FDBusiness.com

While the Western European chocolate confectionery market reached a sweet £19 billion in 2012, it looks like it is Germans who have the sweetest tooth in Europe. Indeed, according to latest research by Mintel, Germany accounted for a quarter (24%) of the Western European chocolate confectionery market in 2012, equating to a retail market value of £4.6 billion. And despite falling by 7% since 2010, sales are expected to grow by almost 4% by the end of 2013.

Meanwhile, France and the UK each hold a 20% share of the market, with a retail value of £3.7 billion respectively in 2012. The Italian market follows at £1.2 billion and Spain £590 million.

And Germany’s reputation as a “chocolate nation” is also reinforced by a per capita consumption of over 8kg annually, by far the highest in Western Europe. In comparison, Brits eat 6.5kg per year, the French 5.7kg, Italians and Spanish 1.7kg.

Marcia Mogelonsky, Director of Innovation and Insight at Mintel, coments: “Germany remains Europe’s largest chocolate market, despite the small fall from 2010. In order to keep up that pace, manufacturers would do well to look at what motivates German chocolate consumers, as they have some unexpected patterns in their eating and purchasing habits. Germans have a strong tradition in the category, supported by a number of well-established and respected brands.”

Looking at motivation for purchasing chocolate amongst chocolate buyers in France, Germany, Italy and Spain, it is the Germans who are the most likely to buy chocolate on impulse. Indeed, some 45% of Germans buy it on impulse, while just 33% of French, 30% of Italians and 20% of Spanish do so. As for Brits, 54% of chocolate eaters buy chocolate on impulse.

And not only are Germans impulsive chocolate buyers, but they are second only to French consumers when it comes to buying chocolate to treat themselves. Indeed, more than three-quarters (76%) of Germans and 84% of French purchase the products as a special treat for themselves, or as something special to improve their moods. Meanwhile, two fifths (41%) of Brits buy chocolate to eat it as comfort food. Just over half (58%) of Italians and 66% of Spanish chocolate eaters buy the products to lift their moods or to treat themselves.