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PESTEL analysis

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PESTEL analysis
Political
Denmark: in 2011, introduced fat tax
UK:
Debate on introducing fat tax which suggest increase in prices of unhealthy food
Two-pronged approach in policy in order to encourage healthy lifestyle
Public health responsibility deal
Traffic labelling scheme
Technological
GLOBAL
Innovation on healthy-oriented chocolate confectionery
UK:
New formats rather than product innovation
Development in packaging: smaller packaging, sharing bags, multi – purposes single bag
Flavour extension

Economic
Economic growth up to 2013:
Weakest in Western Europe
Rapid in Asia Pacific and Latin America
Salary rate:
Emerging countries: rapid economic growth  high growth in income
UK: low wage/salary rate
International chocolate confectionery demand started rising since 2011:
Slow growth in Western and European markets
Accelerated growth in emerging markets
Environmental
A decrease in global cocoa production due to less-than-ideal growing condition and an increase in cocoa consumption  an increase in chocolate production costs
Social
GLOBAL
Increase in health concerns, especially obesity
Globally, consumers pay more for chocolate (GMID Datagraphic 29/7/2013)
Increase in demand for low-priced convenient chocolate snacks. Prime example: France and US (Euro Monitor – Searching for… 2013)
Different demand for chocolate in different regions:
North America, Western Europe & Eastern Europe: Maturing consumer demand
Asia (mostly China), India, Columbia & Brazil: Semi-premium & Premiumisation trend (mostly consumed in traditional celebrations)
France, US, UK & Latin America (especially in urban areas): Higher demand for low-priced convenient chocolate snacks
UK
A decrease in trend of Fairtrade products
Factor influencing choice mostly: Price
An increase in 65’s generation
“Lipstick effect” – consumers prefer affordable luxuries rather than expensive goods
Legal
The Food Safety Act 1990 (as amended)
The General Food Law Regulation (EC)
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