Chocolate has moved beyond indulgence in China, as the market is now being reshaped by trends toward high-end, healthy and novelty appeal, according to a recent report ‘China Chocolate Market Snapshot’ released by Shanghai-based consultancy OC&C Strategy Consultants.
China’s chocolate confectionery market reached Rmb 24 billion (US$3.58 billion) in 2025, accounting for just 2% of the global market. Per capita spending for chocolate stood at only Rmb 18 (US$2.68) or 0.1kg per person. This is still far lower than other neighbouring Asian countries, thereby signifying huge growth potential for the China market.
As an example, in Japan and South Korea, per capita spending for chocolate was much higher at Rmb 232 (US$34.57) and Rmb 72 (US$10.73), whereas in volume terms was 1kg and 0.6kg respectively. Asian countries still lag far behind their western counterparts in terms of chocolate spending. In the US, per capita spending was at Rmb 576 (US$85.82) in value and 4kg in volume terms.
According to Leo Chiang, partner at OC&C, “Chocolate is evolving beyond taste, as consumers increasingly seek products that balance indulgence with health and create an emotional connection throughout the consumption journey.”
Chiang emphasised that such trends led to more chocolate innovations with a healthy formula, while premium consumption and cross-industry collaborations are creating new opportunities for brands to add value.
The report also highlighted that after a period of robust growth since 2008, the chocolate market in China cooled down from 2015 but then later staged a comeback in the past 3 years with a CAGR of 3.9% in sales volume.
Euromonitor International, on the other hand, expects China’s chocolate confectionery market to continue to grow from US$3.52 billion in 2026 to US$3.59 billion in 2030, although the market shrank from US$3.4 billion in 2021 to US$3.32 billion in 2025.
OC&C report mentioned that Chinese consumers are focusing more on product quality, willing to pay more for chocolate with high cocoa content and premium ingredients. In the past 3 years, 20% of Chinese consumers have increased their chocolate gift budget, and about 70% of them chose high-end chocolate, according to the report. High-cocoa chocolate products have gained strong following, as can be seen from the research that chocolate products with more than 80% cocoa have grown by 21%.
The report also mentioned that the boundaries of high-end chocolate consumption are constantly expanding and are no longer limited to traditional gift boxes or simple chocolate bars. Innovations like freshly made chocolate ice cream and customizable store options are getting a lot of attention. These trends tap into diversified consumption scenarios and emotional experiences, both in terms of quality and high-end consumption.
There is also a growing shift towards ‘healthier’, as a result of rising consumer awareness on health, including limiting sugar and fat intake. Top brands are ramping up their portfolio, with chocolates low in calories, sugar and fat now accounting for 20% of the chocolate market in China. This trend is especially dominant in the dark chocolate segment, where online sales have grown by 11% over the past 3 years.
Chiang concluded, “As the Chinese chocolate market shifts from rapid growth toward precise positioning in line with target consumers, it requires companies to make accurate judgments of market trends and, at the same time, to build their competitiveness based on their supply chain, research and development capabilities and other strengths.” Ultimately, companies that can successfully combine their product strengths with emotional and health values of Chinese consumers are the ones who will succeed in this challenging market.
Globally, the chocolate segment grew from US$114.3 billion in 2021 to US$149.4 billion in 2025, and it is projected to grow to US$169.5 billion by 2030.
