Success for Mondelez’s Dairy Milk share bags, market analysis shows

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3rd December 2014 15:12 - FMCG

Market analysis by IRI shows that Mondelez’s Dairy Milk continues to top the UK market as the bestselling chocolate bar.

However, Mars bar and Snickers saw a decrease in sales as a result of downsizing their bars.

In the 52 weeks before 16th August 2014, UK chocolate value sales fell by 0.4% to £2.52 billion or $3.95 billion.

Although the sales of Kit Kat, Mars and Snickers fell, Cadbury Dairy Milk, Maltesers and Kinder continued to register year-on-year sales growth.

Richard Anderson, senior insights manager for IRI claimed that the reason for Dairy Milk’s continual growth is the introduction of share bags, more promotions and new products such as Marvellous Mix-Ups.

Performing above market average in the first half of the year was Mondelez’s Cadbury Dairy Milk Marvellous Jelly Popping Candy.

Top 10 best selling chocolate brands UK

Brand and owner

Value Sales 52 w/e 16 Aug, 14

Year-on-year change %

Dairy Milk (Mondelez)

£490,978,872

3.5

Galaxy (Mars)

£213,379,376

-5.2

Own Label

£125,325,169

1.4

Maltesers (Mars)

£119,202,695

6.0

Kit Kat (Nestlé)

£106,845,438

-15.7

Kinder (Ferrero)

£99,570,638

28.8

Mars

£98,178,362

-14.4

Snickers (Mars)

£82,894,345

-18.1

Twirl (Mondelez)

£78,752,608

9.4

Wispa (Mondelez)

£73,723,806

8.6

Source IRI

On the other hand, Mars has had less success.

Although the sales of Maltesers grew 6 per cent, the Mars bar and Snickers fell by 14.4 per cent and 18.1 per cent.

Anderson commented “Mars and Snickers are declining in both singles and multipacks formats.”

He claimed that the the reason behind the declining sales of multipack formats is due to the downsizing of the bars.

Anderson also noted that although the multipacks have decreased from four bars per pack to three, the packs have remained the same price at £1.

Under the UK Government's Responsibility Deal, Mars UK announced that the company were left with no other option but to reduce the size of the bars, to abide by the 250 calorie cap on single-serve chocolates. As a result of this, the Mars bar was reduced from 58g to 51g and the Snickers fell from 58g to 48g.

Despite this, the prices of the bars saw no change.

Mondelez’s Dairy Milk saw similar changes in 2012 when the bars were changed from square chunks to rounded chunks. This in turn reduced the bar size from 49g to 45g.

Similarly to Mars, the prices remained the same.

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