PESTEL analysis Nutella, Ferrero group, chocolates, European Union, sandwiches, food spread market, Nocciolata, Jardin Bio, Jean Hervé, Ovomaltine, Nutella policy, Nutella economy, Nutella communication
Nutella is a brand that belongs to the famous Ferrero group, known the world over for its chocolates during the Christmas holidays, in particular and it's spread with an inimitable taste whose success is no longer to be proven. In 2018, the group recorded a turnover of 11.2 billion euros, with sales which increased by 2.2% over one year, and which are also constantly increasing. The company also has 91 different companies around the world and 23 manufacturing plants in just over 170 countries. There are 8 production plants and 6 agricultural enterprises attached to the company.
Nutella was created in 1964, and the success was almost immediate. Every second, 2.7 kg of the famous spread is consumed in France, or 230 tonnes, or even 1 million jars per day. France is the country where it is consumed the most, far ahead of other members of the European Union. Three in four French people consume it very regularly for breakfast or afternoon tea. The brand's turnover stands at 1.23 billion euros, which places it in a leading position far ahead of its competitors.
[...] Like Coca Cola, Nutella has entered the consumption habits of the French. On Facebook, as well as on other social networks, the group has thousands of fans and subscribers and, despite a recipe rich in sugars, this does not prevent the Ferrero group from being a partner of many sporting and cultural events. Remember a few months ago when people fought in supermarkets for discounted Nutella. There is a real passion, even an addiction for this product, which leads, as we have seen, to the most extreme situations and, unfortunately, the most ridiculous too. [...]
[...] Thanks to these new, more practical concepts, Nutella has thus gained additional market share in France and around the world and will have made it possible to expand its consumption to other uses than breakfast and to make it more somehow almost indispensable in the eyes of consumers. C. Sociocultural Nutella is aimed at all consumers, young and old alike. Thanks to its notoriety, everyone knows the brand and this is a real asset for the Ferrero group, of which Nutella is the flagship brand. Consumers are indeed more and more demanding and, as we said in the previous paragraph, more and more focused on organic products. [...]
[...] Even if Nutella experienced a scandal a few years ago relating to the use of palm oil in its recipe, the group issued a press release explaining the situation, and this has not really had an impact on sales, on the contrary, the brand is flourishing. Other players such as Ovomaltine, Lotus and Curly are trying, like organic products, to find a place in the segment, but overall, it remains very complicated. The private labels have also developed their own products, admittedly less expensive, but customers love the taste of Nutella, a taste that marked everyone's childhood and which remains timeless and irreplaceable for many. C. Nutella PESTEL Analysis The study that follows is a PESTEL analysis. [...]
[...] PESTEL Analysis – Nutella I. Introduction A. Nutella Nutella is a brand that belongs to the famous Ferrero group, known the world over for its chocolates during the Christmas holidays, in particular and it's spread with an inimitable taste whose success is no longer to be proven. In 2018, the group recorded a turnover of 11.2 billion euros, with sales which increased by over one year, and which are also constantly increasing. The company also has 91 different companies around the world and 23 manufacturing plants in just over 170 countries. [...]
[...] From a general point of view, it is clear that almost everyone has consumed Nutella in their life. Only 10% of people say they never eat it, and 30% say they eat it about once a week, but not more. On the other hand, the remaining 60% eat a lot of it every day, whether for the traditional breakfast or to taste it. The formats have evolved over time, as the brand now offers jars of and 825 grams and more occasionally, depending on the time of year, jars of 1 or 2 kg. [...]
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