Case Study- Nutella

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SUPERBRANDS 2009/10 superbrands.uk.com NUTELLA From its beginnings in Italy in 1946, nutella has grown to become the world’s leading hazelnut spread and is now marketed in 75 countries globally. Since its relaunch in the UK in 2007, nutella has enjoyed double digit growth, successfully altering perceptions and becoming increasingly accepted as a regular spread at family breakfast time. In February 2009 nutella became the UK’s leading sweet spreads brand according to Nielsen. 2007). The breakfast foods most typically consumed in the UK are cereals and toast with spreads. Indeed, 74 per cent of all sweet spread consumption occasions are at breakfast time (Source: TNS). The sweet spreads market is worth £310 million and is in nine per cent growth year-on-year (Source: ACNielsen 52 w/e 21st February 2009). Within this, nutella has an impressive 67 per cent value share of all hazelnut and chocolate spreads in the UK. nutella is also strong in sweet spreads worldwide and is worth US$1.2 billion, making it 10 times more valuable than its closest rival (Source: Euromonitor International Packaged Food 2007). Product Contrary to popular belief, nutella is a hazelnut rather than chocolate-based spread, containing almost twice the amount of hazelnuts to cocoa. In fact, in each 15g portion there are two whole hazelnuts and nutella contains no artificial colours, preservatives or hydrogenated fats. Market There are 16 billion in-home breakfast occasions a year in the UK which represents one in four of all meals eaten (Source: TNS Family Food Panel November 2008). According to nutritionists, breakfast is the most important meal of the day and yet many people still leave home without it. The key reasons for missing breakfast are a lack of time, followed by not liking what’s on offer or simply not being hungry (Source: nutella

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