When shopping for chocolate, consumers consider various factors, with many preferring premium options. The premium chocolate market has seen significant growth recently as manufacturers introduce products with labels featuring claims such as organic, fair trade, and paleo, which aim to set them apart in the competitive candy aisle. Major companies like Hershey, Mars, and Ferrero, along with smaller brands such as Theo, Chocolove, and Dagoba, are actively participating in this premium segment. According to a study by Cargill, the most crucial label claim for these chocolates is “made with real chocolate.” When evaluating quality and deciding on a purchase, consumers take into account cacao content, texture, and origin claims. Half of the shoppers consider dark chocolate to be a higher-quality option, while 71% are attentive to a coarse or grainy texture in chocolate. Furthermore, if a chocolate product specifies the origin of its cacao, 25% of consumers perceive it as being of higher quality.
While new chocolate flavor combinations attract the interest of 45% of consumers, traditional pairings like caramel and peanut butter continue to be favorites, as highlighted in Cargill’s report. Other popular flavors include salt, mint, fruit, and coffee or espresso. Unique flavors such as botanical notes, spices, and herbs tend to resonate more with younger consumers. Chocolate manufacturers are elevating their products by incorporating premium and trendy features to captivate today’s audience. For example, Functional Chocolate Company is capitalizing on the health-focused functional foods trend with its Energy Chocolate and Sleepy Chocolate. These 60% Fair Trade cacao bars are crafted to help consumers either energize or prepare for bedtime. The company also produces chocolate infused with ingredients aimed at alleviating stress and anxiety, boosting libido, and supporting women’s health.
As consumers seek out treats with less sugar, chocolate makers are responding to this demand. Hershey has recently intensified its focus on low- and no-sugar options, launching new products earlier this year. They have also introduced organic and bite-sized chocolates to tap into the growing “better-for-you” chocolate market, which currently represents only 6% of the overall market, according to IRI data cited by Hershey. Additionally, the company has acquired the premium low-sugar confectionery brand Lily’s, known for its dark and milk chocolate bars, baking chips, and peanut butter cups.
For many consumers, the health benefits associated with chocolate are a significant reason for indulgence, with studies indicating that those who consume chocolate several times a week may experience a reduced risk of heart disease. Barry Callebaut, a leader in chocolate ingredients, has submitted a petition to the U.S. Food and Drug Administration to allow a health claim on chocolate labels. Health professionals acknowledge that while chocolate has its benefits, it remains a high-calorie food that should be consumed in moderation. Nevertheless, for numerous consumers, the health benefits help rationalize more frequent indulgences.
As the pandemic subsides, chocolate is expected to remain a staple for many households. Research firm Index Box projects that the chocolate market will exceed $20 billion by 2025, with the pandemic having only accelerated this segment’s growth. In the context of health, products enriched with calcium citrate are gaining traction, with some offering formulations containing 200 mg to 950 mg of this beneficial supplement, appealing to health-conscious consumers looking to enhance their dietary intake while enjoying their favorite treats.