Barry Callebaut’s 2025 chocolate trends report reveals consumer behaviour
Barry Callebaut has traditionally showcased its chocolate capabilities at Sweets & Snacks Expo. Pic: Neill Barston
Swiss-headquartered confectionery group Barry Callebaut has released its latest Chocolate Trends for 2025, which has found that consumers are re-evaluating indulgent categories, writes Neill Barston.
As the company noted in its latest research across 29 countries, surveying 11,700 consumers, it also used AI-driven insights, and independent studies to form its global analysis, that has revealed significant areas of development within consumer buying behaviour.
Its studies come at a particularly challenging moment, with many territories facing a check on populations’ disposable income amid wider economic uncertainty – which has placed pressure on the sales of major confectionery manufacturers luxury ranges. It also comes amid ongoing significant wider market test with a major spike in cocoa prices over the past year, and wider ingredients and logistics and energy costs being elevated, which have all impacted wider consumer markets around the world.
However, as Barry Callebaut’s research has asserted, while shoppers are continuing to seek out indulgent, and multi-flavour confectionery options, they are also placing increasing emphasis on environmentally mindful choices that also reflect wellbeing considerations. According to the major chocolate supplier’s research results, chocolate confectionery remains among the leading choices on a global level, with 65% of adults purchasing in the past year and a third consuming chocolate on a weekly basis.
More consumers say they increased (18%) than decreased (16%) their consumption over the past year. Most consumers (66%) have maintained the same consumption level year to year.
A particularly notable finding was that compared to last year, in terms of quality of chocolate confectionery products, more than one in four global consumers are eating higher quality products bought from an artisan shop. Consequently, as the business noted, brands around the world are jumping on product innovation opportunities, with a significant increase in new launches over the last five years. Western Europe leads this growth, with notable surges observed in Australasia and Africa. Among new product launches, milk chocolate remains the dominant base, followed by dark and white chocolate.
As the report found, consumers are seeking more than just a tasty treat, they are actively seeking out brands that are transparent in their sourcing and are committed to ethical practices.
Indeed, Barry Callebaut’s own sustainability programmes under its Forever Chocolate initiative have sought to address key issues within supply chains, including the fact that more than according to International Labour Organisation figures, more than 2.1 million children were exposed to child labour in West African producing nations of Ghana and Ivory Coast.
This has seen brands such as Tony’s Chocolonely work with Barry Callebaut (see our cocoa sourcing feature in this edition), which has placed reducing child labour as a core principle for founding the business.
According to Barry Callebaut’s research, by fostering direct relationships with producers and committing to fair treatment throughout the supply chain, brands are then able cultivate trust and loyalty from consumers. As the report stated: “It’s no longer just about where a product comes from, but how it empowers communities and supports sustainability. For consumers, choosing chocolate is an act of purpose that aligns with their values. They want to know their indulgences bring positive change and support ethical practices. “A total of 69% of global consumers want to know more about where their chocolate confectionery products come from and what is in them.”
