Insights on chocolate themes for the forthcoming year collected by Barry Callebaut have indicated that health and sustainability are key drivers when choosing chocolate, as well as experiencing indulgent flavors in new formats.
The chocolate manufacturer believes it has “a unique pulse on global chocolate trends.”
Bas Smit, vice president of global marketing at Barry Callebaut, says consumers care about sustainability and expect brands to drive positive impact.
“Planet protection is one of the top concerns and also part of what consumers value the most. That’s a great opportunity for companies and brands to accelerate and tackle the environmental challenges within the cocoa supply chain.”
This is Barry Callebaut’s third “Top Chocolate Trends” report for North America. Spanish, and Portuguese-language editions are available for Latin America.
“We have a unique perspective on the latest consumer insights and innovation in chocolate confectionery. We are excited to help fuel growth for leading brands and manufacturers by responding to these trends,” says TJ Mulvihill, vice president of marketing, North America.
Barry Callebaut foresees the trends of “good for me,” “indulgent moments,” “chocolate I trust,” and “taking new forms,” continuing in 2022 and beyond.
Indulgent moments
As the COVID-19 pandemic continues, consumers are turning to indulgences to seek happiness, pleasure and to celebrate.
Chocolate is one of the first places they look to indulge; 65% of US consumers agree that chocolate is their favorite indulgence and 70% of US consumers choose chocolate for their celebrations, according to the company’s proprietary research.
Good for me
The pandemic had many consumers turning to healthier alternatives of their favorite treats to boost their immune systems, a trend Barry Callebaut spotted in 2021.
Well-being is a priority for North American consumers, and a large proportion of consumers say that they are actively trying to improve their diet.
Though they are looking for healthier options, consumers don’t want to compromise on taste. Sixty-one percent wish there were healthier chocolate options, products that deliver the same taste quality but have reduced sugar, are plant-based or are all-around good for their body.
Chocolate I trust
When consumers choose their next chocolate indulgence, they want something that won’t harm the environment.
“Pre-coronavirus, younger generations were very vocal and activist,” notes Smit. “The start of the pandemic and first lockdowns have put more emphasis on personal health, bringing planetary health to the foreground. But this has changed again. And now not only younger generations are demanding, but also the older ones,” he states.
This is also in line with Innova Market Insights’ Top Trend for 2022, “Shared Planet.”
Meanwhile, Smit recently told that in the past, younger generations such as Millennials and Centennials have been driving change relating to planetary health.
Barry Callebaut believes that sustainable chocolate is a must, and consumers trust products that communicate sustainability or transparency.
Taking new forms
As more people are staying home – whether for work or at-home celebrations – snacking has become more prevalent.
To keep up with the demand for snacks, companies are creating new chocolate formats and categories. “Forty-two percent of consumers say that trying new snack flavors adds excitement to their everyday routines, especially when the flavors fit the season, such as pumpkin spice in the fall or peppermint in the winter,” Barry Callebaut highlights.
Jenna McFarland, consumer and marketing insight manager, adds: “This year’s ‘Top Chocolate Trends’ were developed by our team of chocolate segment experts and is inspired by data and insights from our primary research as well as data obtained from multiple leading industry sources.”
It is clear to Barry Callebaut that as snack cravings continue to evolve and consumers seek products that are good for them and the planet, manufacturers must find ways to incorporate exciting new flavors and textures while also committing to use ingredients that will not harm the environment.
