Despite a low per capita consumption compared to its neighbors (Swiss, German and United Kingdom), France is still one of the most important market in terms of value (around 3 billion dollars in 2017). French people spend on average 110 euros each year for chocolate confectionery. They do enjoy confectioneries but are also very demanding.
French consumers are willing to pay more for higher-quality products. The French are said to be
more gourmet in the area of chocolate. Indeed, 31% of the market is premium (19% for Europe)
and 25% of the consumers buy only dark chocolate. This is one of the only countries where tablets represent the leading segment (over countlines chocolate). Another important point is that French consumers are not particularly loyal as they are mainly looking for quality and innovation and do not stick to a specific brand.
Brands try to understand the characteristics of the market and thus adapt their brand management : touch points, associations, differentiation... Every aspect must be rethought for the market as the customer expectations are specific.
The two main concerns of the brands are thus the quality of the product and the experience of consumption that is a sacralized moment for French consumers. Hence, some brands decided to focus on high-quality tablets. This is the case of Cote d’Or and Lindt that both offer a premium range of chocolate. The price is high but the entire product embodies quality. The advertising promotes an intense experience. The packaging is refined with dark and golden colors. The shape of the tablets is adapted to a raw consumption. These brands also understood the will of innovation of French consumers, that is why they often launch new range of products with several tastes.
The main competitors of the premium industrial firms are traditional chocolate makers. Bars manufacturers such as Twix also focus their brand marketing on the experience of consumption but do not have the same image of quality in our French minds. They cannot really compete with the brand we mentioned above so their main revenues come from other targets (mainly children and teenagers).
Cited sources :
- Olivier Nieburg, Premium tablets drive-up value sales in France-s chocolate market, Confectionery news, March 2017
- Lindt Website
- Floriant Pierrat, Les 5 chiffres à connaître sur le marché du chocolat, Le Figaro, September 27, 2017
- Les chiffres 2017 des industries de la chocolaterie en France, L'Alliance, March 26th, 2018