The chocolate paradox: Indulgence versus a hunger for health and the significance of single-origin

19 Nov 2019 --- A polarization is emerging in the snacking space, as demands for clean label and healthy offerings are paradoxically rising at the same time as a growing appetite for indulgent, sumptuous products. This is particularly evident in the chocolate space where the spike in snacking is also creating a lucrative new market for the industry to capitalize on. FoodIngredientsFirst speaks to several companies active in the sector and learns how brand storytelling is more important than ever.

“The last five years have seen increased consumption of dark chocolates or chocolates with high levels of cocoa, with less sugar and milk, leading to a change in the value proposition offered by companies with their products. As such, consumers are no longer interested in products from a purely indulgent perspective. Instead, they are more interested in what lies behind, the origin, the stories and the people who were part of the product’s creation. This has forced companies and industry, in general, to improve their practices responsibly, from sowing to the final product,” says Camilo Celis Rueda, Brand and Communications Director at Luker Chocolate.

This is echoed by Kevin Bangratz, Marketing Researcher at Prova, who notes that the single-origin trend is among the most notable trends regarding chocolate. He explains that this is linked with the premiumization of chocolate. As in the case for wine experts, chocolate buyers pay attention to the soil. In addition, consumers are looking for more authenticity, with single-origin chocolate enabling them to meet this expectation.

Bagratz uses the example of Madagascar to highlight that it is possible to make a chocolate with 100 percent of its ingredients coming from the country. “Indeed, if Madagascar is well known for its vanilla, its cocoa production has regularly increased in the past years. The cocoa from Sambirano, a region located west of the island, is highly popular among connoisseurs. Thus, it is possible to make a single-origin chocolate with Madagascan cocoa and vanilla.”

In addition to flavors adapted for compounds to intensify the chocolate taste and those that enable a reduction in cocoa powder, Prova has also developed flavors that mimic the profile of a pure origin for compound chocolate. Marie Le Beller, Product Manager at Prova, explains that this is inspired by the single origin trend and more authentic and richer profiles that can have unusual notes.

Interlinked with the demand for chocolate with a clear provenance is the desire for environmentally friendly offerings.This is in line with Innova Market Insight’s top trend for 2020, “Storytelling: Winning with Words.” The trend underscores a spike in consumer interest in discovering the origin stories behind food and beverage products. Consumers’ attention is piqued by opportunities to learn more about how products are manufactured, which promotes a better understanding of their benefits and helps build trust in a brand. According to the market researcher, 56 percent of global consumers say that stories around a brand influence their purchase decision. 

Sustainability is key
Interlinked with the demand for chocolate with a clear provenance is the desire for environmentally friendly offerings. This is highlighted by Marco Oomen, Global Business Director of Chocolate & Confectionery Fats at AAK. He notes that consumers are looking to verify the sustainability and traceability of food production.

One example he gives of how sustainability is dominating is the plant-based revolution, which continues to have an impact on the confectionery industry in favor of both healthier dining choices and sustainable eating. In recent years, chocolate confectionery has witnessed the shift to plant-based ingredients and the move away from animal products (for example dairy in chocolate and gelatin in sugar confectionery). This continues to drive innovation and capture consumers’ attention, and growth is expected to continue, Oomen predicts. 

Le Beller also points to the consumer desire for labeled beans in terms of sustainability, organic and vegan credentials. Meanwhile, Luker is set to launch a portfolio of vegan chocolates by 2020. “This will allow us to be part of the plant-based trend, which is becoming stronger by the day. Thus, we can continue to incorporate new innovations for our customers looking for ingredients or finished products,” explains Rueda. 

Last week, the UK-based Galaxy brand made waves with the announcement of its first vegan alternative to milk chocolate. Unlike dark chocolate, milk chocolate is notoriously difficult to make vegan due to its higher dairy content. However, the Mars Wrigley-owned brand says that a hazelnut paste will create the same smooth and creamy signature characteristics of Galaxy sought by consumers. 

Meanwhile, Bangratz theorizes that the rise of dairy-free chocolate is driven by more and more consumers being lactose intolerant. “To achieve lactose-free chocolate, it is necessary to find an alternative to dairy products. Generally, chocolate makers use rice flour to replace milk. But they can also use vegetal milk, such as rice milk, oat milk or coconut milk. In these products, flavors can help to match the taste of real milk chocolate,” he explains.

The rise of “snackfection”
Snacking and its “fourth meal culture” is drastically changing the way people eat, opening the chocolate sector up to new opportunities. “Across various countries, cultures and societal views on food, snacking has become ingrained in global consumer behavior. However, there are regional differences in the trends driving chocolate confectionery as the largest snack category,” says Oomen.The lines between snacking and confection continue to blur.

“Emerging markets are picking up on the trend of eating chocolate, which results in increasing the per capita consumption of chocolate confectionery products in these markets. This is mainly due to increasing middle class, as well as the number of Millennials seeking indulgence,” he adds. 

Oomen continues that snackfection – or the blurring of lines between confectionery and snacks – is on the rise and opens the market for innovations tapping into superfoods or better-for-you claims. For example, last month, Barry Callebaut launched the “Cacaofruit Experience,” which uses the entire cacao fruit. A notable result of this is CaPao, a Mondelēz brand piloting a smoothie ball and jerky strips.  

Additionally, textural changes can give consumers new experiences, while new markets are opening to include chocolate as an ingredient. “Consumers are becoming more demanding with their chocolate quality and require more premium and individualized confectionery products adding benefits and free from E-numbers,” Oomen notes. 

Rueda adds that Luker is constantly looking for and testing new alternatives that meet the needs of the consumer, which in turn are aligned with the regulations and regulatory issues of each country. “New consumers are demanding cleaner, healthier, environmentally-friendly products that offer new sensory experiences, but without losing the natural properties and consistency of the product,” he explains.

Le Beller notes that an increasing amount of consumers are looking for minimally processed food. That leads to evolutions in the chocolate category, such as the development of raw cocoa. Raw cocoa is considered to be more authentic as the roasting temperature never exceeds 43 °C, enabling the preservation of molecules naturally found in cocoa beans. “However, the notion of raw cocoa is the subject of a discussion as some say it is not really ‘raw.’ This is probably one of the biggest societal challenges for chocolate,” she explains.

Despite all of these complex issues regarding the provenance and healthy attributes of chocolate, taste is still the bottom line. “More than ever, the chocolate category plays on indulgence to allure consumers. Some brands offer products with dessert flavors including crème brûlée, chocolate fondant, chocolate mousse, tiramisu or nougat,” says Bangratz.

He adds that some products take indulgence one step further and play on combining flavors, offering multisensory experiences to their customers. Flavor pairing is particularly trendy. This consists of mixing several tastes in one culinary creation. For example, a chocolate product can combine brown and spicy notes. It is also possible to play on both flavor and texture to make a delicious, irresistible treat.

Other key themes in the chocolate space include sugar reduction and the promotion of cacao as a superfruit, as seen at NutritionInsight.

By Katherine Durrell