Barry Callebaut & EMF Middle East brought its Future of Indulgence On Tour campaign to the Dubai Chocolate Academy in a bid to inspire Barry Callebaut’s industrial customers on what the future holds in terms of consumer trends and chocolate indulgences.
The Dubai Chocolate Academy organized a two-day event where selected customers were invited for concept discussions and tastings. On the first day, customers were presented with the attitudes toward life, indulgences and basic concepts for each indulgence. They were also introduced to the second generation of chocolate.
The following day, each customer had an individual session with the chefs, who created customized and personalized concepts to suit their requirements. Following the event, customer feedback was collected, and customers described the event as inspiring, interesting, and informative.
Market insights
We have entered a new era where evolving tastes and behaviors are influencing consumer indulgence. The Covid-19 pandemic has acted as a catalyst, accelerating ongoing transformations in how consumers live, their preferences, beliefs and values. Consumers are increasingly expecting more from the products and brands they purchase and consume. These factors have played a significant role in shaping the future of chocolate indulgence.
Based on Barry Callebaut’s research, two main attitudes that consumers have towards life have been identified, influencing the type of pleasure they seek. These attitudes are “Living a Symbiotic Life” and “Living Consciously”.
Celebrating life involves enjoying it to the fullest, seeking thrilling experiences, exclusivity and intense indulgence that activates all the senses.
“Living a symbiotic life” is about finding joy while being mindful and caring about one’s physical and mental health, as well as the environment, nature, and communities. This mindset leads consumers to seek mindful indulgence, choosing tasty food that is good for the body and the planet.
“Living consciously” is about living a purposeful life. It involves approaching life purposefully, making positive choices that actively impact one’s health, other people, and the environment. This relates to “Healthy Indulgence – Food for health.” While there will always be a demand for intense indulgence, the expectation is that healthy indulgence and mindfulness will increase in the future.
