Top 5 reasons why consumers love caramel

 

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Did you know that the number of products launched with caramel flavor in EMEA doubled in the last 5 years?¹

1. Brings indulgence

Caramel is all about indulgence and it satisfies everybody's sweet tooth. It can also help to add multi-sensoriality as consumers are looking for an intense sensorial delight. From soft to gooey and crunchy textures, different shades of golden and characteristic tastes, caramel has a lot to offer.

• 71% of Western Europe consumers want to try new and exciting Chocolate Confectionery or Chocolate Candy experiences²
  
  
• 46% of Western Europe Millennials consumers agree that Chocolate Confectionery or Chocolate Candy products that have multiple colors and are visually interesting are more premium²

2. Gives a premium feeling

Caramel gives every creation a premium appeal thanks to an upgraded taste profile, unique instagrammable golden color and multiple ingredient combinations possible.

Consumers are ready to pay more for a caramel chocolate³

3. Fits every application

From a filled praline with a gooey center, to more biscuity applications and even in drinks, caramel always finds its place! Consumers also love to use it in their own creations as homebaking is on the rise due to more time spent at home. There is a wide array of ingredients that pair well with caramel, including all sorts of nuts, chocolate and cocoa nibs. Consumers love it!

Caramel is an ingredient or flavor used in 8% of the new product launches in confectionery in EMEA since 2015, in 10% of the sports nutrition NPD, and 9% of NPD in desserts & Ice cream⁴

4. Loved across generations

Caramel is a flavor that bonds multiple generations. It is perfect for family/friends gathering for a sharing moment. It enhances the togetherness with its appeal across ages. 70% of global Millennials love products that mix flavors like sweet with salt⁵. It gives an opportunity for a twist on the caramel classic, with sea salt for instance, which appeals to the more adventurous consumers.

5. Brings comfort through nostalgia

Who doesn’t like a sweet treat for comfort? Caramel is a favorite flavor for consumers who look to unwind during me-time. In times of uncertainties, consumers want to be reassured and hence look for flavors they are familiar with. Caramel is a time-tested flavor that brings a feeling of nostalgia. This flavor has been around for years and is going to stay; variations like smoky caramel or more unusual pairings can bring a modern twist to it.

Innovation in caramel, what’s next?

From classic caramel to newer variations, there is an ongoing interest in finding the new formula of caramel: 

• Fudgy, toffee - an iconic taste present for decades
• Salted caramel, here for some years already but still growing - a perfect balance between sweet & pinch of salt
• Biscuity, custard-like, cheesecake-like - influence from desserts
• Burnt or smoky notes - more sophistication coming from Asia
• Infused caramel with coffee, beer - a wide array of combinations is possible to trigger consumer appetite for novelty

 

Sources

¹ Innova, 2015-2019
² ​​​​​Barry Callebaut proprietary consumer survey, WE, 2019
³ Barry Callebaut consumer study, 2016, FR UK GER
⁴ Innova, 2015-2020
⁵ Innova Market Insights, consumer survey, 2019