Chocolate has become one of the most popular snacks for consumers, usually perceived as being ‘unhealthy’ due to its high sugar content. Chocolate manufacturers are now facing intense pressure to innovate amidst a challenging market where consumers now desire products that are more unique in terms of taste and yet healthier while at the same time offering them with a memorable taste experience.
Snacking has been a favourite pastime for Asians, and this has been further strengthened during and after the pandemic, when people spent more time at home leaving them with more time to enjoy and appreciate snacking. In fact, snacking has become one of the most popular in-between meals, with some consumers even willing to spend more money on snacking than the usual lunch or dinner.
Mintel’s 2022 Consumer Trend Enjoyment Everywhere outlines how consumers are eager to break out of the confines of pandemic lockdown and social restrictions to explore, play and embrace novel experiences. The craving for new experiences is also driving consumers towards indulgent products that stimulate their senses. In these uncertain times, consumers are willing to pay a premium for elevated indulgences.
The opportunity for delivering memorable experiences is particularly being embraced in the chocolate confectionery market, where some innovative brands are embracing unique processing methods, eg freeze-drying techniques and novel fruit flavours.
In China, 56% of the adults would be attracted to buy a new snack product if it featured a novel flavour, according to Mintel. Freeze-drying is a common processing technique in fruit flavoured chocolates as it retains the nutrients of the fruit. The process can be marketed as a premium feature, as some consumers are willing to pay more for food that features special processing methods. One example is China-based ‘Oh! Fresh’ which recently launched its chocolate- coated freeze-dried fruit snack.
On the other hand, 37% of adults in India are interested in chocolate confectionery that offers health benefits like promoting digestion or immune health. One example is ‘LiL’ Goodness 56% Cocoa Prebiotic Chocolate’ which is said to improve gut health and the absorption of vitamins and minerals.
The global pandemic has indeed intensified the importance of maintaining a balanced and nutritious diet, with the vast majority of adults in the Asia-Pacific region aspiring to eat more healthily. While consumers may not necessarily choose chocolate for its nutritional credentials, there is an opportunity for brands to formulate with better-for-you ingredients like superfoods in their products. In the 12 months to December 2022, only 4% of total chocolate confectionery launches in India featured some kind of functional claim. Showcasing products with more nourishing ingredients can encourage consumers to see chocolate as a pleasurable part of a balanced diet.
In terms of flavours or variants, hazelnut and almond flavours are relatively common among chocolate confectionery launches in Asia, with hazelnut ingredients accounted for a bigger share of launches in 2022 than recent years. Strawberry is the most popular fruit flavour, while orange flavours also recorded an increase in 2022. Fruit-flavored chocolate launches aim to give consumers a memorable taste experience with its runny centre filling, its refreshing sweet taste or from its chewy fruity texture which appeals to Asian consumers.(See Chart 1.0)
