Women drive chocolate sales

Chocolate market potential

• Women lead in chocolate consumption
• Women prefer dark, functional, and plant-based chocolate
• Men lean toward protein-rich, premium, and low-sugar options
• Big innovation potential in functional and premium formats

It’ll come as no surprise that women eat more chocolate than men. But the difference in consumption might be less than most have been led to believe.

Because, while 91% of women have a preference for chocolate, a marginally lower 87% of men agree (The Economic Times).

But why do women prefer chocolate and what opportunities does it create for confectioners looking to bridge the gap in demand?

Why do women eat more chocolate?

Data from Tastewise indicates that women lead chocolate consumption for several interconnected reasons.

• Emotional and functional needs: Women show a higher association between chocolate and emotional wellbeing, with terms like ‘comfort’, ‘reward’, and ‘mood boosting’ appearing 32% more frequently in female-driven consumption moments than in male-driven ones

• Social and indulgence factors: Women are 28% more likely to associate chocolate with social sharing and ‘treat moments’, suggesting it serves both as a personal indulgence and a social connector

• Functional claims: Health-related attributes, such as antioxidants and energy boosting, rank 22% higher in female-focused chocolate conversations, showing that women often frame chocolate as a balance between indulgence and functional benefit

Is chocolate consumption rising?

Chocolate’s popularity is growing fast. In fact, the global chocolate market is now worth $140.12bn (€121.19), and growing at a CAGR of 4.89%.

Female chocolate consumption is rising by 6.4% year-on-year, while male chocolate consumption is increasing at a rate of +3.1% YoY. (Tastewise).

Growth in the female market is focused on:

• Dark chocolate (+9.1% YoY)
• Functional chocolate products (+11.7% YoY)
• Plant-based chocolate desserts (+7.5% YoY)

Growth in the male market is focused on:

• Protein-enhanced chocolate snacks (+8.3% YoY)
• Single-origin premium chocolates (+5.2% YoY)
• Lower-sugar options targeted at fitness-conscious consumers

What NPD opportunities does this create?

The strong and growing chocolate market opens up huge opportunities for the food and beverage industry, not just for confectioners.

“The category holds strong innovation potential,” says Alon Chen, CEO of Tastewise.

This potential includes:

• Functional and better-for-you indulgence: Products that balance indulgence with health attributes, such as reduced sugar, added protein or adaptogens. This aligns with female consumers’ growing interest in functional benefits (+11.7% YoY). This also offers huge growth potential in the male market as men become increasingly aware of the potential benefits of functional food and beverage products. What’s more, when it comes to innovation opportunities, the possibilities are endless – there’s the potential for functional chocolate bars, functional chocolate drinks, functional chocolate desserts, or even functional chocolate celebration cakes.

• Premiumisation and storytelling: Male consumers’ preference for single-origin and artisan chocolates suggests opportunity in premium storytelling around provenance, sustainability, and quality. Male consumers are conspicuously missing from chocolate advertising, but perhaps the growing understanding that male consumers favour luxury chocolate, could lead to a shift in how these products are marketed.

• Emotional and social campaigns: Brands can tap into the comfort and connection narrative that drives higher female consumption, building campaigns that celebrate shared experiences.

• Occasion-based formats: Chocolate products linked to everyday rituals, such as afternoon breaks and post-workout snacks, could capture incremental consumption. In other words, brands have the opportunity to capitalise on the little treats consumers give themselves throughout the week, by highlighting their convenience, accessibility and affordability.

As chocolate consumption continues to evolve, brands that understand the nuanced preferences of women and men stand to gain the most. By innovating around function, indulgence, and storytelling, confectioners cannot only meet rising demand, but shape the very future of chocolate.