Simple Pleasures Remain Important
60% |
of US consumers say taste/flavor has the greatest influence when purchasing chocolate, followed by price and brand.1 |
Most consumers believe it is fine to occasionally have a piece of chocolate or candy, and 69% of US consumers believe chocolate and candy belong in happy, balanced lifestyle.2
There are 3 key ways to deliver on multi-sensoriality in chocolate products: offer new & exciting taste, appeal to the eye, or surprise through textures.
A New Approach to Innovation: Classics With a Twist
New and old go hand-in-hand, especially during times of conservative spending. Consumers often look for products they are familiar with and that remind them of simpler times.
By making slight tweaks to beloved flavors through textural elements & different formats, brands can still deliver on classic appeal while creating innovative and appealing products.3
61% |
of NA consumers prefer confectionery products that have multiple textures.4 |
US Consumers Just Love their Candy Season
Despite the impact of inflation on consumers’ shopping behaviors, we are still seeing some clear outperformers in the chocolate confectionery category, especially in seasonal chocolate and smaller formats, such as boxed assortments, pouches, and bags.
94% |
of US consumers agree that seasonal chocolate/candy are part of some of their favorite memories.5 |
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- 📊 Trends shaping the chocolate confectionery landscape
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Sources
*NCA's State of Treating report, 2024
1Source: Innova - Category Insider: A Dive into the US Chocolate Confectionery Market – July 2023
2NCA's State of Treating
3 Trending Flavors and Ingredients in Desserts and Confections. Mintel, 2023
4Barry Callebaut global proprietary research, 08/2023
5Getting to Know Seasonal Chocolate & Candy Consumers, NCA, 2023
