Premiumisation remains to be a key market trend in the chocolate confectionary industry: Marketing Assignment, UK

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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Answer

University	University of Winchester (UOW)
Subject	Marketing