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Flavor Appeal in Chocolate 2017: Insights from 2017 Q1 global consumer survey and latest innovation trends in chocolate

Flavor Appeal in Chocolate 2017: Insights from 2017 Q1 global consumer survey and latest innovation trends in chocolate

Summary

Today's consumers are sensation-seekers and are drawn to indulgent, artisanal, and novel food products. Flavor innovation in food products is an integral tool for addressing consumers' desire for intense and complex sensations resulting in increased experiential pleasure. Effectively manipulating product smell, shape, sound, feel, and taste can help to create an emotionally and sensorially engaging proposition. Understanding consumers' flavor preferences is the starting point to help manufacturers identify novel flavor combinations that are likely to attract consumers and maintain interest in shopping and consumption.

Global consumers are inclined to try different brands or products based on innovative flavor profiles, unique ingredients, or impressions of better quality. However, today's time-poor consumers can also be unengaged, purchasing out of habit rather than actively seeking out new products. The challenge for manufacturers is to provide persuasive reasons for buyers to try something new via products that are demonstrably interesting and innovative. Investing in production methods or exploring ingredients that enhance flavor can help brands diversify their portfolio and attract novelty-seeking consumers. Flavor innovation can also help brands to maintain a trendy and dynamic brand image.

Brands are more prone to experimenting with innovative formulations and combination of unusual ingredients in chocolate to drive impulsive purchases and attract novelty-seekers. For example, amid the latest trends in the category, the inclusion of savory component in a typically sweet category generates intrigue among consumers, making chocolate a more versatile food group to be paired with alcoholic drinks. Texture is also usually underestimated as a component to differentiate the food product to final consumers. Lately, chocolate manufacturers are exploring the use of more exclusive and sophisticated production processes, as well as experimenting with unusual ingredients, such as grains, to improve the texture - and ultimately, the consumption experience.

The report Flavor Appeal in Chocolate 2017 discusses the unique flavor innovations that are vital to sustaining excitement in dynamic, indulgence-led food categories such as chocolate.

Specifically, this report allows the following -

  • Identify the top flavors in the chocolate category.
  • Gain insight into the key consumer segments that are most likely to be drivers of innovation.
  • Put innovative products into context by connecting them to specific consumer trends and preferences.
Scope
  • Consumer's attitude to experiment in food flavors varies by region.
  • Poland, Italy, and Sweden are among the most experimental countries.
  • More than 40% of global consumers prefer sweet flavors in chocolate.
Reasons to buy
  • Identify the top flavors in the chocolate category.
  • Gain insight into the key consumer segments that are most likely to be drivers of innovation.
  • Put innovative products into context by connecting them to specific consumer trends and preferences.


  • Flavor Experimentation in Food
    • Flavor is an important innovation lever driving novelty and diversity
    • GlobalData's TrendSights Framework
    • Flavor innovation and the Sensory & Indulgence mega-trend
    • Each mega-trend impacts chocolate flavor innovation at different levels
    • Over half of consumers globally perceive themselves as "traditionalists"
    • Consumer's attitude to experiment in food flavors varies by region
    • Curiosity is the key motivating factor for flavor experimentation in food
      • Table Global: top three factors that motivate experimental consumers to try new flavors, by age, 2017
    • Kit Kat pop-up store
  • Appeal of Flavor Types in Chocolate
    • Sweet, bitter, and nutty are the most popular flavors in chocolate
    • Generational differences are evident among the top three flavor types
    • Sweet, bitter, and nutty are the star chocolate flavor types globally
    • Niche flavors offer the potential to differentiate
  • "On-Trend" Flavor Innovations in Chocolate
    • Innovation snapshot: "on-trend" flavors in chocolate
  • Appendix

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