The insolent French energy market chocolate bars
The French may well have low morale and closely monitor their spending, not about to give up one of their tasty treats: chocolate bars. This is one of the fastest growing segments (7%) on the market for chocolate confectionery, dominated by three heavyweights: Ferrero (Kinder Bueno, Country), Mars (Mars, Twix, Snickers) and Nestlé (KitKat, Lion). "In times of crisis, the French do not want to agree to give up small pleasures available, explains Christophe Bordin, Ferrero France. They arbitrate on other expenses. "Higher prices, less than 2%, due to soaring raw material, nothing changed.
Better growth potential remains high. The French consume on average only three chocolate bars a year, half that of tablets. However, public health campaigns against obesity, especially among children, they have seriously been shadowed. The bars have all but disappeared and fronts of boxes hypermarkets.
Nutrition a key priority
So, most actors, who have given up advertising per hour of after school, have made improving the nutritional profile of their bar one of their warhorses. This is one of the sinews of war fought in this market extremely dominated by Kinder Bueno (Ferrero), the youngest, born just twenty years ago. March, who has made improving his recipe one of the keys of his reconquest of the French market, has pioneered five years ago. There was urgency: mothers had diverted from his bar, which was the first in the French market in 1951, finding it too greasy and disgusting.
After declining the use of saturated fatty acids and fats, March flatly reduces the size of its bar (- 7%). And to inject a little "dream" in his communication, he revived his pub in 1995 and the American imagination of the Wild West, while reviving its historic slogan ("A March, and it goes again") creditreport. Mission accomplished in two years, he won a million new consumers. "Our goal is to become a leader in the segment of chocolate bars," says Thierry Gaillard, president of Mars Chocolat France, whose cult brand is celebrating his eighty years.
Quest for respectability
Even fighting for KitKat (Nestle), one of the most bars sold in the world (17.6 billion in 2010), which in 2008 launched a light version for women ("Senses", 165 calories). Before going out early 2012 "Singles", a single bar to 80 calories.
The battle is fierce. "As this product pulse that are not on the shopping list, the key remains visible in stores and media, based on strong brands," said Thierry Gaillard. Even more than innovation, the "classic" generate most sales. Face Ferrero, who has the largest sales force in the market (400 sales), March 85 vendors hired last year to push its promos. In the agribusiness sector, Ferrero France – who recruited the tennis champion Jo-Wilfried Tsonga to the pub Kinder Bueno – advertising remains the largest investor with 215 million euros (+8%) in 2011.
In this quest for respectability, chocolate bars have an asset in France: the famous "taste" of children, sacred pause in the Hexagon. On this particular field that Kinder Bueno has succeeded in widening the gap with its competitors. Because it is perceived to be lighter, moms do not hesitate to give their children for their "four hours" instead of biscuits and pastries.
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