Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Dark chocolate captures a marketing sweet spot

At a time when overall chocolate sales are as flat as a Hershey bar, customers
are fueling a surge in consumption of dark chocolate. As a result, the number of
new dark chocolate products tripled to 926 last year from 2002 and accounted for
63% of all new chocolate products introduced in 2006.

~A

Dark chocolate captures a marketing sweet spot – Los Angeles Times
Kei Okumura is an unrepentant chocoholic with a preference for the dark side.

The Silver Lake mother of an infant son reduced her chocolate munching during her recent pregnancy, but now she’s back at Trader Joe’s several times a week purchasing bars of dark chocolate.

“I always have two to four bars of different chocolate to nibble on
daily,” said Okumura, who figures she spends about $12 a week on the
candy and has spent as much as $8 on a single bar.

At a time when overall chocolate sales are as flat as a Hershey
bar, customers such as Okumura are fueling a surge in consumption of
dark chocolate, typically characterized by its bitterness and hints of
coffee and berries. And it’s part of a big increase in sales of premium
chocolates as well.

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Filed under: Chocolate, Consumer, CPG, trends

2 Responses

  1. Hi,

    We’ve noted similar increases in the sale of dark chocolate. In fact, our research suggests that the overall chocolate market in the US will grow from $16 billion in 2006 to $18 billion in 2011.

    A recent report says that more people are buying dark chocolate because it’s associated with promoting good health.

    This is an interesting trend but I still prefer milk chocolate myself.

    Alex

  2. Thanks to the net I have read more and more articles and blogs this year refering to the value of dark chocolate with cocoa and it’s benefits. Coming from a family with strong heart disease history I am getting on the dark chocolate band wagon.

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