The world of food is undergoing a fundamental shift. With a focus on health, planet and animal welfare, there is an increasing demand for plant-based options. The plant-based food market is projected to reach $74.2 billion and is growing at a compound annual growth rate of 11.9% from 2020. Two specific trends have emerged – better-for-you products and indulgent products that happen to be plant-based.
One category seeing significant change is chocolate confectionery. Traditionally driven by indulgence, the industry has experienced a surge in better-for-you options for the past few years. According to research by Barry Callebaut, with the rise of flexitarian consumers, it was only a matter of time before plant-based chocolate became more than a niche. The research shows that consumers’ expectations have changed beyond dairy allergy or lactose intolerance. Younger consumers look for plant-based chocolates that are tasty and “ethical”, meaning they do not harm the planet nor animals.
Manufacturers like Luker Chocolate have responded to this trend, with Head of Product Development Daniela Quintero remarking that various subcategories are emerging in the plant-based sector. Last year, they developed 70% Dark and 40% milk no-added sugar couvertures using Erythritol and Stevia, alongside their best-selling oat milk couverture. The latest research by Innova shows that launches of vegan chocolate confectionery products in Europe grew by 83% between 2017 and 2022. The UK and Germany produced the most NPD plant-based launches in the past year, 218 and 127 respectively.
Some notable plant-based chocolate launches include Nestle’s plant-based KitKat V, Mars’s plant-based Galaxy bars, Cadbury’s vegan chocolate bar, and Rowntree’s heritage Fruit Pastilles and Fruit Gums. For example, Mars recently launched a vegan range of their popular Galaxy chocolate, staying true to the brand promise “smooth & creamy” thanks to the addition of hazelnut paste. While in Germany, Katjes released Chocjes, a Vegan chocolate range made with oat drink, positioned as an indulgent yet more ‘ethical’ choice.
But creating a tasty sugar confectionery that provides a familiar mouthfeel without compromising the production process can be tricky. The challenge rests on gelatin, a substance that offers essential gelling, aeration, foaming, and texturizing. Plant-based ingredient producers such as Advanced Biotech have developed processes that add delicious fruitiness, chocolaty creaminess, complementary caramel, coffee, vanilla, or other delectable flavour profiles to chocolate, candy and confectionery.
As the plant-based trend gains momentum, it is clear that consumer taste is the key purchase driver. Consumers are not willing to compromise on taste, especially not with chocolate. According to Barry Callebaut Plant Craft, whether vegan or flexitarian, consumers eat chocolate as a treat, and they are looking to increasingly replace animal products in their diets.
A 2021 pan-European survey by campaign group ProVeg International found that 46% of respondents have cut their meat consumption compared to a year ago, while just under 40% plan to do so in the future. Around a third said they plan to cut their intake of dairy products in the poll.
In conclusion, the plant-based revolution shows no sign of slowing down. With the focus on health, planet and animal welfare, manufacturers must continue to develop innovative products that meet consumer taste and ethical expectations.
