Cargill reveals US consumers indulge in daily chocolate treat to curb stress and boost mood
15 Jun 2021 --- Reaffirming chocolate’s universal appeal, a new survey from Cargill has revealed most US consumers indulge in a chocolate-flavored treat every day.
Viewed as a reward, mood lifter, energy booster and the secret to surviving a tough day, the company’s ChocoLogic research reveals consumers’ preferences, motivation and attitudes toward the beloved ingredient.
The shift of focus to mental well-being is echoed by Innova Market Insights’ trend, “Mood: The Next Occasion,” which reveals that 44 percent of global consumers are focusing on their mental and emotional well-being.
Cargill fielded a proprietary survey to track chocolate’s appeal on its own and also when incorporated into bakery, beverages, candy, ice cream, salty snacks and snack bars.
The survey gathered responses from more than 600 primary US grocery shoppers. For most of these consumers, chocolate flavors are their go-to choice.
Across the food and beverage categories included in the survey, respondents admit they choose chocolate-flavored options at least half the time.
The ChocoLogic survey also found interest in premium chocolate remains high.“The adage that ‘everyone loves chocolate’ really is true – less than 3 percent of consumers report avoiding chocolate,” says Gretchen Hadden, marketing lead for Cargill’s North American cocoa and chocolate business.
“However, while chocolate may be the world’s most beloved ingredient, our research suggests consumers have strong opinions on what they like – and don’t like – about this timeless indulgence.”
Stress and indulgence amid COVID-19
Three in four US consumers view chocolate as a way to reward themselves during a stressful day. Other motivations for indulging are less noticeable.
Seven in ten (72 percent) agree that chocolate lifts their mood, while 59 percent say it boosts their energy. Whatever the reason, more than half (52 percent) of US consumers find chocolate gets them through a tough day.
As at-home snacking occasions rise, those perceptions help explain why one in three shoppers report increasing chocolate consumption during the COVID-19 pandemic.
“The past year imparted immense stress and uncertainty on individuals and families. But it also taught many to appreciate the simple pleasures in life and the emotional benefit of treating oneself. That’s where chocolate comes into play, whether it is in confection form, bakery, ice cream or some other chocolatey treat,” Hadden tells FoodIngredientsFirst.
ChocoLogic uncovered that 28 percent of consumers reported increasing their consumption of chocolate over the past year.
The report also explored insights around consumption motivation, learning that consumers believe chocolate boosts their mood and can be leveraged for personal reward.
“This paints a clear picture of how chocolate played a role in delivering a bit of joy over the past year, with some consumption behaviors we anticipate lasting for years to come,” Hadden notes.
Resonating with consumers
As consumers become increasingly health-conscious, Cargill sees macro trends in F&B arise, such as sugar reduction and plant-based eating.
“When it comes to better-for-you in indulgent categories such as chocolate confectionery, an appetite for better-for-you is surfacing and manifests itself in a variety of ways.”
“We also found that simple, more familiar claims such as ‘no artificial ingredients’ rose to the top, while ‘plant-based’ and ‘vegan’ fell to the bottom of the measured list,” Hadden outlines.
“Nonetheless, we do see a rising number of new chocolate confectionery product launches that are plant-based and vegan. While currently niche, we fully anticipate this trend will continue to grow in indulgent categories,” she forecasts.
Sugar claims in the spotlight
When it comes to sugar-related positionings within chocolate, Cargill learned that not all claims are created equal.
For example, 33 percent of consumers were likely to choose a chocolate that has a “reduced amount of sugar,” whereas only 22 percent of consumers said they were likely to choose chocolate that is “sugar-free.”
“Perhaps this is due to concerns around flavor sacrifices,” adds Hadden.
Notably, consumers of dark chocolate were even more likely to report that they would choose chocolate with reduced sugar at 46 percent.
A healthy positioning
“Dark chocolate is higher in cacao content and lower in sugar, so this data makes logical sense and suggests consumers also understand dark chocolate has less sugar,” continues Hadden.
“One simple thing manufacturers can do to appeal to the more health-conscious consumer is to leverage dark chocolate, which consumers perceive to be a healthier choice among other chocolate options.”
While consumers admit they’ve boosted their chocolate consumption, few register remorse for their indulgence, says Cargill.
Consumer perceptions around chocolate suggest it may have an authentic role to play in better-for-you food choices. Nearly seven in ten associate chocolate with health benefits, a characterization even more prominent among consumers of dark chocolate.
While the study reveals that 45 percent of consumers are always looking for new types of chocolate, classics still win out when it comes to chocolate flavor pairings.
The survey found this perception is an essential purchase driver for dark chocolate, with 52 percent of consumers choosing it because they believe “it’s healthier.”
Premiumization in chocolate
Half of the consumers surveyed consider dark chocolate a more premium choice; 71 percent notice when chocolate has a grainy, coarse texture. Nearly one in four shoppers perceive chocolate that denotes its cocoa bean origin country as higher quality.
The ChocoLogic survey also found interest in premium chocolate remains high, with cacao content, texture and claims around provenance among the cues consumers use to judge quality.
This premiumization trend was also evident when consumers were asked about product claims. By far, the most sought claim across all categories was “made with real chocolate,” a factor 84 percent of US consumers said they were extremely or very likely to consider in their purchase decisions.
Flavors reign
Peanut butter and caramel remain the fan favorites, ranking at the top for flavor combinations with the most appeal.
“Salty, coffee/espresso and mint fell in the middle of our flavor ranking chart,” says Hadden. “While these are common flavors, small twists can really elevate an application.”
When it comes to coffee/espresso, tapping into coffee-shop flavors such as mocha or macchiato can give a basic flavor a modern twist.
At the bottom of the ChocoLogic appeal, the ranking chart was chocolate paired with spices, herbal and botanical flavors. However, Cargill saw a slight uptick in appeal for these more unique and exotic flavors amongst Gen Y and Gen Z, suggesting a younger demographic may be more open to new, novelty flavors in chocolate.
Valuable insights
According to Hadden, the insights gleaned from this research give Cargill – and its customers – a window into consumers’ attitudes and evolving expectations around this ingredient.
“It can help guide our thinking on whether to revitalize tried-and-true products or adapt to changing tastes with new-to-the-world innovations,” she concludes.
By Elizabeth Green
