Dark Chocolate Moves into the Spotlight
Written by Kelly Hayes
Madden
Published by Distribution Channels Magazine, Winter 2008
Proven health benefits plus evolving tastes and textures have placed dark chocolate at center stage in retailers' candy section
After long existing as a minor player in the U.S. confectionary market, dark chocolate has emerged as a rising star of the chocolate category over the past five years. It was around that time that American consumers began to view dark chocolate in a new light, thanks to reports of the health benefits of the antioxidant-rich cocoa bean discovered by research studies here and abroad.
As more evidence of the positive effects of eating dark chocolate continues to surface, manufacturers are rolling out new dark chocolate offerings to satisfy the increased demand. Exotic flavors, bolder taste profiles and more readily available premium options are giving consumers additional reasons to make dark chocolate their impulse indulgence of choice.
"Five years ago, three out of our four top-selling bars were milk chocolate," says Jean Thompson, owner and CEO of Seattle Chocolate Company, which sells its premium chocolate products through wholesale distributors throughout the United States. "Today, three out of our top four bars are dark chocolate. The premium chocolate category is growing faster and faster, and it can be attributed to dark chocolate."
Dark chocolate sales in the U.S. reached almost $1.9 billion in 2006, an increase of 49 percent from 2003 to 2006, reports Mintel International, a market research firm in Chicago. The premium chocolate category, in which dark chocolate plays a prominent role, is growing at an equally impressive pace; sales through all channels soared 129 percent from 2001 to 2006.
"The discerning consumer palate, coupled with a heightened desire for heart-healthy products, is helping to drive dark chocolate as the fastest growing segment of the chocolate industry," states Emily Korns, manager, health and science communications, Mars, Inc.
Seattle Chocolate's Extreme Dark Chocolate is already the company's third best seller.
Chocolate for good health
Dark chocolate typically contains a higher percentage of cocoa (or cacao) than milk chocolate, and therefore, has more of the antioxidant cocoa flavanols proven to help lower blood pressure and cholesterol. Mars devoted more than 15 years of research to the creation of its proprietary CocoaPro process, through which its chocolate retains a higher level of the heart-healthy antioxidant flavanols naturally found in cocoa beans.
Mars' CocoaVia line of chocolate products, made using the patented CocoaPro process, provides at least 100 milligrams of cocoa flavanols per serving. The original CocoaVia selection included a variety of dark chocolate bars, dark chocolate snack bars and dark chocolate covered almonds. The manufacturer recently added milk chocolate bars to appeal to a wider audience of chocolate lovers. In addition, the products are fortified with calcium, folic acid, vitamins B-6 and B-12, and antioxidant vitamins C and E, according to Mars.
A new term, "functional chocolate," has been coined to describe chocolate products like CocoaVia that are designed to provide health benefits. A 2007 Information Resources, Inc. Report states. "With increased availability and greater consumer demand, functional foods and beverages, which offer health and disease prevention benefits beyond basic nutrition, are at the cusp of a major growth wave in the United States," adding products delivering antioxidants and heart protection are among those particularly poised for growth.
Are consumers ready to adopt chocolate as a health food? The potential is there. A 2007 survey conducted by Zurich-based chocolate manufacturer Barry Callebaut revealed that while on 12 percent of Americans currently eat functional chocolate, 43 percent say they would buy such products. Additionally, the Mintel International survey found that almost 75 percent of respondents who purchased premium chocolate in the past three months believe dark chocolate is good for their hearts.
A few chocolate makers are further strengthening the ties between chocolate and a healthy lifestyle by expanding the benefits of chocolate beyond its naturally occurring antioxidants. Barry Callebaut recently announced it has developed a process to produce chocolate with probiotics, friendly bacteria that help the body maintain a healthy intestinal balance. For 2008, Mars is building on its established Dove chocolate brand with the nationwide debut of Dove Vitalize, a dark chocolate enhanced with energy-releasing B vitamins and plant sterols, which studies have shown reduces cholesterol. The manufacturer is also releasing Dove Beautiful, a milk chocolate added vitamins C & E, biotin and zinc, substances that promote healthy skin. Both products will be available in bars and stand-up pouches for portion control.
"The whole idea behind these products is that chocolate has a place in a healthy diet and can be a benefit," says Korns.
Other companies have enhanced the good-for-you aspects of dark chocolate by combining it with other naturally healthy foods such as fruit. Wolfgang Candy Company, Inc., based in York, PA, re-introduced a line of dark chocolate-covered fruit candies in the fall of 2007. The candies feature real blueberries in their natural juices dipped in the company's dark chocolate. The company predicted the raspberries would lead in sales, but the blueberries, also a known source of antioxidants, have proved equally popular. Demand for dark chocolate products has increased 15 to 20 percent, including a rising interest in these items from Wolfgang's fundraising customers.
