Barry Callebaut has identified six consumer trends in an ever-changing chocolate market.
My daily luxury – one minute of pure delight
This thought reflects not only the increasing demand for top-notch quality, but also for pure enjoyment. Consumers are looking for more than just a product. They want to maximize the quality of their consumption and expect products which offer moments of happiness and emotional fulfillment.
Smart and convenient – smart ideas make life easier
Smart and convenient expresses the increasing demand for affordable indulgence and a growing focus on the essence of value. Today’s consumers are searching for ways to maximize their limited personal time and budget resources. They look for high-performance, but – at the same time – reasonably priced products by shopping online, comparing prices but also buying in bulk. Customers are even prepared to switch brands if the perception of value warrants it.
Virtuous simplicity – close to nature is close to me
Virtuous simplicity expresses the value of simple choices and delights. Consumers are faced with an overabundance of choice, an excess of information and an endless array of decisions, decisions to make about what to eat and how their food choices impact on their health and well being. At the same time, they are looking for intelligent products and services that simplify this decision-making process. It is important to reassure consumers, to offer them both flexible and quality of life products.
My food – I take my food very personal
Tomorrow’s consumers want to be treated as individuals, and expect goods that are as distinct and unique as they are. This personal identification will take many forms: high quality ingredients, a focus on craftsmanship, limited editions and exclusive products. It’s all about personalization: textures, colours and flavors will convey the experience of scarcity and with it: uniqueness.
Human and local – I love originals.
Respect for authenticity, provenance and diversity is founding the basis for the development of an increasingly local flavour in the future: In a more-than-ever globalized market place, consumers increasingly pay attention to the root character, to the soul of the product. Human and local expresses the importance of authenticity of the origins and of the tradition of quality. More and more, heritage will become the dominant criterion for measuring quality and building consumer trust across all age groups.
Respect and responsibility – the future is my responsibility, too.
The story behind the product is increasingly important. Respect and responsibility are the embodiment of values such as trust and sustainability. Consumers are becoming more sensitized with regards to food brands and how they source, produce and treat local communities, encouraging companies to be very open about their proceedings and accountable for their acts.
Source: Bakers Journal