TheChocolateLifeLIVE: The Changing Demographics of Who Buys Chocolate – and Why

Clay Gordon -

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.

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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 Consumers
IN 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
From 2012, provides a baseline.
Chocolate Consumers The Focus Of New NCA Report
A National Confectioners Association (NCA) report about chocolate consumers found that Millennial shoppers influence chocolate retail.
Shelby ReportRenee Sexton
From 2019
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Understanding American premium chocolate consumer perception of craft chocolate. (PLOSONE) 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
NCA Sweet Insights Report Explores Preferences, Habits Of Chocolate Consumers
Washington — 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…
NCA
From 2021
Getting to Know Chocolate Consumers 2021
New 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.
NCA
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
CStore DecisionsCSD Staff
From 2022
Chocolate consumption on the rise, survey finds
Viewed 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.
foodnavigator-usa.comMary Ellen Shoup
United States Chocolate Candy Market Trends and Opportunities Report 2021: COVID-19 Effects, Sales, Demographics, Packaging, Consumer Psychographics - ResearchAndMarkets.com
The
Business Wire
Buying packaged market research – avoid research mills.

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