Dark chocolate/cocoa is perceived as a food rich in antioxidants. The cocoa bean is a powerhouse of health benefits loaded with polyphenols such as flavonoids. And, with Gallup’s 2010 “Study of Nutrient Knowledge & Composition” reporting that one-third (32%) of consumers are making a strong effort to eat more foods naturally rich in nutrients and 28% natural antioxidants, that’s a very big deal. In fact, just about half of shoppers bought chocolate for its “super food” properties in 2011, according to the Food Marketing Institute’s “Shopping for Health Survey.”

More specifically, cocoa flavanols are the key to cocoa/chocolate’s superstar health status. Cocoa flavanols have been well documented to improve circulation—one of the most sought after, and fastest growing new health markets in the nutraceutical industry today.

Cocoa flavanols have a positive influence on vascular health from head to toe by improving blood flow to the heart and brain, helping to prevent dangerous clots and as a vasodilator to help manage blood pressure. These well-researched ingredients enhance mental function and provide sustainable energy by delivering the necessary oxygen and nutrients to human cells. Moreover, heart, brain, eye, muscle and skin health depend on a healthy circulatory system.

Of the nine in 10 Americans who are aware of health benefits associated with cocoa/dark chocolate, 78% are interested in their benefits and 25% are extremely interested, reported HealthFocus. While consumers understand food associations at this point much better than phytonutrient names and terms, awareness of flavonoids/flavanols is growing quickly. One-quarter of consumers (24%) are aware of the health benefits of flavonoids; 64% of them are interested.

Market Potential

According to Sloan Trend’s TrendSense model, flavonoids/flavanols and polyphenols were among the first phytonutrients to achieve mass market status crossing into Commercialization in 2007 and 2008, respectively. Supported by a very high level of medical/research activity, these two classes of phytonutrients represent very strong and stable mass market opportunities.

Moreover, flavonoids/flavanols linked to antioxidants, heart health, and most recently performance/energy are currently very strong marketing opportunities in the health food/specialty channel as well as among very health conscious and condition-specific consumers.

The link between flavonoids/flavanols and brain health is still in the Emerging Phase in the marketplace and is not yet a viable market opportunity. However, it has crossed over the Medical Threshold indicating the beginning of a long-term sustainable trend.

Perhaps most exciting is that improving circulation is now a very large Level 3 mass market opportunity on par with antioxidants, calcium and sodium; and is currently more marketable than HDL and LDL cholesterol lowering. Moreover, the direct association of circulation to heart health is now a strong and stable Level 1 mass market opportunity.