Future chocolate market growth in four EU countries

Abstract

Purpose

The purpose of this paper is to gain better insights into the conventional and organic/fair trade (O and/or FT) future chocolate market in four EU countries: Italy, the UK, France and Germany.

Design/methodology/approach

Delphi method was used to investigate several characteristics, actors and marketing mix components which will drive the conventional and organic/fair trade chocolate market in the future by presenting two rounds of questionnaires to experts of the chocolate market.

Findings

The findings identify the most influential actors, product attributes, promotion and distribution channels and characteristics of the chocolate market in both sectors. They reveal that they will have more of a positive effect on the O and/or FT sector than on the conventional one, since the first will grow faster than the second.

Research limitations/implications

Despite low expert participation, participants belong to some of the most important companies/organisations in the sector in terms of market share.

Practical implications

The paper has important implications for stakeholders in the cocoa‐chocolate chain in terms of developing their business strategies in the future; they will need to concentrate upon consumer preferences and marketing mix elements which will have more appeal.

Originality/value

The value of the paper lies in joining together opinions of experts coming from different chain levels (industry, research and consultancy) in an attempt to forecast the chocolate market characteristics and the consumer behaviour of the future.

Citation

Monotti, C. (2008), "Future chocolate market growth in four EU countries", British Food Journal, Vol. 110 No. 7, pp. 671-690. https://doi.org/10.1108/00070700810887158