Examples of
plant-based chocolate
Examples of
plant-based chocolate
Plant-based - from niche to mainstream
Traditionally driven by indulgence, the chocolate confectionery category experienced a surge in better-for-you options for the past few years: less sugar, free-from... With the rise of flexitarian consumers, it was only a matter of time before plant-based chocolate became more than a niche.
Consumers’ expectations have changed: beyond dairy allergy or lactose intolerance, younger consumers look for plant-based chocolates that are tasty, yet “ethical” i.e. do not harm the planet nor the animals. It has been picked up by confectioners in Western Europe, where launches of vegan chocolate confectionery products grew by 83% between 2017 and 2022, reaching 743 in 2022 (Source: Innova, 2019). With the UK and Germany being the countries with the most NPD plant-based launches in the past year, 218 and 127 respectively.
Interested in entering this market?
Discover how some brands are positioning their chocolate products and get inspired:
- Indulgent products that just happen to be dairy-free
- Better-for-you treats
1 - Indulgence from plants
Whether vegan or flexitarian, consumers eat chocolate as a treat, and taste is the key purchase driver. As they are looking to increasingly replace animal products in their diets, consumers are not ready to compromise on taste, especially not with chocolate. New chocolate confectionery launches answered this need particularly well with 2 main promises:
- Products offering great taste and creaminess, that happen to be vegan/dairy-free
- Plant-based products offering a new taste experience
Mars (UK) has launched in November 2019 a vegan range of its popular Galaxy chocolate, staying true to the brand promise “smooth & creamy” thanks to the addition of hazelnut paste. £3 for a 100g bar, double the price of the regular Galaxy.
Ritter (Germany) relaunched their 2-strong vegan range with a new, tastier packaging and added an almond-based vegan milk chocolate alternative made with sesame seeds.
Marks & Spencer (UK) introduced vegan salted caramel truffles for the 2019 festive season. Made with soy-based caramel, pink Himalayan salt, encased in dark chocolate and dusted in cocoa powder.
2 - Better-for-you treats
In the world of “clean eating”, some consumers are not ready to give up on their good habits or feel guilty for chocolate. Some brands position their products as better-for-you treats with a specific focus on allergy i.e. lactose-free, dairy-free, gluten-free.
More about dairy-free / vegan
Asda (UK)
Free-from chocolate buttons. Wheat-, egg- and milk-free. Suitable for vegans. No artificial colors, flavors or hydrogenated fat.
To go further
Taste is key, but what kind of positioning should you go for? Which ingredients can you use/not use?
Learn more about the difference between vegan, dairy-free and non-dairy claims.
