Chocolate confectionery is considered a permissible indulgence, as consumers balance portion control with enjoyment. Manufacturers are providing pre-measured portions like bites, crisps or thins, to help consumers manage their portion sizes.
According to Mintel Global New Products Database (GNPD), chocolate bites have edged out crisps and thins in global product launches over the past couple of years, with a promise of “just enough” chocolate to serve as a reward, pick-me-up, or treat.
As Mintel’s 2018 Global Food & Drink Trend “Self-Fulfilling Practices” highlights, more people find modern life to be hectic and stressful; so flexible and balanced diets will become integral elements of self-care routines. Mintel research reveals that seven in 10 urban Australians say that eating a balanced diet contributes to a healthy lifestyle.
Consumers who are seeking self-care solutions will continue to look for better-for-you (BFY) and flavourful treats because they can form part of a balanced lifestyle. Permission to enjoy treats, or satisfy cravings, is an integral aspect of self-care that particularly addresses the stress relief aspect of one’s wellbeing.
Mini chocolates outperform regular chocolate
Mintel Purchase Intelligence, a tool that measures consumer reactions to newly launched food and drink products, reveals that mini chocolates outperform regular chocolates on instant reaction and purchase intent in Australia. More importantly, mini chocolates outperform regular chocolates on attributes that typically drive purchase intent among Australian consumers.
The tool reveals that 24 per cent of Australians say that minis are good value while 20 per cent say the same of regular chocolates, which is interesting because mini chocolates –often command a higher price point.
The reason for the higher purchase intent could relate to how minis tend to come in innovative formats like tubs and resealable pouch solutions – that provide convenience to consumers.
In addition to convenience, Australian consumers rate mini chocolates as having more appealing packaging, are more fun, and being tastier than regular chocolates.
The verbatims provided by Australians on mini chocolates reveal that consumers feel bite-sized chocolates help with portion control, however, they are concerned with the use of excess plastic packaging. That said, they are willing to pay more if the packaging is recyclable.
With the intense focus on sustainability today, chocolate manufacturers may need to find new ways to reduce the excess packaging associated with mini formats to align with the one third of urban Australians who say that they prefer products that are sold in eco-friendly packaging. The Cherry Ripe Bites that retail in a cardboard tub are a good example of companies rethinking the need for plastic packaging in favour of a recyclable option.