What’s hot and what’s not

Celebrating its 50th anniversary in 2013, premium British chocolatier House of Dorchester has witnessed a number of changes in the industry over the last five decades.  Here, Matt Tarran, senior innovation, product and technical manager at House of Dorchester shares his thoughts on key trends for chocolate in 2013.

Hot flavours for this year include salted caramel, coconut and nuts in general.  Consumers are continuing to seek out indulgent flavours which deliver a memorable and luxurious taste experience.  And while some of the more dramatic flavour combinations (for example a chocolate and bacon collection) continue to hit the headlines, in the main British consumers prefer to enjoy a more traditional chocolate treat.

Whilst flavour combinations will contribute significantly to the enjoyment of chocolate, a growing trend to watch is the changing texture of the product itself and the sensual experience this evokes.  A perfect example of this is the popularity of incorporating a ‘popping candy’ effect within a chocolate item.

Recent reports from the US indicate a growing move towards the roll out of chocolates ‘which are better for you’ ie products which contain less fat, less sugar, fewer calories, and better-for-you ingredients.  Chocolates which are all natural, and have no partially hydrogenated oil, no artificial ingredients, no GMOs, no preservatives, and a low glycemic index could gain prominence in the years ahead.

Whilst it is widely accepted that a little bit of what you fancy is good for the soul, companies are increasingly looking at new packaging initiatives which cater for the discerning consumer who will be receptive to a format which makes eating chocolate in moderation more manageable.  But while portion control packaging may be trending in the UK, of equal importance is the renewed focus on the style of packaging for premium products which sees a return to clean, fresh imagery which focuses on the core product.

Creating a tantalising and highly appealing visual offering to trigger desire amongst consumers will remain a priority for chocolate producers.  The success of ‘the slab’ is a good example of how consumers often ‘buy with their eyes’.