Dark Chocolate Moves into the Spotlight (continued)
Dark chocolate anytime, anywhere
Increased selection and availability of dark chocolate and other factors powering the rapid growth of this segment. An estimated 515 new dark chocolate products launched in the U.S. market in 2006, a 43 percent increase over 2005's total, according to the Mintel Global New Products Database. Based on preliminary figures, the total for 2007 was on pace to meet our surpass the previou year's count.
"People are buying more dark chocolate because more dark chocolate is now available in channels where people usually shop.," says Mogelonsky. "Premium dark chocolate used to be found only in boutiques and specialty stores. As this category has gotten more attention, more supermarkets and drug stores are selling more better-quality chocolate." Ferrero Rondnoir, for example, was first launched primarily in the channel, but since has been distributed to mass merchandisers like Wal-Mart and Target, as well as grocery, says Strohrer.
Expanded and innovative merchandising has played a role as well. "A lot of premium chocolates have moved into the checkout," says Mogelonsky. "Good quality dark chocolate is now turning up as an impulse item, and the small [of the pieces] makes you feel justified in buying it."
Wolfgang Candy packages its fruit filled dark chocolates in pint-size berry baskets with outside wrapping that features full-color photographic images of the berries. Food stores have merchandised the chocolates in their produce section in addition to the candy aisle.
Even the chocolate bar has been turned on its "ear." Linemayer of Lindt & Sprungli remarks, "Lindt's bar collection has galvanized the U.S. market movement from horizontal packaging to vertical orientation. Lindt first established this with its predominantly dark Lindt Excellence Collection and now with the Creation 70 percent line. This has resulted in a different merchandising approach at the retail level in the regular candy aisle."
Chocolate manufacturers, with the help of scientists as well as distributors and retailers, have given consumers a myriad of ways to view dark chocolate in a new light-healthful, sophisticated, bold, exotic, accessible. Mintel forecasts the premium chocolate market will grow 73 percent in current terms over the next five years to top $3.5 billion by 2011, and dark chocolate may be leading the charge. As wholesaler Jon Prince points out: "Dark Chocolate is not a way for manufacturers to reinvent the wheel, but rather a way to keep the wheel rolling."
Kelly Hayes Madden is a freelance writer based in Clifton, VA.
