The fine chocolate category sees an evolution in India

Today, consumers are spoiled for choices. Starting from high cocoa content of 90% and above, to extended usage of nuts, healthier substitutes, speciality ingredients and Indian flavours, the chocolate category is getting very interesting.

Over the last four years, a lot of efforts have been made with chocolate tastings and pairings. These have helped give the category and its products a lot of exposure and open possibilities in consumers’ minds.

The most noticeable trend has been the emergence of ‘Bean to Bar’ chocolate makers, who are changing the landscape of the chocolate category. The bean to bar chocolate makers work with beans from India and they make the best out of it. Because of this, origin has become a bit more relevant to a lot of consumers today, who are starting to see and hence think how origin of the cocoa beans can make a difference in chocolates.

Historically, Indians have always looked up to Belgian and Swiss chocolates made using cocoa beans sourced from the mass cacao-growing countries like Ghana and Ivory Coast — considering them as the best in the world. 

Post an FSSAI crackdown on the practises of leaders in the chocolate category in mid-2000’s in India, the fine chocolate category saw a vacuum since the domestic brands did not offer a premium range and the foreign chocolates were difficult to import. The 2-3 years that followed gave an opportunity for average and export-oriented chocolate brands being produced in Western markets to enter India.

Until 2010, chocolate was not considered much of a health product either. Milk chocolates were dominant for self-consumption and considered a treat or ‘go-to’ gifting product. Dark chocolates on the other hand were always referred to as bitter and did not find enough takers. Things have changed quite a bit since then.

With increased exposure towards wine, fine coffee and other foods due to increased travel and media influence, dark chocolates have become popular among the discerning audiences. With the increased diabetes awareness, the demand for chocolates with higher cocoa content has increased exponentially over the last few years.

The variety of sweeteners/sugars being used to make other chocolates is also a lot healthier, drawing a new set of consumers to the category. Many chocolates that cater to specific lifestyles and diets like vegan, gluten free, keto and so on have emerged. We shall also soon see different kinds of milks, more traditional ingredients and ingredients from specific states/areas being used to make a difference too.

Despite all these efforts, there is a long way to go for Indian consumers before understanding the difference between bulk and fine variety of cocoa and the flavour nuances in fine chocolate. The upside is that consumers are now ready to understand the difference. There is a huge opportunity that is bound to be explored in this category — as they say, the sky is the limit!