Food Processing - April 2008 - (Page 22)

C o n s u m e r Ta s T e T e s T Indulgent, superpremium chocolate… at 3 calories a pop Godiva Chocoiste gives chocoholics not just a fix but an experience. By Hollis Ashman, Jacqueline Beckley and Jennifer Vahalik, Consumer Understanding Editors C hocolate is one the few foods thought to be both stimulating and soothing at the same time. There are theme parks and museums devoted entirely to chocolate, and spas where you can be soaked, scrubbed and massaged with chocolate. Despite the recent association of flavanols in chocolate with heart health, this is not health food. For many people, chocolate occupies the bottom section of Maslow’s hierarchy of needs – the space occupied by physiological need. At the very least, research from Tuft’s University in 2007 indicates chocolate is an indulgence with strong emotional benefits. Chocolate is and always will be hot. It has an uncanny ability to withstand any diet trend without decreasing in popularity. In fact, sales for sugar-free chocolate decreased 71.5 percent over a 52-week period between 2006 and 2007, according to Information Resources Inc. People simply seem to want the “real thing.” Chocolate sales reached $16 billion in 2006 and are projected by Packaged Facts to grow by 2 percent each year through 2011. A Swiss survey of U.S. chocolate eating behavior found 46 percent of Americans eat chocolate at least a few times per week. And while dark chocolates, single origin varieties and other specialty chocolates are on the rise, the majority of Americans (80 percent) still prefer milk chocolate. IRI data indicate M&M’s, Hershey’s and Reese’s were top brands sold through supermarkets in 2006, but premium milk chocolates are expected to outpace conventional chocolate in all channels. Meanwhile, the trend toward 100-calorie, portion-controlled packages continues to grow. Many chocolate varieties are popping up in this format. Some of these items are situated near the snacks, others are near the candy, but most of them highlight their caloric status in bold graphics and bright colors. This can be a welcome signal to the calorie-conscious. But what message does it convey to those looking for a premium experience? Where can these people find a sensible serving of an indulgent treat? Godiva has taken the idea of pleasure to another place in Chocoiste by putting its milk or dark chocolate into packaging that is more familiar for mints and gum: a flip-top tin. Combine that with an orb form and the whole eating experience is changed. For this review, we had our taste-testers sample the Milk Chocolate Pearls variety of Godiva Chocoiste – and they loved it. Calories have not been left unconsidered. While the pieces are tiny, being able to consume eight of them for just 25 calories seems guiltily satisfying. The whole experience of Chocoiste causes you to stop and take a look at it. With so many chocolate offerings today, that takes something! Our CraveIt!, Deal with it!, It’s Convenient and Healthy You! insight databases find chocolate is both a craveable and comforting food. Cravings for chocolate candy are driven first by taste, followed by aroma and then mood. Since taste is the most important driver in this category, it doesn’t really matter what the benefits are (lower calories, sugar-free, added antioxidants). In the end, it must taste good to succeed. Aroma comes next. The initial purchase “hook” is to play into the mood of the consumer. Are you a fun product or a decadent product? Can you be both convenient and indulgent? The key trends are convenience, indulgence with health, and premiumness. Convenience: Poppable formats like M&M’s and Poppables allow the consumer to eat while doing something else, typically with both hands. So Chocoiste’s tiny round form allows consumers to pick up individual pieces or to pour several WWW.FOODPROCESSING.COM 22 • FOOD PROCESSING APRIL 2008 http://WWW.FOODPROCESSING.COM

Table of Contents Feed for the Digital Edition of Food Processing - April 2008

Food Processing - April 2008 Contents Editor's Plate NewsBites The Trends Rollout Food Biz Kids Consumer Taste Test - Indulgent, Superpremium Chocolate...at 3 Calories a Pop Cover Story - Annual Capital Spending Report - To Build or Not to Build? Ingredients - Trendy Fruits, Nuts and Vegetables Plant Operations - iPlant: Assessing the State of Automation Plant Operations - Your Sanitation Can Be Greener Packaging - For Which Oven? MRO Q&A New Supplier Products Toops Scoops

Food Processing - April 2008

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