SWOT Analysis - Nutella

Extract

[...] Made difficult by the competition from peanut butter, a product deeply rooted in North American eating habits, the establishment of Nutella in the United States did not begin until 1983. It should also be noted that the recipe differs depending on where the spread is produced and sold, as does its packaging. In 2017, Nutella was designed via twenty production sites located on several continents (Europe, but also America and Asia) and delivers these products in more than 100 countries. It alone represents 20% of Ferrero's turnover or nearly 1.7 billion euros. [...]

[...] As with all food products, the notion of quality and taste is essential and has determined the place of Nutella in recent decades. The habit, the popularity of the hazelnut and especially the recipe, of this particular product, make it difficult to break through brands or products that are different, or linked to a reputation of lower quality, such as private labels. The market seems, so to speak, locked by Ferrero at first glance. But the big issue of organic, the carrier of Nocciolata's success, is becoming more and more decisive for the future of the activity, as much for small followers as the number 1 and the mass of private labels who are struggling to enhance their image and to offer a qualitatively different product. [...]

[...] In its sector in France, Nutella is, therefore, an indisputable and relatively quiet leader, but which occasionally comes up against health concerns. As we will develop in the following SWOT analysis. Always faithful to the post-war objective of its creator, Nutella has carved out an image for itself linked to childhood. The smallest campaign places Nutella as the perfect product between gluttony, the need to provide the nutritional contribution necessary for the hectic life of children (sport is often present in the spots) and family ritual shared by both children and parents. Sources: ferrero.fr, planetoscope.com, lemonde.fr II. SWOT analysis A. [...]

[...] The evolution of trends, from roughness to well-being and the real emergence of health concerns in both the production and consumption of products, marked Nutella's first major misstep. If the company differs its recipe depending on the country of export of its products, its sugar intake and especially the use of palm oil, discovered as a carcinogen, has panicked the media and organisations, especially European health, on the quality of the famous spread. It must be said that sugar and palm oil alone make up 72% of the product, which implies a score of the worst, on the Open Food Facts international food rating scale. [...]

[...] SWOT Analysis – Nutella I. Introduction A. The Foods spreads market The sweet spread market consists of all sweet pastes made from supplements (hazelnuts, cakes, chocolate, etc.), excluding salty pastes such as rillettes or those made from fruits such as marmalades or jams. Consolidated by the eternal gluttony of the human being, the market represented 17 billion dollars worldwide in 2014, including 3.9 billion just for hazelnut-based products, of which Nutella is part, according to an American study conducted by the US Census Bureau. [...]