The organic chocolate market - Italy

1.1 Definition and presentation

So-called "organic" chocolate is chocolate labeled "AB" according to European regulations, meaning that at least 95 percent of the ingredients used come from organic farming, with no chemical additives, and the cocoa beans have not been statd treated with pesticides or GMOs.

The organic chocolate market can be divided into different product categories:

• Chocolate bars
• Chocolates and pralines
• Chocolate creams
• Cocoa powder
• Semi-finished products
• Other cocoa products

The global chocolate market is expected to continue growing at a rate of 4.5 percent between 2019 and 2024. The main market for chocolate is Europe, which accounts for 43.7 percent of the global market, followed by the Americas with 35.5 percent. The Asia-Pacific region accounts for 14.5 percent of the global market, but is expected to continue to grow to approximately 20 percent by the end of the forecast period. Notably, the organic chocolate market will also continue to grow until 2024, but at a rate of 2.5 percent.

Italy is a key market for the chocolate industry, with both domestic consumption and exports reaching considerable values, despite the decline in volume. In fact, there has been an increase in the average price of chocolate in recent years, a trend that keeps the industry's projections promising.

Recent years have seen the development of new trends in demand, including increased consumption of organic, vegan and/or natural ingredient chocolate. Thanks to Italians' increasing health habits and greater awareness regarding the origin and production processes of products, demand for this segment has increased. In fact, organic is the first choice for 45% of Italian households. 51% of respondents choose organic "because it is healthy, because it is good for you," while 47% because "it offers greater guarantees in terms of both safety and quality," and finally 26% prefer organic products for environmental reasons because they do not pollute.

In this context, the organic segment has significant growth potential, dictated by more sustainable consumption habits and a premiumization of supply. The Italian organic chocolate market is fragmented, with a wide variety of players: multinational groups, SMEs and artisans. In a progressively more competitive environment, the organic chocolate segment will need to be able to meet the changing purchasing habits and preferences of Italians.