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Sustainable chocolate key to lucrative mid-lifer market, Canadean

A new report from Canadean has found that chocolate is becoming increasingly popular among consumers aged 35-44, and that the key to capitalising on this trend is to promote chocolate as an indulgent treat with natural ingredients and sustainable production methods.

Canadean's survey finds that 46 percent of consumers aged 35-44 claim that ‘natural products’ are neither important nor unimportant when they look for chocolate. Moreover, 66 percent have never put a confectionery product back on the shelf because it was not natural enough.

In addition only 20 percent of respondents believe that confectionery is artificial, meaning that the majority of consumers see chocolate as a natural product. In order to emphasise the often overlooked natural positioning of chocolate and its ‘better for you and the world’ credentials, Canadean say that marketers need to establish a link between concepts such as ‘natural’ and ‘sustainable’.

“Chocolate can be positioned both as an indulgent treat and a ‘good’ product,” says Raquel Perez-Lopez, analyst at Canadean. “This can be done by positioning a product around the claim of ‘creating a better and sustainable world’. Moreover, appropriate labelling, such as Fairtrade certification, would allow consumers to enjoy a guilt-free moment of indulgence by eating a product that has been produced in an ethical and environmentally friendly manner.”

 

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