DUBLIN, Ireland -- The U.S. premium chocolate market has been growing rapidly over recent years, and manufacturers are increasingly adjusting their product portfolios to benefit from this trend, according to United States Food & Drink Report Q1 2008, issued by Research and Markets. Within the sector, dark chocolate has experienced the strongest growth, owing to the health benefits attributed to its consumption.
According to figures published by AC Nielsen, the premium chocolate category in the United States grew by 24% in 2006, compared with overall growth in the chocolate market of 3.9%. [image-nocss] Thus, in November 2007, Mars Snackfood US announced that it will expand the Dove Chocolate brand with more premium varieties, including Dove Dark Chocolate with Almonds, Dove Milk Chocolate with Almonds, Dove Flavored Caramels, Dove Beautiful and Dove Vitalize. According to the company, chocolate distribution to the convenience store channel has almost doubled in the past year while, across all channels, the premium chocolate segment is experiencing double-digit growth.
Also in November, Ghirardelli added three new flavors, Midnight Reverie, Evening Dream and Mint Bliss, to its Intense Dark range with the aim to capitalize on the increasing popularity of dark chocolate in the United States, said the report. According to company sources, the dark chocolate category grew 49% between 2003 and 2006, with 2006 sales having reached $1.2 billion. The newly launched varieties cover a range of high-cacao-percentage dark chocolate products, from 60% to 86% cacao content.
Ghirardelli said that "while we see growth in both nonpremium and premium segments, the premium dark chocolate segment demonstrates the strongest sales and share increase, as consumers recognize the quality difference among dark chocolate brands is more prominent. U.S. consumers want to trade up to enjoy luxury versions of everyday products and are no longer content with the average chocolate product. We see the American palate changing as consumers crave not only a darker chocolate but also more sophisticated recipes."
Other chocolate producers also continue to invest into the premium segment, said Dublin, Ireland-based Research and Markets. Lindt USA, the U.S. subsidiary of Swiss premium chocolate manufacturer Lindt & Sprüngli, recently expanded its U.S. headquarters and production facilities following "robust year-after-year growth and increased consumer demand." CEO Thomas Linemayr said that he expects growth in the premium chocolate sector to continue and that Lindt is planning future expansion efforts in coming years in order "to accommodate the impressive growth of the premium chocolate category in the U.S."Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.