The KitKat brand celebrated its 90th anniversary in 2025. It is the third favorite confectionery brand of the French (99% awareness).
Building on a successful launch in 2025 of 3 tablets, KitKat expands its range with two more tablets ; Cookie Dough, and Milk Chocolate. We find there, as for the other three references : a marbled chocolate shell (except for KitKat milk), a smooth and creamy heart, and crispy wafers. KitKat entered the Family tablet segment last year to meet consumer expectations : quality chocolate (up to 60% chocolate, first ingredient), delicacy with a creamy heart (up to 20% forage), texture and differentiation with the crispness of the wafer, one of the major assets of the KitKat brand. A concept that appealed to consumers (92% purchase intentions). In six months of existence, KitKat already achieves 4% market share on the market for family milk tablets in Reunion*. Proof that consumers expect strong brands – second reason for purchase (44 %) after taste – in the Family tablet segment. A segment losing momentum despite the dynamism of private label and low-price brands. The deconsumption of the category, in number of purchases and buyers, observed particularly among young people. Reasons given : lack of choice (the segment is the lowest rated in terms of choice), lack of attractiveness (few disruptive innovations), and lack of purchasing power.
* Ipsos Meeting PDM YTD Value, December 2025.
