Chocolate remains the top snack of the COVID-19 pandemic, with nearly 90 percent of US consumers purchasing some form of chocolate candy within the last three months. 

Flavorchem, a US-based supplier of cocoa-based ingredients, has revealed that comfort, sensory experiences and plant-based claims are driving the demand in the chocolate confectionery space. 

As rising attention is placed on the importance of mental and emotional health, confectionery is already well-positioned as a “feel good” category that provides consumers with a sense of comfort.

According to Flavorchem, 72 percent of consumers agree that confections are a vital part of their emotional well-being as many seek out indulgent chocolate moments. In line with this, 80 percent of consumers are eating the same amount (56 percent) or more (24 percent) chocolate during the pandemic.

Elevated chocolate experiences
Multi-sensory claims are also having a significant impact in the world of chocolate. 

Daring flavors, unique textures, and new formats excite consumers and elevate their chocolate experiences. Launches of hot cocoa bombs, dippable snacks, Ruby chocolate and cross-category confections are popular in the candy aisles. 

Flavorchem’s team tapped into this trend with a red, white, and berry hot cocoa bomb as a nod to the upcoming Fourth of July holiday. The company also recently unveiled a mocha macaron and honey graham cake pop utilizing its vast portfolio of natural chocolate flavors.

Meanwhile, vegan claims in chocolate are also growing. Wider consumer interest in plant-based diets and ethical standards is attributing to a rise in vegan claims, resulting in 7 percent of all chocolate confectionery launches in 2020.

This is a trend that Innova Market Insights has previously highlighted. At the start of this year, the market researcher revealed that milk-free and gelatin-free products are hitting the shelves more frequently in the confectionery market, answering the demands of health-conscious consumers who still want to indulge in sweet applications. 

Social responsibility
Chocolate launches with ethical claims continue to expand. Increasingly, consumers expect brands to invest in sustainability with efforts prioritized in responsibly sourced ingredients and production, positive environmental impact and human rights.

Shoppers are also paying increased attention to social and sourcing claims related to their F&B ingredients, demanding to know exactly wher their food comes from and its environmental and ethical impact. 

Analysis from Innova Market Insights previously found that 41 percent of all consumers say transparency in ingredient sourcing and production processes influences their chocolate and candy purchases. 

This number jumps to 48 percent for younger Millennials and aligns with Innova Market Insights’ top trend for 2021: “Transparency Triumphs.” 

The pandemic effect 
Since the outbreak of COVID-19, consumers have been drawn to comfort foods. 

In the dessert space, healthier reformulations of sweet treats are a way for them to indulge without guilt.

In April, FoodIngredientsFirst reported that environmental and personal health trends are driving the confectionery segment. Spurred by COVID-19, the importance of immunity is spotlighted while sustainability is top-of-mind for companies keen to up their transparency game. 

On top of this, indulgence, taste and texture are boosting confectionery NPD as manufacturers seek better for “people and planet” ingredients, processes and methods.

Meanwhile, according to the National Confectioners Association’s (NCA) State of Treating report 2021, confectionery has helped bridge the gap of social distancing during the pandemic.

The annual look at confectionery shopper trends identified the category’s resilience during the pandemic. In 2020, sales of chocolate grew 4.2 percent, and non-chocolate grew by 2.9 percent in the US. 

Confectionery advancements
As consumers seek confectionery for a balanced lifestyle, brands are finding more ways to create better-for-you options. 

The drive toward healthier food choices will remain robust in sweet treats throughout this year, as emphasized in a recent Innova Market Insights report. 

In February, the market researcher revealed that indulgent taste was essential to confectionery, sweet bakery, ice cream and desserts, which brings on challenges in “better-for-you” reformulations. 

In the same month, Hershey announced its strategy to develop healthier versions of its classics and invest in research for new forms of rare sugars. 

Moreover, chocolates sweetened with ingredients from cocoa fruit are making waves in the confectionery space as consumers demand more options with no added sugar.