Consumers generally eat chocolate candy to indulge in a treat. Price is one of the most important factors influencing what chocolates consumers decide to buy. Other than price, taste is the biggest driver of choice, followed by texture. Consumers continue to seek out products that satisfy their cravings when they snack or eat desserts/treats. Some consumers, especially younger people, want even more indulgent and decadent choices.
On the other hand, “better-for-you” snacks are proliferating as snacking throughout the day becomes normalized for many consumers, particularly those who are working at home and in close proximity to their kitchens. Many consumers want both features – better-for-you snacks that also have indulgent qualities, and chocolate is a prime candidate to meet both desires at once.
Health Benefits of Dark Chocolate
According to Packaged Facts’ new report
Chocolate Candy: US Market Trends and Opportunities, 14th Edition, 21% of consumers consume dark chocolate frequently (most days), while just 19% consume milk chocolate at this frequency. However, milk chocolate is a more popular treat overall, with much higher percentages consuming milk chocolate at least once per week compared to dark chocolate.
Frequent consumption of dark chocolate may be buoyed by its healthy perception compared to milk chocolate. Dark chocolate is sometimes seen as a “superfood” with
healthy features including fiber; essential minerals such as iron, magnesium, and zinc; and beneficial antioxidants including flavonoids and polyphenols. Some studies indicate that dark chocolate can improve health and lower the risk of heart disease when consumed in moderation as part of a healthy diet. Thus, dark chocolate turns out to be a great product area for healthy snacks that also provide indulgent flavors.
Reducing or Eliminating Added Sugars
Many chocolate producers are reducing or eliminating added sugar content to make these products even healthier. Using alternative sweeteners can eliminate added sugars while maintaining a flavor that consumers expect. According to Packaged Facts’ latest report on the chocolate market, sales of sugar free chocolate will rise the fastest of any chocolate segment through 2027.
Many special diets – such as paleo, Atkins, and keto – prescribe lower carb intake and less or no consumption of added sugars. Additionally, sugar consumption has been linked to obesity, so many consumers are cutting back on sugar for weight loss. Other health concerns necessitate cutting back on sweets, such as diabetes (which affects about 10% of the US population and one in four people over the age of 65).
The use of more natural alternative sweeteners such as monk fruit and stevia instead of artificial sweeteners such as aspartame, saccharin, and sucralose are also improving the taste and health perception of sugar free chocolates. This increases the appeal of sugar free chocolates among health-conscious consumers.
It is worth noting that in February 2023,
a study was published that indicated that people with high levels of erythritol in their blood were at increased risk for blood clots, stroke, heart attack, and death. Erythritol is a zero-calorie sweetener that is often paired with other alternative sweeteners, such as stevia and monk fruit, in chocolates with no sugar added. Consumers may be wary about the health risk of erythritol if they see news about this study, though the ingredient has been approved by regulatory agencies around the world.
However, decades of previous scientific research have shown that reduced-calorie sweeteners such as erythritol are safe for consumption, so it is unknown if this latest study has revealed a previously unknown risk or if there may have been problems with the study’s setup or conclusions. If consumers become more concerned about erythritol, manufacturers may reduce its use in sugar free chocolates and look for other formulations that do not appear to increase health risks.
Increasing Appeal of Vegan/Plant-Based Chocolates
More consumers are turning to plant-based foods because they think products that come from plants are healthier, better for animal welfare, and better for the environment. As such, some consumers are adopting a more plant-forward diet that reduces consumption of animal products without eliminating them altogether. This large and growing group of flexitarians is leading to more vegan chocolate product launches made without dairy milk.
Vegan chocolate tends to be released under premium brands, but companies that sell mass-market chocolate have also taken steps to release new vegan chocolate products in the US.
For instance, in 2021, Hershey announced plans to make big investments in the better-for-you area, with plans to release new products in the coming years, including vegan chocolate. That year, Hershey began trialing a dairy-free chocolate bar called Hershey’s Oat Made in select markets. This test version of vegan chocolate was discontinued in June 2022.
This month, Hershey’s announced the debut of plant-based chocolates made with oats instead of dairy milk. New plant-based Reese’s peanut butter cups will begin selling in March, while plant-based Hershey’s bars with almond and sea salt will first be available in April.
Additional analysis of the chocolate market can be found in the March 2023 Packaged Facts report
Chocolate Candy: US Market Trends and Opportunities.
About the blogger:
Cara Rasch is a food and beverage analyst for Packaged Facts. She studies consumer and industry trends in this space and has a B.A. in economics from Allegheny College.