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NIQ’s latest Perspective discusses why super-premium chocolate grows dollars and units by recruiting new buyers, not just trading up existing ones.
Mainstream growth is price-led and fragile; brands risk losing shoppers without a premium strategy that sustains volume.
Why it matters
Super‑premium chocolate is reshaping category growth dynamics, proving that disciplined premiumization (and not price or volume) is now the primary growth lever
Super premium is the only tier growing both dollars and units
While also recruiting new shoppers into the chocolate category
Mainstream chocolate remains the largest tier
But growth is increasingly price‑driven, signaling underlying demand softness
With just four super premium trips per buyer annually
Execution precision is critical—each retail moment disproportionately impacts annual performance.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“Step back for a moment from FMCG and think about luxury brands more generally. These brands don’t just launch a constant stream of new items in hopes they’ll take off. These brands are meticulously curating and planning drops–limited runs, disciplined distribution, and powerful marketing campaigns that leave potential buyers saying, “I need this!” Brands need to focus on converting the excitement these drops generate into repeat. Dubai chocolate is a perfect example–it’s premium, it’s attention grabbing, but it’s so last season. What’s next?”
–Chris Costagli
Vice President, Thought Leadership F&B Insights Lead, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
