Consumers will pay more for tooth-friendly chocolate

Consumers will pay more for tooth-friendly chocolate

BENEO has revealed that the research confirms that consumers are seeking a healthier alternative to sugar-coated chocolate sweets and are willing to pay a 10% higher price for tooth-friendly variations


The ingredient manufacturer BENEO has revealed the results of its latest consumer survey, which looked into the acceptance of and interest in tooth-friendly coated chocolate sweets by measuring price sensitivity. The research confirms that consumers are seeking a healthier alternative to sugar-coated chocolate sweets and are willing to pay a 10% higher price for tooth-friendly variations, if they came to market.

With its expertise in developing new confectionery concepts and the non-cariogenic properties of its functional ingredient, Palatinose(TM) (isomaltulose), BENEO is confident that this positive reaction from consumers will lead to tooth-friendly sugar-coated chocolates being brought to market. “The popularity of sweets like M&Ms and Smarties show that the market is strong for these varieties of candy, and the results of our survey prove that consumers are ready for new and healthy alternatives,” explains Dr. Christian Niederauer, Market Research Manager, BENEO. “The best thing is, with Palatinose™, tooth-friendly chocolate cores and colored coatings are possible without any undesired side effects.”

BENEO conducted its survey in Germany, the second largest market in the world in respect to new ideas within the category of sugar-coated chocolate sweets1. Surveying women aged 14 and over2, BENEO found that participants liked the idea of tooth-friendly chocolate lenses, with an average score of 1.74 given by people who regularly eat such sweets (the scale was measured from 1=liked very much to 6=dislike it very much). They also indicated their willingness to buy such a product if it became available in stores; almost 90% of people who regularly eat sugar-coated chocolates, more than 95% of gatekeepers – parents or guardians, and more than one-third of non-users are willing to try the new idea. Measured indirectly, ensuring a higher validity, it was also shown that participants would accept a 10% higher price3 for a tooth-friendly alternative.

BENEO’s Palatinose™ is the only fully digestible dissacharide that is tooth-friendly. In fact, its non-cariogenic properties were positively evaluated by EFSA in April, 2011. Naturally derived from sugar beet, Palatinose™ releases full carbohydrate energy over a longer period of time with little effect on blood glucose levels (GI 32). Being fully digestible, the functional sugar enables tooth friendly chocolate and coatings without experiencing any side-effects.

For further information on BENEO and its ingredients, please visit:

1. According to Mintel GNPD, 585 new products have been launched during the past 2.5 years in Germany (following closely behind the USA)

2. BENEO surveyed women to gauge reaction from a market sector which is considered to be both regular and non-regular consumers of sugar-coated chocolate sweets as well regarded as gatekeepers in the buying decision

3. According to measurement by van Westendorp’s price sensitivity meter

The BENEO product portfolio consists of functional ingredients with nutritional and technical advantages, derived from chicory roots, beet sugar, rice and wheat. BENEO is the ideal partner to help improve the health (weight management, energy for mental & physical performance, digestive, bone and dental health), taste, texture and nutritional value (fat and sugar replacement/fiber enrichment) of a product. Through a unique chain of expertise, including the BENEO-Institute, BENEO actively supports (industry partners in) the development of more balanced and healthy food products.

BENEO is a division of the Südzucker Group, employs almost 900 people and has production units in Belgium, Chile, Germany and Italy.


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