Key attributes like meltiness, which influences how smoothly the chocolate dissolves on the tongue, and the bite sensation, reflecting the crisp snap or softness when broken, play a significant role in shaping the experience.
Additionally, the bloom—the visual appeal of the chocolate's surface—and other characteristics influenced by oils and fats, such as the richness of the texture, creaminess, and the lingering flavor, contribute to the unique preferences and perceptions of each chocolate lover.
To illustrate how these vary, we have developed five consumer personas, each of which represents a distinct customer segment. Which one aligns with your primary target audience?
The Mindful Indulger (34% of consumers globally)
Mindful indulgers seek balanced, natural nourishment and appreciate products that contribute to their, and the planet’s wellbeing. They value nutritional benefits (low in fat, low in calories, no trans fats, sugar free). They are more than other consumer segments drawn to light & airy chocolate textures, a quick & clean after taste sensation and a firm & snappy bite into the chocolate.
The Sharing Chocoholic (25% of consumers globally)
Sharing Chocoholics indulge with the people they love. Focussing on taste and luxury, they frequently buy chocolate and love to share it with family and treat loved ones. They’re not sensitive to claims.
Sharing chocoholics are drawn to dense & rich chocolate textures, a lingering & creamy after taste sensation and a soft & smooth bite into the chocolate. When the chocolate is too hard, grainy and waxy, they will stop buying it.
The Comfort Craver (14% of consumers globally)
Comfort Cravers consume chocolate to regulate mood and energy levels. They turn to chocolate to reduce stress and feel relaxed, cared for and use it as a pick-me-up when they are feeling low. They like comforting chocolate textures: creamy & smooth, dense & rich and thick & velvety.
The Occasional Indulger (16% of consumers globally)
The Occasional Indulger sees chocolate as a special treat, savouring it for its taste and pleasure. Preferring less sugar, fat and calories, they indulge only occasionally. Chocolate is a guilty pleasure every now and then! When it comes to the chocolate recipe, they’re drawn to chocolate with clean, simple, natural ingredients that they can easily recognize and trust.
The Convenience Seeker (11% of consumers globally)
Sticks to what they know, indulge in the moment and buy chocolate for themselves. Taste, affordability and convenience are their main motivations. When it comes to the chocolate recipe, they’re indifferent about which ingredients appear on the label as they don’t read the label. They prefer creamy & smooth chocolate textures and a soft & smooth bite into the chocolate.
All this information can be used to develop targeted marketing and innovation strategies. To learn more about the full report, together with regional and generational preferences to support your plans, please get in touch.
We interviewed 7500 consumers in 30 countries on why they buy chocolate, when and how they eat chocolate, and what motivates their chocolate purchasing decisions. We asked them too for their thoughts on a wide range of issues relating to ingredients, sensory characteristics, claims, labelling and sustainability.
