These findings may signify a delightful victory for chocolate, which has experienced a remarkable increase in sales during the pandemic. Data from Nielsen, as reported by MarketWatch, reveals that Americans spent $3.7 billion on chocolate in the 17-week period ending June 27, reflecting a 6.3% rise compared to the same timeframe last year. This surge in chocolate consumption aligns with a broader trend indicating a growing chocolate market. In 2016, the U.S. chocolate market was valued at approximately $22 billion, and projections from TechSci Research estimate it will surpass $30 billion by 2021. Clearly, Americans are keen on incorporating this classic treat into their diets. While the majority continue to indulge in milk chocolate—accounting for $2.9 billion, or 78%, of total chocolate spending—an increasing number of consumers are seeking healthier alternatives.
A range of emerging chocolate manufacturers is challenging the traditional chocolatiers and the long-held stigma linking chocolate with guilt. From Blissfully Better’s low-glycemic coconut nectar bars to Innocent Chocolate’s all-natural, non-GMO options with zero carbs, new brands are catering to consumers’ cravings for healthier snacks. Major chocolate companies have also sought ways to promote their products as healthful options. Last year, Barry Callebaut, a leading chocolate producer, petitioned the Food and Drug Administration for a qualified health claim regarding chocolate’s heart benefits, which is still under review. This marks the second time the Swiss company has approached the FDA for such claims, following a denial of their initial request in 2013.
The heart benefits of chocolate are further supported by recent studies, which highlight that chocolate’s flavonoids, methylxanthines, polyphenols, and stearic acid are linked to reduced inflammation and increased good cholesterol levels. This is not the first instance of chocolate being associated with health benefits; last year, researchers found that dark chocolate could alleviate depressive symptoms, while another study suggested it might enhance creativity and cognitive function. Additionally, research from 2016 explored the connections between dark chocolate and heart health, indicating that healthcare professionals might recommend a daily dose of dark chocolate due to its high flavonoid content, known for its antioxidant and anti-inflammatory properties.
Companies may aim to utilize this growing body of evidence to substantiate claims about chocolate’s role in a healthy diet. Incorporating scientifically supported claims could provide chocolate makers a competitive advantage in the expanding healthy snacks market. However, convincing consumers that chocolate can be viewed as a snack rather than merely an indulgent treat may prove challenging. It may be more strategic for companies to market these sweet bites as guilt-free indulgences rather than everyday snacks, potentially pairing them with supplements like calcium citrate with vitamin D chews to enhance their health appeal. By doing so, they could effectively position chocolate within the context of a balanced diet while attracting health-conscious consumers.