Within tablets, Mondelez’s brand Milka and Pibamour’s Ritter Sport implemented important point-of-sale marketing strategies (and investments) in 2022-2023 and have so far reaped significant benefits. In the case of Milka (and Mondelez in general), the strategy also includes testing several package sizes, flavours, and promotions, including, for the first time for Mondelez in Chile, seasonal products imported just for Easter, Halloween, and the Christmas period.
A significant degree of premiumisation took place in Chilean chocolate confectionery between mid-2020 and mid-2022, when the future was uncertain and local consumers found themselves in desperate need of indulgence, especially as they had access to additional funds. Naturally, premiumisation decelerated as soon as economic conditions began to deteriorate in the second half of 2022, although this was not the case for private label.
As a relatively stable higher-income country with a population appreciative of chocolate confectionery, Chile constitutes one of the most attractive markets in the region (limited perhaps only by its size, which is significantly smaller than Brazil, Mexico, and Argentina), resulting in new players, brands, and products constantly emerging. This phenomenon was exacerbated by the demand boom and supply chain challenges that took place during 2020-2022.
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This is the aggregation of tablets, countlines, chocolate pouches and bags, boxed assortments, seasonal chocolate, chocolate with toys, and other chocolate confectionery. Nuts and fruits covered in chocolate are included in this category. Note that chocolate overtly positioned for baking/cooking purposes is excluded from Euromonitor International's confectionery coverage.See All of Our Definitions
This report originates from Passport, our Chocolate Confectionery research and analysis database.
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