Chocolate firms bullish on biz potential in nation

Chocolate, a classic gift for loved ones, is no longer seen as a sweet indulgence in the world's second-largest economy. Instead, the Chinese chocolate market is being reshaped by trends toward high-end, healthy and diversified products, according to a recent report.

China's chocolate confectionery market reached 24 billion yuan ($3.56 billion) in 2025, accounting for just 2 percent of global consumption, according to a report named Chocolate China Market Snapshot released ahead of Qixi Festival, China's Valentine's Day.

Per capita spending on chocolate in the Chinese mainland stood at 18 yuan in retail sales, equivalent to a consumption volume of 0.1 kilogram per person. Compared with other Asian countries and regions that share a similar food culture, China still has significant potential to tap in terms of per-capita retail spending on chocolate, said the report published by Shanghai-based consultancy OC&C Strategy Consultants.

The per capita annual spending on chocolate in Japan was 232 yuan with a consumption volume of 1.0 kg, while South Korea recorded 72 yuan and 0.6 kg, and the United States stood at 576 yuan with 4.0 kg during the same period, the report added.

"It's no longer enough for chocolate to just taste good, as consumers also want it to be healthy. And they're increasingly looking for an emotional connection through the entire journey of buying and savoring it," said Leo Chiang, partner of OC&C in China.

Chiang said such trends have led to a consensus that chocolate should have a healthy formula. Meanwhile, premium consumption and cross-industry collaborations are creating new opportunities for brands to add value.

After a period of robust growth since 2008, China's chocolate market cooled from 2015 but staged a comeback in the past three years, posting a compound annual growth rate of 3.9 percent in sales volume, according to the report.

Euromonitor International, a London-based market research company, expects China's chocolate confectionery market to continue growing from $3.52 billion in 2026 to $3.59 billion in 2030, although the sector shrank from $3.40 billion in 2021 to $3.32 billion in 2025.

Globally, the sector surged from $114.29 billion in 2021 to $149.44 billion in 2025, and is projected to further soar to $169.49 billion by 2030.

Chocolate confectionery is the aggregation of tablets, countlines, chocolate pouches and bags, boxed assortments, seasonal chocolate, chocolate with toys, and other chocolate products. Nuts and fruits covered in chocolate are included in this category, according to Euromonitor International, noting that chocolate overtly positioned for baking or cooking purposes is excluded from Euromonitor International's confectionery coverage.

Chinese consumers are paying more attention to product quality, and they are more willing to spend on chocolate with high cocoa content and premium ingredients. In the past three years, 20 percent of consumers have increased their chocolate gift budget, and about 70 percent of them chose high-end chocolate, according to OC&C's analysis. The appeal of high-cocoa chocolate is even more evident as categories with more than 80 percent cocoa have grown by 21 percent, it added.

The report also noted that the boundaries of high-end chocolate consumption are constantly expanding and are no longer limited to traditional gift boxes or simple chocolate bars. Innovations like freshly made chocolate ice cream and customizable store options are getting a lot of attention. Such trends tap into diversified consumption scenarios and emotional experiences, both in terms of quality and high-end consumption.

The tendency to opt for "healthier formulas" is a result of Chinese consumers' continuous consciousness about health, including limiting sugar and fat intake, and has therefore also become a key standard in buying chocolate. To meet this demand, top brands have ramped up their offerings. Currently, chocolates that are low in calories, sugar and fat account for about 20 percent of the chocolate market and the proportion is growing rapidly. This trend is especially clear in the dark chocolate segment, where online sales have increased by 11 percent over the past three years.

"As the Chinese chocolate market shifts from rapid growth toward precise positioning in line with target consumers, it requires companies to make accurate judgments of market trends and, at the same time, to build their competitiveness based on their supply chain, research and development capabilities and other strengths," said Chiang.

"In the long run, companies that can organically combine product strength, emotional value and full-scenario integration are more likely to win consumers and achieve sustainable growth during this structural transformation," Chiang added.

wang_ying@chinadaily.com.cn