Consumers choose chocolate for its connections with indulgence and enjoyment. Globally, chocolate remains one of the leading purchases in the confectionery category. Innova Market Insights finds that 65% of adults have purchased chocolate in the past year, while a third consume it weekly.
The National Confectioners Association (NCA) Getting to Know Chocolate Consumers 2024 survey found nearly three-quarters of respondents (72%) said chocolate belonged part of a happy and balanced lifestyle.
Chocolate remains a top confectionery choice
However, while Innova Market Insights' 2024 Now and Next in Global Chocolate Confectionery research found that chocolate consumption had, on the whole, stayed steady year to year, 18% of those asked stated they’d increased their chocolate buying habits over the past year.
It explains why chocolate sales are expected to grow by 4.74% in 2025 to reach $141.10bn with the biggest slice of the expansion expected to come from the US.
Milk chocolate remains the number one-chosen base for new launches, followed by dark chocolate and white chocolate. According to a 2023 Barry Callebaut proprietary study, more than one in four global consumers opt for premium products from artisan shops, perceived as luxurious options that provide a higher quality product. Consumers choose artisan shops to access unique chocolate flavours and origins while selecting products to give as gifts, share with others, or eat for a special occasion. But what else is likely to shape the sector this year?
1. Everyday eating to extraordinary experiences
While flavour remains a must, today’s consumers want more from their chocolate choices. They look for multisensorial eating experiences that engage all the senses and ensure that chocolate consumption is a memorable experience.
Shoppers are therefore seeking multisensorial chocolate products. Barry Callebaut’s study found that 66% of global consumers prefer chocolate confectionery products with multiple flavours, 65% favour those with various textures and 51% want chocolate products with numerous visually-interesting colours. Furthermore, 69% of global consumers believe that rare, unique or out-of-the-ordinary flavours can help make chocolate confectionery products more exciting.
In the US, in 2024, Astor launched its Moodibars to reflect various moods and a wide range of consumers' feelings, such as happy, silly and tired, with unique flavours.
With unique flavours, creamy textures and all-round complex taste profiles appealing to chocolate shoppers, they’re seeking products that can transform everyday indulgence into special eating experiences and occasion opportunities. For the manufacturers making these products and the marketers promoting them, brands can build deeper and more emotion-led connections. In turn, this can encourage consumers to return to these brands and products by stimulating multiple senses.
As well as seasonality (Christmas, Easter, Halloween and Valentine’s Day) providing a solid sales opportunity for chocolatiers to leverage their brands, playful days in the confectionery diary like Chocolate Day, Ice Cream Day, tea time or celebrating the start of spring can provide opportunities for permissible indulgence.
Global chocolatier KitKat has embedded the concept of “breaks” into its marketing, making the slogan “have a break” synonymous with its brand. In 2024, in Canada, the brand launched a 30-piece Iftar Bar, to recognise the break that occurs every evening during Ramadan.
2. Rare, exclusive, limited
Intense indulgence isn’t only restricted to the tastes, textures and technologies brands use to elevate their products; it’s also about how easily accessible their products are.
Today’s brands know that exclusivity and managed scarcity are successful tools to prompt eagerness and excitement around a new, reformulated or remarketed product. Limited edition chocolates can attract consumers by instilling a sense of urgency and desire around certain product purchases. Immediate pleasure and the offer of escapism also add to consumers' calls for limited product ranges.
Exclusive offerings also resonate with consumers who can access gifts or discounts by being a subscriber or member of a brand’s chocolate community. Hotel Chocolat gives customers the opportunity to be VIP members, enabling them to receive exclusive offers, benefits and previews.
According to 2023 data from Foresight Factory, almost three-quarters (73%) of global consumers like it when brands provide exclusive benefits to its customers. In its study, Barry Callebaut found that one in two global consumers prefer chocolate confectionery products that are exclusive or limited edition. In 2023, Italian chocolatier Davide Comaschi collaborated with three-Michelin-star restaurant Da Vittorio to craft a collection of pralines, combining vanilla, tiramisu, Nicaraguan cacao, caramel, Maldon salt and ginger.
3. Nostalgia and novelty
Increasing awareness and consciousness around what and how we eat are driving consumers to reflect on how they can make a positive impact with their chocolate purchases. Beyond taste, shoppers want to feel good by doing good, which, in turn, encourages manufacturers to communicate their stances, both in their campaigns and on-packaging claims.
Consumers want to tap into nostalgic heritage and exciting discoveries. Amid the cost of living crisis and geopolitical events, a rising feeling of uncertainty prompts consumers to turn to the past to find comfort. As a result, they’re attracted to a growing sense of nostalgia through recognisable flavours, marketing concepts and revived products. At the same time, shoppers also want to find new and surprising experiences that ignite their interests and enable new indulgences.
Almost three-quarters (74%) of Foresight Factory 2023 respondents said they like it when they’re reminded of things from their childhood, such as the food they ate and TV programmes they watched. Equally, 74% of Barry Callebaut’s survey respondents said they want to try new and exciting chocolate confectionery product experiences.
As a result, brands can craft comfort-creating chocolate creations that evoke cherished childhood memories while also adding a fresh, new twist to give both comfort and a sense of fun and exploration.
4. Mindful indulgence
Alongside intense indulgence sits the importance of producing and opting for products that are mindful of the planet. Today, mindful indulgence is a core principle behind consumer demands and purchasing behaviour.
Plant-based chocolate confectionery is gaining popularity, meaning consumers don’t have to compromise on taste or ethics. US-based chocolate company TCHO converted its entire portfolio to plant-based in 2023 to reflect this philosophy. According to Barry Callebaut’s research, 61% of younger global consumers think every brand should have a plant-based, vegan or dairy-free chocolate confectionary option compared to 42% of older generations.
Consumers want brands that prioritise ethical practices, transparency and traceability. Brands can demonstrate their loyalty and dedication to sustainability by developing direct supplier relationships and fair treatment. Over two-thirds (69%) of Barry Callebaut respondents want to know more about where their chocolate confectionery products come from and what is in them.
In Belgium in 2024, ALDI, which is the first discount retailer to join Tony’s Open Chain, launched its new, responsibly sourced chocolate bar: The Choceur Choco Changer.
Ben & Jerry’s also partnered with Tony’s Chocolonely to end exploitation of the chocolate industry and launched its ice cream-inspired bar.
Brands are also working to reduce waste as calls for circular production methods and zero-waste products ramp up. Uppa, the new Gudrun-owned chocolate brand, launched its cacao fruit bites in Belgium in 2024. Using cacao fruit upcycled from the cacao bean, the brand also repurposes orange peels and extracts its flavour to make the orange filling.
5. Healthy indulgence
Healthy indulgence is also on the rise, with functional and fortified confectionery proving popular. Expect low, free-from and enriched chocolate products to receive more attention too. Barry Callebaut’s research finds that 7 in 10 global consumers are interested in chocolate confectionery products where healthier alternative or better-for-you ingredients such as vitamins, fibre and protein are added.
Polish chocolate brand Wedel released its “Wedel plus magnesium” in 2024, a new product line of chocolates and bars. Enriched with extra magnesium citrate, each portion provides at least 30% of an adult’s daily magnesium requirement.
Integrated wellness that focuses on physical, cognitive and mental wellness is an increasing focus among consumers. According to Barry Callebaut’s research, 72% of global consumers would like a chocolate confectionery product that supports their immunity, 73% want one that supports their gut health, 73% are after one that supports their health health and 71% are looking for chocolate confectionery that supports their mental health.
