Valentine’s Day indulgence: Examining sustainable cocoa, vanilla and chocolate as confectionery sales soar

14 Feb 2022 --- Sales of confectionery are set to peak around US$3.4 billion this Valentine’s Day as consumers opt for traditional, indulgent chocolate NPD to share with loved ones. FoodIngredientsFirst dives into what flavors are connected to romance and how broader sustainability issues around cocoa and vanilla are driving consumer choices.

The NCA’s January 2022 survey shows that 91% of people will celebrate Valentine’s this year and 93% would like to receive a gift of chocolate or candy. 

The US proves to be “the land of love” featuring the highest launch activity for Valentine’s, according to Innova Market Insights. Strawberry is the most romantic flavor accounting for 10% of global launches. 

The market researcher reports a 7% annual growth in F&B launches tracked with Valentine’s claims, from 2017 to 2021. About 83% of these product launches were in the confectionery category followed by bakery, with a 9% market penetration.

Candy-coated decadence to share
Valentine’s Day is positioned at the nexus of two powerful trends defining the confectionery category at the moment, reports the NCA. This year the rising trend of self-care and sharing sweets is expected to boost the Valentine’s effect. 

“Consumers are sharing chocolate and candy more frequently, and shoppers are increasingly looking for little moments to treat themselves. This year’s Valentine’s Day will benefit from both of these rising consumer behaviors,” says NCA president and CEO, John Downs. 

The latest sales data combining chocolate, non-chocolate, gum and mint shows that there was a 10% increase in 2021. Chocolate sales led the way, with 58% of sales.

Sustainability is a key factor to consider when purchasing as sourcing of crucial confectionery ingredients like vanilla and palm oil face constant scrutiny. 

Issues of sustainability are now at the forefront of consumer purchasing decisions, evidenced by manufacturers and brands bolstering sustainability within their supply chains to protect their credibility. 

Focus on vanillaGodiva’s in-house chef has created the Valentine’s range of heart-shaped chocolates.
The vanilla market, a key ingredient of chocolate and confectionery products, has seen strong market volatility in recent years, including tight supplies and high prices. The high prices have led to improved farmer income but also created some quality and traceability problems in the sector.  

“The good news is that more vanilla has been planted and more vanilla supply is coming on line, with prices coming down as a result. Of course the risk is that the supply planted during the peak price period could exceed demand and result in unsustainably low prices to farmers, who are economically vulnerable and depend on vanilla income for their livelihoods,” Jan Gilhuis, senior program manager, fresh and ingredients, Sustainable Vanilla Initiative (SVI) tells FoodIngredientsFirst.

“Now the task is to build the demand for natural vanilla so that there is a good market for the additional vanilla coming out of Madagascar, Uganda, and other vanilla origins that benefit F&B producers and vanilla farming families alike,” he adds.   

“SVI collaborates with local governments and exporters to develop traceability systems, create projects to address concerns around child labor and build a program for forest conservation in the areas where vanilla is grown, through agroforestry (ideal for vanilla production) and protection of natural forests,” Gilhuis explains.

He stresses the organization welcomes a greater appreciation of the value of natural vanilla and how – when grown properly – it promotes the protection of the rainforest and biodiversity as well as sustains livelihoods of smallholder farmers.

“Continue choosing products that use (certified) sustainably produced natural vanilla beans (and cocoa) during Valentine's Day and all the other days of the year.”

Trouble in paradiseSustainable Vanilla Initiative sets out to increase the supply of sustainable and traceable vanilla.
Innova Market Insights Ethical Indulgence report also highlights that there are supply issues around the harvesting and production of cacao and various social and environmental movements clouding the “loved up” energy as the sector moves toward more sustainable practices.

The growing importance of sustainability and its communication to consumers is reflected in “Shared Planet”, Innova Market Insights’ Top Trend for 2022 which focuses on how industry and consumers are pitching in to shape a sustainable future.

The market researcher underscores that consumers now rank planetary health as their number one concern, overtaking personal health, which has been the top priority in recent years.

The raw materials sourced for chocolate, such as cocoa, mainly come from less developed countries and can be prone to supply issues and pricing fluctuations where producers do not receive a fair share of income for their crops. 

These factors make it challenging for producers to farm in an environmentally friendly way. Recently, confectionery companies have set up their own cocoa sustainability targets, although often in collaboration with other more specialist organizations, Innova reports.

Meanwhile, key industry players are tackling sustainability issues head on. The latest “Forever Chocolate” progress report by Barry Callebaut shows the company is working toward its goal to produce completely sustainable chocolate by 2025. A key achievement thus far has been the reduction of the company’s carbon intensity per metric ton of product by more than 17% since 2016.

Sweet on you NPDHershey's heart shaped kisses are back again.
Hershey’s heart-shaped chocolate kisses from the Reese’s brand are available again this year with Blossom-top miniature cups and Peanut Butter miniature cups, with a colorful pink top twist. 

Godiva Valentine’s collection includes silky heart-shaped boxes filled with milk chocolate to decadent dark chocolate and assorted truffles. The offerings are crafted by the brand’s executive chef, Thierry Muret.  

“Love comes in countless shapes and sizes so for this year's collection, we created a variation of delicious chocolates for every moment this Valentine's Day, especially crafted for expressing love, and easy to share with your Valentines, Galentines, or to treat yourself,” says Muret. 

The Cold Stone Creamery offers chocolate-dipped strawberry ice cream, a combination of fresh strawberry ice cream mixed with ribbons of fudge ganache. This new flavor will be featured in a brownie and red velvet cake and the All's Fair in Love & Cake range.

By Inga de Jong