Indulgent Valentine’s: Comforting chocolate and romantic NPD reigns amid COVID-19 hurdles

11 Feb 2021 --- Valentine’s Day chocolate may provide a way to connect with loved ones during this unusual and uncertain time and still ranks as consumers’ preferred Valentine’s Day indulgent treat to gift and share. 

Other top flavors in this category include strawberry, as well as the classic hazelnut. Meanwhile, industry is launching seasonal NPD tapping into the romantic mood of the day. 

“The confectionery category accounts for the majority of Valentine’s NPD and chocolate product launches have seasonality peaks throughout the year,” Melania Calderon, market analyst at Innova Market Insights, tells FoodIngredientsFirst.

“Chocolate NPD shows growth in the months of January and February and this is related to Valentine’s Day. However, we also see growth in the last four months of the year with Halloween and the Christmas Holidays also influencing chocolate sales,” she adds.

Choosing chocolate
Valentine’s Day chocolate may provide a way to connect with loved ones during this unusual and uncertain time, according to a report from the National Confectioners Association (NCA). 

Ferrero's 2021 Valentine’s Day lineup.

An NCA survey found that 86 percent of Americans report that they’ll share a gift of chocolate and candy this Valentine’s Day.

“Throughout the pandemic, one thing that has remained consistent is that Americans appreciate chocolate and candy for the sense of comfort they bring during challenging times,” says John Downs, NCA president and CEO.

“The confectionery category remains resilient as people find new and creative ways to incorporate chocolate and candy into their celebrations of holidays and special moments like Valentine’s Day.”

Popular flavors and candy
According to Innova Market Insights data, 16 percent annual growth of food and beverage launches are tracked with Valentine claims (Global, CAGR 2016-2020).

In the Confectionery category, NPD featuring Valentine claims accounts for 86 percent of all food and beverage launches tracked with Valentine claims in 2020 (Global), followed by the bakery category with a 7 percent market penetration.

Strawberry is the top flavor of all food and beverage launches tracked with Valentine claims in 2020, with 13 percent market penetration, followed by hazelnut (6 percent) and fruit flavors (9 percent).

How do you eat yours?
The NCA survey also found that 84 percent of US consumers think that chocolate and candy are a fun part of special celebrations, including Valentine’s Day.

High Life Farms’ Royal Chocolate Bar Red Velvet includes 100 mg of THC.

In fact, 87 percent of consumers enjoy seasonal Valentine’s Day chocolate and candy. When asked how they select a treat from a Valentine’s Day box of chocolates, 50 percent said they find the map and carefully choose one. 

Around 31 percent said they randomly pick one, 13 percent of people said they bite the corner to determine the filling and just 6 percent of respondents poke the bottom to find out the flavor.

In a box of Valentine’s Day chocolate, people say they look for:

• 32 percent: caramel.
• 24 percent: chocolate covered nuts.
• 21 percent: chocolate-filled.
• 11 percent: cream-filled.
• 9 percent: coconut.
• 3 percent: other.

Most people in the US enjoy chocolate and candy two to three times per week, averaging about 40 calories per day, about one teaspoon of added sugar per day.

Valentine’s chocolate customization
Recognizing this market opportunity, many major industry players are relaunching their products with Valentine’s Day appeal.

Ferrero’s 2021 Valentine’s Day lineup includes new offerings and upgrades to favorites from Ferrero Rocher, Golden Gallery, Butterfinger, Crunch, Tic Tac and Kinder Joy. 

Baskin-Robbins’ offers a new Box of Chocolates Cake. Designed to look just like a classic heart-shaped candy box, Baskin-Robbins’ new made-to-order Box of Chocolates Cake can be customized by ice cream flavor and comes topped with a layer of rich fudge, adorned with an assortment of milk chocolate candies.

Hershey’s launched its Kisses milk chocolate Meltaway Roses, Hershey’s milk chocolate Bear, Hershey’s Hugs & Kisses Heart Box, Reese’s Peanut Butter Rose and Reese’s Big Box O’ Love. 

Highlights include a surprising velvety cream that bursts out of each Meltaway Rose and adorable shapes in each chocolate Bear.

Ethel M Chocolates offers virtual chocolate tastings for Valentine’s Day Weekend, complete with a tasting kit that includes Ethel M’s signature, satin heart box.Godiva has released a limited-edition Valentine’s Day collection and seasonally inspired treats. The collection’s vibrant packaging showcases overflowing pink and red hearts, symbolizing the sweetness of romance and heartfelt feelings.

Meanwhile, if you are “high on love,” High Life Farms, a vertically integrated cannabis company, announced a limited-edition release of its Royal Chocolate Bar in a new Valentine’s Day-inspired variety: the Royal Chocolate Bar Red Velvet. 

The Royal Chocolate Bar Red Velvet marries decadent milk chocolate, rich red velvet and 100mg of THC in 20, 5 mg pieces, creating the perfect, shareable treat for Valentine’s Day. 

Celebrating from home
With COVID-19 lockdowns continuing, many companies have prepared at-home experiences featuring their indulgent Valentine’s NPD for consumers to easily enjoy.

Shots Box, a curated liquor tasting player, delivers arrays of shot-sized craft, artisanal and small-batch spirits distilled by tastemakers nationally to doorsteps across the US.

The Valentine’s Day Dessert Shots Box features ten Valentine’s Day-inspired boozy flavors from mint to cinnamon hearts, and of course, chocolate.

Ethel M Chocolates unveiled a virtual experience and is offering consumers the chance to enjoy virtual chocolate tastings from the comfort of their home. 

Upon purchasing a Virtual Chocolate Tasting for two, Ethel M Chocolates will ship attendees a tasting kit including Ethel M’s signature, satin heart box filled with 14 chocolates, two tasting mats and a Zoom link to join the fun, sensory-filled experience.

By Kristiana Lalou

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