Sales of stick chocolate have surged dramatically, recording a 30% increase in 2024, largely due to the popularity of Dubai Chocolate. The total sales for stick chocolate reached 155.773 billion won, up from 119.33 billion won the previous year, marking its recovery as other forms of chocolate struggled.
According to data from the Korea Agricultural and Fisheries Promotion Agency (aT), the entire chocolate market only saw moderate growth, reaching 785.345 billion won—a mere 3.9% increase year-on-year. While stick chocolate flourished, chocolate bars and other shapes observed declines, signaling shifting consumer preferences.
What stands out is the extraordinary success of Dubai Chocolate, which became the top-selling item among foreign tourists at CU convenience stores throughout the year. The chocolate classifies as stick chocolate—its unique flavors and packaging fascinated many visitors. Dubai Chocolate achieved remarkable sales, amassing over 20 billion won, relegated banana-flavored milk, traditionally the best-seller, to second place.
"This significant growth of stick chocolate can be attributed to the Dubai Chocolate phenomenon, indicating its strong impact on the consumer market," said a representative from Crown Haitai. This surge not only rekindles interest among consumers but reaffirms stick chocolate's place as the original form of chocolate, which includes classic tastes often overshadowed by newer alternatives over the years.
Dubai Chocolate also gathered significant online attention, dominating food searches for 2024. Analytical results from consumer big data platform AhATrend revealed it was the most searched food item, with 9,443,059 queries from platforms like Naver, Google, and YouTube. The second spot was claimed by Mala Tang, gathering 6,597,977 searches.
This resurgence of stick chocolate signals possible revitalization within the industry, showcasing how trends evolve. Past preferences shifted toward chocolate bars and bite-sized pieces, which were more appealing to younger generations. Yet, the growing fascination with classic stick chocolate could be reshaping market dynamics entirely.
After years of decline, the stick chocolate segment, spearheaded by the Dubai Chocolate craze, suggests consumers may be yearning for the classic experience, reminiscent of simpler times when chocolate was typically shared piece by piece. This trend reversal presents intriguing questions about consumer behavior and market adaptability because it indicates nostalgia can significantly impact purchasing decisions.
With such compelling data, chocolate manufacturers are encouraged to rethink their product strategies, considering how to capitalize on this renewed interest. The success of Dubai Chocolate indicates creativity and quality can rekindle consumer interest even amid stiff competition and changing market demands.
The success of stick chocolate—and particularly Dubai Chocolate—attracts significant attention not only for its sales but also for how it reflects broader market trends. The chocolate market is adapting as tastes evolve and as innovative products emerge. Companies must effectively respond to market shifts to thrive and compete.
There’s much to learn from Dubai Chocolate's rapid rise, involving clever marketing, presentation, and potentially cultural significance. The findings from this year encourage industry players to embrace both tradition and innovation, ensuring they remain relevant as they navigate the complex consumer marketplace.