The confectionery sector is a big market, and consumers are continuously changing their behaviours when it comes to their favourite sweet treats. So, what consumer insights were discovered in 2021? Kennedy’s Confection explores.
Top Chocolate Trends 2021 & Beyond
In early 2021, Barry Callebaut released its report, Top Chocolate Trends 2021 & Beyond, identifying four key consumer needs for this year across Europe and North America. The research found that chocolate confectionery is a steadily growing
category, with more than 11,000 innovations launched in Western Europe in 2020, according to Barry Callebaut’s latest chocolate trends report. Across North America, chocolate confection is number two in the market, globally, with a $23 billion turnover. The USA accounts for almost 90% of those sales. As a strong category in the confectionery industry, chocolate
company, Barry Callebaut found four key consumer needs, which needed ‘special attention’ from chocolate brands in 2021.
1. Indulgent moments
The Top Chocolate Trends 2021 & Beyond report found that indulgent moments are important to consumers at the moment, especially, since COVID-19. Consumers are seeking comfort, finding moments to celebrate, and looking for ways to escape the ordinary. This trend also highlights that consumers are looking to “escape the
ordinary” by taking a break from routine and “satisfying” the taste buds. For example, 66% of European consumers think that upscale chocolates should come with a story about where it comes from and how it was made, the report finds.
2. Good for me
Barry Callebaut also notes that consumers are increasingly looking for healthier alternatives without compromise on taste. The report identified three trends when it comes to healthier chocolate alternatives as a result – low in sugar, organic and vegan. For example, 39% of European Millennials believe that vegan or dairy free chocolates are better for them than those with dairy. Sixty-three per cent are also interested in buying organic products and 55% think that the best chocolates are those that have reduced sugar. The report emphasises that the biggest challenge for industry is to deliver these propositions without compromising taste.
3. Chocolate I trust
A key trend, that has been growing over the years, is the need for consumers to indulge in chocolate that they know is not harming the planet or its people. The report states: “They also value local craftmanship as they trust it more and because it allows to lower the carbon print impact.”
4. Taking new forms
According to Barry Callebaut’s report earlier this year, the shift to at home occasions is “reshaping and accelerating change in consumer behaviour”. As chocolate is a top flavour, manufacturers and brands are taking cocoa into new formats and categories to meet this new demand. The report states that, as a result, chocolate categories continue to mutate and borders blur, while snacking and gifting are going through a “little revolution”.
The bread vs cake debate
Moving over to the baked goods category, research by Innova Market Insights found in April that bakery consumers are split in their attitudes towards breads and cakes. It found that when assessing consumer response to bakery, it’s “impossible to put bread and cakes in the same basket”. The food and beverage research firm concluded that while bread is seen as an “everyday staple” with health and nutritional benefits, while cakes are “pleasurable indulgences for more occasional use”, creating a “tale of two concepts”. Innova Market Insights’ research also revealed that that cake consumers are bigger experimenters compared with their bread
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One of the key findings was that sugar is ‘becoming expensive’. The report found that the La Nina weather pattern is continuing to disrupt crops, and container and dry bulk freight rates are at their highest since 2008. It was also noted that pre-Covid demand will not be seen until 2023 at the earliest.
In global sugar production, Ben Eastick, Director, Ragus Sugars
explained that with beet planting well established in the northern hemisphere, the report predicts a global production for 2021/22 at 189 million tonnes – a potential increase of 4.7 million tonnes. “This figure compares favourably with the highest ever global output produced on record, which was 201.9 million tonnes in 2017/19,” Ben continues. In addition, global beet sugar production for 2021/22 is estimated to rise to 40.3 million tonnes, compared to 38.1 million in 2020/21. In Europe, the report notes that output increases in The Netherlands and the Czech Republic has helped the EU’s 27 member states and the United Kingdom’s (UK) sugar production reach 15.5 million tonnes in 2020/21, compared to 17.3 million in 2019/20. But stocks remain low at 1.3 million tonnes. In the UK, beet sugar production for 20/21 was only 0.9 million tonnes
compared to 1.19 million in 2019/20. The report puts this down to wet weather in the sowing season followed by Virus Yellows on the beets. Ben continues: “European beet planting for the 2021/22 crop
occurred earlier this year, reducing the risk of aphid disease, but the beets were subsequently damaged by frosts. France and Germany suffered the most, with Germany losing 10% of its plantings. Both countries consequently re-sowed affected areas. Ben concludes: “Three years of below-average yields and the reduced use of neonicotinoids, coupled with increased rapeseed and wheat prices, has discouraged EU/UK farmers to grow sugar beet. “The EU has, therefore, exported 850,000 tonnes of beet sugar and imported 1.6 million tonnes of mainly cane sugar. At 8.4 million tonnes, the UK and EU’s stocks are now the lowest since 2017.”
Trends and research are crucial in creating honest consumer insights and will continue to be a highlight in Kennedy’s Confection for 2022.
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counterparts. For example, 44% of consumers say that they would experiment with flavour choices in cake versus 33% in bread. This highlights clear preferences for strong and innovative flavours in cakes, while bread consumers tend to prefer milder and more familiar tastes. Finally, Innova’s research concludes: “It would be wrong to say that there are no similarities between bread and cakes. For example, taste is still the single most important choice factor in both categories.”
The state of sugar
In the summer of 2021, Kennedy’s also explored the global sugar market thanks to Ragus Sugars’ Global Sugar Market Report 2021/22. It examined key factors that impacted the landscape. The research found that the unprecedented COVID-19 pandemic had an undeniable impact on many industries, with the sugar market being no exception. It also noted that we have begun to see the world recover from the effects of the virus and global sugar consumption start to increase. Ragus Sugar examined all things tonnage, price and import/export, and the key factors impacting the market.
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