According to Canadean, chocolate is becoming increasingly popular among 35-44 year old UK consumers, however, research shows that these consumers pay little attention to its product formulation. Canadeans survey finds that 46% of consumers aged 35-44 claim that natural products are neither important nor unimportant when they look for chocolate. Moreover, 66% have never put a confectionery product back on the shelf because it was not natural enough. This indicates that mid-lifers buy chocolate mainly because they look for a treat to enjoy during their moments of relaxation.

only 20% of Britons believe that confectionery is artificial, meaning that the majority of consumers see chocolate as a natural product. In order to emphasise the often overlooked natural positioning of chocolate and its better for you and the world credentials, marketers need to establish a link between concepts such as natural and sustainable, says Canadean.

Raquel Perez-Lopez, analyst at Canadean, comments, "Chocolate can be positioned both as an indulgent treat and a good product. This can be done by positioning a product around the claim of creating a better and sustainable world. Moreover, appropriate labelling, such as Fairtrade certification, would allow consumers to enjoy a guilt-free moment of indulgence by eating a product that has been produced in an ethical and environmentally friendly manner."