Increasingly versatile hot chocolate
CONSUMERS have been warming up to hot chocolate in the wake of the pandemic.
Kantar data for the 52 weeks to 26 December 2021 values ‘hot milky drinks’ at £209m, with hot chocolate representing 67% of these sales.
The return to more normal trading in the wake of Covid restrictions hasn’t cooled enthusiasm for the category either.
Growth may have stabilised at around 0.4%, according to Kantar data, but brands like Galaxy, with its 8.5% growth, continue to surge ahead.
Mars brands appear to have fared well across the board. The firm’s Galaxy and Maltesers hot chocolate variants have been outperforming total category sales.
Galaxy Hot Chocolate grew 13% year on year, with total sales of £18.1m, while sales of Maltesers Hot Chocolate also grew by 21.1%.
In terms of household penetration, Galaxy Hot Chocolate was found in 3.3 million households in 2021, an increase of 74% compared to 2017.
Michelle Frost, general manager at Mars Chocolate Drinks and Treats said that consumers have “changed the way they view hot chocolate,” and expanded the number of consumption occasions in the process.
“It is no longer purely an evening drink but enjoyed all day long.
“As a category it offers a lot of opportunity for consumers, allowing them to get creative with toppings, sprinkles and having fun with their at-home creations,” she said.
A more diverse range of consumption occasions isn’t the only trend affecting the hot milky drinks category, free-from options are also gaining ground.
Kantar data revealed that two new sub-categories – vegan and gifting – generated £1.5m of incremental sales to the category last year.
Frost commented: “The introduction of Galaxy Vegan Instant Drink and a number of seasonal gifting products contributed to our growth.
“The future for hot chocolate is extremely exciting and we aim to stay at the forefront of new consumer trends while ensuring our core products Galaxy Hot Chocolate and Maltesers Hot Chocolate remain relevant.”
