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TRIQ: Quarterly Insights into Travel Retail Confectionery Market Trends

The TRIQ (Travel Retail Indicator Quarterly) reports deliver valuable, category-specific insights into the confectionery market, reflecting the evolving dynamics of sales based on supplier data. Kraft Foods continues to hold the top position with an 18.6% value share, though competitors like Lindt and Nestlé have made slight gains. This analysis highlights market leaders, sales trends, and distribution efficiencies, showcasing key players and their strategies within an increasingly competitive landscape, essential for internal strategic decisions.

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TRIQ: Quarterly Insights into Travel Retail Confectionery Market Trends

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  1. Market Data Best & Most Triq Competitors

  2. TRIQ(Travel Retail Indicator Quarterly) TRIQ produces category specific quarterly reports based upon input data from the suppliers / manufacturers themselves. The TRIQ reports provide data about the quarterly evolution of category sales in markets.

  3. We have a leading position with full distribution and an 18,6% value share in an increasingly competitive category Number One Company Number One Brand

  4. Value Sales World (TRIQ) – for internal use only • Kraft is number one! • But main competitors have gained (small) share in past years – unlike Kraft (Lindt +0.4%, Toms +0.8%, Nestlé +0.2%, Kraft -1.2%)

  5. Volume Sales World (TRIQ) – for internal use only • Masterfood is number one, but Kraft is only slightly behind • Nestlé has raised it‘s volume share 1% since 2002 • Masterfoods average supply price per kg is very low with 5.00 USD/kg(vs. Kraft 8.13 USD/kg; Nestlé 8.13 USD/kg; World Avg. 04 7.23 USD/kg)

  6. Best & Most

  7. Distribution Top 10 Houses (Best & Most 2004) 20042003 • Kraft Foods 97.8% (97.9%) • Nestlé 89.4% (90.1%) • Masterfoods ITR 88.0% (87.3%) • Cadbury Schweppes 80.8% (80.2%) • Toms Confectionery 70.2% (72.4%) • Lindt & Sprüngli 69.3% (64.3%) • Droste 65.6% (61.9%) • Ferrero 62.6% (56.5%) • Guylian 61.9% (64.7%) • Goldkenn Ltd. 62.6% (57.5%)

  8. Distribution Top 15 Brands (Best & Most 2004) • Toblerone 94.2% • Nestlé 89.4% • Mars 88.0% • Anthon Berg 69.6% • Lindt 69.3% • Droste 65.7% • Ferrero 62.6% • Milka 62.0% • Guylian 61.9% • Goldkenn 61.1% • Marabou 60.8% • Cadbury 55.4% • Chupa Chups 55.4% • Fazer 55.3% • Toms 54.8%

  9. Top 20 Lines (Best & Most 2004) Rank % Line Rank 03 % • 94.2% Toblerone “Toblerone” 1. 93.8% • 78.3% Mars “M&M” 4. 71.3% • 77.2% Nestlé “Smarties” 2. 77.1% • 73.8% Nestlé “Quality Street” 3. 72.1% • 68.0% Anthon Berg “Plum in Madeira” 5. 65.7% • 67.3% Lindt “Napolitains” 9. 57.3% • 64.7% Nestlé “After Eight” 6. 63.2% • 62.0% Ferrero “Rocher” 8. 59.2% • 62.0% Milka “Milka” 7. 60.3% • 60.3% Marabou “Daim” 10. 57.1% • 57.0% Nestlé “Nestlé” 11. 51.0% • 53.6% Droste “Droste” 12. 50.3% • 52.2% Fazer “Fazermint” 17. 47.7% • 52.1% Mars “Mars” 15. 49.7% • 50.9% Bassett “English Wine Gums” 16. 48.6% • 50.9% Bassett “Liquorice Allsorts” 33. 36.9% • 48.9% Goldkenn “Swiss Goldbar” 22. 42.9% • 47.7% Nestlé “Disney” 25. 40.9% • 46.5% Fazer “Dumle” 14. 49.8% • 46.0% Storck “Toffiffee” 26. 40.4%

  10. Top 40 Products 1-20 (Best & Most 2004) 2004Product2003 • 64.4% Toblerone Milk Gold 400g 1. 68.5% • 61.5% Lindt “Napolitains” Assorted 500g 4. 51.3% • 60.7% Mars “M&M” Peanuts 400g 3. 54.0% • 54.1% Nestlé “Quality Street” 480g 2. 54.3% • 53.6% Nestlé “After Eight” 400g 20. 36.5% • 50.9% Bassett “Liquorice Allsorts” 1.2kg 24. 33.5% • 50.2%A. Berg “Plum in Mad.” 300g 6. 47.8% • 50.1% Marabou “Daim” 12-Pack 336g 8. 45.1% • 49.6% Milka Milk 300g 5. 50.4% • 49.6% Nestlé “Smarties” 150g 19. 37.3% • 49.4% Nestlé Milk Chocolate 400g 12. 42.5% • 48.9% Goldkenn “Swiss Goldbar” 300g 11. 42.9% • 48.2% Ferrero “Rocher” 375g 9. 44.9% • 46.0% Storck “Toffifee” 400g 17. 40.4% • 45.9% Toblerone White 400g 15. 14.4% • 42.6% Mars “M&M” Minis 100g 23. 33.8% • 41.5% A. Berg “Strawb. in Ch.” 300g 7. 47.1% • 40.8% A. Berg “Kiwi i Cognac” 300g 10. 43.3% • 40.4% Toblerone Gold 6x100g 21. 36.0% • 39.6% Toblerone Bittersweet 400g 28. 33.4% 8 Products from Kraft

  11. Top 40 Products 21-40 (Best & Most 2004) 2004Product2003 • 38.1% Toms “Golden Toffé” 450g 16. 41.3% • 37.7% Fazer “Fazermint” 400g 13. 42.5% • 37.5% Bassett “Engl. Wine Gums” 1kg 14. 41.6% • 37.1% Nestlé “Smarties” 600g 46. 27.5% • 36.5% A. Berg “Cordial” 400g 33. 31.1% • 35.4% Milka Hazelnuts 300g 18. 38.7% • 35.4% Nestlé Whole Hazelnuts 400g 25. 33.4% • 35.1% A. Berg “Cherry in Rum” 300g 42. 29.3% • 34.4% Storck “Werthers Echte” 300g 40. 29.7% • 33.1% Mars “M&M” Travel Friend 170g 170. 15.7% • 32.5% Pingvin “Pingo Camera” 264g 30. 31.8% • 32.1% Guylian “Perles d’Océan” 500g 38. 29.8% • 32.0% Fazer “Wienernougat” 250g 22. 35.5% • 31.7% Pingvin “Tivoli Mix” 700g 52. 26.2% • 31.4% Mars “Snickers” Mini 400g 96. 19.9% • 31.3% Mars “M&M” Choco 400g 29. 32.1% • 31.1% V. Melle “Mentos” Fruit 228g 66. 24.3% • 33.4% V. Melle “Mentos” Mint 228g 65. 24.3% • 30.0% Pingvin “Pingo” 422g 37. 29.9% • 29.9% Toblerone Gold Minis 1kg 78. 22.0%

  12. Tax Free Sales Evolution (Best & Most 2004) Bio US$

  13. Tax Free Sales - Share by Product Group 2003 Confectionery 6.3% (6.4%) Gourmet Food 2.1% (1.9%) (8.3%) (19.1%) (24.0%) (36.8%) (11.6%) (Share 2002) Source: The Best’n’Most 2004

  14. Tax Free Sales - Share by Distribution Channel 2003 (34.2%) (48.2%) (7.2%) (10.4%) • Border shops, downtown shops, off-airport shop, military and diplomatic sales (Share 2002) Source: The Best’n’Most 2004

  15. Tax Free Sales - Share by Region 2003 (29.9%) (1.2%) (44.1%) (24.8%) (Share 2002) Source: The Best’n’Most 2004

  16. Confectionery Sales - Share by Distribution Cannel 2003 (22.6%) (47.1%) (25.4%) (4.9%) (Share 2002) • Airports most important channel for Confectionery as well as for whole Tax Free • Ferries‘ share much higher in Confectionery than in whole Tax Free (25.3% vs. 10.6%) Source: The Best’n’Most 2004

  17. Confectionery Sales - Share by Region 2003 (0.2%) (14.9%) (21.1%) (23.4%) (15%) (25.3%) (Share 2002) Europe = 64% (61.5%) • Europe is far and away the most important area for Confectionery with 64% (46.8% for whole Tax Free) and is the only growing area besides Africa • Americas is much smaller for Confectionery than for whole Tax Free (14.2% vs. 24.4%) Source: The Best’n’Most 2004

  18. Confectionery Sales Airports - Share by Region 2003 (0.3%) (4.9%) (10.3%) (16.0%) (31.5%) (37.1%) Europe = 63.1% (58%) (Share 2002) Source: The Best’n’Most 2004

  19. Confectionery Sales Airlines - Share by Region 2003 (0.1%) (11.4%) (8.5%) (34.0%) (21.5%) (24.5%) Europe = 79.4% (80%) (Share 2002) Source: The Best’n’Most 2004

  20. Confectionery Sales Ferries - Share by Region 2003 (0.1%) (12.0%) (24.3%) (63.5%) Europe = 99.4% (99.8%) (Share 2002) Source: The Best’n’Most 2004

  21. Confectionery Sales Other Shops - Share by Region 2003 (1.3%) (4.8%) (15.8%) (42.4%) (35.7%) Europe = 16.1% (21.9%) (Share 2002) Source: The Best’n’Most 2004

  22. Confectionery – Number of Outlets 2003 (Best & Most 2004) Source: The Best’n’Most 2004

  23. Global Market Size = $25.0 B Regions Sales Change 2004 2003 Real in LCU Share Europe 11.199.4 9.604.0 3.7 % - 2.1 % Asia & Oceania 7.524.5 5.623.9 33.8 % + 2.7 % Americas 5.954.4 5.010.5 20.3 % - 0.6 % Africa 321.7 261.6 13.8 % 0.0 % Total 25.000.0 20.500.0 14.2 % 33.8% 20.3% 13.8 % 3.7% Market (Regions) Brand % Manufacturer Africa 1.3 % Americas 23.8 % Europe 44.8% Asia & Oceania 30.1 %

  24. 12 % 4 % 32 % 51 % 20 % 64 % 7 % 10 % Sector Mix Kraft Trade Sector Mix (2004 in %) Global Trade Sector Mix (2004 in %) Bordershops Free Zone/ Others Airports / Airlines Bordershops Airports / Airlines Ferries Free Zone/ Others Ferries

  25. Luxury Goods Wine & Spirits Tobacco Goods Perfumes & Cosmetics Confectionery & Gourmet Food Category Mix Global Category Mix (2004 in %) Global Category Growth (2004 in %) Confectionery & Gourmet Food 7.9% Tobacco Goods 10.9% US$ LCU 19.0% 18.4% Wine & Spirits 17.9% 12 % 4 % 7.1% 7.0% 7.9% Luxury Goods 36.3% 64 % Perfumes & Cosmetics 27%

  26. Confectionery Category Geographical Mix (Volume) Geographical Mix (Value) Africa & Middle East 8.6% Africa & Middle East 8% Asia Pacific 15.1% Asia Pacific 18.1% The Americas 7.3% The Americas 7.5% Europe 69.6% Europe 65.9% Total Sales: 72,651 tonnes Total Sales: US$ 531 million at MSP Source: TRIQ (Travel Retail Indicator Quarterly)

  27. Confectionery – Top 25 Airports 2003

  28. Confectionery – Top 25 Airlines 2003

  29. Confectionery – Top 25 Ferries 2003

  30. Competitors

  31. Situation Analysis: Competitive Nestlé • Vision: • “A Passion for Chocolate”  • “Double the sales of confectionery in travel retail over the next five years” • Key Strategies: • Category management champion with key accounts in all regions • Focus Core Four (Cailler, Kit Kat, Smarties, Nestlé) Value Sales - Nestlé 9.0% share Volume Sales – Nestlé 8.1% share

  32. Situation Analysis: Competitive Masterfoods • Vision: • “Global Power Brands” • Key Strategies: • Travel Retail = international brand platform • Grow “snacking” leadership = volume strategy • Enter “sharing” with Celebrations & Galaxy, Jewels Value Sales - Masterfoods 12.4% share Volume Sales – Masterfoods 18.2% share

  33. Situation Analysis: Competitive Cadbury • Vision: • “Making The World a Sweeter Place”   • Key Strategies: • Establish strong presence in core markets (Commonwealth markets) • Focus on chocolate (Dairy Milk in many formats), sugar and gum Value Sales - Cadbury 4.9% share Volume Sales – Cadbury 6.7% share

  34. Situation Analysis: Competitive Lindt Vision:“Maîtres Chocolatiers Suisses” Key Strategies: Focus on premium gifting/ informal gifting (sharing) with extensive Pralines assortments Key player in tablets segments with Gold/Silver Tablets range High quality products from the Swiss chocolate specialist” Value Sales – Lindt 6.4% share Volume Sales – Lindt 3.5% share

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