Indians develop a taste for dark chocolate

Mumbai - Indians are increasingly embracing dark chocolate, with household purchases soaring by 45% in the year to August, according to data from Worldpanel by Numerator. This surge follows a 28.2% growth in 2024 and 11.3% in 2025, underscoring a rapid adoption of premium dark chocolate among households. Currently, dark chocolate accounts for 8.5% of the country's roughly 15,000-crore confectionery market, with urban dwellers contributing 87% of the consumption.

The category's rapid growth is attributed to rising disposable incomes, growing consumer aspirations, and heightened awareness, say industry experts. Hemant Malik, CEO of ITC Foods, notes that this shift echoes premiumisation trends seen in other categories like coffee.

Dark chocolate, defined as containing more than 50% cocoa, remains a minor component of India's confectionery market. Annual chocolate consumption stands at around 200 grams per person, far below the 10 kg per person average in the UK, highlighting significant growth potential. Manoj Menon, director of commercial at Worldpanel by Numerator, South Asia, emphasizes that if this trend persists, dark chocolate could become a crucial growth driver for the broader chocolate market.

Several factors are driving the surge in dark chocolate popularity. Quick-commerce orders have surged, particularly for premium impulse buys that are often unavailable at local stores. Dark chocolate is emerging as a key growth segment, fueled by consumer experimentation with flavors and higher cocoa intensity. Health and wellness trends are also supporting demand, with dark chocolate growing at three and a half times the pace of the overall chocolate category.

Zoher Kapuswala, marketing head at Ferrero Rocher India Subcontinent, adds that this growth is driven by health-conscious consumers exploring dark-led chocolates.

However, the growth remains concentrated in urban areas with populations exceeding 1 million. Companies point to price sensitivity, evolving consumer preferences, and distribution constraints as hurdles to wider rural adoption.