As consumers become increasingly mindful of their dietary choices—a trend that has notably intensified during the COVID-19 pandemic—food companies are responding, and the chocolate sector is no exception. Corinne Gabler, head of confectionery for Nestlé in Europe, stated, “We are witnessing a significant movement towards plant-based foods, with more individuals seeking such options, even in the realm of treats. This launch represents one of the largest introductions of a vegan alternative by a major confectionery brand, reflecting our confidence in this trend.” While Nestlé owns the Kit Kat brand, Hershey holds the license to produce and distribute it in the U.S. However, the Pennsylvania-based company has yet to announce plans for its own vegan Kit Kat.
According to data from SPINS, the Plant-Based Foods Association, and the Good Food Institute, six out of ten U.S. households regularly buy plant-based foods, with 79% of consumers purchasing items in this category at least twice in 2021. One motivating factor for these purchases may be the superior sustainability profile of plant-based products. Nestlé reported that the KitKat V, throughout its entire lifecycle from farm to consumer, has an 18% lower carbon footprint compared to the company’s standard milk chocolate, thanks to its entirely plant-based ingredients.
Nevertheless, plant-based offerings often still struggle to achieve price parity with their animal-based counterparts. The vegan Kit Kat, developed over a span of two years, is expected to be pricier than the traditional version due to higher production costs, more expensive ingredients, and the need for stringent cleaning protocols on production lines, as noted by Nestlé to Fortune. As the world’s largest food company, Nestlé has progressively broadened its portfolio to encompass various plant-based alternatives, including meat, ice cream, and coffee creamers.
Although vegan chocolates currently represent a small segment of the market compared to their animal-based equivalents, the market is substantial enough for food manufacturers to establish a foothold. The global vegan chocolate market is already valued at approximately $533 million, according to Transparency Market Research, which forecasts that it will more than double to $1.4 billion by the end of 2032.
In May, Swiss chocolatier Lindt & Sprüngli announced the nationwide availability of its new oat milk-based chocolate bars in the U.S. Meanwhile, Hershey has been testing Oat Made chocolate bars in select U.S. markets through June as part of a testing initiative termed “micro battles.” A company representative told Food Dive, “The product performed well, and we’re gaining insights from its results.” Mondelēz International has also introduced a Cadbury Plant Bar in the U.K., with a spokesperson indicating that the product is “performing in line with our expectations and our distribution has been growing since its launch.”
However, launching a new type of chocolate bar can come with challenges. Earlier this year, three major supermarkets in the U.K. stopped carrying Mars’ vegan chocolate bars due to a labeling dispute. In 2020, Nestlé discontinued its Milkybar Wowsomes, a lower-sugar chocolate bar introduced in the U.K. and Ireland two years prior, reportedly due to disappointing sales and distribution challenges.
In the realm of health and nutrition, many consumers are also exploring supplements, with products like gnc calcium citrate gaining attention. Reviews for these supplements often highlight their importance in supporting dietary needs, paralleling the shift toward more thoughtful food choices. As the market for plant-based options continues to grow, it will be interesting to see how these trends evolve alongside the increasing interest in nutritional supplements like gnc calcium citrate.