Future-proofing the confectionery aisle: four trends reshaping the chocolate category

The chocolate market is navigating a period of profound transformation. From supply chain volatility demanding new ingredients to consumers expecting hyper-sustainable formats, retailers must rapidly re-evaluate their ranges to ensure that indulgence is successfully paired with responsibility.

Carol Oldbury, CEO of Lincolnshire-based private label chocolatier Hames Chocolates, explains the core shift: “Chocolate will always be about enjoyment, but now that enjoyment has to be earned. The emotional connection is still there, yet it’s increasingly underpinned by conscious consumer choices. Retailers who adapt to this shift will not only stay relevant but also unlock new opportunities for growth.”

Drawing on deep category insight, Hames Chocolates has identified four major trends that are driving innovation and dictating consumer spending in the sector:

1. Cocoa-free innovation takes the spotlight
Soaring, fluctuating cocoa prices and heightened environmental concerns are propelling consumers — and manufacturers — to actively explore alternatives. The most compelling solution to date is cocoa-free innovation.

Ingredients like ChoViva, a sunflower seed-based alternative, perfectly mirror the taste and texture of traditional chocolate while offering a significantly reduced environmental impact. This innovation allows retailers to diversify their inventory and hedge against extreme supply chain volatility. Suitable for premium, seasonal, or mainstream lines, this new category is poised to be a major disruptor. (ChoViva is available for private label from Hames Chocolates starting in September, with a minimum order of 250kg.)

2. Sustainability moves from niche to standard
Traceability, ethical sourcing, and practical packaging are no longer premium add-ons — they are baseline requirements. Shoppers now expect fully traceable cocoa and packaging that is readily recyclable or compostable.

Certifications like Rainforest Alliance and Cocoa Horizons are now essential entry points into the category. Forward-thinking suppliers, like Hames, are making it easy for retailers to secure private label chocolate that meets these high standards, ensuring products are ethically responsible and irresistible.

3. Mindful indulgence dictates format and formulation
The post-pandemic consumer demands that products align with their values and health priorities. For chocolate, this translates to mindful indulgence, where quality and experience outweigh sheer quantity.

This trend is driving growth in portion control, calorie caps, and smaller formats, even within luxury and premium ranges. Consumers are highly attuned to provenance and packaging, understanding that these factors influence the perceived value and indulgence of a treat. Reformulated recipes that maintain flavour while adhering to these constraints are gaining significant traction.

4. Sustainable sharing formats encourage repeat purchase
Sharing occasions are being modernised with packaging designed for flexibility, freshness, and versatility. The outdated box is being replaced by practical, resealable pouches that cater to multiple consumption scenarios.

These formats, such as Hames’ popular Munch range (featuring items like Chocolate Coated Honeycomb), transition seamlessly from a Friday night family treat to a Tuesday desk snack. By extending enjoyment over multiple occasions and offering a practical, elegant solution, these sustainable sharing formats significantly encourage consumer repeat purchase.

Oldbury concludes: “Whether it’s reducing reliance on cocoa, rethinking portion sizes, or creating versatile sharing formats, our role is to combine insight with manufacturing expertise. That’s how we help customers navigate change and create chocolate that truly connects with today’s sophisticated shopper.”