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Ireland chocolate market reported muted growth in 2013
Chocolate Confectionery in Ireland - a new market research report on 2014-04-10 15:49:01
Despite the somewhat muted value growth expected in chocolate confectionery in Ireland in 2013, the category´s leading manufacturers continued to attempt to drive growth in the category with ongoing new product launches as well as the strong development of existing products lines through brand extensions involving a wider range of chocolate confectionery formats. Mondelez Ireland Ltd, for instance, has built on the success of its Crispello brand, which was launched late in 2012, by introducing a share bag variation in bagged selflines/softlines, whilst April 2013 saw the launch of Cadbury Dairy Milk Marvellous Creations in tablets and countlines in two flavour variations: jelly crunchie bits and jelly popping candy beanies.

Mondelez Ireland Ltd, a company formed following the 2012 merger of UK-based Cadbury and US-based Kraft Foods, debuted in chocolate confectionery in 2013 and is expected to have achieved leadership in the category over the course of the year with a 44% value share. The company´s strong focus on brand development and innovation contributed significantly to the establishment of its leading position in chocolate confectionery in spite of the economic turmoil which was experienced in Ireland towards the end of the review period. Mondelez brands hold four of the top five positions in chocolate confectionery, with Nestlé Ireland Ltd´s Kit Kat ranking third with a 4% value share, preventing the company from achieving a clean sweep in the category.

Chocolate confectionery is expected to increase in constant value at a CAGR of 2% over the forecast period. As Ireland is set to emerge from the EU and IMF bailout programme which its economy has been labouring under for several years at some point during the forecast period, it is expected that consumer spending levels will begin to improve, although not so much as a result of any marked improvement in personal finances per say, more as a result of anticipated improvements in consumer confidence, resulting in a more relaxed approach to spending generally. Additional spending capacity is also expected to emerge as levels of personal and household debt will inevitably begin to decline and new insolvency legislation is set to become law, offering relief to a large proportion of Irish people struggling with high levels of indebtedness.

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