While milk chocolate has long been the crowd favorite in the confectionary space, dark chocolate’s popularity is growing. The latest research from Mintel reveals that for just more than half (51%) of all adult consumers the favorite type of plain chocolate is milk chocolate, followed by 35% who favor dark chocolate and 8% who prefer white chocolate. In contrast, Mintel’s 2011 report found that 57% of consumers favored milk chocolate and 33% of consumers preferred dark chocolate.
 
“The progressively better understood health benefits of dark chocolate may be increasing its popularity as more consumers are looking for indulgent foods that can serve multiple functions such as nutrition or convenience,” says Sarah Day Levesque, food analyst at Mintel. “An exception to the pattern of milk chocolate being the consumer favorite is among consumers aged 55+ who are more likely to favor dark chocolate, most likely because they are seeking added nutritional benefits.”
 
Some 46% of men age 55+ and 48% of women over age 55 favor dark chocolate, followed by 38% of men that prefer milk and 40% of women that also prefer milk. These numbers are indicative of the trend toward the increasing favor for dark chocolate. Indeed, 73% of all chocolate consumers are aware that dark chocolate is healthier.
 
The chocolate confectionery market has fared seemingly well in a lagging economy, growing 19% from 2007 to 2012. This growth can be attributed to consumers’ demand for affordable luxuries or indulgence, as well as the foodie culture that has increased interest in premium, high-quality and artisanal varieties of chocolate. However, due to countering trends, Mintel expects slow growth for the chocolate confectionery category in the next five years, with sales growing 15% from 2012 to 2017.
 
“As the economy recovers ever-so-slowly, consumer demand for the affordable indulgence that chocolate provides is expected to remain and interest in chocolate as part of the larger food culture will continue. However, obesity, the dark cloud that looms over this category and many other indulgent categories, and related health risks will remain a concern for many consumers and present challenges to increasing category sales,” adds Ms. Day Levesque.
 
When deciding to purchase chocolate, some 89% of consumers buy chocolate as a treat or reward and 87% buy it as a snack option. Meanwhile, 83% of consumers look carefully at the size of chocolate candy packages to determine the best value for the money and 72% buy chocolate as a way to improve their mood or provide an energy boost.