Barry Callebaut Survey Finds Americans Love Milk Chocolate But Are Experimenting With Other Varieties

09 Jul 2007

The survey also found that approximately four out of 10 Americans (43 percent) would buy chocolate that promises health benefits, and almost half of those surveyed (45 percent) said they would be willing to pay more for "health enhancing" chocolate.

09/07/07 From chocolate cake to chocolate bars to hot chocolate, Americans love indulging in sweet, chocolaty treats. In fact, according to a recent survey by Barry Callebaut -- the world's largest producer of high-quality cocoa, chocolate and confectionery products -- nearly half of Americans (46 percent) eat chocolate at least a few times per week.

The survey also found that milk chocolate is the most popular chocolate variety among U.S. adults. Eighty-one percent of Americans say they eat milk chocolate, compared with just 58 percent of Europeans. Americans also eat the following types of chocolate:

-- Chocolate with nuts, raisins or nougat (70 percent)
-- Dark chocolate (64 percent)
-- Chocolate with a soft praline, fruit or crème filling (54 percent)
-- White chocolate (50 percent)

While regular chocolate -- milk, dark or white -- remains the most popular among Americans (79 percent), the survey found that U.S. adults are also exploring other chocolate varieties. For example, 38 percent of Americans say they eat single-origin chocolate -- chocolate made from cocoa beans from a specific region instead of using a blend of beans from different origins -- compared with just 10.8 percent of Europeans.

In addition, about one out of four Americans (24 percent) say they enjoy sugar-free chocolate, and 15 percent report having consumed Fairtrade chocolate -- chocolate that is produced using raw materials purchased from Fairtrade-certified manufacturers who receive a premium price for their products.

Chocolate as a Source for Health

While the survey revealed only 12 percent of Americans eat functional chocolate (chocolate that has been shown to provide health benefits), many Americans believe chocolate can have a positive impact on your health and well-being.

According to the Barry Callebaut survey, Americans believe chocolate:

-- Boosts morale (52 percent)
-- Revitalizes you (46 percent)
-- Is good for the heart and cardiovascular system (31 percent)
-- Contains anti-cancerous ingredients (31 percent)
-- Enhances the memory (16 percent)
-- Enhances sexual performance (15 percent)
-- Helps prevent hair loss (5 percent)

"Based on the survey findings, it's clear that Americans are developing a taste for more sophisticated chocolate and are experimenting with different varieties -- from single-origin chocolate to organic chocolate to chocolate that offers healthful benefits," said Massimo Garavaglia, Barry Callebaut's president of food manufacturers and gourmet and specialties North America. "With more than 150 years of experience in the art of chocolate making, a wide variety of innovative product offerings and more single-origin chocolates available than any other chocolate maker, Barry Callebaut is uniquely positioned to meet the diverse needs of the U.S. chocolate market."