3 minutes read

Chocolate milk is growing up

November 20, 2017

Chocolate milk is a treat many have fond memories of from childhood, but with the chocolate category recently experiencing a spike in sophisticated and premium launches, chocolate milk is likewise seeing a wave of interest as an indulgent adult treat.

The past few years have seen a revolution in chocolate, with a growing focus on sophisticated flavours and quality ingredients and production processes. Dark chocolate in particular has seen growing demand among European chocolate eaters, creeping up fast on the popularity of milk chocolate.

Indulgent adult chocolate milk is emerging

 

[row]
[one_third]Chocolate-milk[/one_third][one_third]Chocolate-milk[/one_third][one_third]Chocolate-milk[/one_third][/row]
[row][one_third]Cow Cow Dark Chocolate Milk Drink – This organic product from Germany is said to be made with real chocolate and natural milk from ‘happy cows’.[/one_third][one_third]Rebel Kitchen Chocolate Mylk – This vegan product from the UK comprises organic coconut milk drink with cacao and is described as being ‘ridiculously tasty’.[/one_third][one_third]Label Müller Wiseman Dairies Frijj Supreme White Choc Raspberry Swirl – This UK product is made with British fresh milk combined with indulgent white chocolate.[/one_third]
[/row]

 

Changing consumer preferences have fuelled innovation around more quality-focused chocolate products and the trend has begun to filter through to the so far primarily kid-oriented chocolate milk sector. Yet, there is plenty of room for development that could appeal to adult consumers: among chocolate milk launches in Europe between October 2015 and September 2017, just a small fraction contained dark or white chocolate.

Beyond dark/white varieties and adult flavours, a new wave of luxury chocolate milks promote the use of “real” chocolate as opposed to powder. Leaning on developments in the premium chocolate sector, cocoa content and origin emerge as premium quality credentials in milk drinks.

On the back of the growing popularity of dark chocolate, cocoa itself has turned into a flavour, with a broad array of cocoa content, from around 55% up to 99%, having starred in new chocolate confectionery launches. In the same context, cocoa sourcing, e.g. from growing regions such as Costa Rica or Madagascar, has become an important quality marker.

Going forward, super-indulgent will be relevant as consumers are multifaceted, and find balance by going to extremes. Brands should take inspiration from innovation from the chocolate confectionery industry by adding value to their products with respect to quality indulgence, as well as ethical- and health-focused image factors.

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.

Julia Buech
Julia Buech

Julia Büch is a Food and Drink Analyst, specialising in delivering insights on issues affecting the German market, providing analysis across a range of categories.

More from Mintel
  • Mintel Store
    Mintel Store
    Get smart fast with our exclusive market research reports, delivering the latest data, innovation, trends and strategic recommendations....
    View reports
  • 2025 Trends
    2025 Global Trends
    Understand what’s new and next in consumer behaviour and the impact on marketing and innovation strategies....
    Discover trends
  • Mintel Consulting
    Are you after more tailored solutions to help drive Consumer Demand, Market Expansion or Innovation Strategy?
    Ask for a customised strategic solution from Mintel Consulting today....
    Find out more
Subscribe to Mintel Spotlight
Related articles
February 13, 2025
Flavor is a complex, multi-dimensional experience that fosters deeper connections between brands and consumers. In this report highlights, we share with you the where we are now with flavors, and…
February 4, 2025
President Donald Trump’s tariffs add new complications for US grocery shoppers, who are already tired of high food and drink prices. If President Trump’s proposals for tariffs become a reality,…
January 27, 2025
Packaging and food waste are central environmental concerns for food and drink buyers. To create more sustainable eating practices that will benefit the planet, reducing food…

Download the Latest Market Intelligence