“There are some categories in the world that people consume in good times and bad times, and chocolate is one of them.”This recent quote from Kraft Foods' president for Southeast Asia and Indochina reflects the state of the global chocolate market: Sweet.
Financial analysts confirm that most chocolate marketers are doing well, because consumers like buying an affordable treat when the economy is down...and when the economy is up, they can afford even more luxurious chocolates.
Hotel Chocolat is thriving, with higher sales and profits. It's opening its first store in Scotland and its Caribbean resort/cocoa plantation is creating buzz that boosts the brand.
Godiva's marketing is intended to encourage more purchasing of chocolates more often, for three types of usage situations: to give as a gift, to share with a group and for the buyer to eat himself or herself. Godiva is especially strong in the gift-giving category, but now wants to encourage higher purchases for the other two categories.
