Market bites: Chocolate trends smaller, higher quality

Posted by Julia Sansone on 23rd September 2018

AN opportunity for the Australian market to experience the newly discovered ruby chocolate has been launched by Spanish-inspired chocolateria and retailer San Churro.

The company announced chocolate lovers can indulge in an experience to activate the five senses using ruby products such as artisan truffles, chocolate bars and churros.

Appearing bright pink in colour and containing a berry note, San Churro launched their ruby experience this month after the chocolate was introduced in Belgium, France and Japan in 2017.

The rarity in the cacao species has been in development since 2004 by cocoa producer, Barry Callebaut.

“Over the years we’ve seen a shift of our consumers wanting smaller, more high-quality indulgences,” said San Churro CEO and co-founder Giro Maurici.

“Containing a 47 per cent cocoa content, it’s not as sweet as traditional chocolate. However, I believe it will receive a lot of admirers. I’d liken it to a classic combination of berries and cream.”

IBIS World’s latest industry report on chocolate reveals the sweet treat brings in over 6 million dollars of revenue in Australia, however the industry is changing face.

Growing consumer concerns about the amount of fat and sugar in foods have weakened demand for traditional chocolate and confectionery, leading industry participants to develop different, more health focused recipes.

Additionally, consumer demand for premium products, such as ruby chocolate and chocolate with higher contents of cacao, has increased over the past five years.

Senior Lecturer in Marketing at the QUT Business School Dr Gary Mortimer says chocolate consumers can be drawn to innovative products that market a point of differentiation.

“Whether it’s the colour of the chocolate, the richness or proportion of cacao – those types of attributes are often quite attractive to certain segments of the market.”

“Circulating small proportions of a food product at a higher price is around creating a more exclusive and positive experience for customers.

“But equally, there are big consumers out there who want a burger and fries. Chocolate is generally no different from this behaviour towards food.”

The ruby chocolate is the first discovery in the cacao industry since white chocolate was launched 80 years ago.

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