SPENDING THE DAY with chocolate experts and aficionados is one of my favorite pastimes, so moderating at the second Chocolate Manufacturers Association Chocolate Symposium was a dream come true.
The event presented the latest research on chocolate's health benefits, current and emerging cocoa and chocolate trends including some very surprising places that both are showing up, and the significance of cacao percentages, single origin and sustainability.
Subscribing To Health And Happiness
While Jeff Blumberg, Ph.D, from the Friedman School of Nutrition at Tufts University, focused on the health benefits of flavanoids in cocoa and dark chocolate, Doug Healy, of Health Focus International (HFI), a market research and consulting firm, questioned whether people are really ready to accept chocolate as a health food. He revealed his consumer research-based opinion that for most consumers, chocolate is an indulgence with strong emotional benefits. Healy's comments are most intriguing, considering HFI specializes in consumer health and nutrition trends.
Those of you who know me know I fall into the latter indulgence camp, and firmly embrace the Happiness is Healthy motto. Nonetheless, Health and Well Being is absolutely a key consumer macrotrend, and as dark chocolate sales continue to soar, on-pack health claims also appeal to consumers outside the core of frequent chocolate users. On the indulgence side, knowledge about and passion for super premium chocolate is now a badge of honor, so those who indulge are rewarded with a degree of connoisseurship that gains favor for them among their peers.
With an eye to the future, I think there's room for both health-oriented chocolate and more indulgent offerings. This should make everyone happy, including me!
On the practical side, Jackie Newgent, RD, culinary and nutrition consultant, shared new ways to enjoy chocolate and cocoa, including savory applications. She recommended sprinkling cocoa powder, much like we currently use salt on both savory and sweet dishes with and without added spices.
CMA panelists pointed to research revealing some of the 'actives' in cocoa and chocolate, might work from the inside out--possibly increasing blood circulation to the skin. The discussion then turned to how chocolate and cocoa-enhanced products have penetrated health and beauty aisles in the form of moisturizers and beauty aids.
Products such as chocolate cereals, chocolatey glazed nuts, and even chocolate beer demonstrate how non-confectionery categories are joining the chocolate-is-good-for-you and/or chocolate-is-fun camp. Dark chocolate shavings on cocktail glass rims and on meaty pasta dishes, a tablespoon of cocoa in a morning protein shake, and chocolate and cacao nibs added to savory main dishes, appetizers and salads showcase more ways the culinary world is jumping on the chocolate bandwagon.
Future predictions? Cocoa-added sunscreens and cacao nib scrubs for external benefits, and dried fruits and nuts covered in unsweetened chocolate for semi-indulgent, yet still healthy hand-to-mouth snacking.
Tasting Is Believing
To summarize the major takeaways from the symposium:
* Consumer interest in learning everything they can about chocolate remains extraordinarily high.
* High cacao percentage milk chocolates are continuing to be introduced, as super-high cacao percentage dark chocolates (in the '70s, '80s and '90s) push our palates even further into the dark.
* Cocoa powders and cacao nibs might soon be joining the spice cabinet as a healthy way to sprinkle on flavor and crunch, respectively.
* Chocolate and cocoa are enjoying new acclaim for their possible health benefits in cosmetics, health and beauty products.
ABOUT THE AUTHOR
Joan Steuer is president of Chocolate Marketing. In this regular column for PROFESSIONAL CANDY BUYER, Steuer covers chocolate and candy trends, writing about new products, category predictions, and challenges facing the industry. Contact Steuer with comments and ideas at: jsteuer@propressinc.com.
