Few confectionery brands can rival the global reputation that Ferrero and Lindt possess. Ferrero Rocher and Lindor chocolate are seen as quality goods reserved for refined occasions and wealthier shoppers. This reputation is part of their success – they are seen as status symbols for people to aspire to purchasing, regardless of their price tags. While strong similarities exist between the two companies – 73% of all Lindt’s sales occur in categories where Ferrero is also present – there are serious differences in their strategic priorities, which can be explained using Euromonitor International’s Competitor Analytics tool.
Lindt Versus the Rest: Lindt's Positioning in Relation to Key Competitors
Note:In terms of high growth countries and categories, each company’s box is placed on the grid relative to the historic growth of countries/categories the company is present. For categories, the following thresholds are used: Low <3%, Mid 3-5.2%, High >5.2%, retail value market size growth 2008-13. For countries, the following thresholds are used Low <0.9%, Mid 0.9%-3.4%, High >3.4%, Real GDP growth 2008-13. Chocolate confectionery had 2.6% global growth, placing it in the bottom growth threshold relative to other FMCG industries.
Source: Euromonitor International (Competitor Analytics)