> ## Content Index > Fetch the complete content index at: https://thechocolatelife.com/llms.txt > Use this file to discover other available public pages before exploring further. # TheChocolateLifeLIVE: The Changing Demographics of Who Buys Chocolate – and Why - URL: https://thechocolatelife.com/thechocolatelifelive-the-demographics-of-who-buys-chocolate-and-why/ - Published: 2023-03-22T18:10:29.000Z - Updated: 2023-03-24T17:19:57.000Z - Description: Episode 101 of #TheChocolateLifeLIVE livestreams/ed Friday, March 24th from 12:00~13:00 EDT. - Author: Clay Gordon - Tags: TCL Originals, The Wire There is, woefully, no credible, thoughtful, and *thorough* research into the demographics of craft chocolate buyers. (Nor is there any good research into craft chocolate makers and their bean sources.) We *can* make some guesses about psychographic profiles while will provide some insight into demographics, but no one – yet – has ponied up the money to do the kind of in-depth research necessary to understand the market, and *the differences between consumer sentiments and purchasing habits* in the US, the UK, the EU (which is not a monolithic market, tastewise), and other large markets including India, Japan, and China. ➡️ When reading any market research that includes descriptions of buying intent, remember that stated intent to purchase does not necessarily translate into actual purchase behavior at checkout. This episode of TheChocolateLifeLIVE will explore some of the research into consumer insights that has been done and what we might learn from it. Links to some of the resources that will be touched on are listed below. --- ### **Resources** [Sweet Insights: Profiling Chocolate ConsumersIN A CATEGORY with annual revenue of $31 billion, chocolate accounts for nearly $20 billion in confectionery sales, with 17 percent of the population consuming …NCA](http://onlinedigitalpublishing.com/publication/?i=127921&article%5Fid=1191367&view=articleBrowser&ref=thechocolatelife.com) From 2012, provides a baseline. [Chocolate Consumers The Focus Of New NCA ReportA National Confectioners Association (NCA) report about chocolate consumers found that Millennial shoppers influence chocolate retail.![](https://shelbyreport.nyc3.cdn.digitaloceanspaces.com/wp-content/uploads/2016/12/NEWshelbyMap-2016_500.png)Shelby ReportRenee Sexton![](https://shelbyreport.nyc3.cdn.digitaloceanspaces.com/wp-content/uploads/2013/12/chocolate.jpg)](https://www.theshelbyreport.com/2019/05/14/chocolate-consumers-nca-report/?ref=thechocolatelife.com) From 2019 ➡️ Understanding American premium chocolate consumer perception of craft chocolate. ([PLOSONE](https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0240177&ref=thechocolatelife.com)) An academic study from 2020, one of the few studies to focus on the premium market. [ PLOSONE UndrestandingPremiumCraftPerceptions PDF from the above link. PLOSONE-UndrestandingPremiumCraftPerceptions.pdf 2 MB download-circle ](https://thechocolatelife.com/content/files/2023/03/PLOSONE-UndrestandingPremiumCraftPerceptions.pdf "Download") [NCA Sweet Insights Report Explores Preferences, Habits Of Chocolate ConsumersWashington — In 2021, chocolate continued to build on its 2020 strength, with increases in dollars, units and volume, according to a report released today by NCA. Sales growth in the sector continues to accelerate, driven by more frequent trips…![](https://candyusa.com/wordpress/wp-content/uploads/fbrfg/apple-touch-icon.png)NCA![](https://candyusa.com/wordpress/wp-content/uploads/2021/10/Fine-Chocolate-Image-scaled-e1634167533998.jpg)](https://candyusa.com/cst/nca-sweet-insights-report-on-chocolate-consumers/?ref=thechocolatelife.com) From 2021 [Getting to Know Chocolate Consumers 2021New research from NCA provides an in-depth look at consumer perceptions, attitudes and behaviors regarding chocolate to help the industry optimize production, marketing, merchandising and branding decisions as they relate to everyday, premium and fine chocolate selections.![](https://candyusa.com/wordpress/wp-content/uploads/fbrfg/apple-touch-icon.png)NCA![](https://candyusa.com/wordpress/wp-content/uploads/2021/10/chocolate-consumers-2021-exec-summaryt-header.jpg)](https://candyusa.com/my-nca/business-insights/getting-to-know-chocolate-consumers-2021/?ref=thechocolatelife.com) Download the Executive Summary PDF of the above report from this page. [What’s the Most Popular Type of Chocolate Among Consumers?In 2021, chocolate saw increases in dollars, units and volume, according to the National Confectioners Association (NCA). Sales growth continues to![](https://cstoredecisions.com/wp-content/uploads/2018/02/cropped-favicon-270x270.png)CStore DecisionsCSD Staff![](https://cstoredecisions.com/wp-content/uploads/2019/07/chocolate-pieces.jpg)](https://cstoredecisions.com/2022/01/28/whats-the-most-popular-type-of-chocolate-among-consumers/?ref=thechocolatelife.com) From 2022 [Chocolate consumption on the rise, survey findsViewed as the antidote to a tough day, chocolate was the indulgence of choice for one-third of US grocery shoppers during the pandemic, according to a survey from Cargill’s North American Cocoa & Chocolate team, which uncovered the primary purchase motivations behind this rising trend.![](https://www.foodnavigator-usa.com/bundles/wrbmgbsite/images/favicon/foodnavigator_usa/apple-touch-icon-180x180.png)foodnavigator-usa.comMary Ellen Shoup![](https://www.foodnavigator-usa.com/var/wrbm_gb_food_pharma/storage/images/publications/food-beverage-nutrition/foodnavigator-usa.com/news/markets/chocolate-consumption-on-the-rise-survey-finds/12571693-1-eng-GB/Chocolate-consumption-on-the-rise-survey-finds.jpg)](https://www.foodnavigator-usa.com/Article/2021/06/16/Chocolate-consumption-on-the-rise-survey-finds?ref=thechocolatelife.com) [United States Chocolate Candy Market Trends and Opportunities Report 2021: COVID-19 Effects, Sales, Demographics, Packaging, Consumer Psychographics - ResearchAndMarkets.comThe![](https://www.businesswire.com/favicon.ico)Business Wire![](https://mms.businesswire.com/media/20210903005124/en/903024/23/logo.jpg)](https://www.businesswire.com/news/home/20210903005124/en/United-States-Chocolate-Candy-Market-Trends-and-Opportunities-Report-2021-COVID-19-Effects-Sales-Demographics-Packaging-Consumer-Psychographics---ResearchAndMarkets.com?ref=thechocolatelife.com) Buying packaged market research – avoid research mills. ## Livestream Links ### **Watch/Participate on YouTube, Facebook, or LinkedIn.** [Visit TheChocolateWire Channel on YouTube](https://youtube.com/@TheChocolateLife?ref=thechocolatelife.com) [My LinkedIn profile](https://www.linkedin.com/posts/claygordon%5Fdemographics-psychographics-marketresearch-activity-7044367812072472577-Erco?utm%5Fsource=share&utm%5Fmedium=member%5Fdesktop) [TheChocolateLife page](https://www.facebook.com/TheChocolateLife/) on Facebook (live event) --- ### **Hashtags** #demographics #psychographics #marketresearch #chocolate #cacao #cocoa #cacau #TheChocolateLife #LaVidaCocoa --- [Support TheChocolateLife by donating to our new Hot Chocolate Fund!](https://buy.stripe.com/5kA6qP6VX7pNc4EaEK?ref=thechocolatelife.com) 💡 ***Have thoughts to share or questions to ask?*** Leave them in the comments. ---