2025 Chocolate trends for brands

Consumer Preferences in Dark, Milk, and White Chocolate, and Contract Manufacturing

Consumers are becoming more discerning than ever when choosing the chocolates they desire. Whether they seek the intense richness of dark chocolate, the smoothness of milk chocolate, or the sweetness of white chocolate, each type offers a unique experience that can elevate your brand.

At Machu Picchu Foods, we know the chocolate landscape inside and out. Backed by market insights from March 2024 to March 2025, we continue to specialize in creating chocolates that not only satisfy but delight. In this newsletter, we present key trends and preferences across the most sought-after chocolate varieties (dark, milk, and white) and strategies to tailor your products to meet consumer expectations.

Dark chocolate: the favorite of intense cocoa lovers

Dark chocolate, with a cocoa content between 50% and 100%, is chosen by those who enjoy a deep, bitter taste. It is ideal for high-end baking, where cocoa takes the spotlight. It is used in combinations with fruits and/or nuts, and it is also popular for direct consumption among those who prefer a more intense chocolate flavor.

Moreover, dark chocolate with at least 70% cocoa contains flavonoids, which may have benefits related to cardiovascular health.

Although market insights show that dark chocolate represents 10.17% of the chocolate market in the United States, its demand continues to grow, especially among consumers seeking a healthier, cacao-rich option.

Milk chocolate: the favorite of the sweet tooth

With a cocoa content usually no less than 25%, milk chocolate is creamy and sweet, with a mild flavor profile. It contains powdered or condensed milk, with a minimum of 12% milk solids, giving it its smooth and creamy taste. It also has more sugar than dark chocolate. This type of chocolate is perfect for truffles, bars, and other products where smoothness and sweetness are key. It appeals to a wider audience, making it the most consumed globally.

Our market insights show that milk chocolate leads the market with an impressive 79.97% share of sales in the United States, solidifying its position as the consumer favorite and the most popular chocolate type.

White Chocolate: Sweetness and creaminess at its peak

Unlike other types of chocolate, white chocolate does not contain cocoa solids, only cocoa butter (at least 20%), sugar, milk, and sometimes vanilla. This gives it a white or ivory color.

Perfect for desserts, truffles, and cakes, white chocolate lends itself to innovative combinations with fruits or nuts, offering a unique flavor that complements any recipe. It is extremely sweet and has a creamy flavor with dominant dairy notes.

Although our market insights show that white chocolate represents 2.67% of the U.S. market, it remains a popular choice for those seeking a sweet and creamy experience in their desserts and creations.

Customization for your brand

At Machu Picchu Foods, we do not just provide high-quality chocolates; we can also customize every recipe to your brand. Whether you want to control the amount of sugar or use specific sweeteners, we can help you create the perfect chocolate for your brand. Additionally, we are here to provide recommendations based on the latest trends and tailored to your target market’s preferences.

As contract manufacturers, we offer a wide range of options that can help you create innovative products. If you are ready to take your chocolate brand to the next level, we are here to be your strategic partner every step of the way.

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