
Cadbury Time Out Kraft Foods (M) Sdn Bhd - 3.2 3.2 3.2
Vochelle Maestro Swiss Chocolate 3.1 3.0 3.0 3.0
Sdn Bhd
Tudor Gold Network Foods 2.7 2.7 2.7 2.7
Industries Sdn Bhd
Van Houten Hershey Co, The 2.3 2.2 2.3 2.3
Mars Mars Malaysia 2.0 2.2 2.2 2.2
Kinder Bueno Ferrero SpA 2.0 2.0 2.0 2.0
Tango Network Foods 1.6 1.6 1.6 1.6
Industries Sdn Bhd
Cadbury Picnic Kraft Foods (M) Sdn Bhd - 1.2 1.2 1.2
Kit Kat Chunky Nestlé (M) Bhd 1.2 1.2 1.1 1.1
Apollo Apollo Food Industries 1.5 1.3 1.2 1.1
Sdn Bhd
Toblerone Kraft Foods (M) Sdn Bhd 1.0 1.0 1.0 1.1
Twix Mars Malaysia 1.0 1.0 1.0 1.0
Lindt Chocoladefabriken Lindt 0.7 0.8 0.8 0.8

& Sprüngli AG
Cadbury Crunchie Kraft Foods (M) Sdn Bhd - 0.7 0.7 0.7
Merci Storck KG, August 0.7 0.7 0.6 0.6
Crunch Nestlé (M) Bhd 0.6 0.6 0.6 0.6
Cadbury Break Kraft Foods (M) Sdn Bhd - 0.5 0.5 0.5
Hershey's Cookies Hershey Co, The 0.5 0.5 0.5 0.5
'n' Crème
Cadbury Assortments Kraft Foods (M) Sdn Bhd - 0.4 0.4 0.4
Nips URC Snack Foods (M) Sdn 0.4 0.4 0.4 0.4
Bhd
Cadbury Dairy Milk Cadbury Confectionery 8.2 - - -
(M) Sdn Bhd
Cadbury Zip Cadbury Confectionery 4.2 - - -
(M) Sdn Bhd
Cadbury Time Out Cadbury Confectionery 3.2 - - -
(M) Sdn Bhd
Cadbury Picnic Cadbury Confectionery 1.2 - - -
(M) Sdn Bhd
Cadbury Crunchie Cadbury Confectionery 0.7 - - -
(M) Sdn Bhd
Cadbury Break Cadbury Confectionery 0.5 - - -
(M) Sdn Bhd
Cadbury Assortments Cadbury Confectionery 0.4 - - -
(M) Sdn Bhd
Others 22.0 22.0 21.2 20.8
Total 100.0 100.0 100.0 100.0
Table 8 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2007-

2012
% retail value rsp

2007 2008 2009 2010 2011 2012
Store-Based Retailing 97.7 97.6 97.5 97.5 97.4 97.3

- Grocery Retailers 92.7 92.6 92.5 92.0 91.9 91.8
-- Supermarkets 2.7 2.5 2.6 2.6 2.6 2.6
-- Hypermarkets 8.5 8.8 8.8 8.9 9.1 9.0
-- Discounters - - - - - -
-- Small Grocery 67.5 66.8 66.2 65.0 64.1 64.0
Retailers
--- Convenience Stores 10.0 10.0 10.5 10.5 10.5 10.6
--- Independent Small 52.5 51.3 50.2 49.0 48.1 47.8
Grocers
--- Forecourt Retailers 5.0 5.5 5.5 5.5 5.5 5.6
-- Confectionery 12.0 12.5 13.0 13.5 14.0 14.5
specialists
-- Other Grocery 2.0 2.0 2.0 2.0 2.0 1.7
Retailers
- Non-Grocery Retailers 5.0 5.0 5.0 5.5 5.5 5.5
-- Health and Beauty 4.0 4.0 4.0 4.5 4.5 4.5
Retailers
-- Other Non-Grocery 1.0 1.0 1.0 1.0 1.0 1.0
Retailers
Non-Store Retailing 2.3 2.4 2.5 2.5 2.6 2.7
- Vending - - - - - -
- Homeshopping - - - - - -
- Internet Retailing 2.3 2.4 2.5 2.5 2.6 2.7

- Direct Selling - - - - - -
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2012-2017
tonnes
2012 2013 2014 2015 2016 2017
Bagged Selflines/ 1,565.5 1,596.8 1,630.3 1,667.8 1,709.5 1,755.7
Softlines
- Standard Boxed 647.1 669.1 690.5 711.9 733.3 754.6
Assortments
Miniatures
Countlines 5,872.3 6,030.8 6,187.6 6,336.1 6,469.2 6,585.6
Tablets 3,127.5 3,252.6 3,372.9 3,484.2 3,592.2 3,696.4
Confectionery
Chocolate Confectionery 11,212.4 11,549.3 11,881.4 12,200.2 12,504.3 12,792.3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2012-2017
RM million
2012 2013 2014 2015 2016 2017
Bagged Selflines/ 64.8 64.9 65.0 65.3 65.7 66.2
Softlines
- Standard Boxed 46.2 47.1 48.0 48.8 49.4 50.0
Assortments
Miniatures
Countlines 216.1 217.4 218.3 218.7 218.9 218.7
Tablets 108.3 111.2 113.7 115.8 117.6 119.0
Confectionery
Chocolate Confectionery 435.5 440.7 445.0 448.7 451.7 454.0
trade sources
Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth

2012-2017
% volume growth
2016/17 2012-17 CAGR 2012/17 Total
Alfajores - - -
Tablets 2.9 3.4 18.2
trade sources
Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth

2012-2017
% constant value growth

2012-17 CAGR 2012/17 TOTAL
Alfajores - -
Bagged Selflines/Softlines 0.4 2.1
Boxed Assortments 1.6 8.3
- Standard Boxed Assortments 1.6 8.3
- Twist Wrapped Miniatures - -
Chocolate with Toys - -
Countlines 0.2 1.2
Seasonal Chocolate - -
Tablets 1.9 9.9
Other Chocolate Confectionery - -
Chocolate Confectionery 0.8 4.2
trade sources

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CHOCOLATE CONFECTIONERY

LIST OF CONTENTS AND TABLES

Table 2 Sales of Chocolate Confectionery by Category: Value 2007-2012

Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2007-2012

2011/12 2007-12 CAGR 2007/12 Total

Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2007-2012

% current value growth

Table 5 Chocolate Tablets by Type: % Value Breakdown 2007-2012

% retail value rsp

Plain Dark 3.5 4.0 4.5 5.0 5.5 5.6

Table 6 Chocolate Confectionery Company Shares 2008-2012

% retail value rsp

Mars Malaysia 11.0 11.2 11.7 11.9 12.1

Table 7 Chocolate Confectionery Brand Shares 2009-2012

% retail value rsp

Kit Kat Nestlé (M) Bhd 11.5 11.7 12.0 12.2

Lindt Chocoladefabriken Lindt 0.7 0.8 0.8 0.8

Table 8 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2007-

% retail value rsp

Store-Based Retailing 97.7 97.6 97.5 97.5 97.4 97.3

- Internet Retailing 2.3 2.4 2.5 2.5 2.6 2.7

Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2012-2017

Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2012-2017

Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth

Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth

% constant value growth

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