Stevia giant Sweegen has expanded its footprint into China by formulating premium low-calorie confectionery chocolate for the brand TeChoco. The move is in recognition of the Asia-Pacific chocolate market’s diversification and elevated, sophisticated consumer tastes.
Shari Mahon, Sweegen’s Senior Vice President of Global Innovation, highlights the evolution of eastern cravings for health-halo confectionery: “The diversification of Asia’s sugar confectionery market has increased consumer interest in more unique product offerings in flavours, texture, taste and health values. They seek high-quality ingredients and have a higher willingness to pay for them. Also, there is a consumer demand for confectionery with a health-halo of added functional and vitamin ingredients to support health and emotional wellness”.
Notably, nutritional positionings in China are set to boom in line with national health and wellness goals outlined in the “Healthy China 2030” initiative, which aims to reduce sugar consumption by at least 17 %. The trend in China toward more conscious indulgence of chocolate is in line with buoyant demand for health-positioned products.