Organic, a key claim in chocolate confectionery
Organic chocolate today is moving from niche to mainstream, capitalizing on persistent consumers’ interest in organic products. There are more and more organic offerings on the confectionery shelf, from established iconic brands and fancy boutique producers to own labels. Retailers have started recognizing the potential.
Discover the various dimensions of how organic can manifest itself in chocolate confectionery and get inspiration for your own product range.
Organic chocolate market dynamics
Organic chocolate has been around for decades, with brands like the UK Green&Black’s (‘green’ standing for organic, and ‘black’ for dark chocolate) entering the space in the early 90s. The claim has consistently grown into a 30-million euro market in Western Europe, and is expected to continue gaining share at 3% year on year. Almost 30 years after its entrance,G&B’s has turned from a start-up into a prominent brand and has a broad number of competing offers. This is not surprising, considering organic is by far the No. 1 claim among new launches in Confectionery. (Source: Innova, 2015-2017)
Chocolat Stella goes all-in with its organic & fair range which is also vegan and uses special nut nectars in the recipe.https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2019-01/Chocolat-Stella-organic-vegan-fair-chocolate.jpg?itok=WFBWL4hf
The raw chocolate co taps into the health trend with its organic chocolate nibbles with superfood cores.https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2019-01/The-raw-chocolate-co-chocolate-nibbles-superfoods.jpg?itok=E6DN55J8
The raw chocolate co taps into the health trend with its organic chocolate bars.https://www.barry-callebaut.com/sites/default/files/styles/paragraph_image_gallery_full/public/2019-02/webheader.newgroup.simple_0.jpg?itok=RLVIMXiC
Today we’re observing a strong less-but-better trend in chocolate confectionery. Consumers are cutting down on chocolate consumption because of its reputation of being unhealthy, and are switching to higher-quality products, which taste better, are more sophisticated or are better for you. All of those are products are typically accompanied by a higher price tag, but consumers are willing to accept it, driving the premiumization trend.
Organic propositions in chocolate today charge an average of 30% premium vs the market, as it ticks many of the ‘higher quality’ boxes. To get your share of that juicy pie, you can choose between many strategies:
Launch a ‘base’ organic chocolate range, where all of the ingredients have to be sourced organically, from chocolate to nuts to others. Highlighting the cocoa percentage in the recipe will further strengthen the quality credentials.
Explore smaller portions and thinner formats to dial up the healthier perception. Trade up even more by using a sophistication approach through single origins (direct link to organic cocoa) or exclusive ingredients (such as local, or special provenance inclusions).