Chocolate trends 2024: Barry Callebaut unboxes confectionery demands for mind and body
30 Nov 2023 --- Barry Callebaut is diving deep into what consumer preferences will shape the global and regional chocolate markets next year and beyond. Consumers are conscious of their spending, with financial concerns impacting all areas of F&B, while the values and ethics that chocolate products have on pack are also under increased scrutiny.
The chocolate confectionery market is a significant yet dynamic one and the desire to purchase premium, high-quality chocolate is gaining traction, the research unravels. This preference suggests consumers continue to treat themselves by purchasing small luxury items, even during times of financial difficulty.
Similarly, nearly 7 out of 10 consumers (66%) seek better value for their money, according to the research. This group is also looking for ways to get more for their money, such as buying in bulk, taking advantage of economies of scale or switching to private-label brands.
The Swiss chocolate company has discovered three trends that it predicts will shape the chocolate confectionery markets in the next 12 months: “Intense Indulgence,” “Mindful Indulgence” and “Healthy Indulgence.” We take a look at the trends.
“Intense Indulgence” for multisensory experiences
Barry Callebaut explores the different types of indulgences changing the landscape in the chocolate confectionery market.
Consumers look for “Intense Indulgence” when they want to enjoy life to the fullest, remarks the company, adding that consumers want immersive experiences.
Consumers look for “Intense Indulgence” when they want to enjoy life to the fullest.
Based on its proprietary research among 11,974 participants in August 2023, the company found that 3 out of 4 consumers (74%) want to try new and exciting chocolate experiences and two-thirds (65%) of consumers prefer chocolate confectionery with multiple textures.
Interestingly, consumers want unique, rare, seasonal and premium chocolate, especially limited editions: 50% will buy limited editions on impulse and 64% will seek premium chocolate.
Consumers also generally perceive chocolates with a unique story about their origin or production as higher quality.
According to the research, 61% of people appreciate brand storytelling, and the same percentage actively seeks out seasonal chocolate confectionery.
About 70% of consumers want unique, exciting chocolate with multiple textures and flavors. There are three ways to deliver multi-sensoriality: offer new tastes, appeal to the eyes or surprise with textures.
“Mindful Indulgence” for human and planetary health
The “Mindful Indulgence” trend is for consumers who want to indulge without compromising their physical and mental well-being, the health of others or the planet.
The research shows that 3 out of 4 (75%) of global consumers agree that chocolate needs to be tasty, “good for me” and good for the planet — the Triple Play, as Barry Callebaut calls it.
Most consumers (77%) want chocolate with less sugar. Forty-one percent are trying to limit their sugar intake and 10% are avoiding it altogether. Meanwhile, chocolates making most of the cacao fruit are emerging.
Consumers are becoming more environmentally conscious and looking for chocolate that is produced in a way that is sustainable and ethical.
According to Barry Callebaut’s research, 65% of consumers choose chocolates that minimize waste and use upcycled ingredients, nearly two-thirds are actively looking for chocolates that are produced sustainably and almost 7 out of 10 (68%) prefer chocolate brands and products that enable them to do good for people and the planet.
Package (52%), human (35%) and environment (24%) are the top three claims of all product launches. Transparency and traceability are seen as “essential for building trust with consumers,” underscores the company.
Especially in cities, there is a rising demand for chocolate that fits dietary preferences, such as celiac-friendly, dairy-free and sugar-free, according to Lauren V. Haas, chef chocolatier from Las Vegas, US.
At the same time, consumers are increasingly interested in natural and authentic ingredients, as well as products that are free from artificial additives and have simple ingredient lists. 
According to Barry Callebaut, “Healthy Indulgence” is a trend worth monitoring in the confectionery segment.
More than half (54%) of consumers prefer pure chocolate without e-numbers or artificial flavors and colors, while 66% are interested in chocolate confectionery containing unhealthy ingredients, Barry Calleabut reveals.
Meanwhile, 4 in 10 (41%) of consumers seek vegan or plant-based chocolate confectionery options.
“Healthy Indulgence” for good intentions
Consumers looking for Healthy Indulgence actively and intentionally make choices that positively impact their health.
Most consumers (69%) are interested in chocolate with healthy or good ingredients, 74% want nutritious and energizing snacks and 71% want chocolate that supports their mental health.
The research shows that 71% of consumers globally desire a healthy-boosted chocolate with, for example, macro or micronutrients, which is +5% compared to 2022.
Six out of ten people find claims like “high in protein” appealing in chocolate. In addition, they look for nutritional products that include vitamins, minerals, fibers, flavonols and omega-3s.
According to Barry Callebaut, the “Healthy Indulgence” trend is one to watch within the confectionery segment in the years to come.
“We are in sync with the latest consumer trends, innovating to enrich our portfolio with options that perfectly cater to the rising demand for Mindful and Healthy Indulgence chocolate experiences,” explains Monika Baumberger, global head of marketing at the company.
“Our second-generation chocolate is a testament to this, offering perfect value-adding solutions in these evolving spaces.”
Edited by Elizabeth Green
