Insight of the Day: Lust for chocolate rising and Mondelēz International is ready to cash in
- InsightTrendsWorld
- Feb 21
- 10 min read
Why is this topic trending?
Increased Chocolate Consumption: The article highlights a rising "appetite for chocolate," indicating a potential trend in increased demand and consumption.
Mondelēz State of Snacking Report: The findings are based on a new report from Mondelēz International, a major confectionery giant, lending credibility and industry relevance to the trend.
Chocolate as an "Essential Snack": The report suggests chocolate is moving beyond a treat to become an "essential snack" in consumers' minds, a significant shift in perception.
Indulgence over Health: Consumers are prioritizing indulgence and enjoyment over health considerations when it comes to chocolate and snacking, a notable consumer behavior shift.
Sharing and Connection through Snacking: The article emphasizes the growing role of snacking in social connection and sharing experiences, a relevant social and cultural trend.
Overview
The confectionerynews.com article reports on Mondelēz International's latest "State of Snacking" report, revealing a growing consumer "lust for chocolate." The report, conducted with Harris Poll, indicates that 73% of consumers globally (and even higher percentages in the UK and US) consider chocolate essential and can't imagine a world without it. Chocolate is increasingly seen as an "essential indulgence," with consumers prioritizing taste and enjoyment over health considerations when choosing chocolate snacks. The report also highlights the rising importance of sharing snacks as a way to connect with others, with nostalgia playing a significant role in these shared snacking experiences. Mondelēz International is positioned to capitalize on these trends, focusing on indulgence, sharing, and emotional connection in their chocolate offerings.
Detailed Findings
Chocolate as "Essential": 73% of consumers globally say they can't imagine a world without chocolate, up 6% year-on-year. This figure is 80% in the UK and 79% in the US.
Chocolate as "Indulgent Snack": Consumers view chocolate not just as a treat but as an "essential snack" to meet indulgence needs.
Chocolate Bars Top Indulgence Charts: 82% of consumers agree chocolate bars are the most indulgent snack, with 42% finding them "very indulgent" and 40% "somewhat indulgent."
Milk Chocolate Leads in Indulgence: 80% of consumers recognize milk chocolate's indulgent nature, followed by dark chocolate at 72%.
Caramel Popcorn as Non-Chocolate Indulgence: 65% of consumers associate caramel popcorn with indulgence, the only non-chocolate item on the indulgence scoreboard.
Intentional Indulgence: Over 76% of consumers globally seek intentional opportunities to indulge, prioritizing enjoyment over ingredients or nutritional values.
Disconnect from Ingredients: Over 80% of consumers in the US, Canada, and UK prioritize taste over ingredients when indulging in chocolate.
Smaller Indulgent Portion vs. Larger "Healthier" Portion: 73% prefer a smaller portion of a full-fat/sugar indulgent snack over a larger "healthier" version, rising to 86% in Indonesia and 80% in India.
Indulgence and Fun: 87% agree "life is more fun with a bit of indulgence," indicating a desire for permissible indulgence.
Snacks for Enjoyment: 80% believe "some snacks should just be for enjoyment or satisfaction," particularly high in Canada (89%) and the Philippines (86%).
Snacking for Connection: 64% of consumers regularly snack to connect with others, up 8% year-on-year.
Sharing as Love Language: 71% agree "sharing snacks with others in my love language," up 8% year-on-year, especially high among Millennials (82%) and Gen Z (79%).
Nostalgia in Sharing: 78% like to share snacks associated with childhood, rising to 90% in the Philippines and Indonesia, and 86% in China and India.
Shareable Snacks Accessible: 93% confirm they can always find a snack suitable for sharing.
Calories for Connection: 80% say "Sometimes it’s worth the extra calories to share a snack with someone I love."
Brand Examples of Shareable Confectionery: Cadbury's Dairy Milk sharing packs, KitKat sharing bars, M&M's large sharing bags, Reese's Pieces sharing containers.
Key Takeaway
Consumers' desire for chocolate is increasing, driven by a craving for indulgence, enjoyment, and social connection. They are prioritizing taste and emotional satisfaction over health considerations when it comes to chocolate snacks, and are increasingly using shared snacking experiences to connect with others and evoke nostalgia. Mondelēz International is well-positioned to capitalize on these trends by focusing on product lines that emphasize indulgence, shareability, and emotional resonance.
Main Trend
Essential Indulgence Craze
Description of the Trend (Name it): Essential Indulgence Craze
This trend describes the growing consumer perception of indulgent snacks, particularly chocolate, as not just occasional treats but "essential" components of their diets and lifestyles. It reflects a shift in snacking motivations, where consumers are actively seeking out and prioritizing indulgent experiences for enjoyment, emotional satisfaction, and social connection, often consciously setting aside health and nutritional concerns in favor of taste and pleasure. This trend is characterized by a "permissible indulgence" mindset, where consumers feel justified in indulging in treats as a necessary part of a fun and fulfilling life.
What is consumer motivation?
Consumer motivation for the Essential Indulgence Craze includes:
Desire for Pleasure and Enjoyment: Seeking moments of joy, pleasure, and sensory satisfaction in their daily lives through indulgent snacks.
Emotional Comfort and Stress Relief: Using indulgent snacks as a source of emotional comfort, stress relief, and a way to cope with daily pressures.
Permissible Indulgence Mindset: Feeling entitled to indulge and enjoy treats as part of a balanced lifestyle, rejecting restrictive or overly health-focused eating habits.
Seeking "Treat Yourself" Moments: Actively looking for opportunities to "treat themselves" and experience small luxuries through indulgent snacks.
Social Connection and Sharing: Using shared snacking experiences as a way to connect with others, strengthen relationships, and create positive social moments.
What is driving trend?
Several factors are driving this trend:
Increased Stress and Fast-Paced Lifestyles: Modern lifestyles are often characterized by high stress levels and a fast pace, leading consumers to seek quick and accessible sources of comfort and pleasure.
"Treat Culture" and Self-Care: The rise of "treat culture" and self-care trends encourages indulgence as a form of self-reward and emotional nurturing.
Marketing and Product Innovation: Confectionery brands are actively marketing and innovating to create increasingly indulgent and appealing snack options that cater to this desire.
Social Media and Food Culture: Social media platforms amplify food trends and "foodie" culture, often showcasing indulgent and visually appealing treats.
Nostalgia and Comfort Food: A desire for comfort and familiarity, particularly in times of uncertainty, drives consumers towards nostalgic and comforting indulgent snacks.
What is motivation beyond the trend?
Beyond immediate gratification, deeper motivations include:
Seeking Emotional Well-being: Indulgence as a form of emotional self-regulation and a way to enhance overall well-being by incorporating moments of joy and pleasure.
Desire for "Simple Pleasures" in a Complex World: In a complex and often overwhelming world, consumers seek simple and accessible pleasures like indulgent snacks to find moments of ease and enjoyment.
Social Connection and Belonging: Shared snacking experiences contribute to social connection and a sense of belonging, fulfilling fundamental human needs for community and relationships.
Description of consumers article is referring to
The article refers to general snack consumers, with specific emphasis on those who:
Age: A broad age range, although the article highlights Millennials and Gen Z as particularly driven by snack sharing for connection. Indulgence and nostalgia likely appeal across age groups.
Gender: Likely both genders, as chocolate and indulgent snacking are broadly appealing across genders.
Income: Likely a range of income levels, as chocolate and confectionery are generally accessible across socioeconomic groups.
Lifestyle:
Snackers: Regularly consume snacks as part of their daily routine.
Indulgence Seekers: Actively look for indulgent treats and prioritize taste and enjoyment in their snack choices.
Socially Connected: Value social connections and use food and snacks as a way to connect with others.
Nostalgia-Driven: Appreciate nostalgic foods and snacks that evoke childhood memories and feelings of comfort.
Permissive Eaters: Adopt a more permissive approach to eating, allowing for indulgence and enjoyment without excessive guilt or restriction.
Conclusions
The article concludes that the "lust for chocolate" is rising, driven by consumers' desire for essential indulgence, enjoyment, and social connection. Mondelēz International is positioned to capitalize on this trend by focusing on product attributes that emphasize these consumer motivations, such as indulgent flavors, shareable formats, and nostalgic appeal.
Implications for Brands
Embrace Indulgence in Marketing: Confectionery brands should confidently embrace and highlight the indulgent nature of their products in marketing and branding.
Focus on Taste and Enjoyment: Prioritize taste, flavor, and sensory enjoyment as key selling points, even over health claims or nutritional benefits for certain product lines.
Promote Shareability and Connection: Emphasize shareable formats and marketing messages that highlight the social and emotional benefits of sharing snacks.
Leverage Nostalgia and Comfort Food Appeal: Tap into nostalgia and comfort food trends by creating products and marketing campaigns that evoke positive childhood memories and feelings of warmth and familiarity.
Offer Variety in Indulgent Formats: Provide a range of indulgent formats and flavor profiles to cater to diverse consumer preferences and indulgence occasions.
Implication for Society
Continued Normalization of Indulgent Snacking: Society may further normalize and accept indulgent snacking as a regular and even "essential" part of daily life.
Shift in Food Culture Towards Pleasure: Food culture may continue to shift towards prioritizing pleasure, enjoyment, and emotional satisfaction, potentially at the expense of nutritional considerations.
Increased Focus on Emotional Benefits of Food: Marketing and consumer conversations around food may increasingly emphasize emotional benefits like comfort, joy, and connection, rather than just nutritional value.
Implications for Consumers
Wider Availability of Indulgent Snacks: Consumers will likely see an even greater variety and availability of highly indulgent snack options in the market.
More Socially-Oriented Snacking Experiences: Snacking may become even more integrated into social interactions and shared experiences.
Potential for Health Trade-offs: The focus on indulgence may lead some consumers to prioritize taste and pleasure over health and nutritional balance in their diets.
Implication for Future
Further Growth of Indulgent Snacking Market: The market for indulgent snacks, particularly chocolate, is likely to continue to grow and expand.
Innovation in "Elevated Indulgence" Experiences: Brands may innovate to create even more "elevated" and premium indulgent snacking experiences, focusing on sensory details and unique formats.
Personalized Indulgence: Future trends may see more personalized and customized indulgent snack options that cater to individual preferences and emotional needs.
Balancing Indulgence with Mindful Consumption: While indulgence is trending, there may also be a counter-trend towards mindful indulgence and balancing enjoyment with overall dietary awareness.
Consumer Trend (Name, Detailed Description): 'Permissible Indulgence Seeking'
Detailed Description: This consumer trend describes the growing desire among consumers to consciously and permissibly indulge in treats and snacks as part of a balanced lifestyle. It reflects a shift away from restrictive diets and towards a more accepting and joyful approach to food, where indulgence is seen as a necessary and enjoyable component of well-being, rather than a guilty pleasure.
Consumer Sub Trend (Name, Detailed Description): 'Nostalgic Comfort Snacking'
Detailed Description: This sub-trend highlights the increasing appeal of nostalgic snacks and comfort foods, particularly within the indulgent snacking category. Consumers are drawn to snacks that evoke positive childhood memories, feelings of warmth, and familiarity, using these treats as a source of emotional comfort and connection to the past.
Big Social Trend (Name, Detailed Description): 'The Joyful Eating Movement'
Detailed Description: This broader social trend reflects a cultural shift towards "joyful eating" and intuitive eating principles, emphasizing pleasure, satisfaction, and emotional well-being in food choices, rather than solely focusing on restrictive diets or nutritional metrics. It represents a move towards a more balanced and positive relationship with food, where enjoyment and indulgence are considered essential parts of a healthy lifestyle.
Worldwide Social Trend (Name, Detailed Description): 'Global Snackification of Diets'
Detailed Description: This global trend describes the increasing prevalence of snacking as a dietary pattern worldwide. Across cultures, consumers are incorporating more snacks into their daily eating habits, driven by busy lifestyles, changing meal structures, and the growing availability and appeal of diverse snack options. This trend is reshaping traditional meal patterns and the role of snacks in global diets.
Social Drive (Name, Detailed Description): 'Desire for Emotional Comfort & Social Connection through Food'
Detailed Description: The underlying social drive is the human desire for emotional comfort and social connection, which is increasingly being fulfilled through food, particularly snacking. Consumers are motivated to use food as a source of emotional solace, stress relief, and a way to connect with others, share experiences, and build relationships, making food a central element in emotional and social well-being.
Learnings for brands to use in 2025
Indulgence is a primary driver: Acknowledge and cater to consumers' desire for pure indulgence and enjoyment.
Emotional connection matters: Tap into emotions like joy, comfort, and nostalgia in product and marketing.
Sharing is a key consumption occasion: Design and promote shareable formats and experiences.
Health is secondary for indulgence: For indulgent lines, focus on taste and pleasure over health claims.
Nostalgia is a powerful tool: Leverage nostalgic flavors, formats, and marketing themes.
Strategy Recommendations for brands to follow in 2025
Develop "Decadent Indulgence" Product Lines: Create product lines specifically focused on maximum indulgence, featuring rich flavors, luxurious textures, and premium ingredients, explicitly marketed for pure pleasure.
Launch "Share & Connect" Packaging and Campaigns: Introduce packaging designed for sharing (resealable bags, variety packs) and marketing campaigns that emphasize the social and emotional benefits of sharing snacks with loved ones.
Revive "Nostalgia Remix" Flavors and Formats: Reintroduce or reimagine classic, nostalgic flavors and formats with modern twists, tapping into consumers' desire for comforting and familiar treats.
Create "Permissible Indulgence" Marketing Narratives: Develop marketing narratives that normalize and validate indulgent snacking as a joyful and permissible part of a balanced lifestyle, moving away from guilt-associated messaging.
Offer "Experiential Indulgence" Bundles and Promotions: Create bundled offerings or promotions that combine indulgent snacks with experiences that enhance enjoyment and social connection (e.g., movie night snack packs, game night bundles, picnic sets).
Final Sentence (Key concept) describing main trend from article (which is a summary of all trends specified)
Mondelēz International's "State of Snacking" report confirms the rising trend of Essential Indulgence Craze, where consumers are actively seeking chocolate and other snacks as essential sources of pleasure, enjoyment, and social connection, prioritizing taste and emotional satisfaction.
What brands & companies should do in 2025 to benefit from trend and how to do it.
Confectionery brands in 2025 should capitalize on the Essential Indulgence Craze by doubling down on product development and marketing strategies that emphasize pure indulgence, emotional connection, and shareability, leveraging nostalgic flavors and formats while confidently promoting permissible indulgence as a key driver of consumer choice. They can do this by:
Establishing "Sensory Indulgence Labs" for Product Innovation: Invest in dedicated R&D labs focused on maximizing sensory indulgence in confectionery products, experimenting with textures, flavors, aromas, and mouthfeel to create truly decadent and multi-sensory snacking experiences.
Creating "Emotionally Intelligent" Marketing Campaigns: Develop marketing campaigns that tap into specific emotions associated with indulgence, such as joy, comfort, nostalgia, and connection, using storytelling and visual language that resonates on an emotional level with consumers.
Building "Snacking Communities" Online and Offline: Foster online and offline communities around shared snacking experiences, creating platforms for consumers to connect, share their favorite indulgent snacks, and participate in brand-sponsored social snacking events.
Implementing "Personalized Indulgence Profiles": Utilize data and technology to create personalized indulgence profiles for consumers, offering tailored product recommendations, customized snack boxes, and targeted marketing messages based on individual indulgence preferences.
Developing "Sustainable Indulgence" Initiatives: Address potential consumer concerns about responsible indulgence by integrating sustainable sourcing, ethical production, and mindful packaging into indulgent product lines, offering "guilt-free" indulgence options that align with ethical values.
Final Note:
Core Trend: Essential Indulgence Craze - Consumers view indulgent snacks as essential for pleasure and well-being.
Core Strategy: Maximize Indulgence & Emotional Connection - Focus on product decadence, sensory appeal, and emotional marketing.
Core Industry Trend: Confectionery Market Shift to "Permissible Indulgence" - The confectionery industry is adapting to prioritize indulgence and enjoyment over health messaging.
Core Consumer Motivation: Desire for Emotional Comfort & Joyful Experiences through Food - Consumers seek emotional comfort, pleasure, and social connection through indulgent snacking.
Final Conclusion
The rising "lust for chocolate" and the Essential Indulgence Craze present significant opportunities for confectionery brands in 2025. To thrive in this evolving market, brands must confidently embrace indulgence, prioritize emotional connection and shareability, and innovate to create truly decadent and joyful snacking experiences that resonate with consumers' desire for pleasure, comfort, and social connection in their daily lives.
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