Premium chocolate is evolving from rare luxury to everyday indulgence, as consumers seek products that delight their senses and align with their ethics and wellness goals – creating new opportunities for brands that can balance these demands to drive higher margins, loyalty and a clear competitive edge.
“Premium has really evolved significantly over the past several decades from overall elite, fancy, often imported and reserved for special occasions to … include a broadening scope of quality cues, such as natural, fresh and less processed,” said Melissa Abbott, vice president of syndicated studies at The Hartman Group.
Speaking during a recent webinar hosted by Branchfood and Business Location Switzerland and moderated by FoodNavigator-USA, Abbott explained that consumers’ definition of ‘premium chocolate’ has expanded to become “more purposeful” and “culturally central” – opening the door for everyday consumption.
Citing research by the Hartman Group, she explained that only 11% of consumers reserve certain brands for just special occasions, while nearly four in 10 use the same brands and products every day and for special occasions.
A ‘foodie revolution’ and wellness mindset prioritize premium
This shift is driven in part by the ongoing “foodie revolution,” in which consumers are exposed to different dishes, ingredients and cooking methods through television and social media. At the same time, many are increasingly aware of their diet’s impact on their health.
“We see consumers wanting higher quality for everyday occasions,” Abbott said, pointing to a desire for cleaner ingredients, less processing and – particularly for younger generations – additional health benefits.
She added consumers increasingly also are factoring in the health of the planet and workers, and they are folding these values into their definition of ‘premium.’ For example, she noted, 49% of consumers want products that avoid environmental harm and many avoid products made with unfair labor practices.
‘Barbell effect’ reshapes chocolate sales
Brands that understand this evolution and lean into premium positioning are more likely to safely navigate ongoing economic challenges that threaten sales, volumes and margins, added Hu Products CEO Dan Waters.
He explained that higher input costs and price increases have polarized chocolate sales with consumers gravitating either to budget-friendly private label options or high-end premium products that align with their ethical values and health goals.
This division is creating a ‘barbell effect’ that is weighing down mid-priced products that once dominated everyday chocolate consumption, he explained.
“The mainstream brands are having a harder time. It is a little bit harder for them to differentiate,” Waters said. That is creating rooms for premium brands like Hu to grow, he added.
Clean, natural ingredients help Hu standout
Waters explained that Hu’s chocolate differentiates itself through “limited, very clean ingredients with very clear guardrails on what is and what is not acceptable in the brand.”
This “less is more” ethos that can be difficult to execute because “you have to choose those ingredients very clearly,” he said.
One of the ingredients Hu prioritizes in its chocolate is unrefined coconut sugar, which Waters says checks consumer desire for natural, less processed ingredients and may offer “potential benefits,” such as a “richness of nutrients” and are lower glycemic impact than other sweeteners.
Abbott noted this sweetener choice aligns with broader category trends: consumers currently favor cane sugar, coconut sugar and date sugar – a significant shift from a few years ago when they gravitated towards lower-calorie sugar replacements, such as monk fruit and stevia.
Worker welfare emerges as a priority for premium purchasers
Many modern consumers do not want their enjoyment to come at the cost of someone else’s happiness – a foundational shift the Swiss chocolate brand Choba Choba checks through its unique co-ownership model with cocoa farmers in the Peruvian Amazon.
“Our mission is really to reconnect chocolate professionals and chocolate lovers with cocoa farmers and gather a community around what I would describe as a common passion for exceptional quality on one side and positive impact on the other side,” said Founder Eric Garnier.
This includes prioritizing fair pay for farmers and responsibly managing land, which Garnier acknowledges drives up the price. But, he said, the company actively educates consumers about how cocoa is farmed and the true price of production. He adds it offers a chocolate that is “an expression of place and origin and community and a vision of shared values between farmer sand consumers.”
Third-party certifications help consumers justify paying higher prices
While many consumers still do not know how cocoa is grown or chocolate produced, many are weary of marketing campaigns that highlight social benefits to justify higher prices – which is where Abbott says third-party certification plays a pivotal role.
She notes that 60% of consumers agree they look for third-party certification to verify a company’s claim.
One of the most influential certifications is USDA organic, which 76% of consumers surveyed by the Hartman Group in 2025 recognized – up nine points from two years ago, Abbott said. Of these, 68% said they were more likely to buy a product with the seal on the packaging.
Likewise, more than a third of consumers recognized the Rainforest Alliance certification, and of those who knew it 71% said they were more likely to purchase a product with the recognition, Abbott said.
Finally, she noted, awareness of regenerative organic certification is still “quite low,” but Abbott said than seven in 10 people who know about the seal are more likely to buy a product with it.
