The adage that ‘everyone loves chocolate’ really is true – less than 3% of consumers report avoiding chocolate,”​ said Gretchen Hadden, marketing lead for Cargill’s North American cocoa and chocolate business. Given that most consumers enjoy a daily chocolate treat, it’s no surprise that three in four view chocolate as a way to reward oneself. Other motivations for indulging are less obvious. Seven in ten (72%) agree that chocolate lifts their mood, while 59% say it boosts their energy. The survey also revealed that interest in premium chocolate remains high. Consumers reported paying closer attention to claims around cacao content and provenance to judge chocolate quality, said Cargill. Consumers perceive products highlighting cocoa bean origin to be of higher quality However, while chocolate may be the world’s most beloved ingredient, our research suggests consumers have strong opinions on what they like – and don’t like – about this timeless indulgence.”​ The adage that ‘everyone loves chocolate’ really is true – less than 3% of consumers report avoiding chocolate,” said Gretchen Hadden, Marketing Lead for Cargill’s North American cocoa and chocolate business. “However, while chocolate may be the world’s most beloved ingredient, our research suggests consumers have strong opinions on what they like – and don’t like – about this timeless indulgence.”

Three in four respondents said the primary reason for indulging in a daily chocolate treat was to reward oneself, while other motivations were less obvious, said Cargill.

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MINNEAPOLIS (June 14, 2021) — Reaffirming chocolate’s near universal appeal, a new survey from Cargill finds most Americans indulge in a chocolate-flavored treat every day. Viewed as a reward, mood lifter, energy booster and the secret to surviving a tough day, the company’s ChocoLogic™ research reveals consumers’ preferences, motivations and attitudes toward the decadent ingredient.\

In addition to exploring consumer purchasing considerations and preferences within specific food and beverage categories, the survey’s demographic data adds a valuable layer for Cargill’s customers as they think about creating the perfect chocolatey product to appeal to their end consumer. The insights gleaned from this research give us – and our customers – a window into consumers’ attitudes and evolving expectations around this much-loved ingredient,”​ added Hadden. Seven in ten (72%) consumers agree that chocolate lifts their mood, 59% say it boosts their energy, and more than half (52%) find chocolate gets them through a tough day. Chocolate may have a larger role to play in the better-for-you foods category

ChocoLogic™ survey unwraps US consumers’ preferences, consumption habits and motivations for enjoying chocolatey foods and beverages

Cargill's ChocoLogic research wasn't the only source of industry insights to find that chocolate consumption has risen as a result of the pandemic. According to the National Confectioners Association (NCA), retail sales data from March 2020-August 2020, showed sales of premium chocolate in the grocery channel were up 21.4% compared to the same period last year, while the entire chocolate segment saw retail sales in grocery increase 17.9%. Approximately one-third of consumers said they increased their chocolate consumption during the pandemic, according to Cargill, which fielded its research in February 2021 and surveyed 600 US grocery shoppers. Half of consumers consider dark chocolate a more premium choice, 71% notice when chocolate has a grainy, coarse texture; and nearly one in four shoppers perceive chocolate that denotes its cocoa bean origin country as higher quality.