How the Lockdown Affected Chocolate Consumption

During the early days of the pandemic, consumers worldwide stocked up on essential goods, ensuring they had enough supplies to endure lockdowns. While chocolate may not be a necessity, it has long been a source of comfort and indulgence—especially in times of uncertainty. In Europe, where most chocolate is sold through supermarkets and grocery stores, retail sales remained stable. Additionally, e-commerce quickly gained traction, helping the industry sustain itself despite the challenging circumstances.

However, not all chocolate businesses fared equally well. While mainstream chocolate consumption stayed relatively steady, the craft chocolate sector faced significant hurdles. The global economic downturn in 2020 led to shifts in purchasing behavior, with consumers opting for lower-cost, private-label chocolates instead of premium products. Seasonal sales also took a hit, as seen in France and Belgium, where Easter chocolate sales were much lower than usual.

For small chocolate businesses, the cancellation of industry events was a major setback. According to a survey by the Fine Cacao and Chocolate Institute (FCCI), the absence of these events directly impacted craft chocolate sales, coupled with lower consumer demand. In response, many smaller chocolate makers pivoted to online sales, leveraging platforms like Stay Home with Chocolate—a collaborative initiative by FCCI, Uncommon Cacao, and the Craft Chocolate Experience. This platform promoted high-quality, ethically sourced chocolate through virtual tastings, educational content, and direct-to-consumer e-commerce options.

Will Cocoa Supplies Last?

While the impact of COVID-19 was most visible in chocolate-consuming regions, its effects on cocoa-producing countries were less immediate but equally concerning. Each producing nation had its own set of lockdown measures, curfews, and support initiatives, all of which influenced cocoa supply chains.

The global cocoa market is largely shaped by two key players: Ivory Coast and Ghana. Together, these countries produce over 60% of the world's cocoa. Any disruption in their supply chains could result in major shortages. Fortunately, collective efforts from cocoa and chocolate companies helped keep the sector running, ensuring that farmers received technical support, emergency funding, and critical health and safety information. One such example was Farmerline, a Ghanaian organization that launched a health awareness campaign in 14 local languages to educate smallholder farmers about COVID-19 precautions.

The fine-flavor cocoa segment, which depends on specialized farming techniques and post-harvest protocols, was particularly vulnerable to the crisis. Countries like Honduras and Guatemala imposed strict curfews, limiting farmers' mobility and complicating logistics. However, supply chain disruptions were not immediately visible. The FCCI survey indicated that most small chocolate businesses had yet to experience significant supply shortages.

Looking ahead, the future of this segment will depend on whether consumer demand for premium chocolate products rebounds. While high-end supermarket chocolates remained available, specialty chocolate shops, restaurants, and cafés—major customers of fine chocolate—were forced to close during lockdowns. The ability of small chocolate businesses to recover will largely depend on consumer support and market trends in the post-pandemic world.

Tracking the Cocoa and Chocolate Market

As the COVID-19 crisis unfolded, staying updated on market trends became more important than ever. Here are some key resources that helped businesses and stakeholders navigate the challenges:

• EUROCOCOA – Provided updates on EU border measures, food law regulations, and quarterly cocoa bean grinding statistics.

• International Cocoa Organization (ICCO) – Published monthly reviews on cocoa market trends, futures pricing, and supply-demand shifts.

• Fine Cacao and Chocolate Institute (FCCI) – Researched the pandemic's effects on small chocolate businesses, cocoa production, and trade.

• Fine Chocolate Industry Association (FCIA) – Released FAQs addressing COVID-19's impact on the chocolate sector.

• Confectionery News – Published industry insights on how COVID-19 affected chocolate and other confectionery markets.

• The Cocoa Initiative – Cocoa News – Shared updates on industry measures and initiatives aimed at reducing COVID-19’s impact.

• International Trade Centre (ITC) – Market Access Map – Provided real-time updates on trade regulations affecting the cocoa sector.

• United Nations Conference on Trade and Development (UNCTAD) – Offered analysis and resources related to COVID-19 and global trade.

• World Trade Organization (WTO) – Reported on the pandemic’s impact on international trade.

Looking Ahead

The cocoa and chocolate industries demonstrated resilience in the face of unprecedented challenges. While mainstream chocolate consumption remained stable, small businesses and craft chocolatiers had to adapt rapidly to survive. As the world gradually emerged from lockdowns, tracking market developments, consumer preferences, and industry initiatives remained crucial for all players in the chocolate supply chain.

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