Traditionally driven by indulgence, the chocolate confectionery category experienced a surge in better-for-you options for the past few years: less sugar, allergy-friendly... With the rise of flexitarianism, 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 doubled between 2014 and 2018, reaching 465 in 2019 (Source: Innova, 2019). With the UK and Germany being the countries with the most NPD plant-based launches in the past year, 195 and 128 respectively.