QBerg Observatory How has chocolate bar/tablets advertising on promotional flyers and e-commerce performed in the last

How has chocolate bar/tablets advertising on promotional flyers and e-commerce performed in the last 12 months?

QBerg analyzes the trend of the offer of Chocolate Bars on the promotional flyers of the large-scale distribution and on the main e-commerce sites of Gd, Amazon Fresh and Q-Commerce Apps.

QBerg, the leading Italian Research Institute in price intelligence and cross channel assortment strategy analysis (flyers, points of sales, e-commerce and newsletters) has analyzed the chocolate Bar/tablets supply trend in Hypermarkets, Supermarkets and Superettes (HSS), as well as Large-scale distribution, Amazon Fresh and Q-Commerce Apps e-commerce over a year.

Data show that seasonality is more evident on the Flyer, which is also confirmed by the graph that follows. The Intensity Promo (represented by the Qp4 value, an index calculated based on the number of flyers, points of sales and products and their related advertising period), shows a downward trend in the warmest months. Seasonality has instead remained essentially unvaried in terms of e-commerce virtual shelves throughout the year, recording three significant peaks in January, May and October.

The chocolate tablets trend of the total market and that of private labels alone are equivalent. Noticeable is only that, compared to the total WEB display, PL is increasingly represented, probably due to the stronger presence of the letter in December and January, proportionally increased compared to the market trend.

By Analyzing the graph related to the average price/kg trend in the reference 12 months, three phenomena stand out.

First, the significant price difference between the two channels on the total market. Whether it is due to price promotion activities, in the case of flyers, or a better positioning of top-of-the-range products, in the case of the web, the point is that on average the differences range from 3.5€ to 6€ for e-commerce.

Such difference is far less significant for PLs, for which the WEB is on average 1€ - 1.5€ more expensive in the online world.

Second, while on the Flyer prices for the total market are overall stable, little affected by seasonality, a sharp rise was recorded in websites, ranging from 16€ in March to a peak of 18€ in June, which lasted until October. PLs also recorded significant fluctuations on the Flyer but were more stable on e-commerce.

Third, the price/kg difference between the total market (includingPLs) and PLs themselves is clear. With the exception of the fluctuation recorded on the Flyer between July and August, the price difference is notably in favor of PLs.

Dark chocolate is always the leader on both e-commerce websites (37.2% display Share) and flyers (28.98% Qp4 Share). As far as the latter is concerned, the ‘line’ promo products (generally referred to as “Various flavors”) and accounting for over 35% of the Flyer visibility Qp4 share, have a remarkable impact.

Milk chocolate has a strong presence on the Flyer, while Specialties, which are bars with different flavors, are the second segment on the web.

Makers: an extremely concentrated market, with strong PL. This is what emerges from the analysis of the maker display share, on the Flyer and on the virtual shelves of e-commerce websites

The top 5 brands managed to reach the highest positions just for a few percentage points. These brands only account for 70% of flyers and little less than 69% on the web.

PLs, which rank fourth on the Flyer and third on e-commerce, prove to be strong. The remaining makers play a less significant role in both channels.l

Fabrizio Pavone Marketing Manager and Business Development at QBerg

Marca by BolognaFiere 2023

presents the award on the most attractive products for international markets

Following the great success of the 2022 edition, the organizers announce: the 2 international private label selection nd (IPLS) “Private Label Ideas and Innovations for International Markets 2023”Awards for new products, ideas and projects designed for the Private Label sector and new international markets submitted by Exhibitors at the 2023 Marca by BolognaFiere.

Manufacturers and suppliers are essential players in Private Label supply chains in the different countries, playing a particularly important role together with their retailer partners in product and market innovation and development. For manufacturers, putting forward and effectively implementing new ideas is key to being selected, retained and appreciated by their retailer clients. The products submitted must belong to the categories of large consumption, from frozen to fresh foods, from home care products to personal care products, from animal feed and care to other non-food products. The selection will be made by a jury of international private label experts who will follow three main assessment criteria: the product’s pertinence, suitability and marketing potential for international distribution and extension; the originality, innovative / novelty features of the product and process (recipes, formats, processing, flavours, uses, etc.); advantages and specific sustainability features (ingredients, supply chain, transparency, materials, health promotion, etc.)

Ten products/projects will be selected and the winning products/projects will receive a specific advice from Senior PL Experts in the various countries on the development potential in new markets of their products and especially, an entry strategy into one of the most promising European markets. In addition to the 10 winners, the jury reserves the right to mention up to a maximum of 10 other products, which although not selected, have a specific aspect or attribute of particular interest.

The deadline for applying is December 16 2022 th .

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