The addition of grains and cereals to chocolate confectionery is of interest to a considerable number of European chocolate eaters and in Germany, interest is especially strong. As many as 47% of chocolate eaters in Germany have tried chocolate confectionery with textures from added grains or cereals and would be interested in trying such products again.

Millennials are interested in textural additions

With their interest in innovative textures, flavors and ingredients in food and drink, it is not surprising that Millennials 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. Interest wanes however among senior chocolate eaters, as those aged 55+ are the least likely to express interest

Interest is not reflected in new product development

4598793-0_dcddb75469bGrains such as quinoa, as well as cereals such as corn flakes and rice puffs, have been receiving considerable attention globally as an ingredient or flavor in chocolate confectionery. But they have not made a major splash in Germany yet, as only a very small percentage of chocolate confectionery launches in the market has included any type of cereal or grain as a flavor.

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.

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.

Julia Büch is a Food and Drink Analyst at Mintel. She specialises in delivering insights on issues affecting the German food and drink market, providing analysis across a range of food and drink categories. Previously Trend & Innovation Consultant at Mintel, Julia was responsible for providing tailored product innovation analysis and client support primarily to Mintel’s German speaking clients.

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