There are many lessons learned from more than 6 months of working in a sector as
interesting as that of cocoa, and it is important to monitor its evolution and future
trends. Chocolate, the commercial name for the food produced from the cocoa fruit, which
has been with us during many important moments in our lives, has been evolving
and adapting to the new demands of consumers.
Cocoa has undergone many transformations, from its origins as the drink of the gods
in the Mayan and Aztec cultures, to its transformation into pieces of art, such as
chocolates, made by great master chocolatiers and exhibited in specialized stores in
several European countries. All these transformations have positioned chocolate as
one of the favorite products of people worldwide.
But consumers’ tastes and attitudes towards the consumption of these products are
also evolving. Situations such as COVID 19, climate change or the war in Ukraine
have led consumers to modify their consumption preferences and demand new
characteristics in the production of chocolates.
A study conducted by Barry Callebaut describes in detail the trends that consumers
will face in 2023, in 3 categories they call: intense indulgence, conscious indulgence
and healthy indulgence.
Intense indulgence shows that consumers want to enjoy life to the fullest and will
continue to seek multi-sensory, exclusivity and origin narratives in the products that
accompany them in their celebrations. It is estimated that 71% of the population,
when they want to celebrate something, choose a product containing chocolate.
Conscious indulgence is related to the fact that for consumers who buy this kind of
products, 3 out of 4, are not only looking for a product that tastes good but that is
good for their health and for the planet. Thus increasing the demand for chocolates
that meet characteristics such as: plant-based, low sugar, sustainable and traceable
ingredients.
And finally healthy indulgence, actively and intentionally making choices that
positively impact health. It is estimated that 65% of consumers would welcome the
possibility of chocolates coming with extra nutrients that will help them improve their
health, such as vitamins, fiber and other ingredients that positively impact their
health.
All these new trends show how chocolate producers need to innovate, but not only in
products, but also in processes and approaches to farmers where we can connect
the consumer with the source, generating a fair and responsible business model with
the entire value chain.
All this is in our hands.
