October 3, 2025 – The chocolate category has experienced slow, steady sales growth over the past five years and is projected to continue growing at the same rate. Challenges to continued growth in sales and innovation include rising and highly variable cocoa pricing and the consumer demand for healthier products.

There is an opportunity to build the category, both by attracting new users and by building consumption among existing buyers. Inventive launches will keep the category exciting for consumers. More mindful choices may bring in new consumers.

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