Consumers seeking plant-based confectionery are not ready to compromise on taste, especially not with chocolate
GLOBAL – The plant-based food market is projected to reach US$74.2 billion in the coming years, growing at a compound annual growth rate of 11.9% from 2020 and across all categories.
The plant-based confectionery category is particularly experiencing intense activity with new inventions and innovations coming thick and fast.
Big brands like Mars and Nestle entering the space in the past couple of years has also helped raise the profile of the segment further accelerating its shift to the mainstream.
The plant-based chocolate sub-category has especially benefited from the heightened demand for good-for-you and good-for-the-plant treats.
Vegan chocolate launches accelerate in Europe
According to research by Innova (2019) launches of vegan chocolate confectionery products in Europe grew by 83% between 2017 and 2022, reaching 743 in 2022.
Notable launches include Nestle’s plant-based KitKat V, Mars’s plant-based Galaxy bars, Cadbury’s vegan chocolate bar, and Rowntree’s vegan range, including heritage Fruit Pastilles and Fruit Gums.
The UK and Germany produced the most NPD plant-based launches in the past year, 218 and 127 respectively.
Mars (UK) recently launched a vegan range of its popular Galaxy chocolate, staying true to the brand promise “smooth & creamy” thanks to the addition of hazelnut paste. At £3 for a 100g bar, it was double the price of the regular Galaxy.
Ritter (Germany) relaunched their 2-strong vegan range with new, tastier packaging and added an almond-based vegan milk chocolate alternative made with sesame seeds.
And Marks & Spencer (UK) has introduced vegan salted caramel truffles, made with soy-based caramel, pink Himalayan salt.
In Germany, Katjes (Germany) released Chocjes, a range of vegan choc made with oat drink, positioned as an indulgent treat, yet a more ‘ethical’ choice.
Consumer expectations have changed
Barry Callebaut’s research shows that consumers’ expectations have changed: beyond dairy allergy or lactose intolerance, younger consumers look for plant-based chocolates that are tasty, yet “ethical” i.e. do not harm the planet nor the animals.
This explains the high number of product launches in this category. But creating a tasty sugar confectionery that provides a familiar mouthfeel without compromising the production process can be tricky.
But in the world of ‘clean eating’, some consumers are not ready to give up on their good habits or feel guilty about chocolate, according to Barry Callebaut Plant Craft.
Whether vegan or flexitarian, consumers eat chocolate as a treat, and taste is the key purchase driver, the leading chocolate supplier said.
“As they are looking to increasingly replace animal products in their diets, consumers are not ready to compromise on taste, especially not with chocolate.”
The secret lies in gelatin
The secret to getting it right in terms of taste lies in gelatin, a substance that offers essential gelling, aeration, foaming, and texturizing.
Plant-based ingredient producers such as Advanced Biotech have developed processes that add delicious fruitiness, chocolaty creaminess, complementary caramel, coffee, vanilla, or other delectable flavor profiles, to chocolate, candy, and confectionery.
Success also lies in the ability to use alternative sweeteners, as Daniela Quintero, Head of Product Development at Luker Chocolate has come to discover.
“Last year, our product development research led to the development of 70% Dark and 40% milk no-added sugar couvertures using Erythritol and Stevia, incorporating Luker’s Cacao Fino de Aroma signature flavour,” Quintero said.
“We were keen to combine this with our best-selling Oat M!lk 43% couverture to develop a perfect product for brands looking to appeal to a wider audience.”
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