Covid-19: The 2020 chocolate consumer is shaping the category’s future

The pre-planned at-home snacking occasion may lead to consumers choosing more costly and larger pack sizes. Credit: Ana Iacob Photography / Shutterstock.

According to GlobalData, the future of chocolate looks bright, with a value CAGR 2019-23 of +3.7%. In fact, GlobalData’s Recovery Tracker – week 10 (4-8th November 2020) states that 24% of consumers globally* are buying more confectionery in the ‘new normal’ than before the pandemic. This demonstrates the opportunity for chocolate and confectionery brands to develop a distinctive product strategy to align closely with the emerging consumer purchase behaviours in the ‘new normal’ and the success for this sector seen throughout 2020, is ultimately driven by the change in consumer habits amid Covid-19.

As many markets remain under strict social distancing restrictions, at-home, rather than on-the-go, snacking has been a key consumer behaviour for the category. The pre-planned at-home snacking occasion may lead to consumers choosing more costly and larger pack sizes available through bigger retail stores, rather than convenience stores. These bigger formats in weekly shops are more suitable for at-home sharing and snacking occasions. Switching consumers into bigger pack formats as part of their weekly shop rather than an impulse purchase will be a key behaviour for brands and manufacturers to foster in the coming months.

Online engagement and distribution are also key as many consumers are spending more time in the home and online. Brands hoping to maintain performance and boost sales in Q4 and are using creative partnerships to maximise customer exposure just in time for the holiday shopping season. For example, during the Christmas shopping period in the USA, Mars’ chocolate brand Dove plans to expand its online presence through Amazon Handmade. On the digital platform, shoppers can browse handcrafted chocolate gifts by US women and learn about the inspiring stories about the women behind the products. This combination of personalisation, localisation and digital engagement have been impactful trends throughout Covid-19.

Coming out of 2020, the overall outlook for chocolate looks sweet and will continue to do so if brands continue engaging with themes growing in popularity, such as at-home snacking and online engagement.

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