W
hile consumers always
expect a personal
experience, they are
also interested in
convenience and authenticity, at least
according to Barry Callebaut’s predictions
for the chocolate market of 2014.
The sector is constantly changing,
and with it, so is consumer demand. In
an effort to shed light on the evolving
trends already taking root, Barry
Callebaut presented its insights at this
year’s International Sweets and Biscuits
Fair (ISM) in Cologne, Germany.
1. Daily Luxuries | Chocolates are
a daily luxury for consumers, and they
want companies to make it worth their
while. Premium brands have been
challenged to create products that offer
new, unique fl avor profi les but also take
their services to the next level.
2. Smart & Convenient | The
current economic climate has increased
demand for affordable indulgences with
a focus on value. In order to maximize
their limited time and budget fi nancial
resources, consumers are comparing
prices, shopping online and buying
in bulk. They are even switching
brands based on the perception of
value. Companies need to be able to
meet these expectations and develop
smart solutions offering affordable, yet
convenient luxuries to their markets.
3. Simplicity | Consumers are faced
with an overabundance of choices and
information; it is the company’s job
to provide services and products that
make those decisions easier to make.
Additionally, it is important to reassure
customers by offering them both fl exible
and “quality of life” products.
4. My Food | Consumers
want to be treated as individuals
and expect chocolates that are
both distinct and unique as
they are. Personal identifi cation
can take a number of forms
including high-quality
ingredients, craftsmanship,
limited editions and exclusive
products. Colors, textures and
fl avors also factor into creating
the brand of personalization.
Incorporating a few of these
techniques will help companies
separate from the pack and help
consumers recognize a brand’s
unique identity.
Consumers are
looking for daily
luxuries. At the
same time, they
appreciate value
and convenience.
They also want
their products to
be personalized
and are interested
in manufacturers
being transparent
about sourcing,
manufacturing
and corporate
responsibility.
5. Human and local | In
the globalized marketplace,
consumers are paying more
attention to the origins and
authenticity of chocolate. More
and more, heritage will become
the dominant criterion for
measuring quality and building
trust with consumers.
6. Respect and responsibility | The story behind the product
is becoming more important to
consumers. They want to know
how food companies source their
products, and how they treat the
local communities. In addition,
catering to special dietary needs
and religious demands is increasingly
important. Both trends lead
to companies becoming transparent
with consumers about
their proceedings and accountable
for their actions.
Barry Callebaut is the world’s leading
cocoa and chocolate manufacturer,
with a presence in 30 countries, 45
production facilities worldwide and a
workforce numbering 6,000.