Confectionery in Australia.pdf

www.datamonitor.com Datamonitor USA 245 Fifth Avenue 4th Floor New York, NY 10016 USA t: +1 212 686 7400 f: +1 212 686 2626 e: usinfodatamonitor.com Datamonitor Europe 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: eurinfodatamonitor.com Datamonitor Middle East and North Africa Datamonitor PO Box 24893 Dubai, UAE t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena datamonitor.com Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: apinfodatamonitor.com Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 1 INDUSTRY PROFILE Confectionery in Australia Reference Code: 0125-0710 Publication Date: November 2011 EXECUTIVE SUMMARY Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 2 EXECUTIVE SUMMARY Market value The Australian confectionery market grew by 1.9% in 2010 to reach a value of $3,157.4 million. Market value forecast In 2015, the Australian confectionery market is forecast to have a value of $3,475.4 million, an increase of 10.1% since 2010. Market volume The Australian confectionery market grew by 1.1% in 2010 to reach a volume of 249.1 million kilograms. Market volume forecast In 2015, the Australian confectionery market is forecast to have a volume of 264.2 million kilograms, an increase of 6.1% since 2010. Market segmentation I Chocolate is the largest segment of the confectionery market in Australia, accounting for 54.7% of the market's total value. Market segmentation II Australia accounts for 10.1% of the Asia-Pacific confectionery market value. Market share Kraft Foods, Inc. is the leading player in the Australian confectionery market, generating a 33.2% share of the market's value. Market rivalry The Australian confectionery market is concentrated, with the top three players holding 72.1% of the total market value. CONTENTS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 3 TABLE OF CONTENTS EXECUTIVE SUMMARY 2 MARKET OVERVIEW 7 Market definition 7 Research highlights 8 Market analysis 9 MARKET VALUE 10 MARKET VOLUME 11 MARKET SEGMENTATION I 12 MARKET SEGMENTATION II 13 MARKET SHARE 14 FIVE FORCES ANALYSIS 15 Summary 15 Buyer power 17 Supplier power 18 New entrants 19 Substitutes 21 Rivalry 22 LEADING COMPANIES 23 Kraft Foods, Inc. 23 Mars, Inc. 27 Nestle S.A. 29 MARKET DISTRIBUTION 34 MARKET FORECASTS 35 Market value forecast 35 Market volume forecast 36 MACROECONOMIC INDICATORS 37 APPENDIX 39 Methodology 39 CONTENTS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 4 Industry associations 40 Related Datamonitor research 40 Disclaimer 42 ABOUT DATAMONITOR 43 Premium Reports 43 Summary Reports 43 Datamonitor consulting 43 CONTENTS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 5 LIST OF TABLES Table 1: Australia confectionery market value: $ million, 200610(e) 10 Table 2: Australia confectionery market volume: million kilograms, 200610(e) 11 Table 3: Australia confectionery market segmentation I:% share, by value, 2010(e) 12 Table 4: Australia confectionery market segmentation II: % share, by value, 2010(e) 13 Table 5: Australia confectionery market share: % share, by value, 2010(e) 14 Table 6: Kraft Foods, Inc.: key facts 23 Table 7: Kraft Foods, Inc.: key financials ($) 25 Table 8: Kraft Foods, Inc.: key financial ratios 25 Table 9: Mars, Inc.: key facts 27 Table 10: Nestle S.A.: key facts 29 Table 11: Nestle S.A.: key financials ($) 32 Table 12: Nestle S.A.: key financials (CHF) 32 Table 13: Nestle S.A.: key financial ratios 32 Table 14: Australia confectionery market distribution: % share, by value, 2010(e) 34 Table 15: Australia confectionery market value forecast: $ million, 201015 35 Table 16: Australia confectionery market volume forecast: million kilograms, 201015 36 Table 17: Australia size of population (million), 200610 37 Table 18: Australia gdp (constant 2000 prices, $ billion), 200610 37 Table 19: Australia gdp (current prices, $ billion), 200610 37 Table 20: Australia inflation, 200610 38 Table 21: Australia consumer price index (absolute), 200610 38 Table 22: Australia exchange rate, 200610 38 CONTENTS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 6 LIST OF FIGURES Figure 1: Australia confectionery market value: $ million, 200610(e) 10 Figure 2: Australia confectionery market volume: million kilograms, 200610(e) 11 Figure 3: Australia confectionery market segmentation I:% share, by value, 2010(e) 12 Figure 4: Australia confectionery market segmentation II: % share, by value, 2010(e) 13 Figure 5: Australia confectionery market share: % share, by value, 2010(e) 14 Figure 6: Forces driving competition in the confectionery market in Australia, 2010 15 Figure 7: Drivers of buyer power in the confectionery market in Australia, 2010 17 Figure 8: Drivers of supplier power in the confectionery market in Australia, 2010 18 Figure 9: Factors influencing the likelihood of new entrants in the confectionery market in Australia, 2010 19 Figure 10: Factors influencing the threat of substitutes in the confectionery market in Australia, 2010 21 Figure 11: Drivers of degree of rivalry in the confectionery market in Australia, 2010 22 Figure 12: Kraft Foods, Inc.: revenues although maintaining inventories and engaging in practices such as hedging can reduce the effect of price volatility. Entry into this market is highly dependent on growth prospects and also on the size of existing players. Furthermore, confectionery products are vulnerable to the threat from its substitutes, such as savory snacks and fresh fruits, due to low switching costs and consumption patterns in different geographies. The competitive rivalry is deemed as moderate in this market, with branding contributing to a high level of customer loyalty; therefore price FIVE FORCES ANALYSIS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 16 elasticity and product differentiation only play a small part in the competitive rivalry of the confectionery market. FIVE FORCES ANALYSIS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 17 Buyer power Figure 7: Drivers of buyer power in the confectionery market in Australia, 2010 Source: Datamonitor D A T A M O N I T O R In Australia, the main distribution channels for the confectionery market are supermarkets and hypermarkets, which account for 44.6% of the market value. Supermarket chains are often able to negotiate very strongly on price with confectionery producers; this boosts their buyer power significantly. Confectionery includes a wide range of product categories, and within each segment, manufacturers have many opportunities to create goods that stand out from the rest (for example, manufacturers may offer sugar free cereal bars especially for individuals with diabetes). An increasing number of product lines have been developed to create healthier alternatives to their existing lines, with substitute versions offering no artificial colors, low sugar, as well as the inclusion of additives such as vitamins. Along with the inherent differences (e.g. taste, ingredients, etc.) between products, manufacturers invest in advertising to build brand identities. Retailers need to respond to consumer demand and the presence of strong differentiation and brand loyalty among consumers leads to a weakening of buyer power. However, most retailers in this market offer a wide variety of foods. As confectionery is only a small part of their total product range, buyer power relative to the manufacturers is increased. Manufacturers and retailers generally exist in very different businesses, with little likelihood of vertical integration. Overall, buyer power is assessed as moderate. FIVE FORCES ANALYSIS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 18 Supplier power Figure 8: Drivers of supplier power in the confectionery market in Australia, 2010 Source: Datamonitor D A T A M O N I T O R The key inputs in the confectionery market are ingredients such as sugar, cocoa beans, and their derivatives (cocoa butter, cocoa liquor, or cocoa powder). Suppliers to this market are cocoa farmers and producers of various other raw materials. Cocoa products are differentiated to some extent, and are sold in several grades. Much of the cocoa-based raw material is sourced from countries such as Cote d'Ivoire, Ghana, Indonesia and Brazil among others. Furthermore, supplies from other producers within Far Eastern, West African and South American equatorial regions, and existing inventory in consuming countries, act as an adequate supply buffer. Manufacturers may choose to adopt the 'fair trade' policy, which ensures that farmers receive a 'fair' price for their products, depending on their own organization's ethical policies. Raw materials like these are bought on commodity markets, and confectionery companies are unlikely to have much control over supplier prices; rather, they use financial techniques such as hedging in order to reduce the impact of price rises on their own margins. Overall, supplier power is evaluated to be moderate. FIVE FORCES ANALYSIS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 19 New entrants Figure 9: Factors influencing the likelihood of new entrants in the confectionery market in Australia, 2010 Source: Datamonitor D A T A M O N I T O R In order to start operations within this market, reasonably high levels of capital are generally required in order to set up production facilities, because most confectionery products are mass-marketed, and must be manufactured in significant volumes to be profitable. However, it is also possible to enter the market on a small-scale, for example, by making high-value, low-volume products in a craft process rather than a mechanized process. There is a threat of entry from private labels mainly from the large supermarkets which use their infrastructure and brand name to provide a similar, cheaper alternative to the existing brand names. However, these products are limited to the supermarkets own store chains and have limited brand recognition in the confectionery market. Many of the existing brands are strong, and consumers may be unwilling to move away from their favorites this means that it may be difficult to persuade retailers to add a new player's product to their shelves. Existing players understand the significance of brands associated with the confectionery market and tend to focus on brand expansion for its new product development, rather than bringing new names to the customer: Kit Kat is one example, as it used its recognizable brand name to release similar lines such as Kit Kat Chunky, Kit Kat Cubes and Kit Kat Senses. New entrants must also consider the problems of establishing a good supply chain if they choose to manufacture their products within the country. A complete new set of standards for food commodities that applies in both Australia and New Zealand was adopted in December 2000. Provisions that apply to all foods, such as labeling requirements and food additive permissions, were grouped into FIVE FORCES ANALYSIS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 20 generic standards that cover all foods. Where specific provisions were required for particular food commodities, based on stated objectives, commodity-specific regulations were developed. Such regulation may act as barrier for potential entrants in the Australian confectionary market. Overall, there is a moderate likelihood of new entrants. FIVE FORCES ANALYSIS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 21 Substitutes Figure 10: Factors influencing the threat of substitutes in the confectionery market in Australia, 2010 Source: Datamonitor D A T A M O N I T O R Most confectionery is purchased by end-users as snack food. Substitutes thus include savory snacks, fresh fruit, and similar items. For retail buyers, the substitutes have some disadvantages in terms of storage: snacks such as potato chips require more shelf space per item than, for example, chocolate bars; fruit is perishable and may need expensive chilled display cabinets if wastage is to be avoided. Increasing publicity of health hazards which are linked to poor dietary lifestyles associated with confectionary products may influence the consumer's decision making preferences to switch to a more health conscious alternative. For most food retailers, there are negligible switching costs, as they will usually be selling these items in any case. Furthermore, some forms of confectionery are purchased by consumers as luxury or gift items, rather than quick snacks for personal consumption - in these cases, the substitutes are more varied, and may include certain gift items of similar value. Overall, the threat of substitutes is moderate. FIVE FORCES ANALYSIS Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licensed product and is not to be photocopied Page 22 Rivalry Figure 11: Drivers of degree of rivalry in the confectionery market in Australia, 2010 Source: Datamonitor D A T A M O N I T O R The Australian confectionery market is concentrated, with the top three players holding 72.1% of the total market value. Leading companies have diverse product lines, although food and drink products are central to their business. Such factors protect their margins against local fluctuations. Switching costs for consumers and retailers are low. The threat from private labels, offering a cheaper alternative to branded products, increases during times of economic downturn or slowdown, as consumers become increasingly price-conscious. However, product differentiation, both by inherent characteristics and by strong branding, should allow players to maintain their hold on consumers, and thus weaken rivalry. In a business where automated, high-volume manufacturing is the norm, capacity increases are relatively easy to implement and fixed costs are high; rivalry is enhanced. Overall, there is a moderate degree of rivalry in this market. LEADING COMPANIES Australia - Confectionery 0125 - 0710 - 2010 © Datamonitor. This profile is a licen