Consumer Research: Chocolate Insights

In honor of National Chocolate Day, Brisan Group spoke to consumers to understand consumer chocolate behaviors and usage and opportunities for innovation.

 
 

Snapshot

We’ll cover the following:

  • What type of chocolate consumers are eating the most

  • The most popular chocolate foods consumed

  • The most popular chocolate brands purchased

  • Why consumers eat chocolate, what they look for in the taste, and when they eat it

  • Innovation opportunities, including better-for-you chocolate

 
 
 
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Types

MILK, DARK, WHITE, AND sEMI-SWEET

When given the option between milk, dark, white and semi-sweet, consumers responded eating more milk and dark chocolate. These two chocolates are purchased more frequently in a typical week, while milk chocolate is the most popular type consumed.

 
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Craving Chocolate?

Yes, Please.

Of those surveyed, consumers more often than not choose a chocolate-flavored treat when given the option. The most popular types of chocolate foods consumed are candy, snack bars, and ice cream. Additionally, consumers typically like to switch up the variety of chocolate they consume depending on the moment.

Hershey, Ghirardelli, and Dove were the most popular brands that consumers purchase from the grocery store.

 
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DOES MOOD REALLY MAKE A DIFFERENCE?

We’d say so … mood and occasion influence which types of chocolate consumers crave. Cravings and the need for variety are main drivers of choosing a certain type of chocolate.

why, what, and when?

Consumers eat chocolate for taste and pleasure, but what taste are they looking for in their chocolate? Consumers responded that they’re looking for a sweet, milk taste followed by sweet and salty combos. Consumers eat chocolate or chocolate flavored foods in the afternoon or in the evening.

Innovation Opportunities

filling possibilities

Consumers seem interested in anything chocolate covered or filled. The most popular choices were chocolate covered berries, vanilla crème filled, almond butter filled, and hazelnut filled.

Those that said they were interested in alcohol filled chocolate, mentioned Cognac, Brandy, Rum, and Irish Whiskey as fillings.

 
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Better-for-you chocolate

Almost all consumers are interested in a better-for-you chocolate. Consumers want reduced sugar, added antioxidants, and added protein in chocolate and chocolate-flavored food. Consumers mentioned that they wanted to eat healthier and add nutrition to their diet as reasons they would want a better-for-you chocolate.

 
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Key Industry Takeaways:

  • Consumers almost always reach for a chocolate-flavored food when given the choice

  • Consumers use milk and dark chocolate the most often

  • Taste is king when picking chocolate/chocolate-flavored food

  • Consumers are interested in hazelnut, almond butter, and alcohol fillings

  • Reduced sugar, added antioxidants, and added protein are ways consumers want a better-for-you chocolate/chocolate flavored food

Emily PlanekIntempo