Ironic trend in the Netherlands of fewer candy stores but more chocolatiers!
Roisin O’Sullivan – Acting Manager Netherlands, Bord Bia - Irish Food Board
According to recent articles in De Limburger and Ditrifood, a study conducted by ABN Amro with Food and Agricultural Economist Nadia Menkveld on the candy and chocolate sector shows that Dutch consumers associate chocolate as a healthier option and that sugar is having a negative effect on candy sales. Ironic as it may seem Menkveld sees the development as a curious contrast in that the number of candy stores in the Netherlands has fallen by a quarter since 2005 while on the other hand, the chocolate specialist shops have almost doubled.
The research explores how Dutch consumers are becoming increasingly more aware of the negative health consequences of sugar consumption and have reduced their sugar intake by 10 percent in the last ten years. As a result, there is hardly any growth in the sale of sweets or candy, however, chocolate is performing better with an increase in the sales value of 20 percent in the past five years. Cocoa has been referred to in the media as a superfood leading the industry to respond by manufacturing products with ingredients associated with a healthy lifestyle, such as chocolate bars with avocado, berries, tea or matcha. The magic word for producers to drive sales remains innovation, according to the report - the introduction of new ingredients, flavors, packaging and other labels such as vegan or organic, ethical aspects, such as fair trade and sustainability - all play a key role for consumers.
Trailblazing Dutch brand Tony's Chocolonely is such an example. It may be known internationally for its innovative flavours and colourfully wrapped chocolate bars but it operates as an impact organization and was initially founded by journalist Teun van de Keuken with a mission to end modern slavery and child labour in the chocolate industry. It was also voted this month, for the second year in a row by Dutch consumers, as the most sustainable brand in the Netherlands in the Sustainable Brand Index ranking.
With a mission to make 100% slave-free the norm in chocolate production, Tony’s Chocolonely has been calling on other companies to follow their example. The company shares full details of its transparent supply chain under Tony’s Open Chain – an open-source platform where chocolate companies can find all the necessary information and tools to put an end to illegal child labour and modern slavery from their own supply chain. Leading Dutch retailer Albert Heijn is the first company to sign up for Tony’s Open Chain, collaborating with world-leading chocolate manufacturer Barry Callebaut. The new Delicata chocolate is made from traceable cocoa mass - the cocoa beans are purchased at a higher price from Tony's Chocolonely’s partner cooperatives in Ghana and Ivory Coast. It is now sold in store with a yellow 'Tony's Open Chain' button on the package.
References
Hollander, E. (2019). Snoepwinkels lijden onder slechte imago van suiker (maar van chocola lusten we wel pap). Retrieved from https://www.limburger.nl/cnt/dmf20190417_00101491/snoepwinkels-lijden-onder-slechte-imago-van-suiker-maar-van-chocola-lusten-we-wel-pap
Joep, M. (2019). Trend: minder snoepzaken, meer chocolatiers. Retrieved from https://www.distrifood.nl/assortiment/nieuws/2019/04/winkelstraat-minder-snoepzaken-meer-chocolatiers-101123676
Tony's Chocolonely. (2019). kijk hier wat jij kunt doen - Tony's Chocolonely. Retrieved from https://tonyschocolonely.com/nl/nl
Tony's Open Chain. (2019). Who's in – Delicata. Retrieved from https://www.tonysopenchain.com/participants/delicata-albert-heijn/