November 28, 2023
(press release)
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For the fourth consecutive year, Barry Callebaut has researched the top chocolate trends and deep-dived into what consumer preferences will shape the global and regional chocolate markets in 2024 and beyond. We also involved consulting with leading chefs worldwide. Chocolate confectionery is a significant market, expected to be worth over 128 billion US$ (130 billion Euro) in global retail sales by the end of 2024. With a volume growth of +2% over the next 5 years to 20271, it is also a dynamic market. With the recently seen price increases, we see consumers respond in two ways: In both cases, consumer preferences depend on their mood or mindset and their specific attitude towards life. Driven by changing consumer attitudes, how do the different types of indulgences change the landscape in the chocolate confectionery market? 1Euromonitor 2023; Compound Annual Growth Rate (CAGR) Consumers look for Intense Indulgence when they want to enjoy life to the fullest. They want immersive experiences. Based on our proprietary research among 11,974 participants, in August 2023: Consumers want unique, rare, seasonal, and premium chocolate, especially limited editions. 50% will buy limited editions on impulse, and 64% seek out premium chocolate. Miquel Guarro, Pastry Chef from Barcelona Consumers perceive chocolates with a unique story about their origin or production as being of higher quality. According to our research, 61% of people appreciate brand storytelling, and the same percentage actively seeks out seasonal chocolate confectionery. About 70% of consumers want unique, exciting chocolate with multiple textures and flavors. There are three ways to deliver multi-sensoriality: offer new tastes, appeal to the eyes, or surprise with textures. The Mindful Indulgence trend is for consumers who want to indulge without compromising their - physical and mental - well-being, the health of others, or the planet. Our research shows that 3 out of 4 (75%) of global consumers agree that chocolate needs to be tasty, ‘good for me,’ and good for the planet, the Triple Play, as we call it. Most consumers (77%) want chocolate with less sugar. 41% are trying to limit their sugar intake, and 10% are avoiding it altogether. Meanwhile, sugar reduction is an established proposition. Chocolates making most of the cacaofruit are emerging. Lauren V. Haas, Chef Chocolatier from Las Vegas, United States At the same time, consumers are increasingly interested in natural and authentic ingredients, as well as products that are free from artificial additives and have simple ingredient lists. More than half (54%) of consumers prefer pure chocolate without e-numbers or artificial flavors and colors, while 66% are interested in chocolate confectionery that contain what they consider unhealthy ingredients. 4 in 10 (41%) of the consumers seek vegan or plant-based chocolate confectionery options. Consumers are becoming more environmentally conscious and are looking for chocolate produced in a way that is sustainable and ethical. According to our this year's research, 65% of consumers choose chocolates that minimize waste and use upcycled ingredients, nearly two-thirds are actively looking for chocolates that are produced sustainably, and almost 7 out of 10 (68%) prefer chocolate brands and products that enable them to do good for people and the planet. Package (52%), human (35%), and environment (24%) are the top 3 claims of all product launches. Transparency and traceability are essential for building trust with consumers. Consumers looking for Healthy Indulgence actively and intentionally make choices that have a positive impact on their health. The majority of consumers (69%) are interested in chocolate with healthy or good ingredients, 74% want snacks that are both nutritious and energizing, and 71% would like to have chocolate that supports their mental health. Our research shows that 71% of consumers globally would love a healthy-boosted chocolate with e.g. macro/micronutrients, that is +5% compared to 2022. Six out of ten people find claims like 'high in protein' appealing when it comes to chocolate. In addition to protein, they also look for nutritional products that include ingredients like vitamins, minerals, fibers, flavonols, and omega-3. The Healthy Indulgence trend is one to watch within the confectionery segment in the years to come. Monika Baumberger, Global Head of Marketing Barry Callebaut Group Although there are more similarities between the regions, there are some divergent points, such as: We conducted proprietary research across the globe for the fourth time in a row to understand consumers' needs and desires in chocolate confectionery. This year, we created seven reports (+3 vs 2022), including regional reports from: Each report includes local consumer insights, innovation highlights from the marketplace, and product solutions.
2Innova 2023Celebrating life with intense chocolate experiences
When I am creating an innovation, I always start from a shape that I find attractive. This way, I build up my concept & story. It is key to create simple concepts, but unique products with nice exclusive esthetics, unusual shapes and good taste.
Indulge with health of planet and people in mind
People will always want to treat themselves. Also people with specific dietary preferences still want to enjoy their chocolates. Especially in cities, there is a rising demand for chocolate that fits dietary preferences, such as celiac-friendly, dairy-free and sugar-free.
Indulgence with health benefits
At Barry Callebaut, we are in sync with the latest consumer trends, innovating to enrich our portfolio with options that perfectly cater to the rising demand for Mindful and Healthy Indulgence chocolate experiences. Our second generation chocolate is a testament to this, offering perfect value-adding solutions in these evolving spaces.
Chocolate preferences by regions
About the research
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