The seasonal character of chocolate sales is still very prominent, according to data from marketing research agency Nielsen which was presented at a round table discussion organized by Progressive Magazine Bulgaria.

The agency’s figures show a drop in the category, both in volume (5.4%) and in value (3.7 per cent). Supermarkets with over 301 sq m area remain the leading sales channel (34.4%). There, sales by value are 35.7% and are more significant than sales by volume, the latter being 34.4%. In general, the importance of supermarkets is growing – in sales in volume as well as in value, as opposed to the traditional sales channels.

Alcohol stores have an 8-percent share in chocolate distribution. Sales in value are bigger than sales in volume in those stores, which is due to the highest average price per kilogram or per box, Nielsen experts explained. The main share of sales goes to chocolate boxes of 150 to 200 g, however during the past year these packages experience a drop in sales while larger boxes score a more significant rise in sales.

The GfK marketing research institute reports major penetration (81%) of chocolates. Their data show that the category has seen positive development during the past year, due to the growth of private labels and the preference of shoppers towards larger packages. For the period August 2011 – July 2012 research has found out that an average household makes 6 purchases per year, the total volume of purchases per household amounting to 1.6 kg a year.

The marketing research institute reports a 10.7% year-on-year growth for the period August 2011 – July 2012 in the spending in this category for consumption at home. Data show an increase in the average size of the packages – from 170 g during the period August 2010 – July 2011, to 189 g for the same period this year. The comparison between these two periods shows growth in the volume of private label sales too – from 11.4 per cent in August 2010 – July 2011, to 19% in August 2011 – July 2012.