European consumers are no longer approaching Easter with a sense of guilt over their chocolate intake, finds Cargill in its annual trends report. Rather, “indulgence with intention” is the year’s focus, as demand for healthy and ethically responsible confectionery options dominates the market. In its TrendTracker 2024 report, the F&B giant found that consumers are “embracing a new kind of sweet” and searching out seasonal treats that satisfy ethical, environmental, and health-conscious concerns. The findings reveal a wide range of opportunities for the industry to capitalize on current market developments.
