Millennials prefer grain-enhanced chocolate confectionery

By Jenny Eagle contact

- Last updated on GMT

Ritter Sport Cornflakes is just one example of cereal in chocolate. Picture: Ritter Sport.
Ritter Sport Cornflakes is just one example of cereal in chocolate. Picture: Ritter Sport.
Grains such as quinoa, and cereals including corn flakes and rice puffs, are attracting attention globally as an ingredient or flavor in chocolate confectionery but not so much in Germany.

The findings from Mintel claim adding grains and cereals to chocolate confectionery is of interest to a number of European consumers including Germany but it has not made a major splash there.

Grain-enhanced chocolate

Julia Büch, analyst, Food and Drink, Mintel, said: “In Germany only a very small percentage of chocolate confectionery launches in the market has included any type of cereal or grain as a flavor​.”

Approximately 47% of chocolate lovers in Germany have tried chocolate confectionery with textures from added grains or cereals and would be interested in trying such products again.

But it is Millennials who have a curiosity for innovative textures, flavors and ingredients in food and drink who are the generation most likely to be interested in grain-enhanced chocolate confectionery.

German chocolate eaters aged 25-34, who could be considered “older Millennials”, are the most likely to express interest in these products, whether or not they have already eaten them​,” added Büch.

Interest wanes however among senior chocolate eaters, as those aged 55+ are the least likely to express an interest​.”

Ramp up innovation

Büch said given the strong interest in grain and cereal in chocolate confectionery, there is room for manufacturers to ramp up innovation.

Considering the extent to which Millennial chocolate eaters express interest in such combinations, it is definitely time to experiment with more of such products​,” she added.

Some cereals, such as corn flakes and rice puffs, may be easier to promote to consumers, as these ingredients are already well known in other categories or as foods on their own​.

But others, such as quinoa, may still be relatively unfamiliar to consumers in general​.

“The popularity of quinoa, chia and other “new” grains and cereals among Millennials is considerably higher, however, as this group is at the forefront of new food concepts.”

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