Each generation is bringing new challenges and opportunities to businesses. Millennials made social media an important part of their lives, compelling companies to focus on developing better marketing strategies for social platforms. Gen Z, on the other hand, debunked everything entrepreneurs could make of them by changing their minds every now and then on what they consider trendy. The recent rise and fall of the analogue trend says it all.
But some of the most interesting facts about Gen Z consist of behaviours past generations could have fought over. For example, Gen Z is much less interested in alcohol, as they prioritize their health. This is also why they are known to exercise more and eat healthier than their parents, which takes us to the next interesting fact. Gen Z eats less chocolate.
They do it from a nutritional standpoint but are also very picky about the brands they buy from, prioritizing the ethical practices of chocolate makers, brand values, and quality. Therefore, the cocoa industry is readapting its strategy to appeal to younger audiences. Here’s how.
Chocolate products must be sustainable
As sweet as it is, the chocolate industry is a bitter reminder of what mass-cultivation and consumerism can do. It is known that about 60% of the world’s cocoa supply comes from West Africa, specifically Côte d’Ivoire and Ghana, where deforestation has been carried out to meet the growing demand for chocolate products. Most farming methods are harmful to the ecosystem due to monocropping, which reduces plant diversity and degrades soil. Another pressing matter is the way cocoa farmers are paid and exploited for their hard work.
All this information about the cocoa industry makes Gen Z simply avoid buying chocolate products from companies that overlook the importance of protecting local environments and treating workers rightfully. So, they become brands that actively support a better industry, whether they achieve certifications like Rainforest Alliance or align with measures such as the United Nations Sustainable Development Goals.
These initiatives offer buyers a bit of peace of mind, knowing the cocoa powder they use for making drinks or baking has been sourced and produced with good environmental practices, as well as supporting better farmer livelihoods. Such certifications are obtained only after meeting rigorous requirements.
Chocolate products must be healthier
As an ingredient of balance, sugar is important in chocolate products to assess the bitterness. However, many cocoa-based products are abundant in sugar and saturated fat, increasing their caloric content. It is one of the reasons chocolate and related products are considered unhealthy, even if cocoa is rich in antioxidants and can improve mood.
Therefore, younger generations might look into a cocoa powder supplier that offers unsweetened options, so they can add it to their diet, whether in coffee or baked goods, to benefit from the active compounds in cocoa, known as flavanols. They’re responsible for improving blood pressure and blood sugar levels.
Gen Z is the first to read, research, and interpret a product label, so they will take the time to see whether a product aligns with their beliefs before deciding whether to buy. Companies that want to maintain their reputation and profit must eliminate unnecessary ingredients from cocoa-based products and focus on simple yet effective manufacturing practices that allow customers to decide how they will consume them. Sometimes, good chocolate only needs cocoa beans, cocoa butter, and a bit of sugar.
Chocolate should be diverse
As opposed to the last point, Gen Z also loves quirky products, including special chocolate products with a bit of spice. One of the latest trends includes the chili-infused chocolate, with different varieties offering chocolate a unique taste. Some of these products include:
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Cayenne pepper complements the bitterness of dark chocolate;
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Habanero that enhances its fruity undertones in cocoa;
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Ancho chili that offers a slight taste of raisin and coffee in chocolate;
Some of these recipes are not revolutionary, since they were first recorded during the time of the Aztecs and Mayans. However, they resurfaced to show that traditional chocolate is not the only way cocoa should be consumed, and that ingredients people wouldn’t believe blend with it are definitely worth trying.
The massive potential of cocoa has been overshadowed by the corporation’s goal of fast profit, completely disregarding the finesse of cocoa. And since Gen Z appreciates every culture, exploring spices and special ingredients in chocolate is a must for companies to keep up with trends.
Chocolate products should be sourced from sustainable agriculture
The overwhelming worldwide demand for chocolate has been met by the hard work of farmers in West Africa. Deforestation is a direct consequence of a lack of funds to invest in better agricultural practices that don’t contribute to climate change. The effects of deforestation have led to increased carbon emissions, which have contributed to rising temperatures, extreme drought, and unpredictable rainfall. At the same time, monocultures might have contributed to the decline of pollinators and the growing numbers of pests that are becoming more resistant to chemical pesticides.
Companies that invest in sustainable cocoa farming techniques will lead the market by actively focusing on what’s more important than profit: a clean environment and healthy communities. Some of these techniques include:
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Agroforestry systems that include biodiversity, carbon sequestration, and sustained production;
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Soil fertility management that involves composting organic matter, mulching, and intercropping with legumes;
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Integrated Pest and Disease Management (IPDM) that sustains biological controls, planting disease-resistant cocoa varieties, and minimal chemical use;
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Water conservation practices such as harvesting rainwater, enhancing tree shade, and efficient irrigation;
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Fair labor and community engagement practices that eliminate child and forced labor, as well as ensure fair wages and working conditions;
How do you think the future of cocoa will be like?
As one of the most consumed ingredients in the world, cocoa deserves better growth, manufacturing, and expansion. Luckily, this is what Gen Z pushes by changing previous trends with more environmentally sustainable and human rights practices in the chocolate industry. So, as fewer Gen Zs consume aimlessly and are actually interested in how their products are made, companies must focus on making cocoa farming more sustainable and on supporting healthy, fair, and diverse products.
