In my previous article “Branded Confectionery and Chocolate industry of Pakistan in 2009” available on Google and/or at saifdewan.wordpress.com the entire focus of analysis was on domestically produced Confectionery and Chocolates brands. Though it was deliberate yet I realized later the discussion of Pakistan’s Chocolate/Confectionery market remains incomplete without the study of foreign available brands in the market. The article under review is eventually the outcome of this thought.
Foreign chocolates brands are registering moderate growth in metro cities of Pakistan, particularly in Karachi, Lahore, Islamabad, Pindi and Faisalabad etc. where retail presence and sales are growing day by day. Growth in consumption of locally produced chocolates and acceptance of imported brands are mainly being driven by the growing number of middle and upper class consumers in urban areas. Supermarket revolution is also underway in these cities and is one of the chief reasons for stimulus increased consumption of foreign chocolates brands. Supermarkets (here referring to all modern retail, which includes chain stores of various formats such as supermarkets, hypermarkets, and convenience stores) have now gone well beyond the initial upper- and middle-class clientele to reach the mass market.
Prices of imported brands in Pakistan have always been unpredictable and vary because a big chunk of these brands comes through parallel imports without paying proper /regular import duties.
According to a ranking made by “Candy Industry” Publication Jan 2009 the Top Ten chocolate manufacturer worldwide based on revenues are as follows; in this article we will review their global status as well as their market presence in Pakistan.
TOP 10 Chocolates/Confectionery manufactures in the world with their presence status in Pakistan:
|Rank||Company||No. of plants||No. of employees||Net Sales 2009 US$ millions
Source: Candy Industry Publication Jan 2009
Available in Pakistan
|Availability of brands in Pakistan
|1,353||65,000||16,500||Mars, Snickers, Twix, Galaxy, M&M, Bounty||Selective
Key Accounts, A & B+ outlets
|4,563||283,000||11,393||Kit Kat, Polo, Fox, After Eight||Selective, Key Accounts, A and B class outlets|
|18||21,600||8,997||Ferrero Rocher||Selective, Key Accounts, A class|
|64||50,000||8,819||Dairy Milk, Perk, Velvet,
|Local production facility, Excellent availability, Key Accounts, A ,B and C|
|5||Kraft Foods Inc.
|1,683||98,000||8,332||Toblerone||Very Selective, Premium, A and selective B|
|6||The Hershey Co.
|8||12,800||5,319||Chocolate bars, Kisses||Limited, available at Premium, A and selective B class outlets|
|7||Perfetti Van Melle SpA
Key Accounts, A & B class outlets
|8||Lindt & Sprungli AG
|8||6,788||2,569||Lindt Chocolate Bars||Very Selective
|9||* Meiji Seika Kaisha Ltd.,Tokyo||6||45,313||1,560||–||Nil|
|10||Ezaki Glico Co||43||48,623||1,567||–||nil|
- Mars, Inc. – Mars is the US-based world’s most famous brand in Confectionery category. From its humble beginnings in the Tacoma, Washington kitchen of Frank Mars, Mars, Incorporated has grown into a company of global scope with six business segments including Chocolate, Pet care, Wrigley Gum and Confections, Food, Drinks and Symbioscience, generating total annual revenues of $30 billion (FY:2008). As a family-owned company for nearly a century, the company is guided by five Principles: Quality, Responsibility, Mutuality, Efficiency and Freedom.
Following the acquisition of the Wm. Wrigley Jr. Company in 2008, with five, billion-dollar confectionery brands: M&M’s, SNICKERS, DOVE, MARS, EXTRA and ORBIT Mars is the world’s leading confectionery company.
Two of Mars brands are more than 100 years old: JUICY FRUIT® and SPEARMINT®. Seven of company’s brands are more than 50 years old: MILKY WAY®, SNICKERS®, MARS®, M&M’S®, DOUBLEMINT®, UNCLE BEN’S® and WHISKAS®. Mars most popular chocolate products include Snickers, Mars Bar, Milky Way, M&Ms, and Twix among many others. All these brands are fortunately available in Pakistan at good Premium, A- class outlets and in some good Wholesale (W/S) markets, however I firmly believe with the proper business plan and distribution support the Company could increase further its sales and brand presence in Pakistan.
Mars Brands in Pakistan: Although brand presence can be noticed at selected outlets, yet it has lot more potential of growth and to increase its reach at outlet level.
|S.No.||Brands||Retail Price(Rs.) / Bar
|1||Mars||50/-||Premium , A & B+ outlets|
|2||Snickers||50/- to 55/-||Premium , A & B+ outlets|
|3||Twix||55/-||Premium , A & B+ outlets|
|4||Galaxy||55/- to 65/-||Premium , A & B+ outlets|
|5||M&M||55/- to 65/-||Premium , A & B+ outlets|
|6||Bounty||65/-||Premium , A & B+ outlets|
Extra, Orbit, Double Mint are also available and popular brands in Chewing gum category.
- Nestle: Nestlé is the world’s leading Nutrition, Health and Wellness Company. Since Henri Nestlé developed the first milk food for infants in 1867, and saved the life of a neighbor’s child, the Nestlé Company has aimed to build a business as the world’s leading nutrition, health and wellness company based on sound human values and principles.
Their products include chocolate, milk, confectionery, bottled water, coffee, ice cream, food seasoning and pet foods. Their most popular chocolate products include Baby Ruth, Butterfinger, Kit Kat, Milky Bar, Matchmakers, Nestlé Crunch, Oh Henry, After eight and the Wonka Bars. Following brands of Nestle are available in Pakistan
Nestle Confectionery/ Chocolate Brands in Pakistan: Presence of Nestle brands is comparatively better than others foreign brands e.g. Ferrero, Mars etc.
|S.No.||Brands||Retail Price(Rs.) / Bar
|1||Kit Kat ( 11gm)||7/-||Due to unorthodox price, availability of brand has diminished, otherwise it was good at 5/-|
|2||Kit Kat (17 gm) – 2 Finger||15/-||Good up to B-class outlets|
|3||Kit Kat ( 35 gm)- 4 Finger||25/-||Good at Premium A and B+ outlets|
|4||Fox ( Fruit, Mint, Berries)||55/- 60/-||Good at Premium A and selected B class outlets|
|5||POLO 21 gm||7/-||Pricing issue, Good at Premium A and B class outlets|
|6||Quality Street 480 gm||770/-||Confined up to Premium and A class outlets|
|7||After Eight 200g and 300 g||325/- and 445/-||Key Accounts|
- Ferrero SpA – The story of this chocolate giant began in 1946, in Italy, where, after the war, candy and confections were in short supply and were purchased mainly for special occasions from the local sweet shop. It was here in north-western Italy in the small town of Alba, that master confectioner Pietro Ferrero developed a system that enabled him to mass-produce true quality confections and offer them to consumers at reasonable prices.
|The first of the Ferrero products was Pasta Gianduja, a chocolate-hazelnut spread that, re-named Nutella®, was destined to become the #1 selling sweet spread in the world. Since that first successful venture, Ferrero has gone on to introduce many of the most celebrated confectionery brands in the world.|
Although Pietro Ferrero and his brother Giovanni had laid the groundwork for future company success, when both died in the early 1950’s, it fell to Pietro’s son, Michele Ferrero, to continue the pursuit of their vision, as Ferrero expanded across Europe and then abroad.
Ferrero first moved beyond Italy in 1956, establishing both manufacturing facilities and offices in Germany. This was followed by new facilities in France in 1958.
In the late 60’s and early 70’s, Michele Ferrero began a strong new phase of international expansion with sales offices and production facilities outside Europe. Ferrero U.S.A., Inc. was first, then came Ferrero Canada, Ferrero Australia, Ferrero Ecuador, Ferrero Brazil, Ferrero Japan, and Ferrero Inc. in Puerto Rico.
More recently, offices have been opened in Hungary, Poland and in the Czech Republic.
Today, Ferrero remains a true family-run success story. A third generation of Ferrero sons has joined their father and continues to operate under the same basic principles that gave Ferrero its start in Alba over 50 years ago.
With global sales growing in country after country, Ferrero is today one of the largest confectionery companies in the world. The Ferrero Family continues to delight its global consumers with a seemingly inexhaustible line of unique, high-quality products, not only in the spread and candy aisles, but also in the bakery and beverage sections.
Ferrero Brands in Pakistan: Ferrero presence in Pakistan is confined to selective outlets as price point of brand is far from the reach of masses and middle class consumers. Me too brands of Ferrero are also available at low price.
|S.No.||Brands||Retail Price(Rs.) / Bar
|1||Ferrero Rocher-( 200gm)||355/-||Premium Class , A Class, selected B class|
|2||Ferrero Rocher- ( 300gm)||600/-||Premium Class , A & selected B|
|3||Ferrero Rocher 35 gm||45/-||Selected Key Accounts, A and B|
- Cadbury is one of the world’s biggest confectionery companies with a number one or number two position in 20 of the 50 largest confectionery markets across the globe. Cadbury’s creates chocolate, gum and candy brands people love -brands like Cadbury, Trident and Halls.
A few facts and figures about Cadbury’s
- makes and sells three kinds of confectionery: chocolate, gum and candy
• operates in over 60 countries
- John Cadbury opened for business in 1824 – making Cadbury’s nearly 200 years young
- around 35,000 direct and indirect suppliers worldwide
• employs around 50,000 people
- Cadbury Dairy Milk is at the heart of Cadbury’s success. It’s a brand loved by millions of people in over 30 countries around the world and generates around £750 million of sales each year. A hit brand of company’s products portfolio from when it was created back in 1905.
- Gum is the fastest growing confectionery category on earth. Whether to freshen up breath, strengthen teeth, as an ideal diet-conscious snack, or just for the pleasure of chewing -its popularity is on the up and up.
- Trident-Cadbury’s is the world’s biggest chewing gum brand; Bubbaloo-Cadbury’s is one of the world’s biggest bubblegum brands; Chiclets-the original gum in many places; and Cadbury’s has local leaders such as Clorets in Mexico and Japan, Dentyne and Stride in North America, Hollywood in France, and Stimorol and Dirol in Northern Europe, Russia and South Africa.
- Cadbury’s main focus is on their most advantaged brands. Together they generate approximately half of the company’s total revenue and have significantly higher profitability than company’s confectionery portfolio as a whole. These brands are Cadbury Dairy Milk, Trident, Halls, Green & Black’s, The Natural Confectionery Co., Creme Egg, Eclairs, Flake, Dentyne, Clorets, Hollywood, Stimorol and Bubbaloo.
- Chocolates and Coca beverages produce 46% of Cadbury’s revenue where as share of Gum and Candy is 33% and 21% respectively in total revenue.
- Cadbury’s Share of revenue-Region wise : Cadbury’s is the only foreign brand that has production facility in Pakistan at HUB Industrial Area- Baluchistan near Karachi (about an hour drive from Karachi) along with full-fledged operational setups and offices. Cadbury’s head office is in Karachi.
- North America 22%
- Main markets: Canada, US, Mexico
- Main brands: Trident, Halls, Cadbury, Dentyne, Stride, Chiclets, Bubbaloo, Clorets
- Cadbury’s greatest revenues are in US and Canada where the Company sells mostly gum and candy. The US is the world’s largest confectionery market and Cadbury has the second largest gum share at 34%. Cadbury’s products are sold under the Trident, Dentyne, Stride and Bubbilicious brands. In candy, Halls brand has a 55% share of the cough/cold segment. Cadbury’s also launched Green & Black’s in the US. The Company is also the market leader in confectionery in Canada, the world’s 11th largest market, with a 20% market share. This includes a 14% share in chocolate through Cadbury brand.
In the emerging market of Mexico, Cadbury’s has over 80% market share in both gum and cough candy.
- Main markets: France, Turkey, Russia, Poland, Spain, Denmark, Greece, Portugal Romania, Netherlands, Switzerland, Sweden, Norway, Belgium
- Main brands: Trident, Halls, Hollywood, Stimorol, Dirol, Wedel, Carambar, Jelibon, Kandia, Poulain
- The Company has significant gum and candy businesses in Europe, with excellent gum market shares in the majority of Western Europe and Scandinavia, Turkey and Russia.
- The Company sells Halls in nearly all main markets in addition to their local candy brands. Chocolate businesses of Cadbury are concentrated in Poland, Russia and France. In France Cadbury’s has largest European operating unit, its gumand candy brands have shares of 43% and 17% respectively in what is the world’s 8th largest confectionery market. The successful integration of Intergum, acquired in 2007, makes Turkey Cadbury’s second largest operating unit in Europe. Cadbury is No 2 in the Turkish confectionery market. In Poland, Cadbury’s brands Wedel and Cadbury chocolate brands command an 18% market share.
- SOUTH America 8%
- Main markets: Brazil, Argentina, Venezuela, Colombia
- Main brands: Trident, Halls, Bubbaloo, Chiclets, Beldent
- Cadbury’s has leading position in South America with a market share of nearly 20% with core strengths in gum and candy. As well as operating in Brazil, Argentina, Venezuela, Colombia and Peru, some of the world’s 50 largest markets, Cadbury’s is also in Ecuador, Bolivia, Chile, Uruguay and Paraguay.
Brazil is the 7th largest confectionery market in the world where Cadbury’s has largest operating unit in South America. Here, The Company enjoys a 75% market share in gum through brands such as Trident, Chiclets and Bubbaloo.
Britain & Ireland 24%
Main markets: UK, Republic of Ireland
Main brands: Cadbury Dairy Milk, Creme Egg, Flake, Green & Black’s, Crunchie,
Bassetts, Maynards, Trebor, Trident, Halls, The Natural Confectionery Co., Eclairs
As the largest business unit in the group, Britain and Ireland have traditionally been significant chocolate businesses with a 30% and 42% market share respectively.
Cadbury’s also has a significant candy business with a 26% market share in the UK and 37% in Ireland through brands including Halls, Bassetts, Maynards, The Natural
Confectionery Co. and Trebor. Trident gum launched into the UK in 2007 and captured over 10% of the market in the first year.
Middle East and Africa 7%
Main markets: South Africa, Botswana, Swaziland, Namibia, Kenya, Egypt, Lebanon, Morocco, Nigeria, Ghana
Main brands: Cadbury, Halls, Eclairs, Stimorol, Dentyne, Clorets, Trident, Chiclets, Endearmints, Chappies, Bournvita, Tom Tom, Bubba
Cadbury has a leading position in confectionery in Africa through operations, principally in South Africa, Nigeria and Egypt and manufacturing based in all main markets.
With a 27% market share, Cadbury’s is the biggest player in South Africa, the largest confectionery market in Africa, and sell across all three categories of chocolate, candy and gum.
In Egypt Cadbury’s has 38% overall market share.
Main markets: Japan, Australia, New Zealand
Main brands: Cadbury, the Natural Confectionery Co., Boost, Cherry Ripe, Clorets, Recaldent, Halls
Australia is Cadbury’s biggest business in the Pacific and has a leading position with a 30% market share. Chocolate is key and the Company has the largest market share (39%), mainly through Cadbury Dairy Milk, Cherry Ripe and Boost brands. In Candy also The Company has a strong presence in with a 21% market share.
Japan is the world’s 5th largest confectionery market. Cadbury’s is at No 2 in gum and through the acquisition of Sansei Foods in 2007 have a strong position in Japan with a 5% share in candy.
While New Zealand is a relatively small market, Cadbury’s is the leader in confectionery with a 41% market share and sell both chocolate and candy.
Main markets: India, Malaysia, Thailand and China
Main brands: Cadbury Dairy Milk, Bournvita, Halls, Eclairs/Choclairs, Clorets, Dentyne
India is Cadbury’s biggest operator in Asia and continues to show strong growth with by far the largest share of the chocolate category and a strong presence in food drinks through Bournvita. Bubbaloo was introduced in 2007 and has around 10% share of the bubblegum market.
Cadbury’s total confectionery model in Malaysia has enabled the business to become the leader in chocolate and candy with a strong No 2 position in gum in just five years. Thailand is also an important market for Cadbury’s where the brand has a 59% share in gum and a 22% share in candy.
China is the world’s 6th largest confectionery market and one where Cadbury’s presence is growing through leading brands – Choclairs and Halls.
Brand Presence of Cadbury in Pakistan: Cadbury’s enjoys remarkable brand presence in Pakistan at all types of potential outlets. The Company has started Door-to-Door Selling (DDS) through branded tricycles.
|S.No.||Brands||Retail Price(Rs.) / Bar
|1||Cadbury’s Dairy Milk ( in various sizes)||Rs.5/- Rs.10/-
Rs.25/- and above
|Premium Class , A, B and C class,|
|2||Perk||Rs.5/-||Premium Class , A, B and C class,|
|3||Velvet||Rs.10/-||Premium Class , A, B and C class,|
After months of fiercely resisting any deal, Cadbury agreed recently to an improved takeover offer from Kraft Foods worth about $19 billion.
- Kraft Foods, Inc. – Kraft total revenue is US$41,932million (FY: 2008). Kraft Foods, Inc. is considered to be the second largest food and beverage company in the world with annual revenues of $42 billion. This company is now a merger of different food companies that include The Philip Morris Company (now Altria Group), Nabisco and Kraft. Recently Kraft has taken over Cadbury’s. Their nine brands collectively produce revenues exceeding $ 1 billion, including Kraft, Jacobs, LU, Maxwell House, Milka, Nabisco and Oreo brands Philadelphia and Oscar Mayer. Toblerone is famous chocolate products include Toblerone and Oreo. More than 40 brands of Kraft are 100 years old. Kraft has more than 98,000 employees world wide. More than 80% of the company’s revenues come from products that hold the no. 1 share position in their respective category.
Kraft Foods- Int’l Category Share
|Category||Net Revenues in $ billion||% of 2008 Net Revenues||Revenue Change % versus LY|
In confectionery / Chocolate category unfortunately only Toblerone is available in Pakistan at limited Key Accounts, A and Selected B+ outlets
- The Hershey Company – The Hershey Company is the largest manufacturer of chocolates in North America and based in Hershey, Pennsylvania. Hershey’s is considered to be the Great American chocolate because it has been around since 1894. Hershey’s has operations world wide and more than 12000 employees. With Revenues of more than $5 billion, Hershey’s offers such iconic brands as Hershey’s, Reese’s, Hershey’s Kisses, Kit Kat, Twizzlers and Ice Breakers. Hershey’s is a leader in the fast-growing dark and premium chocolate segment with brands like Hershey’s Special Dark and Hershey’s Extra dark.
Hershey’s Chocolates brands in Pakistan: Hershey chocolate bars and kisses are available at very selected shops.
|S.No.||Brands||Retail Price(Rs.) / Bar
|1||Hershey’s Chocolate bar ( 300gm)||325/-||Premium Class , A Class, selected B class|
|2||Hershey’s Kisses 43g||35/-||Premium Class , A Class, selected B class|
|3||Hershey’s Kisses 200g||225/-||Key accounts|
- Perfetti Van Melle – Perfetti is a privately owned company, producing and distributing candies and chewing gums in more than 130 countries worldwide. The Company was established in March 2001 through the merger of Perfetti S.p.A and Van Melle N.V.
In July 2006 the group acquired the Spanish company Chupa Chups, thus strengthening its position as the Third largest Confectionery (Confectionery and Chewing gum) group in the world, and becoming the first player in the global sugar confectionery market.
Financials of PVM:
PVM net sales in 2008: 1,972 million Euros
40% from Chewing gum
60% from Candies
17,000 employee world wide
35 operating companies
31 manufacturing site
Sales to over 130 Countries with true global reach
PVM brands: Air action, Air Heads, Alpenliebe, Big Babol, Centre Fruit / Fresh
Chupa Chups, Day Gum, Frisk, Fruit-tella, Happy dent, Look O Look, Mentos, Vivident, Golia and Smint.
PVM brands in Pakistan: PVM has excellent brand presence of Mentos, Fruit-tella, Alpenliebe and Happydent. Chupa Chups and Air Action is also available at selected outlets
|S.No.||Brands||Retail Price(Rs.) / Bar
|1||Mentos||15/- to 20/-||Premium Class , A Class, selected B class|
|2||Fruit-tella||20/-||Premium Class , A Class, selected B class|
|3||Alpenliebe mono||1/-||Premium Class , A Class, selected B class|
|4||Happydent||35/-||Key Accounts, A class|
|5||Chupa Chups||20/-||Key Accounts, A class|
- Chocoladefabriken Lindt & Sprüngli AG – This chocolate manufacturer, commonly known as Lindt is a Swiss premium & confectionery company founded in 1845. Lindt & Sprüngli’s is recognized as a leader in the market for premium quality chocolates, offering a large selection of products in more than 100 countries around the world. This 160 years old company has six production sites in Europe and two in U.S.A and distribution and sales companies on four continents. Popular chocolates include the Lindor which is a hard chocolate shell with a smooth chocolate filling and comes with coloured wrappers; Mint Intense, Toffee crunch, and Madagascar among many others.
Lindt brands in Pakistan: Limited to Key accounts and A class outlets because of premium price
|S.No.||Brands||Retail Price(Rs.) / Bar
|1||Lindt Chocolate bar ( 35 gm)||75/-||Premium Class , A Class,|
|2||Lindt Chocolate bar ( 100 gm)||200/- 325/-||Premium Class , A Class,|
|3||Lindt Chocolate bar ( 300 gm)||725/-||Premium Class , A Class,|
- Meiji Seika Kaisha, Ltd. – Meiji Seika Kaisha, Ltd. Is a Japanese company that deals in Dairy Products, Confectionery and Pharmaceutical segment and produces the popular chocolate products Hello Panda and Yan Yan.
*Meiji Seika Kaisha, after merging with its milk compatriot Meiji Dairies, released more specific confectionery sales figures. The news sent the company, now known as Meiji Holdings, from ninth place to 13th. August Storck took its place.
Brand presence of Meiji Confectionery in Pakistan: Unfortunately no other brand of Meiji except of Yan Yan is available in Pakistan
- Ezaki Glico – is considered to be the world’s leading manufacturer of high quality Confectionery, Ice Cream, Processed Foods and Health-related foods items based in Japan. Their famous brands include Pocky, Glico candy, Caplico, Potepo, Collon, Sinky and Kittyland.
Unfortunately like Meiji, none of the above referred Glico brands are available in Pakistan.
ABOUT THE AUTHOR:
Saif Dewan is a Brand and Sales management specialist, brings with him Fourteen years of blended experience of (FMCG) Sales, Marketing and Distribution Management. He has been associated with leading organizations of Pakistan where he worked at senior management positions. Dewan has diverse experience in conducting strategic sales management, team building and leadership programs for organizations such as Mitchell’s ,B.P Industries, Muller & Phipps Pakistan, Premier Agencies, EFU General Insurance, Meezan Bank and many renowned educational institutions viz. University of Karachi and SZABIST etc. He is presently associated with an MNC as Business Development Manager. He received his Hons. and Master’s Degree at the University of Karachi, where he majored in economics, with marketing and management.
Contact : Saif_dewan@hotmail.com ; email@example.com