January 09, 2026 – Chocolate is popular in the US, with consumers enjoying chocolate as a sweet treat. Chocolate confectionery in the US can be enjoyed as a small indulgence, snack, or a savored treat during ‘me’ time. Small bites of chocolate can be powerful!
US Chocolate Across Generations
The top consumers who indulge in chocolate in the US chocolate confectionery marketplace are Generation Z and Millennials, with at least one quarter and up to one third increasing their chocolate intake. These younger consumers are attracted by innovation, so chocolate brands may need to keep innovating to appeal to Millennial and Gen Z chocolate preferences and encourage intentional indulgence. Gen X and Boomers eat less chocolate and also have strong behaviors and attitudes toward eating chocolate. This is different from the varied attitudes of US Gen Z and Millennials regarding their chocolate consumption. Brands can reach consumers across all generations, and that is a good thing. Since generations differ in their view of an occasion to eat chocolate, brands may need to diversify messages for each generation. They also may need to stack claims or combine them to broaden the reach of their messages. However, since US consumers don’t turn to chocolate for health benefits and turn to it instead for pleasure, brands need to emphasize the pleasure of eating chocolate.
Economic Volatility and its Impact on the US Chocolate Confectionery Marketplace
The US chocolate confectionery marketplace faces challenges because US customers are buying less chocolate. Although chocolate is growing in terms of dollar value, volume is going down each year. However, according to consumer trends research conducted by Innova Market Insights, only a small number of US consumers say that they are eating less of the treat. This means that decreases in chocolate consumption are not intentional. US consumers do not want to eat less chocolate or eliminate it from their diets. It is possible that they may start buying more chocolate if chocolate prices drop. In contrast, US chocolate brands with strong dollar growth because of higher prices could make consumers angry.
The Rise of Texture Innovation and Elevated Flavor Experiences in American Chocolate
Taste and texture innovation are important strategies for chocolate brands marketing to the US consumer. For example, the viral popularity of Dubai chocolate speaks to the potential for brands to explore regional tastes and offer luxurious experiences for consumers. The mix of rich Middle Eastern flavors, luxury chocolate, and a crispy internal texture redefined indulgence for many US consumers and has spurred new iterations like Dubai cotton candy pistachio bars. Currently in the US market, there is a strong preference for smooth, velvet textures. For brands, texture innovation like inclusions or fillings also serves as an opportunity for extra texture and an enhanced sensorial experience. The Private Selection brand, for instance, launched bite-sized truffles with a meltaway center, comprised of velvety chocolate and crunchy toffee.
Varied Occasions for Eating Chocolate
US consumers eat chocolate for emotional and physical reasons. The top occasion for eating chocolate is snacking, but younger generations are changing this. Gen Z chocolate preferences indicate that they also eat chocolate at other occasions and for other reasons too. That is why American chocolate brands need to message beyond snacking to include mentions of treats, satiety, and meeting various physical and emotional needs for intentional indulgence.
US Chocolate Brands Have Opportunities and Challenges
US chocolate brands have a number of opportunities and face a variety of challenges. The biggest opportunity for chocolate in the US is milk chocolate. Chocolate flavors that are not as sweet also can grow. One area for chocolate innovation is in flavors that are both bitter and sweet. Bitter and sweet flavors can be added to a base of milk chocolate. US chocolate brands must also diversify their marketing messages so that they reach all generations. Younger generations in the US, for example, eat chocolate across a broad range of occasions during the day. Texture innovation is also key.
It is essential for chocolate brands in the US to price chocolate to meet consumer expectations. Chocolate companies should not aim for profit today because it could hurt profits in the future. Smart pricing can protect US chocolate consumers and maintain their trust. US consumers are not intentionally eating less chocolate. They may be responding to rising prices and could return if prices drop.
Watch for These Possible Developments in the US Chocolate Market
The US chocolate market faces several potential outcomes in the future. Attrition is a real possibility, especially if chocolate prices keep rising. Other types of sweets, like sugar confectionery, could be a bigger threat to chocolate companies than competition from competitors in the chocolate market. Innovation could expand in global flavors. This would be a way to mimic imported chocolate during a time of high tariffs on imports. Expect to see continued innovation in ingredients that deliver new textures and sensory experiences.
This article is based on Innova’s Chocolate Confectionery in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to learn more.