Consumer Mega Trends
The following trends are what we call Mega Trends, which have greatly influenced all categories in the last few years but more importantly the hot beverages market. Such influences need to be taken in to consideration when updating existing product ranges and launching new products.
Health
There are constant request from many consumers and leading industry experts to make new products more healthy. Such challenges are typically on ingredients used in consumer products and focuses heavily on the health and well-being derived from them and how consumers see these benefits. Typical health challenges in the hot chocolate sector have been on the calorie and fat content of products. Reduced fat and calorie is a big win for hot chocolate products, which is why the new Maltesers Instant Hot Chocolate only has 99 calories and 20% less fat so really is the lighter way to enjoy hot chocolate.
Premiumisation
As hot chocolate is all about impulsive indulgence it is important that consumers feel they are getting there chocolate fix. This is about added value in the product but most importantly perceived by the consumer. For hot chocolate products this can be anything from increased cocoa content, increased chocolate content, improved packaging or improved product quality such as chocolate flakes. As Galaxy hot chocolate contains Real Galaxy Chocolate in every cup it is great example of how premiumisation is important to the hot chocolate sector. A recently new addition to the Galaxy range is Galaxy hot chocolate Bliss which contains double the Real Galaxy Chocolate in every cup to that of Galaxy instant so really is an indulgent reward delivering a great hot chocolate treat.
Virtuousness
Last but no means least is what we term as virtuousness . This challenges the environmental angle of the product and packaging but also supply chain of all the ingredients, such as is it organic, fairtrade or ethically sourced. Doing your bit to support these elements is becoming increasingly popular on consumer products and hot chocolate is no different. Many new niche products in the hot chocolate sector have become fairtrade accredited or being given the certificate of organic and or ethically sourced. These still account for a small proportion of the hot chocolate market but are increasing due to popular consumer demand.
