Trends & Opportunities

 

Pleasure Countlines are driving growth

 

  • Single Countlines are split into 2 needstates* -- Hunger & Pleasure.
    • Hunger -- Mainly bought by men as a meal replacement.

      Some examples are:
      hunger_new.png
    • Pleasure -- Mainly bought by women as an indulgent treat

      Some examples are:
      pleasure_new.png
  • Pleasure Countlines (+1.1%) are driving growth of Countlines vs. Hunger (-0.7%)**
  • Pleasure Countlines now account for 60% of sales, and growing.
  • Indulgent consumption contines to show positive growth, as consumers now turn to Countlines as an indulgent treat***
  • * Ferrero internal research 2008.
  • ** AC Nielsen, Total Cov, MAT to 07.08.10, by value.
  • *** TNS Worldpanel Usage – 52 W/E May 2006 Indulgence (Craving, Something Special/Treat, Social/Entertaining).
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