In contrast, Mintel’s 2011 report found that 57% of consumers favoured milk chocolate and 33% of consumers preferred dark chocolate.
“The progressively better understood health benefits of dark chocolate may be increasing its popularity as more consumers are looking for indulgent foods that can serve multiple functions such as nutrition or convenience,” said Sarah Day Levesque, food analyst at Mintel. “An exception to the pattern of milk chocolate being the consumer favourite is among consumers aged 55+, who are more likely to favour dark chocolate, most likely because they are seeking added nutritional benefits.”
Some 46% of men age 55+ and 48% of women over 55 favour dark chocolate, followed by 38% of men that prefer milk and 40% of women that also prefer milk.
These numbers are indicative of the trend towards the increasing favour for dark chocolate. Indeed, 73% of all chocolate consumers are aware that dark chocolate is healthier.
The chocolate confectionery market has fared seemingly well in a lagging economy, growing 19% from 2007 to 2012. This growth can be attributed to consumers’ demand for affordable luxuries or indulgence, as well as the ‘foodie’ culture that has increased interest in premium, high-quality and artisanal varieties of chocolate.
However, due to countering trends, Mintel expects slow growth for the chocolate confectionery category in the next five years, with sales growing 15% from 2012 to 2017.
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