Macadamias ripe and ready to disrupt the chocolate category
Australian Macadamias have recently released findings from independent research agency, GalKal, revealing macadamias are an underutilised ingredient in the traditional chocolate and nuts pairing. As consumers constantly crave new and creative confectionery, macadamias can bring excitement and interest to commonplace product formulations.
While chocolate and nuts are an established pairing, the space is dominated by nut varieties such as peanuts, hazelnuts and almonds. Over 13,000 chocolate products were launched globally in the past year; more than 1,400 (11%) featured hazelnuts and a further 485 (4%) featured peanuts, while only 75 (0.5%) products launched featured macadamias.
Be it to unwind, destress, uplift or re-energise, consumers around the world crave chocolate confectionery to bring a sense of indulgence and escape from the everyday. There is a global demand for new flavour and texture combinations that inject luxury and surprise into the everyday chocolate experience.
Lynne Ziehlke, General Manager, Marketing for the Australian macadamia industry said, “While consumers are very familiar and comfortable with the idea of nuts in chocolate, the current pairings have become quite commonplace and expected.
“The research showed that macadamias are the ideal ingredient to disrupt the tried and trusted nut-chocolate relationship and help create more exciting, novel and unique expressions of chocolate.”
The findings also brought to light the notion of ‘permissible indulgence,’ meaning consumers seek out chocolate that justifies the indulgence they crave either because it is perceived to be high-end or contains ingredients that are healthy. However, consumers do not want to compromise by settling for products that don’t deliver on the inherent pleasure of eating chocolate.
Ziehlke adds, “We continue to see the concept of ‘health as the new form of wealth’ dominating the consumer landscape. Macadamias are recognised as a guilt-free ingredient due to their nutritional value but at the same time are recognised as a premium product that will add luxury and deliver an indulgent eating experience.”
“The distinct, rich and creamy taste and texture of macadamias means they are the ideal ingredient to inspire chocolate innovation and bring excitement to a category in need of disruption. Macadamias also have a unique ability to balance out very sweet or very savoury flavours and create a harmonious overall taste profile. This opens up a wide range of opportunities for new product formulations.”