From intense experiences to mindful choices: Barry Callebaut unveils the evolving world of chocolate

Barry Callebaut unveils the top trends and consumer preferences that will shape the global and regional chocolate markets in 2024 and beyond.

The chocolate confectionery market is expected to be worth over US$128 billion in global retail sales by the end of 2024.

With the recently seen price increases, Barry Callebaut expects consumers to respond in two ways:

Consumers continue to treat themselves by celebrating and escaping the ordinary experience by purchasing small luxury items, such as premium and high-quality chocolate.

Conversely, nearly seven out of 10 consumers (66 per cent) are looking for better value for their money. 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.

In both cases, consumer preferences depend on their mood or mindset and their specific attitude toward life.

Celebrating life with intense chocolate experiences
Consumers look for Intense Indulgence when they want to enjoy life to the fullest. They want immersive experiences.

Based on our proprietary research among 11,974 participants, in August 2023, three out of four consumers (74 per cent) want to try new and exciting chocolate experiences. Consumers want unique, rare, seasonal, and premium chocolate, especially limited editions.

Consumers perceive chocolates with a unique story about their origin or production as being of higher quality. According to Barry Callebaut’s  research, 61 per cent of people appreciate brand storytelling, and the same percentage actively seeks out seasonal chocolate confectionery.

About 70 per cent of consumers want unique, exciting chocolate with multiple textures and flavours.

Indulge with health of planet and people in mind
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.

Barry Callebaut’s  research shows that three out of four (75 per cent) of global consumers agree that chocolate needs to be tasty, ‘good for me,’ and good for the planet.

Most consumers (77 per cent) want chocolate with less sugar. Forty-one per cent are trying to limit their sugar intake, and 10 per cent are avoiding it altogether.

Consumers are increasingly interested in natural and authentic ingredients, as well as products that are free from artificial additives and have simple ingredient lists. More than half (54 per cent) of consumers prefer pure chocolate without artificial flavours and colours, while 66 per cent are interested in chocolate confectionery that contain what they consider unhealthy ingredients.

Consumers are becoming more environmentally conscious and are looking for chocolate produced in a way that is sustainable and ethical. According to this year’s research, 65 per cent 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 seven out of 10 (68 per cent) prefer chocolate brands and products that enable them to do good for people and the planet.

Indulgence with health benefits
Consumers looking for Healthy Indulgence actively and intentionally make choices that have a positive impact on their health. The majority of consumers (69 per cent) are interested in chocolate with healthy or good ingredients, 74 per cent want snacks that are both nutritious and energizing, and 71 per cent would like to have chocolate that supports their mental health.

Six out of 10 people find claims like ‘high in protein’ appealing when it comes to chocolate. In addition to protein, they also look for nutritional products that include ingredients like vitamins, minerals, fibres, flavonols, and omega-3.

The Healthy Indulgence trend is one to watch within the confectionery segment in the years to come, according to Barry Callebaut.