US demand for dark chocolate continues to grow but consumers are starting to look for more “premium” brands, according to local confectioner Ghirardelli.
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The California-based firm believes a growing discernment among chocolate lovers in the US will fuel sales of its expanded Intense Dark range.
“The growing appreciation and sophistication of dark chocolate consumers continue to fuel the category with unprecedented growth,” a Ghirardelli spokesperson told just-food.
Research from analysts Mintel claims the dark chocolate category grew by 49% between 2003 and 2006, with sales reaching almost US$1.2bn last year. Ghirardelli believes it is the premium end of the category that is driving that growth.
“While we see growth in both non-premium and premium segments, the premium dark chocolate segment demonstrates the strongest sales and share increase, as consumers recognise the quality difference among dark chocolate brands is more prominent,” the spokesperson said.
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By GlobalDataThe company has added three flavours to the Intense Dark line – Midnight Reverie, Evening Dream and Mint Bliss.
“US consumers want to “trade up” to enjoy luxury versions of everyday products,” the spokesperson added. “Consumers are no longer content with the average chocolate product. We see the American palate changing as consumers crave not only darker chocolate but also more sophisticated recipes.”
