Whittaker’s expands China presence

The Whittaker’s chocolate empire is continuing to soar with a growing Asian profile.

Head of international markets Matt Whittaker said the Porirua-based company exports to seven Asian countries, but its strongest focus is on China, given the size of the market and its changing demographics.

Since August, the Kiwi chocolate company has extended its presence in China, selling in 1500 stores across Shanghai, Beijing, and Guangzhou.

‘‘We see there is growing consumer preference in China for premium chocolate, as well as a broader preference for food products of New Zealand provenance,’’ Whittaker said.

Despite this, last year a Euromonitor report found there was a slump in chocolate consumption.

Whittaker said although this was a speed bump for the business, the brand is marketed as a premium product and a rapidly growing middle class means China continues to be a favourable market. The Economist Intelligence Unit expects the middle class to grow by 5.5 per cent each year until 2030.

Having recognised the importance of connecting with Chinese consumers through e-commerce, Whittaker’s launched its flagship store on Alibaba’s e-commerce platform, T-Mall, in December. The brand is also sold across all 400 Chinese Walmart stores.

Whittaker’s is also eyeing new, fastgrowing markets such as Thailand and Myanmar.

Whittaker advises other smaller companies looking to break into Asia to work with New Zealand Trade and Enterprise to thoroughly research and understand the chosen market to find the right partner.