cadbury’s dairy milk
cadbury trebor bassett
Cadbury’s Dairy Milk, which is celebrating its 100th birthday this year, continues to be Britain’s favourite indulgence when it comes to block chocolate.
Around since the beginning of the 20th century, the chocolate treat has managed to keep on top of the game, beating off the plethora of newcomers that have entered the fray over the years.
But, despite retaining its spot as the top block chocolate brand, sales of standard Dairy Milk dropped 2.2% in the latest year to just less than £103m and it now accounts for 19.3% of the total tablet block chocolate category [ACNielsen MAT to August 6, 2005].
The decline in sales reflects the general trend within the total sector, which shrunk slightly less, down 1.2% to £532m in the latest year.
Sales of the brand are particularly strong in Yorkshire and central and north Scotland, where it performs significantly better than the total market.
It is also faring well in the east and north east, while it is less popular in London, in Wales, the west country and in the Lancashire region.
Not surprisingly, Dairy Milk has proved most popular with bigger households with three or more family members and is particularly strong in families with five or more heads. It is less likely to be bought by pre and post-families.
To celebrate the centenary of its chocolate brand, Cadbury Trebor Bassett has splashed out by putting more than £20m behind the old favourite this year, aimed at boosting Dairy Milk’s exposure and helping to increase its current level of penetration.
As a household name, more than 35% of ACNielsen’s consumer panel have tried the product, with an impressive 58% of those coming back for a second purchase [ACNielsen 4 w/e August 6, 2005].
In the same timeframe, the chocolate treat clocked up distribution of 63% of all possible outlets.