SWITZERLAND – Chocolate and cocoa giant Barry Callebaut says consumers are shifting to the mindful and healthy indulgence of chocolate, making active and intentional choices that have a positive impact on their health.
According to the company, 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.
Proprietary research of the Swiss company from March 2022 shows that almost two-thirds (65%) of global consumers would love healthy-boosted chocolate with e.g., macro/micronutrients such as vitamins, minerals, fibers, and flavanols being claimed on innovative, new products.
Moreover, the world’s leading chocolate producer expects an increased soft health approach to life by consumers, even as there will always be a need for Intense Indulgence chocolate experiences, increasing the mindful indulgence chocolate space.
Meanwhile, healthy indulgence is going to also be a trend to watch within the confectionery segment in the years to come.
In the same research conducted by the company, 3 out of 4 consumers agree that a higher cocoa content means healthier chocolate, while also agreeing that chocolate needs to be tasty, ‘good for me’, and good for the planet.
Bas Smit, Global Vice President of Marketing at Barry Callebaut said: “While there will always be a need for Intense Indulgence chocolate experiences, we expect consumers to shift towards a healthier approach, increasing the Mindful Indulgence chocolate space. ”
In addition to the two indulgence styles, consumers are also choosing chocolate depending on their mood or mindset, and their specific attitude toward life.
Barry Callebaut notes that the demand is growing for chocolate treats that meet these needs, including plant-based, sugar reduced, sustainably sourced, and with traceable ingredients.
Chocolate confectionery is projected to be worth over US$128 billion/ €107 billion in global retail sales by the end of 2023, with a volume Compound Annual Growth Rate (CAGR) of 1.9% CAGR over the next 3 years to 2025, according to Euromonitor 2022 research.
Based on proprietary research of Barry Callebaut from August 2022, 71% of global consumers agree that when they want to celebrate, they choose something with chocolate in it.
This shows that innovation also plays a key role in the growth projection of chocolate to meet the latest needs of consumers.
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