Chocolate belongs to a group of confectionery products that appeal to consumers who love sweet treats, as well as to those who desire to embark on a sensory journey enjoying the tapestry of flavors, intricately woven from the magic of cacao beans.
The flavor and texture of chocolates are often interwoven. A good chocolate has a balanced cocoa flavor with smooth melt-in-the-mouth texture. Chocolate manufacturers in Asia are now expanding the variety of textures as well as playing with cocoa contents in their products, as consumers seek new experiences ranging from taste, smell, sight and mouthfeel (texture).
Preferences over chocolate products also can vary according to cultural backgrounds. In Southeast Asia, there is a strong preference for dairy chocolate with its sweet and smooth texture profile, whereas in Europe and the US, consumers are becoming more health conscious and look at chocolates which are less sweet and with higher cocoa contents.
According to latest research from Mintel, there has been a modest uptick in chocolate confectionery brands in Asia which highlighted the product textures on the packaging. The crunchy texture is the most prevalent followed by smooth, melt-in-the-mouth and chunky textures. The report also mentioned that by type, chocolate countline category sees the most launches with textures. (see Chart 1.0)
Meanwhile, in countries like Indonesia, a survey done on 1,000 consumers in September 2023 by Kantar/Mintel showed that 76% of adults prefer to buy locally grown food, or in this case, locally grown cacao beans in their chocolates. Growing consumer awareness of the environment as well as rising inflation has led to growing demand for domestic confectionery products which are affordable yet tailor-made to domestic tastes, while at the same time offers them a sense of belonging by supporting homegrown brands. Mintel highlighted that for chocolate confectionery producers, the theme of ‘authenticity’ is being channelled via local sourcing of ingredients and production.
In Asia, chocolate brands that offer multisensory experiences will stand out from the other standard chocolate products in the market. As an example, in China, ‘Laojin Mofang Seven Red-Treasure Chocolate Balls with Lava Ejiao Filling’ features a runny filling with crispy whole hazelnut and freeze dried strawberry granules – certainly a chocolate experience that will make one to come back for more.
