How c-stores can profit from today’s fast-growing chocolate trends
In times good, bad and in between, Canadians consistently reach for chocolate to satisfy their sweet cravings. Though it is undeniably an indulgence, consumers tend to treat chocolate more like a staple, as demonstrated by chocolate sales reaching $4.2 billion in revenue in 2025 and with a projected growth rate of 4.9% through 2030, according to research by Statista.
“Chocolate is stable,” says Joel Gregoire, associate director, food and drink at Mintel. “Gregoire’s firm conducted research in July of this year in which 88% of respondents said they consumed chocolate, an increase of 2% from 2022, while 60% of those surveyed reported eating the same amount of chocolate as they did three years ago.
Jo-Ann McArthur, president of Nourish Food Marketing in Toronto, agrees that chocolate has a consistent and enduring appeal. “It’s always been kind of a permissible indulgence,” she says. “It’s sort of a mood food.”
While Canadians are often in the mood for chocolate, the category continues to evolve rather than remain stagnant. Motivated by factors ranging from health to the exploration of new flavours to ethical and sustainable production, consumers’ relationship to chocolate changing—and retailers, manufacturers and industry experts are taking notes.
For example, Gregoire says even in the context of a rising cost of living, consumers see chocolate as a category deserving of a splurge—61% of respondents in the Mintel survey said they would be willing to pay more for high-quality chocolate.
“That tells me that quality over quantity is a message that can resonate,” he says.
Joey Bernaudo, vice-president, merchandising at Longo’s, adds that chocolate is now busting out of its guilty-pleasure box to fulfil a variety of needs. “Chocolate is no longer viewed only as a treat,” says Bernaudo. “It has become versatile, serving multiple roles for consumers.”
Indeed, the versatility of chocolate is evident in the following trends shaping the category:
Healthy indulgence
When McArthur describes chocolate as a “mood food,” she’s referring to the mental health benefits of indulging in a sweet reward. When it comes to the physical side of things, no one is making chocolate the foundation of a fad diet anytime soon. As Patrick Zeng, marketing director for Mars Wrigley Canada puts it: “We view candy as a delightful treat, not as a dietary staple.”
Still, the nature of chocolate consumption is changing with an eye to better-for-you choices. First and foremost is the trend towards less: smaller portion sizes and formats that allow consumers to satisfy their chocolate cravings without overdosing on sugar. And according to McArthur, this downsizing comes with an increased emphasis on quality.
“People want better, but less—that’s sort of the trade-off. More of the good stuff, but just in smaller quantities,” she says.
Bernaudo of Longo’s backs up McArthur’s observation. “Portion-controlled offerings are gaining traction as they provide balance, allowing our guests to make healthier choices without compromising on indulgences,” he says.
Even with the understand that chocolate is inherently sugary and thus not “healthy” in the purest sense, consumers are turning to options such as dark chocolate, which is rich in antioxidants, lower in sugar and fat, and has been associated with improved heart and brain function as well as mood.
“More and more consumers are wanting simple, clean, better-for-you chocolate products,” says Julie Bednarski, founder and CEO of Mississauga, Ont.-based Healthy Crunch, which has a line of Dark Chocolate Superfoods made with cherries, blueberries, golden berries and espresso brands covered in 70% dark chocolate.
Bednarski attributes this shift to a knowledgeable customer base. “Consumers are more educated in terms of what they put into their bodies,” she says. “Better for you just means slightly more protein. Slightly less sugar, not no sugar.”
Greg Burden, director, grocery merchandising for Metro has noticed similar behaviours in his customers.
“Many consumers are choosing healthier formulations,” Burden says. “Consumers are looking for attributes like lower-sugar, higher-protein or plant-based ingredients.”
Global and gourmet
Across grocery categories, consumers are opening their palates to new tastes. Factors ranging from changing demographics to social media crazes are driving adventurous eaters to try products featuring flavours from all over the world—and chocolate is no different.
According to Gregoire, Mintel’s July 2025 survey included a question about which chocolate-related innovations respondents were most interested in trying. Topping the list was “internationally inspired” at 24%.
McArthur, meanwhile, sees the current buzz around Dubai chocolate as representative of a broader trend towards Middle Eastern flavours. “I’ve seen some interesting things,” she says. “Dubai chocolate lives with pistachio, but we’re also seeing tahini, and saffron is bubbling up as well—it’s got very distinctive notes.”
At Metro, Burden is also seeing a heightened interest in global inspiration, as well as a general craving for surprising and complex taste profiles. He lists chili, caramel, sea salt and orange dark chocolate as examples.
Though Zeng contends the chocolate category “is rooted in nostalgia and loyalty”—which for Mars Wrigley includes well-established brands such as Mars, Snickers and M&Ms—he also acknowledges changing preferences.
READ: More than just a treat, consumers are turning to chocolate to boost their mood
“Consumers do enjoy trying something new, and collaborations or limited-time flavours allow them to experiment while still returning to the classics they know and love,” he explains. “When it comes to flavours, peanut butter has been a standout this year, and we’re also seeing momentum in other nut-based varieties like pistachio and hazelnut.”
For mainstay brands, this opens the doors to innovate with flavours, formats and ingredients. In fact, 69% of people surveyed by Mintel said they were more likely to try a new product from a familiar brand. “It underscores the importance of branding in this space,” says Gregoire. “Brands still have a lot of equity in chocolate.”
Sustainability sweet
As with its bean-based cousin coffee, chocolate production can be associated with unfair trade practices, exploitation of workers and concerns about environmental impact. And while ethical and sustainable manufacturing isn’t a must-have for every consumer, Canadians care enough about how their chocolate is sourced and made that the subject is influencing category trends.
Nineteen percent of respondents in the Mintel survey were interested in trying chocolate products that were ethically sourced. “The challenge is, how do you relate it to the value the consumer gets,” says Gregoire. “I think people like the idea, but unless it’s related to the product quality, what does it mean for the consumer?”
For this reason, McArthur believes there is more action and opportunity with premium items than traditional, value-oriented brands.
“On the premium side, where the money’s actually going back into paying the workers more, there’s that direct relationship,” she says. “From bean to bar, people want to know everything that’s being done.”
Metro’s Burden concurs, noting that “certifications like Fair Trade and Rainforest Alliance are gaining traction, reflecting a growing demand for transparency and responsible practices throughout the supply chain.”
Similarly, Bernaudo says this has become a baseline expectation for many Longo’s consumers. “Guests are actively looking for brands that align with their values, with ethical sourcing and sustainable packaging now influencing purchase decisions in a meaningful way.”
Bednarski of Healthy Crunch says ethical and sustainable production is a core component of her company’s mission, along with better-for-you ingredients.
“We work with farmers in South America to make sure they’re paid fairly and treated fairly,” she says. “I think a lot of our buyers appreciate that.”
Even category titans such as Mars Wrigley tout the importance of these issues. “At Mars, sustainability isn’t just a goal, it’s a shared responsibility and a core part of how we do business,” says Zeng. “That’s why we’re focused on tackling some of the world’s biggest challenges—from climate action and sustainable sourcing to caring for the communities where we operate.”
