The popularity of artisanal chocolate is only growing and shows no signs of stopping any time soon.
Craft chocolate, which is also sometimes referred to as “bean to bar chocolate,” was a tiny but rising section of the market even as recently as a half a decade ago. We were slowly but surely altering the way that people eat chocolate. To say the least, that’s perhaps the biggest understatement of the decade. Since I began working with artisan chocolate in 2012, the market has only been expanding, and the size of this expansion is exponential.
In 2007, there were just a half dozen to a dozen chocolate producers operating in the United States. By 2012, there were a few dozen, and by 2017, there were several hundred chocolate makers operating in the country at various phases of their businesses. Only in the United States is this the case. There is no mention of the flourishing handmade chocolate scenes in Latin America and Asia, nor of the associated area of cacao brands and cacao goods.
In this essay, we investigate the origins of handmade chocolate, its similarities to the specialty coffee sector, and the potential avenues of growth that may become apparent over the course of the next ten years. Some of this is already coming to light, such as the WholeFruit Chocolate line that is manufactured by Callebaut. If this trend continues, would there even be a market for “artisan” chocolate in 2028? Or, to get to the heart of the question, does it even matter?
Contents
Brief History of Craft Chocolate
The majority of people believe that the artisanal chocolate movement had its start in the late 1990s in San Francisco, in the United States. This is the location where two guys named John Scharffenberger and Robert Steinberg spent the better part of a decade creating a movement while simultaneously expanding their company, and then selling their firm in order to promote that movement farther.
When Scharffen Berger Chocolate was sold to the Hershey Company in 2005, it had already encouraged a number of other American chocolate producers to build and operate their own modest chocolate factories. Scharffen Berger Chocolate was founded in 1996 and sold to the Hershey Company in 2005.
It is generally believed that the original American handmade chocolate firm was crippled by the transaction and has never fully recovered. After thereafter, the headquarters of Scharffen Berger were relocated to Illinois, and many people said that after that, the quality of the bars began to degrade.
The modification generated criticism and action from the ever-expanding community of chocolate enthusiasts, which by that time had also migrated to locations farther north, including Canada.
Even though they were never consumed by me as a child, I distinctly recall my mother stocking our cupboard with Scharffen Berger Chocolate bars.
It was too late for those baked bricks by the time they were hidden away in pantries all around the nation and had reached their zenith.
Other manufacturers were beginning to take Scharffen Berger’s position in the artisan chocolate movement. These manufacturers, like Scharffen Berger, were drawing inspiration not just from more established European manufacturers, but also from one another. In contrast to the big guys, everything that was learned eventually became common knowledge, and the concept of keeping a trade secret became ridiculous.
Everyone’s goal was to simply create delicious chocolate. Legends such as Rogue and Patric and Amano and DeVries and SoMa, who are more or less celebrities to me, emerged into the market during the span of only a few years, between the years 2003 and 2007. All except one, DeVries Chocolate, are still operating, despite the fact that the founder of the firm is still actively engaged in the sector.
During the second generation of craft chocolate, which occurred between the years 2008 and 2013, new producers entered the market who had been motivated by the tenacity and inventiveness of the pioneering group of chocolate makers. Despite this, chocolate manufacturers began cropping up in many parts of the globe; some of them even established themselves in nations where cacao is farmed. After this second generation of chocolate manufacturers comes the third generation, sometimes known as the present generation, the majority of whom already have well-established chocolate companies.
At this moment, it would seem that everyone is influencing everyone else, and the center of the world’s exquisite chocolate industry has moved to the United States of America (though Europe is certainly holding its own).
Beyond North America
Due to the fact that this is just a short history, it does not discuss the long-running chocolate festivals that are held throughout Europe, nor does it identify any European chocolate manufacturers. This is due to the fact that the smaller European businesses from which Steinberg & Scharffenberger, who are in the business of producing wine, first took their inspiration are still very significant.
The majority of them are still run by their founding families and have been in operation for at least a century. Over the course of that period, they have built stellar reputations not just for themselves but also for the nations that they hail from. In my mind, they are the more established ancestors of the handmade chocolate movement.
Many of them now have lines of single origin chocolates that have been meticulously selected, and they are what you would normally refer to as artisan chocolate producers. In contrast, they often create bars in big quantities and, in addition to being chocolate producers, they are also pastry chefs and chocolatiers. They motivated a lot of people to start their own businesses, and they still motivate the newly emerging trend of pastry chefs manufacturing their own chocolate. However, the majority of them place their emphasis only on the one-of-a-kind tastes of the beans, rather than on the relationship to the farmers or the openness of the source.
These chefs create chocolate bars from cacao beans, but the notion of craft chocolate, often known as “bean to bar” chocolate, is not as cut and dried as it may seem. It is more of an idea than a restrictive phrase to use.
But artisanal chocolate producers take the most pleasure in the link that their cacao has with its place of origin and in their capacity to convey that origin in their products. Transparency. Direct trading. Flavor notes. All of these are phrases that almost any ardent supporter of the movement would connect with it, and that is one fundamental component that I do not anticipate will ever be altered.
It is important to keep in mind that even when the artisan chocolate movement was getting its start in the United States, there were already smaller artisans at origin producing chocolate for their own communities. The most notable manufacturers are those from Costa Rica and Ecuador who are still operating their businesses today. If you can think of the names of any particular chocolate producers who used local cacao before 2005, please leave a comment below. Even inside the industry, not all well-established artisan chocolate makers are well-known, so if you can think of any names, please comment below.
Parallels With Coffee
My faith in the development of high-quality chocolate is bolstered in part by the striking resemblance it bears to the rise of high-quality coffee. Although the market for high-quality chocolate is still in its infancy compared to the industry for high-quality coffee, it is not difficult to see parallels between the two.
When coffee began becoming very accessible and uniform in flavor and origins (the “origins” being a can of Folgers or Maxwell House), we felt that coffee couldn’t possibly get much more popular than it already was. But eventually, it came about. There was a significant change in both the audience and their expectations.
Coffee consumption moved out of the home, leading to the proliferation of coffee shops throughout Europe, North America, and other parts of the globe. Before the next major movement, which was toward independent roasters, Starbucks became a household brand.
Before they made your morning macchiato, these micro-roasters imported green coffee from farms located all over the globe, roasted the beans, and then ground them on the spot. There was a proliferation of stores that placed a greater emphasis on transparency, personalization, and aesthetics.
Once again, we believed there was no way it could grow any larger.
But take a look at how things now stand in the nations of Korea, Japan, China, and Taiwan, as well as the many other countries where coffee is cultivated. In comparison to even just a decade ago, an astonishing number of cafés are opening up that either roast their own beans on site or get locally roasted beans from other businesses.
Consequently, despite the fact that chocolate and coffee will never be interchangeable due of the intrinsic differences between the two goods, the coffee business as a whole has a significant thing to teach chocolate, and it has to do with conveying the truth in a tale.
But before we get into it, let’s discuss some of the key distinctions between chocolate and coffee, as well as the reasons why those distinctions are irrelevant here. To begin, coffee is considered a beverage. Comparatively, chocolate is a meal that practically everyone enjoys eating, but it is possible to consume it up to five times a day, and almost solely adults do so. Next, chocolate and chocolate-flavored meals are abundant, in contrast to the very limited number of coffee-flavored goods that exist outside of the actual beverage itself.
On the other hand, many people consider coffee to be an essential part of their daily routine, while chocolate is considered an indulgence. Even at cafes, there are many individuals who do not choose coffee as their beverage of choice; despite this, the concept of a “chocolate date” just does not have the same cultural connotations as a coffee date.
In spite of these distinctions, there are unmistakable parallels in the development of these commodities into speciality cuisines.
Chocolate’s Dual Economies
The increasing popularity of high-quality coffee served in restaurants served as a leading indicator of the growth trajectory of exquisite chocolate. Nearly the same percentage of individuals would choose a good single origin french press or a Patric chocolate bar over a steaming mug of instant coffee or a Snickers bar, despite the fact that there are plenty of people in this world who like the former.
This is not to imply that people always choose for the food item that is both more expensive and easier to track down; rather, it is to point out that there are two separate streams of demand within each business. This results in two separate economies for the same type of food (coffee, chocolate), a practice that is far more prevalent in the production of fine goods, despite the fact that there is nearly always a less expensive alternative.
I won’t go too much into the economics here, but just because handmade chocolate is becoming more popular does not indicate that commodity chocolate products will become obsolete and disappear. This demand has been generated, and there is no indication that it should ever go away. Nor should it. There are some individuals who either do not care where their food comes from or cannot afford to worry about where their food comes from. The similarities, on the other hand, start with the continuation of the divide between the commodity and specialty versions of both cuisines.
They continue with the same growth zones of coffee and cocoa, which are located near the equator. Even farther along is the concept that the distinct terroirs created by the various microclimates in which coffee and cacao are cultivated each provide a unique contribution to the overall taste of the finished product. This concept is largely responsible for the rise in popularity of coffees and chocolates with a particular country of origin.
It is now much easier to understand and appreciate the terroir, sometimes known as the “taste of place,” of a well-made chocolate bar or a cup of coffee that has been well prepared. It is considered to be standard practice in the coffee industry. There is a whole subculture of people who are obsessed with coffee, and some of them are expert roasters and baristas. There are also a lot of contests held all over the globe.
The information is common knowledge.
People who are prepared to spend $5 for a good cup of coffee that is designed to be savored slowly do not consider the price to be unreasonable. There are cups of coffee that cost as much as $100 each because they are crafted using very uncommon coffee varieties and prepared in special and unusual ways. Chocolate has not yet arrived to that stage, despite the fact that it is working hard to do so and that it surely can.
Coffee paved the way for chocolate, which is part of the reason why the “waves” of expansion in handmade chocolate have happened in such a relatively compact shape. Coffee laid the way for chocolate. Fine coffee is now in the position that chocolate will be in one or maybe two decades from now thanks to the support of social media. We will, at some point in the future, no longer be able to use coffee as a means of gaining insight into the expectations and behaviors of consumers. But for the time being, jot this down: the coffee culture of today is a good predictor of the chocolate culture of tomorrow.
Future Trends of Craft Chocolate
The needs of customers become visible in the form of a trend, which indicates the general direction the market will go in. These customers participate in a trend by spending their money on certain items.
Cacao, on the other hand, is a commodity that is more reliable than coffee. It is crucial for a cafe to have a local coffee bean supplier or one that is extremely effective in their operations. Cacao, on the other hand, after it has been properly prepared, may be stored for many years without being rancid (specifically in nib form). If it is properly preserved, chocolate may be enjoyed for an even longer period of time.
This indicates that each restaurant does not need its own chocolate brand or a local chocolate supplier, and as a result, fewer individuals will need to invest in the massive equipment and sufficient storage space.
Cacao farmers themselves stand to benefit much from this development, and not simply in terms of their ability to better serve the communities in which they live.
This is the moment at which, from a purely practical standpoint, chocolate starts to differentiate itself from coffee.
As soon as it breaks free from coffee’s historical pattern, the evolution of chocolate will proceed in a variety of different paths. These shifts won’t take place overnight, but many of them have already begun. The manufacturers and farmers who are simply ahead of their time are mostly responsible for the planning and execution of these shifts.
This is where the handmade chocolate industry is headed.
Inclusions
In the event that each and every probable country of origin for cacao is identified and made public, manufacturers will resort to inclusion bars. This is both a method for them to distinguish their representation of those nations and a way for them to generate value for the farmers whose ingredients they purchase and for the customers whose products they sell.
Imagine this as an increase in size. Consumers will notice this new chocolate trend first since foodies are constantly seeking for new and unusual things to taste and show off. Look at creators like Fossa, Lonohana, and Map.
Fermentation
On the other hand, I’ve noticed that cacao growers have become much more experimental over the past few years with the various factors that affect the rate and speed of fermentation, as well as how to manipulate the final flavors in the cacao by altering or adding to the fermentation process. This is one aspect of the production process that I’ve been observing.
Not only does this include combining the cacao with fruits or other ingredients with strong tastes, but it also entails doing trials alongside one another using cacao from the same crop. As the demand for cacao products increases, I anticipate that this phenomenon will become more prevalent; nevertheless, only offering high-quality cacao will no longer enough as a differentiator. The makers will become aware of this much more quickly. Take a look at the work of manufacturers like as Mindo, Luisa Abram, and Chocolate Concierge.
Collaborations
Alongside the sale of chocolate bars, the company will also sell non-chocolate items in an effort to broaden their client base, distinguish their brands, and educate people about cacao and the origins of the food they eat. For instance, the many cacao-based goods on the market, such as liqueur, honey, and exfoliating body washes, highlight the plant’s many components and the myriad ways in which they may be used, highlighting the plant’s multifaceted appeal. In certain locations, this may simply include the sale of some locally produced items in order to financially support other locally produced goods and craftspeople.
Tree to Bar
At long last, the tree to bar project is getting off the ground! There is a possibility that locally produced goods may find buyers outside of the country, but overall, the market will become more regional in the years to come. This may be thought of as a growth of the handmade chocolate industry in the opposite direction. Tree-to-bar manufacturers will boost the share of small-batch chocolate that is produced at origin, while inclusions and taste manipulations during processing will encourage more customers to sample excellent chocolate.
I anticipate that an increasing number of manufacturers will start to take use of the advantages that their tropical environments and availability to a variety of cacao products provide them. This will also result in an increased need for eco-friendly goods that provide solutions to challenges faced by manufacturers operating in tropical environments, such as maintaining stable storage temperatures. Although this only accounts for a small fraction of manufacturers at the moment, I can think of a few names off the top of my head: Suneaters, Original Hawaiian, and Alianca.
Perception
Ruby chocolate and other equally inventive goods will continue to prosper by challenging and playing with the customer concept of “what is chocolate and how is it made?” These items will undoubtedly emerge through manipulations in fermentation on the farmer side and additional components in the maker sector, but I believe the most significant advancements will occur as a result of the previously described rise of tree-to-bar production.
Consider the use of other fruits from the Theobroma genus, a variety of regional sweeteners, cocoa butter combined with non-cacao solids, swirls of two different chocolates in one bar, combining two different chocolates with each other, and so on.
Preparing for The Change
The next five years are going to be far more turbulent than the previous five years, despite the fact that the last five years have seen a lot of upheaval. There will be a significant influx of new competitors entering the market, as well as the exit of a few existing ones. It’s a simple matter of fact. This is not meant to frighten you; rather, I want to serve as a gentle reminder that just because you have a goal in mind and put in a lot of effort to achieve it, this does not guarantee that your dream will come true.
You must put in both a lot of effort and smart work.
A better educated general public, an increase in the number of persons in the middle class and upper class in emerging nations, and ongoing technical advancements will all contribute to the expansion of this business. It is inevitable that people’s perspectives on chocolate, their willingness to spend money on it, and the channels through which they might get it will shift over time. What you need to do right now is prepare for such adjustments by gaining an awareness of what your consumers want to purchase, how much money they are prepared to spend, and what the story is that will persuade them to buy your chocolate rather than another brand’s.
Understand the varied experiences that consumers unconsciously seek when they click to an online shop vs when they go into a café. This is the most crucial thing to keep in mind. The rise of buying done online is not on the horizon; rather, it has already taken the lead.
Making preparations for change does not include discriminating against clients because they are unwilling to spend ten dollars on a chocolate bar. However, it may involve producing smaller bars in order to appeal to a wider range of consumers. Offer gift boxes. Produce single batches for really large business gatherings. Work together with one or more of the other artisan food businesses in the region.
People who do not like a single origin bar or who are unable to detect the subtleties in the flavor may be more swayed by the tastes of an inclusion bar, which also fits within the story that your brand wants to convey.
This chocolate bar continues to support farmers and the job they do, but it also tells a little bit more about where you originate from or other culinary traditions that are near and dear to your heart.
The first and second generations of artisan chocolate aficionados were won over by bars of single origin and single plantation chocolate. But in today’s world, if you want to successfully advertise chocolate, you need to be innovative not just in terms of how you market chocolate, but also in terms of what you market. People are generally growing more interested, and the fact that the foundation of our sector is founded on openness will work to our benefit.
To learn about the fundamentals of social media that I recommend for chocolate companies, go here.
Does Being “Craft” Matter?
The term “craft” is fast becoming more commonplace, much to how “bean to bar” used to be the industry catchphrase for the production of quality chocolate. But just labeling a product as “craft” chocolate does not ensure that it is tasty and that its production process is clear. Cacao and sugar are the only two essential components for manufacturing chocolate, despite the fact that the science behind the production of high-quality chocolate is deceptively complex.
You may make it more complicated and add more components to improve the texture, taste, or look, but in the end, if you can’t track the materials that were used back to where they came from, then the flavor of the finished product doesn’t matter at all. Not a certification, a certain sort of bean, or a phrase printed on the box are the factors that determine whether or not a chocolate is considered “craft chocolate.”
The reason is the people. And I have trust that the individuals who have established handmade chocolate are the same people who will continue to increase its beneficial influence, despite the fact that it may be subjected to a different form of branding.
To continue the comparisons with coffee, using the same quality coffee from the single origin brews to make macchiatos and other sugary drinks that are served in the cafe is analogous to using the same quality beans from a single origin chocolate bar to make milk chocolate and inclusion bars. In other words, the quality of the beans used in these three types of chocolate products is identical. It is not absolutely necessary to make your own chocolate or roast your own beans; rather, it is a question of adjusting the quality and ethics of your foundational components so that they are in line with your principles.
How to Keep Up With Chocolate Trends
T
Be sure to keep an eye on the #beantobar and #craftchocolate hashtags on Instagram and Twitter in order to stay abreast of the most recent events. You may stay up with how advancements are occurring and what is gratifying the present customer base by first taking in the information visually, and then reading it later on in written form. After that, go to three to five Instagram accounts that are dedicated to chocolate lovers who are more mainstream and look at the comments that are below the five most recent photographs that each of those pages has posted.
Look at what others are commenting on, and use your imagination to try to figure out what it is about those postings that they find so appealing. Is it the way it’s packaged? Which hue is it? Which taste would you prefer? The dimensions? The simplicity of placing an order? The pretty young lady? Don’t forget that “Instagram Influencers” and targeted advertisements may be a component of your marketing plan; it’s not just about what’s free. Marketing isn’t only about what’s free (though it certainly can be).
Those of us who understand consumer behavior on the dominant platforms of the internet will have a distinct advantage. In the same way that those who foresaw the shift in focus from radio to television and then from television to the internet were able to establish themselves as leaders in the new medium, so too will those of us who are familiar with these shifts.
Even while history doesn’t repeat itself, it sure does have its share of rhymes.
For such a long time, chocolate remained unchanged.
I am excited to see the development of the idea as it is dragged and stretched in a variety of constructive ways over the course of the next decade and beyond. But what excites me even more is the prospect of discussing these alterations with you (that is, assuming that climate change won’t first make it impossible for everyone).
What are your forecasts about the expansion of the artisan chocolate industry?
Be sure to keep an eye on the #beantobar and #craftchocolate hashtags on Instagram and Twitter in order to stay abreast of the most recent events. You may stay up with how advancements are occurring and what is gratifying the present customer base by first taking in the information visually, and then reading it later on in written form. After that, go to three to five Instagram accounts that are dedicated to chocolate lovers who are more mainstream and look at the comments that are below the five most recent photographs that each of those pages has posted.
Look at what others are commenting on, and use your imagination to try to figure out what it is about those postings that they find so appealing. Is it the way it’s packaged? Which hue is it? Which taste would you prefer? The dimensions? The simplicity of placing an order? The pretty young lady? Don’t forget that “Instagram Influencers” and targeted advertisements may be a component of your marketing plan; it’s not just about what’s free. Marketing isn’t only about what’s free (though it certainly can be).
Those of us who understand consumer behavior on the dominant platforms of the internet will have a distinct advantage. In the same way that those who foresaw the shift in focus from radio to television and then from television to the internet were able to establish themselves as leaders in the new medium, so too will those of us who are familiar with these shifts.
Even while history doesn’t repeat itself, it sure does have its share of rhymes.
For such a long time, chocolate remained unchanged.
I am excited to see the development of the idea as it is dragged and stretched in a variety of constructive ways over the course of the next decade and beyond. But what excites me even more is the prospect of discussing these alterations with you (that is, assuming that climate change won’t first make it impossible for everyone).
What are your forecasts about the expansion of the artisan chocolate industry?
es for more mainstream chocolate lovers, and look at the comments under the five most recent photos for each of them.
See what people are commenting about and get creative when considering what they love about those posts. Is it the packaging? The color? The flavor of choice? The size? The ease of ordering? The cute girl? Don’t forget that you can use “Instagram Influencers” and targeted ads as part of your marketing strategy; it’s not all about what’s free (though it certainly can be).
Just as those who understood the attention shift from radio to television and then from television to internet have managed to dominate in the new medium, those of us who understand consumer behavior on the dominating platforms of the internet will have a distinct advantage.
History doesn’t repeat itself, but it certainly rhymes.
Chocolate stayed the same for so long. I look forward to watching the concept of it pulled & stretched in various positive directions over the next decade and beyond. But even more so, I look forward to sharing these changes with you (as long as global warming doesn’t ruin it for everyone, first).
What are your predictions for the growth of craft chocolate?
If you found this article interesting, please pin it for later!
FAQs
What is the craft chocolate industry?
Craft chocolate producers that consider themselves part of the craft chocolate movement place a premium on utilizing cacao of the highest possible quality, which has been painstakingly cultivated, harvested, and processed from the most delicious varieties in the world. However, they also want to ensure that the high-quality cocoa they use comes from individuals and not locations. This is a priority for them.
Why do we craft chocolate?
Craft chocolate is better for the farmers who plant and harvest the cacao beans, and the supply chain in the manufacture of craft chocolate is both visible and traceable. Craft chocolate is better for the farmers. Consumers often search for products that have either a fair-trade or sustainability certification, both of which are offered to the small farmers who harvest cocoa beans.
What is craft chocolate and how does it differ from industrial chocolate?
Craft chocolate, in contrast to chocolate produced in factories, is all about quality, fair handling, and authentic taste. The people who manufacture chocolate have a deep reverence for the whole of the production process. They look for cocoa farms of the highest grade, ones that can guarantee an exceptional fragrance and taste profile.
Is the chocolate industry growing?
The value of the market is projected to rise at a compound annual growth rate (CAGR) of 4.98% between the years 2022 and 2029, going from 48.29 billion US dollars in 2022 to 67.88 billion US dollars by 2029. Because of the powerful development trajectory of the global chocolate confectionery sector, the market is displaying progressive expansion.
How long does craft chocolate last?
Handmade gourmet chocolates have a shelf life of around two to three weeks at the temperature of a typical room when properly kept. The appearance of chocolate may change somewhat when it is exposed to conditions that are too warm or humid; nonetheless, the chocolate’s flavor and texture will not be affected in any way by this change. Should you store handcrafted gourmet chocolates in the refrigerator?
