Exploring flavour innovation in chocolate confectionery


In recent times, chocolate consumption in India has seen important development, with a large portion of shoppers embracing this indulgent deal with. Mintel analysis exhibits that six in 10 Indians have consumed goodies up to now three months by June 2023, with a notable proportion expressing curiosity in making an attempt new flavours. Regardless of this burgeoning curiosity, there stays untapped potential in flavour innovation inside India’s chocolate market. For instance, flavour innovation in goodies within the US is roughly 3.7 instances greater than in India.

Right here, we delve into the alternatives for flavour innovation in chocolate confectionery, analyzing the enchantment of conventional Indian flavours, equivalent to mithai, and the emergence of fruity variations.

Leverage the curiosity in mithai flavours

Conventional Indian sweets, often known as mithai, maintain a particular place within the hearts of many Indians. Mintel analysis exhibits that one-third of shoppers specific curiosity in mithai-flavoured goodies in comparison with worldwide dessert flavours, thus presenting a promising alternative for manufacturers to cater to native preferences.

By infusing goodies with flavours paying homage to beloved mithai equivalent to gulab jamun, rasgulla, and jalebi, manufacturers can provide a contemporary twist on conventional delicacies. Furthermore, the introduction of restricted version assortment packs impressed by mithai flavours can additional improve shopper engagement and pleasure.

With Kaju Katli Bar, Go Desi (India) states that it cherishes the standard richness of style & high quality, and presents it in an easier-to-carry and eat format; Supply: GO DESi

It’s additionally important for manufacturers to recognise the varied preferences throughout totally different areas in India. Whereas flavours like gulab jamun might resonate extra with shoppers within the West, these within the East might desire rasgulla. Understanding and catering to those regional nuances can strengthen model enchantment and guarantee broader market penetration. 

Moreover, drawing inspiration from native mithai shops which have efficiently built-in desi flavours into their choices can present beneficial insights for chocolate manufacturers looking for to faucet into regional tastes. As an illustration, native model Bombay Candy Store launched the Indie Bar, that includes layers of pepper caramel, coconut fluff, patissa/soan papdi (a neighborhood candy delicacy), and darkish chocolate. In line with the model’s web site, its cooks experimented with soan papdi and recognised its potential for inclusion in a chocolate bar.

Indie bar (India); Supply: Bombay Candy Store

Develop providing of fruity variations

Fruity flavors are mainstream in India’s chocolate market, with 18% of product launches that includes fruity variations. Manufacturers can capitalise on this by introducing seasonal fruity variations, as seen in markets equivalent to Germany, the UK, and Japan. 

Mango is rising as a very sought-after flavour. The current launch of Cadbury Dairy Milk’s tangy mango taste exemplifies this development, leveraging nostalgia and seasonal enchantment to captivate shoppers. A distinct segment phase of experimental shoppers are additionally fascinated by making an attempt flavours like apple, guava and pineapple – additional diversifying the chocolate taste panorama.

Manufacturers like YBC Nago Me Time Spice & Chocolate Apple & Cinnamon Chocolate (Japan) showcases unconventional fruity mixtures equivalent to apple and cinnamon to seize the curiosity of shoppers.

YBC Nago Me Time Spice & Chocolate Apple & Cinnamon Chocolate; Supply: Mintel GNPD

What we expect

The comparatively restricted variety of flavour launches in India in comparison with different markets presents a ripe alternative for each present and new manufacturers to ascertain themselves as flavour specialists. By embracing native tastes, exploring regional variations, and experimenting with novel flavour mixtures, they will cater to numerous shopper preferences and carve out a particular area of interest on this more and more aggressive chocolate panorama. There stays plentiful potential for creativity and exploration within the realm of flavour innovation, and this may stay a key driver of development and market differentiation.


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