Understanding Chocolate Motivations
Our Story
Our aim?
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Who did we speak to?
What did we find?
People buy chocolate because they want to experience a great taste, indulge, share a moment, and enhance their mood!
90%
I love the taste!
Indulge in the moment
82%
Enjoy with my family
81%
Make me feel great
74%
Lift my mood
72%
Reward myself
Next to an emotional connection, sensory pleasure is what draws consumers to repurchase
Great taste
Mouthfeel
83%
Freshness
77%
Melts in the mouth
75%
Texture
Appeal
73%
Oils and fats greatly influence these desired sensory experiences!
What makes a great chocolate experience?
We dug into detail, and it turns out that texture, mouthfeel, aftertaste, bite preference and freshness all matter. So too do a range of other considerations relating to the ingredients used, visual appeal, affordability, and sustainability. We found intriguing variations between generations, countries, whether people have children, and income levels, as well as consumer segments.
Introducing the Chocolate Indulgers
What makes great chocolate experience varies for different individuals. To illustrate the point, we have developed five consumers' segments from our data.
In 2024/25, we interviewed 7500 customers in 30 countries on what their preferred chocolate experience entails and what they think about ingredients, claims, labeling and sustainability. Our research revealed that chocolate consumption primarily revolves around indulgence, sharing a moment, and enhancing mood. Equally important to consumer is sensory pleasure.
To better understand consumers' preferences, to better co-develop with our customers.
Here's a taste of what we learned...
We interviewed 7500 consumers in 30 countries across the globe
Income
Age
Americas
Europe
AMEA
17%
40%
43%
48% lower income 22% middle income 25% higher income
50%
Children 37% don't have children 63% do have children
Chocolate consumers told us that they would find the following kinds of innovation appealing
67%
Premium chocolate
Great taste, luxurious creamy texture and high-quality ingredients
Clean ingredients
Simple ingredients that I can recognize and trust
Healthier indulgence
No-guilt snacking
Health boost
Low in sugar, high in protein or with functional ingredient
64%
Exciting texture
Crunchy inclusions
65%
Energy boost
In the rapidly changing environment of chocolate and confectionery, we collaborate with our customers to create superior experiences, promote health, enhance performance, and build a sustainable future for both people and the planet. Our innovative plant-based oils and fat solutions help our customers stay ahead of shifting consumer demands.
This is how we make better confectionery happen
Meet them!
13%
Gen Z Born between 1997-2021
younger Millennials Born between 1989-1996
14%
older Millennials Born between 1981-1988
24%
Gen X Born between 1965-1980
Baby Boomers Born between 1946-1964
16%
Contact our AAK experts and find out more about consumer's Chocolate Motivations to meet expectations and prepare for the future
Co-develop with us
marieke.Otten@aak.com
Marieke Otten Global Head of Insights & Marketing
Helen Flower Global Digital Marketing Manager
helen.flower@aak.com
Virginia Mellado Global Marketing Manager CCF & Bakery
virginia.mellado@aak.com
Do you want to know your Chocolate persona?
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Understanding Chocolate Motivations Bringing consumers segments to life
What makes great chocolate experience varies for different individuals. We have developed five consumer personas, each of which represents a distinct consumer segment
The Sharing Chocoholic
Sharing Chocoholics indulge with the people they love. Focusing on taste and luxury, they frequently buy chocolate and love to share it with family and treat loved ones. They are less sensitive to claims.
The Comfort Craver
Comfort Cravers turn to chocolate to reduce stress and feel relaxed. They use chocolate as a pick-me-up when they are feeling low or tired and need to focus.
The Occasional Indulger
Occasional Indulgers see chocolate as a special treat, savouring it for its taste and pleasure. Preferring less sugar, fat, and calories, they indulge only occasionally. Chocolate is a guilty pleasure every now and then!
The Convenience Seeker
Convenience Seekers stick to what they know, indulge in the moment and buy chocolate for themselves. Taste, affordability, and convenience are their main motivations.
Each persona reveals detailed insights into desired chocolate experience and purchase motivations. Combined with research on cultural drivers, consumer lifestyle trends, and technology trends, these insights support targeted marketing and innovation strategies The videos feature actors portraying representative personas of five consumer segments identified through our company's primary consumer survey research AAK Chocolate Motivations 2024-2025. These segments are based on aggregated survey data and do not depict real individuals. The views and behaviors expressed by the personas are illustrative and intended to help convey insights from the research.
Today we are meeting five consumer segments to understand their Chocolate Motivations
Welcome to AAK Center of Excellence. Where every bite tells a story
Mindfull indulgers seek balance, natural nourishment and appreciate products that contribute to their, and the planet's wellbeing. They value nutritional benefits.
The Mindful Indulger
Learn more!
Contact our AAK experts and find out more about consumer's Chocolate Motivations to meet their expectations and prepare for the future
marieke.otten@aak.com
11% of consumers globally
34% of consumers globally
14% of consumers globally
25% of consumers globally
16% of consumers globally
Take the quiz!
They enjoy discovering new products (of the brand they usually buy) and are interested in chocolate that stimulates their senses. When it comes to the chocolate recipe, they’re indifferent about which ingredients appear on the label as they don’t read the label. The chocolate experience -texture, mouthfeel, melting sensation– is more important to them than the shelf life. They do like creamy & smooth chocolate textures, a soft & smooth bite into the chocolate (but not chewy) and a lingering & creamy after taste sensation. They’re mostly drawn to caramel, nuts and vanilla flavors as well as biscuits & cookies inclusions.
Understanding Chocolate Motivations: Bringing Consumer Segments to life The Convenience Seeker
Back to consumers' segments
The Convenience Seekers consume chocolate for its taste and to indulge in the moment. They tend to stick to what they know, buy the same product and brand of chocolate that they appreciate for its great taste to indulge or just buy whatever is on sale. Taste, affordability and convenience are their main motivations, so they are not very concerned with claims on the label, or which ingredients are used, regardless of their impact on health and the planet.
Introducing CEBES™ Choco 15
Raising the bar on cocoa flavor! There's no better substitute with higher flexibility for your recipe
Affordable luxury
Consumers will continue to seek out products that they deem to be small and affordable indulgences
of global consumers say that they are concerned about rising living costs
26%
of global consumers state that their households have adequate financial savings
Maintain great shelf life and avoid bloom even in high-cocoa recipes
Longer-lasting quality
Include high amounts of cocoa ingredients into your compound, opening unseen possibilities for creative compound recipes full of cocoa flavor
Excellent taste
No labelling of trans fatty acids (TFA)
No trans fatty acids
No tempering process required while maintaining a fast-setting time
Cost efficient processing
What can CEBES™ Choco 15 do for your chocolate compound?
Contact our AAK experts and find out more on how to meet The Convenience Seeker’s expectations
Anne Brødsgaard Global Portfolio Manager CCF & Bakery
anne.brodsgaard@aak.com
Anders Dahl Pedersen Global Customer Innovation Manager CCF
anders.pedersen@aak.com
Do you want to know more about CEBES™ Choco 15?
Click Here!
info@aak.com
www.aak.com
68%
of European consumers say that eating chocolate is an affordable way to improve your mood
Source: Mintel Chocolate Confectionery Europe 2024 Chocolate Motivations AAK Consumer Survey 2024-25
How to meet the Convience Seeker expectations on taste and affordability?
They value nutritional benefits (low in fat, low in calories, no trans fats, sugar free) and appreciate it when the chocolate (production) is aligned with their values around sustainability and are willing to pay for it. When it comes to the chocolate recipe, Mindful Indulgers are open to kitchen ingredients (cacao mass, cocoa butter) as well as different types of vegetable oils and fats such as shea, (sustainable) palm oil, almond oil, sunflower oil and rapeseed oil. They are more than other consumer segments drawn to light & airy chocolate textures, a quick & clean after taste sensation and a firm & snappy bite into the chocolate.
Back to consumer segment
Mindful indulgers seek balanced, natural nourishment and appreciate products that contribute to their, and the planet’s wellness. Mindful Indulgers eat chocolate for its great taste and for its ability to make them feel cared for, boost energy, enhance focus, boost their health and fill up their tummy. They are drawn to high protein and rich in fiber options, clean & simple ingredients and claims like “natural ingredients”, “handcrafted”, and "locally sourced”.
Anne Brødsgaard Global Portfolio Manager CCF and Bakery
Do you want to know more?
They’re aware that chocolate may contain milk powder, cocoa solids and coconut oil. When it comes to the chocolate recipe, they’re open to cocoa ingredients (cocoa powder, cocoa butter, cocoa fat). They like comforting chocolate textures: creamy & smooth, dense & rich and thick & velvety. The bite into the chocolate should be soft & smooth, and the after-taste sensation lingering & creamy. They’re open to try chocolate with functional ingredients such as vitamins, omega 3, probiotics and collagen and in calming ingredients to help them feel relaxed. They're into comforting flavors such as vanilla and coffee and have an interest in alcohol-inspired flavors.
Comfort Cravers consume chocolate to regulate mood and energy levels. They turn to chocolate to reduce stress and feel relaxed, cared for and use it as a pick-me-up when they are feeling low but also eat it to feel less tired and when they need to focus. They don’t mind spending a bit of money on chocolate, and love to buy chocolate for special occasions such as Christmas and New Year’s Eve. They’re more than other consumers drawn to white chocolate, next to milk and dark chocolate.
Anders Pedersen Global Customer Innovation Manager
Virginia Mellado Global Mareting Manager CCF & Bakery
They’re not sensitive to claims. Sharing chocoholics are drawn to dense & rich chocolate textures, a lingering & creamy after taste sensation and a soft & smooth bite into the chocolate. When the chocolate is too hard, grainy and waxy, they will stop buying it. Cocoa butter and cocoa powder are appealing to them. They love chocolate containing nuts and fruit flavors.
These chocolate enthusiasts enjoy the pleasure of indulging in chocolate with the people they love. Sharing Chocoholics love to eat and love to share chocolate with others. They’re very taste and indulgence focused, frequently buy chocolate and often share it with family and use it to treat loved ones.
When it comes to the chocolate recipe, they’re drawn to chocolate with clean, simple, natural ingredients that they can easily recognize and trust. The Occasional Indulger prefers a creamy & smooth chocolate texture, a soft & smooth bite into the chocolate and a lingering & creamy after taste sensation. They are more worried about shelf life than visual appeal of the chocolate. They have a sweet tooth for caramel flavors.
Occasional indulgers see chocolate as a special treat, savoring it for its taste and pleasure. They appreciate less sugar, fat and calories in the chocolate recipe and eat chocolate infrequently due to a preference for healthy products and budget constraints. Chocolate is seen as a special treat for Occasional Indulgers. They mainly enjoy chocolate for its taste and the pleasure in the moment, but don’t consume it as often as the other consumer segments. Partly because chocolate is not healthy enough for them and their family, and partly for monetary reasons. They’re overrepresented in China, India and France.
