More then 6 000 of consumers from the United Kingdom, France, Belgium, Germany, Switzerland and the United States took part in this Barry Callebaut‘s survey held by Ipsos Belgium in January, 2008.
It was found that about 1 in 4 consumers in Western Europe and the United States want chocolate with extra physical or emotional health benefits. For example, about 25% of respondents want chocolate that will help them to relax after a hard work day and 21% of chocolate lovers dream about chocolate that could keep their heart healthy.
17% of consumers would like to obtain chocolate that provides extra benefits to strengthen their immune system and 19% of being surveyed are interested in tooth friendly products.
The biggest quantity of people, that love functional chocolate, live in USA. More than 1 in 3 Americans (35%) said they already bought such chocolate and 14% of American chocolate lovers did it regularly (at least once a month). They are followed by the Swiss (12%).
Also, in Western Europe, especially in Germany (36%), Switzerland (32%) and France (29%), people want chocolate with ability to elevate their mood. This property is closely followed by anti-stress ability because people in France (28%), Switzerland (27%), Germany (23%), UK (16%) and Belgium (16%) believe that chocolate have stress-reducing abilities.
In USA this score is a little bit higher: 41% of American consumers need chocolate that helps them relax and 38% of American chocolate lovers want the “feel good” chocolate that naturally induces a better mood.
1. Barry Callebaut international consumer survey shows: Chocolate lovers want functional chocolate with proven health benefits (January, 2008)
