September 18, 2025 – The European chocolate market offers consumers a wide selection of flavors and formats to choose from. However, as the category continues to grow, consumers crave new flavor experiences and ways to indulge. Exploration of different textures, incorporation of wellness ingredients, and eco-consciousness are all factors that are driving changes in the market. The Innova Market Insights report “Overview in Chocolate in Europe” report delves into these trends and the future of chocolate.
Experiences Around Base and Texture
Chocolate products in the European market span a variety of bases, offering diverse indulgent experiences for consumers. Currently, the top five fastest-growing product bases across Europe are chocolate truffles, chocolate blondes, milk chocolate, gianduja chocolate, and champagne truffles. Designing distinct product lines around these bases is one way to excite consumers.
Apart from new and trending formulations, Innova’s consumer research also indicates that offering unique textures engages customers further. Crispy, crunchy, creamy, soft, and smooth textures, for example, appeal to those seeking depth and contrast, which ultimately provide consumers with a multisensory experience that enhances mouthfeel.
Handcrafted & Novel Variants
In the European food and beverage market, consumers are drawn to traditional handcrafted products because they evoke nostalgia and a sense of quality craftsmanship. According to consumer research, 44% of European consumers value local ingredients as the most important aspect of traditional food and beverage. 38% value artisanal and craft-made products, and 34% view traditional cooking techniques as the most important aspect. Reflecting current chocolate trends, brands are capitalizing on these preferences in craft chocolates that feature locally sourced ingredients and traditional recipes.
Single-origin cocoa bean products are also on the rise and offer refined taste and authenticity linked to specific regions. Across Europe, launches highlighting single-origin beans have grown by 21% across the chocolate category. For example, the UK brand Firetree features its “single-estate” cocoa beans sourced directly from farmers on its product packaging. By showcasing origin and traceability in this way, brands can build trust with consumers seeking craft-driven experiences.
Simultaneously, Innova’s research demonstrates that novel offerings like angel hair-filled chocolates and Dubai-style chocolate pistachio products also broaden appeal and create new opportunities for flavor discovery. The rise of these new creations is significant, as 28% of European consumers say they have increased their chocolate consumption because of the greater variety and novelty available to them.
Elevate Indulgence
Innova’s research shows that even when indulging in chocolate, functionality is a key consideration for consumers. Brands can therefore blend their chocolate products with functional wellness elements to address a plethora of concerns. For instance, fiber is the number one most-preferred ingredient in functional food and beverage that supports gut health among consumers in Europe. Therefore, developing fiber-fortified chocolates addresses both indulgence and gut health needs.
Furthermore, 43% of European consumers say that they consume indulgent or premium food and beverages to improve their mood. Thus, tapping into mood-focused products, with relaxing flavor profiles and calming ingredients, is also essential. Reflecting chocolate trends, indulgent formats and premium chocolate innovations are being used to create an experience that connects moments of wellness and emotion.
Eco-Conscious Chocolates
Within the chocolate category, sustainability is also a salient issue, with 30% of consumers saying they are very aware of the impact of climate change. Consequently, eco-conscious chocolates with clear sustainability commitments will be significant to the growth of the European chocolate market. Brands are already aiming to reduce environmental impact by replacing cocoa with ingredients that have a smaller carbon footprint. Sunflower seed-based chocolate alternatives, for instance, are already on the market and contribute to lower carbon dioxide emissions.
Usage and Occasion-Oriented Packaging
Innovations in packaging are gaining momentum for a variety of usage opportunities and occasions. Resealable, reusable, single-serve, and stackable formats are some examples of craft packaging that fit seamlessly into everyday routines and enhance functional goals. In addition, seasonal packaging for holidays and other festive occasions present an opportunity for growth in the European chocolate market, especially as 36% of consumers state that food and drink packaging is important to them during seasonal celebrations. For example, Lindt’s heart-shaped box for Valentine’s Day 2025 featured romantic motifs and a soft pink design that boosted both emotional connection and market appeal.
Create Palate Excitement
Familiar chocolate classics remain a cornerstone of consumer preference, as they offer comfort, nostalgia, and trusted indulgence. In Europe, 26% of consumers state that they seek familiar flavors in chocolates. Thus, by maintaining beloved flavors like caramel, hazelnut, and nougat, brands can ensure broad appeal, reinforce brand loyalty, and deliver consistency in a flavor-driven market, reflecting chocolate trends.
While timeless flavors are consistently popular, consumers also seek flavorful experiences and cross-category combinations. Launches incorporating dessert mashups, snack-inspired pairings, and savory and sweet combinations peak consumer interest the most. For example, Divine Joyful’s 32% Cocoa Smooth Milk Chocolate bar with Spiced Hot Cross Bun is one example of a creative pairing that builds excitement among consumers.
What’s Next for Chocolate in Europe?
The future of chocolate in the European food and beverage industry will be driven by health and functionality to an even greater extent. Immune-focused chocolate, fortified by ingredients like vitamins, zinc, or botanicals, will be instrumental in targeting health-conscious consumers and blending purpose with satisfaction. Products designed to support natural energy will also meet the growing demand for functional, healthy, and on-the-go snacks. Overall, these approaches will promote growth by appealing to consumers seeking daily vitality.
AI technology will also be essential for advancing and crafting chocolate products for modern tastes. With the support of AI technology, brands can optimize flavor, texture, and formulation based on consumer insights. Leveraging technology in this way can lead to innovation growth in the category, by offering unique, data-driven products that resonate with evolving consumer preferences.
This article is based on Innova’s Overview in Chocolate in Europe report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more