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Chocolate consumers prioritise sustainability and affordability amid rising prices

Consumers are adjusting to inflation by cutting back on chocolate purchases and opting for smaller products – but they also demand more sustainable and ethically sourced options.

These are among the key findings of the Getting to Know Chocolate Consumers 2024 report, released in early October by the American National Confectioners Association (NCA), an American trade organisation promoting chocolate, candy, gum and mints. The report highlights shifting trends in consumer behaviour as financial pressures and increasing environmental awareness reshape the chocolate market.

Economic pressures reshape chocolate consumption

Inflation has been driving chocolate dollar growth in the US since 2021, but unit and volume sales have declined. According to the NCA report, while 75% of Americans are consuming the same amount or more chocolate than last year, 28% are buying it less frequently, with some consumers purchasing larger pack sizes to save over time. For those reducing consumption, broader economic concerns are playing a larger role than just the price of chocolate itself.

The latest Mintel chocolate research confirms this trend; according to the consumer research company, 54% of consumers in Canada cut back on chocolate and candy purchases in 2022 due to higher prices. The trend was mirrored in France, where 52% of consumers reported financial concerns as a reason for reducing their chocolate intake. In Brazil, 29% of chocolate consumers turned to smaller or individual chocolates to manage rising costs. This growing preference for smaller products rather than increased prices suggests an opportunity for brands to maintain affordability while adjusting to inflationary pressures.

Sustainability driving purchasing decisions

Despite cost concerns, sustainability is now another crucial factor, driving choices for nearly half of chocolate consumers, according to the NCA report. Younger consumers, in particular, are showing greater interest in environmental and social responsibility, with 28% considering cacao sourcing when making purchasing decisions—up from 16% in 2018. The demand for transparency and ethical sourcing has created a growing market for brands that reduce their reliance on environmentally damaging practices, such as palm oil, which has been linked to deforestation and habitat destruction.

Carly Schildhaus, director of public affairs and communications at the NCA, told Ingredients Network “Gen Z and Millennials prioritise sustainability and transparency in their products, reporting a higher interest in learning about a brand’s sustainability commitments through social media, package labeling, and more.”

Supporting this, Mintel reports that ethical claims on chocolate products have doubled in North America over the past few years. In Canada, 25% of chocolate consumers express interest in ethically sourced products, while vegan, vegetarian, and plant-based claims have become a growing feature of European chocolate launches. The demand for plant-based chocolate products is particularly strong in categories like chocolate tablets and countlines, as brands cater to consumers seeking products that align with their health and environmental values.

Sustainability in packaging is also a growing concern for chocolate consumers. Mintel’s research shows that Latin American markets, particularly Brazil, are scrutinising the environmental impact of food packaging, with 30% of Brazilian consumers believing that environmentally friendly packaging offers good value for money. In response, many chocolate brands are adopting recyclable or biodegradable materials, such as cardboard cartons, as they seek to reduce their packaging footprint.

Growth opportunities

The NCA report points to premium and fine chocolate as key growth areas, especially for gifting occasions. Premiumisation continues to thrive despite economic challenges, as consumers associate these products with high quality and indulgence. Gifting represents a significant opportunity, with higher-income consumers more likely to buy premium or fine chocolate for special occasions. In regions like the Middle East and Africa, local product and ingredient sourcing are becoming more prominent as brands celebrate regional identities while reinforcing sustainability and worker welfare.

At the same time, chocolate companies also see opportunities in expanding their range of products to meet shifting tastes and consumer demands. “Chocolate and candy manufacturers continue to meet consumers where they want to be met with the products they are offering, including new textures and flavors and even things like expanded offerings in plant-based products,” said Schildhaus. “Innovation is at the heart of the confectionery industry – and offering products that appeal to a range of tastes and dietary considerations is a key piece of what that means to our member companies,” she continued.