European brands tap into premium chocolate market

European consumers have a fondness for chocolate with three-quarters of consumers on average buying chocolates regularly.

The per
capita consumption rates in Europe is among the highest in the world, at about 10kg or more consumed in six of the West European nations, according to Innova Market Insights group’s latest report.

While chocolate blocks are still popular and well represented accounting for 45 per cent of the region’s launches in 2018, NPD in more everyday chocolate bars or countlines has decreased.

As European consumers become more sophisticated chocolate shoppers, more and more brands are manufacturing dark chocolate as milk chocolate drops. But research shows it’s no longer the case that innovators are restricted to simple milk, dark or white chocolate.

“Limits in chocolate development are being broken down. Ruby chocolate has emerged as an entirely new concept within chocolate formulation, while dark milk choices are also hitting the shelves, offering a halfway point between rich dark and smooth milk recipes,” said Lu Ann Williams, head of innovation at Innova Market Insights.

Barry Callebaut, creator of the Ruby chocolate, has also introduced the WholeFruit chocolate. He claims it is the first to use the entire cacao fruit instead of just using the beans. It is fruitier and much more sustainable compared to other types of sweets.

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