The excitement for ruby made the internet ‘explode’ according to the press, leading to dozens of different expressions by consumers despite the fact that ruby was initially only very selectively available across the globe. People embraced the novel chocolate by changing their profile pictures to ruby, among other ways. Several brands, across the world of food and beyond are referring to Ruby chocolate to describe their own products, e.g. the color and scent of lipstick.
Since the launch of ruby, the fourth type of chocolate, 80 years after the introduction of White chocolate, the new variety has already collected more than 120 million search results1 on Google. In comparison, this is more than 15% of the search results for Milk chocolate, which accounts for about 70% of global chocolate sales.
Many chocolate experts and media forecast ruby will be the food trend of 2019, among them the global research agency Innova Market Insights. In Japan, business magazine Nikkei Trendy put ruby on its ‘Top 30 Trends List’. Their list is based on a product’s sales, impact on the industry and impact on consumers.
KITKAT® was the first brand to launch Ruby chocolate, in Japan in 2018; the product is now available in 26 countries worldwide. After its launch last year, KITKAT® Chocolatory® Sublime® Ruby became a major hit: it accounted for 30% of sales in KITKAT® Chocolatory®in Japan. During the Valentine’s Day season, around 800 units were sold – the highest sales record for KITKAT® Chocolatory®. Japan was the first market where Ruby KITKAT® was introduced because of the country’s innovative food culture.
Current research2 shows that 42% of the Japanese population is aware of Ruby chocolate and 5 % have already tasted it, even though it was not broadly available in retail. 82 % say they are interested in tasting Ruby in the future.
1Google search results 20.02.2019
2Online consumer research by Marcomill, February 2019