Rabobank: Hybrid consumer boosting growth in value and premium chocolate
The trend of hybrid consumption is making itself felt throughout the chocolate confectionery market in Western Europe. Consumers are ignoring mid-market products in favour of premium or value chocolate. Processing companies and chocolate confectioners looking to capitalise on the hybrid trend will need to choose their position wisely: premium or value. To find the sweet spots in this dynamic and developing market, companies should consider targeted marketing to key demographic drivers, adapting package sizes and styles, and in some cases, business consolidation (News Item Rabobank, 21 January 2014).
The Rabobank has also published a theme-update about the hybrid consumer.
Click here for the news item.
Click here for the report (562 kB, in Dutch).
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