Cargill's latest market analysis unveils a compelling shift in Asia-Pacific (APAC) consumer preferences, spotlighting a growing demand for rich flavours, captivating visual appeal, and convenient bite-sized formats in chocolate, cakes, and confectionery. This evolving trend underscores the desire for a holistic sensory experience that marries indulgent taste, aesthetic allure, and health-conscious choices.
Market Trends
Cargill’s 2024 TrendTracker report indicates that 33% of APAC consumers consider rich flavours and taste essential for an indulgent experience. Caramel is particularly popular, with two in five consumers showing a strong preference for caramel flavours in chocolate products, and 20 to 30% seeking caramel flavours in cakes and pastries. Xiaoling Liu, Indulgence Leader at Cargill Food Solutions Asia Pacific, emphasized that consumers today prioritize experiences linked to certain flavours, making caramel a key focus for product development.
To cater to this demand, Cargill has introduced a range of caramel-based gourmet chocolate solutions under its brands Pâtissier by Aalst Chocolate and Veliche. Additionally, the visual appeal of products has become crucial, prompting Cargill to offer products like Pâtissier by Aalst Chocolate’s Prismatic Coating and Filling, which are ready-to-use pastes with strong, milky, and creamy profiles, as well as distinctive colours and flavours. The extensive portfolio of chocolate, cake, and sweets decorations under Smet and Leman allows chefs to customise and create visually exciting designs through colours, shapes, and personalised decorations.
The TrendTracker also highlights a growing holistic approach to health among consumers, who are increasingly thoughtful and deliberate about their dietary choices. Sugar is the top ingredient that APAC consumers actively try to limit, with 50% of consumers preferring dark chocolate for its less-sweet taste and higher cocoa content, perceived as healthier and more premium. Additionally, 30% of consumers are seeking products with fewer additives, up from 18% in 2022.
Alongside these health trends, there is a rising demand for bite-sized formats of confectionery, snacks, and baked goods. Bite-sized options cater to health-conscious consumers, such as office workers who crave chocolate snacks but prefer smaller, more manageable portions to balance indulgence and health concerns.
Strategic Action
Innovate with Rich Flavours and Visual Appeal
To capitalize on these consumer trends, Cargill is focusing on developing products that offer rich flavours and strong visual appeal. This approach not only meets the evolving preferences of APAC consumers but also positions the company to tap into new market opportunities.
Product Development: Develop a variety of rich-flavoured products, particularly those featuring caramel, to cater to the strong consumer preference for indulgent tastes. Incorporate visually appealing elements such as distinctive colours and designs to enhance the overall sensory experience.
Health-Conscious Innovations: Create products with higher cocoa content and fewer additives to appeal to the growing segment of health-conscious consumers. Emphasize the health benefits of dark chocolate and reduce sugar content to align with consumer preferences.
Bite-Sized Formats: Introduce bite-sized versions of popular confectionery and snack products to cater to consumers seeking portion-controlled indulgence. Highlight the convenience and health benefits of these smaller formats in marketing campaigns.
Sustainability Initiatives: Leverage Cargill’s Cocoa Promise and extensive cocoa-sourcing networks to emphasize sustainable practices. Promote locally sourced ingredients as a key selling point, aligning with the 70% of consumers who pay attention to sustainability claims on labels.
By focusing on these strategies, Cargill aims to address the evolving demands of APAC consumers, driving growth and enhancing its market position. The company’s insights-driven approach, as exemplified by the TrendTracker report, ensures that its product innovations are aligned with consumer preferences, enabling Cargill to remain competitive in the dynamic confectionery market.
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