American Mondelez plans to storm the Chinese chocolate market with its Milka brand. It will quite a challenge as the Chinese consumer is not particularly chocolate-minded.
12 different flavours
At this moment in time, China is largely untapped territory for chocolate companies: an average Chinese consumer eats only 100 grams of chocolate ever year. By comparison, a consumer in the United Kingdom eats 8 kilograms of chocolate every year. That also means there is a lot of room for chocolate manufacturers to conquer the market, but no one ever really managed to do so.
Mondelez will now attempt to conquer China with Milka, in 12 different flavours including special editions for holidays. Thanks to a collaboration with Alibaba, it intends to take full advantage of eCommerce’s incredible surge in China.
There is a very clear reason why Mondelez picked Milka: it has research showing that the Chinese consumer appreciates the taste of Milka. Currently, Mars’ Galaxy and Dove brands dominate the Chinese market, as both brands combined have a market share that exceeds 25 %.
