Study: Chocolate Eaters Self Soothe

As trends in better-for-you ingredients have spread to chocolate confectionery, it seems that consumers are more concerned with the psychological benefits, turning to the treat as a result of the emotional benefits it provides.

Indeed, new research from Mintel reveals that nearly one in five (17 percent) Americans say that the emotional benefits of chocolate outweigh any health concerns. What’s more, one quarter (26 percent) of Americans who purchase chocolate do so to improve their mood, while 20 percent do so as an energy boost.

America's neighbor to the north also enjoys the emotional benefits of chocolate as 38 percent of Canadians who eat chocolate typically do so as a reward. And in China, where volume sales increased 6 percent between 2014 and 2015, three quarters (76 percent) of consumers that eat chocolate agree that eating the treat is good for lifting the mood, and 64 percent agree that it is an effective way to relieve stress.

This sentiment is felt around the globe with European consumers valuing the psychological merits of the treat: half (49 percent) of Polish chocolate eaters say they eat chocolate to lift their mood, followed by 40 percent in Italy, 39 percent in Germany, 27 percent in Spain, and 15 percent in France. What’s more, two in five (41 percent) German chocolate eaters say they eat the treat because it relaxes them, followed by 37 percent in France, 28 percent in Italy, 27 percent in Spain and 23 percent in Poland.

Furthermore, Mintel research indicates that, perhaps as a result of its emotional health benefits, a number of consumers believe chocolate to be beneficial. More than one quarter (27 percent) of Americans who buy chocolate consider chocolate healthier than some other options, while 13 percent of Canadian chocolate eaters look for promises of health benefits. One quarter (26 percent) of Spanish chocolate eaters agree that chocolate is healthy, followed by 21 percent in Poland, 20 percent in France and 19 percent in Italy. However, it seems German consumers are more skeptical, as just 9 percent agree that chocolate is healthy.

And with European consumers enjoying chocolate as an emotional remedy, it comes as no surprise that the majority of the world’s biggest chocolate eaters are in Europe. While Switzerland tops the leaderboard, with each Swiss consumer estimated to have eaten 8.8 kg of chocolate in 2015, Germany follows closely behind with 8.4 kg per capita, as well as Russia (7.3 kg per capita), the UK (6.8 kg per capita), and the US (5.5 kg per capita). In comparison, consumers in China are estimated to have eaten just 0.2 kg each in 2015.

Marcia Mogelonsky, Director of Insight at Mintel, said: “While chocolate confectionery may be considered to be a ‘guilty pleasure,’ it is also a food that is strongly tied to emotional needs. This is likely the reason that consumers allow themselves to indulge in chocolate. Even at a time when the importance of healthy snacking is being emphasized around the world, the importance of chocolate confectionery as a psychological wellness tool cannot be ignored.”

Indeed, in many markets sales are booming, and Mintel research shows that there is more “better quality” chocolate on store shelves than ever before. Between 2011 and 2015, there was a 72 percent increase in the number of premium chocolate products launched globally, with 7 percent of chocolate products launched in 2015 carrying a premium claim, up from just 5 percent in 2011.

It seems that this growth in launch activity follows strong consumer demand for quality chocolate. In fact, half (49 percent) of chocolate purchasers in the US look for high-quality/premium ingredients, with nearly one quarter (22 percent) of chocolate eaters in France agreeing that a product containing premium ingredients is an important factor when buying chocolate. And while one quarter (25 percent) of chocolate buyers in the UK say they would be willing to pay more for a luxury brand of chocolate for themselves and others (44 percent), 34 percent of Canadians agree that ethically sourced chocolate is worth paying more for.

“Given the extent to which consumers’ food knowledge has grown over the past decade, it is not surprising that they increasingly demand unique products that come with a stamp of authenticity. This is especially notable in chocolate confectionery, as consumers become more interested in cocoa sourcing, cocoa content and premium positioning,” continued Mogelonsky.

Mintel research reveals that chocolate eaters around the world are looking for more innovative flavors, and the industry is responding. Notably, between 2011 and 2015 there was a 140 percent increase in the number of chocolate products launched globally flavored with matcha tea. What’s more, in the same time period, there was a 270 percent increase in the number of chocolate confectionery products launched with a salt, or salted flavor.