Moruga Cacao | The Renaissance of the cocoa - the hidden gold: a profound analysis of the market for pure cocoa to go

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Published on: April 5, 2025 / update from: April 5, 2025 - Author: Konrad Wolfenstein

The Renaissance of the cocoa - the hidden gold: a profound analysis of the market for pure cocoa to go - Image: Xpert.digital

Chocolate was yesterday: discover the versatile possible uses of pure cocoa

Sustainable enjoyment: Why consumers prefer pure cocoa

In a world that is dominated by coffee and tea as an everyday companion, Reiner Kocao often has a shadowy existence. But behind this modesty there is an enormous, previously largely unused potential. This analysis takes you on a journey through the global market situation of pure cocoa. We will not only shed light on the reasons for its lower distribution compared to its more well-known competitors, but also look at the current target group in detail and explore the potential of new consumer groups- from IT specialists to freelancers to office workers in management and marketing positions.

The results of this investigation indicate a growing market for cocoa-based products, especially in the area of organic products. This development creates a promising starting point for companies such as Moruga, which are committed to the discovery and preservation of exceptional types of cocoa.

The global stage: an overview of the cocoa market

The global economy received the cocoa and chocolate market with open arms, which is reflected in an impressive evaluation of around $ 5.93 billion in 2023. Experts forecast a further increase to $ 6.10 billion for 2024. But that is only the beginning: by 2033, a significant leap to growth is expected to around $ 10.86 billion, which corresponds to an average annual growth rate (CAGR) of 6.24 %. This constant growth is a clear signal for the ongoing consumer demand for cocoa-based products and thus offers fertile soil for the expansion of niche products such as pure cocoa.

Bio-cocoa: a market in the upper

A particularly dynamic segment within the cocoa market is the area of the organic cocoa. This market recorded a size of $ 657.17 million in 2023 and is expected to grow from $ 705.40 million in 2024 to $ 1.273.82 million in 2032. This corresponds to a remarkable CAGR of 7.67 %. The higher growth rate compared to the overall market indicates an increasing preference of consumers for purer, less processed options, which reflects Moruga's core values.

Cocoa beans: The foundation of the taste

The basis for the production of pure cocoa is the market for cocoa beans. This was estimated at $ 13.54 billion in 2023 and is expected to grow from 8.4 % from 2024 to 2030 with a CAGR. The strong growth in this segment, which is driven by increasing awareness of the health benefits of cocoa -rich beans, underlines the potential for products such as pure cocoa.

North America and Europe: The pioneers of cocoa pussy

North America has established itself as a dominant force in the cocoa and chocolate market and is expected to continue to grow with a CAGR of 4.43 %. The United States are an important consumer, with a chocolate consumption that increase to around $ 25,767 million in 2023. This data indicates that North America is an important target market for pure cocoa, especially in view of the preference of American consumers for high -quality and exotic chocolate experiences and the increasing health awareness in the region.

Europe was in the organic cocoa market in 2023 with a market share of 41.2 %. The region is also considered the center of chocolate production. This makes Europe another key market for pure cocoa, since there is already a strong preference for organic products and an established chocolate culture. The focus on sustainability in Europe could also be a positive factor for the acceptance of pure cocoa.

Asia: an emerging market with great potential

The cocoa bean market in the Asian-Pacific area is expected to be the fastest CAGR in the forecast period, driven by a growing population and increasing incomes. Although chocolate is traditionally considered a luxury good in Asia, the increasing income and growing appreciation for high-quality cocoa-based products in this region open up promising future prospects for pure cocoa.

Why the shadow? The reasons for the lower popularity of pure cocoa

In order to fully understand the unused potential of pure cocoa, it is crucial to illuminate the historical, cultural and economic factors that have contributed to its lower popularity compared to coffee and tea.

Historical roots: a race of cultures

The history of cococoon ranges up to the Maya around 600 BC. BC back. In Meso -American societies, cocoa was used in ceremonies, rituals and even means of payment. Coffee, on the other hand, was used in Yemen in the 15th century in the 15th century and spread from there to Arab countries and the Ottoman Empire before he reached Europe around 1570. Tea has its origins in China, where he has played an important role for centuries.

Although cocoa was brought to Europe by the Spanish conquistadors in the 16th century, coffee and tea in Europe gained a broader acceptance in everyday life faster. Chocolate was initially a drink of the elite in Europe. It was not until the 19th century, with progress such as the cocoa press (1828) and the production of firm chocolate (1847), that it became accessible to a wider population. In contrast, coffee houses and tea houses developed into social meeting points in the 17th and 18th centuries. The delayed width availability of chocolate and thus also of pure cocoa as a basis contributed to the fact that coffee and tea gained a foothold earlier and more firmly in daily routines and social customs.

The social factor: coffee and tea as a putty of society

The sociable get -together with a cup of coffee or tea is a common form of social interaction. Drinking coffee and tea ceremonies are deeply rooted in many cultures. Coffee houses developed into centers of intellectual exchange and even locations where revolutions were planned. Pure cocoa, on the other hand, is largely missing this deeply rooted social and ritual context in modern western societies. Coffee and tea are often associated with certain times of the day, social occasions and even work culture, which leads to a higher frequency of consumption.

Many countries have specific coffee and tar rituals, such as the Turkish coffee grounds read, the Italian espresso break, the Ethiopian coffee ceremony and the Japanese tea ceremony. These rituals often symbolize hospitality, community and tradition. The lack of similarly widespread and practiced rituals around the consumption of pure cocoa contributes to its lesser awareness. Although cocoaozeremonies exist, they are not as established in many parts of the world as coffee or tar rituals.

Climate, colonialism and consumption habits: a complex interaction

The preference for coffee or tea is also related to the climate, eating habits and colonialism. In the United States, the Boston Tea Party led to a shift in preferences to coffee. These external factors have also contributed to the dominance of coffee and tea in certain regions. Reiner Kocao must first look for his own place in these established cultural landscapes.

The Boston Tea Party was a historical event on December 16, 1773 in the port of Boston, Massachusetts, which is considered the turning point in the history of the American colonies. It was a protest against British colonial policy, especially against the taxation of tea by the Tea Act, without the colonists being represented in the British parliament. This led to the famous motto: " No taxation without representation " ("No taxation without co -determination").

Economic realities: supply, demand and sustainability

The cocoa prices have been volatile in the past and have recently attracted a lot of time due to offer bottlenecks caused by unfavorable weather conditions and diseases in important growing regions such as the Ivory Coast and Ghana. The chronic sub -investment in cocoa lantes also contributes to the delivery problems. These economic factors, in particular the potential for higher and fluctuating prices for cocoa beans, can affect the affordability and accessibility of pure cocoa products for consumers compared to the relatively stable and often lower prices of coffee and tea.

Cocoa farmers often earn very little, which leads to social problems such as child labor and hinders reinvestations into sustainable cultivation methods. Although this does not directly explain why Reiner cocoa is less popular, it illustrates potential negative associations that consumers may have with cocoa products in general, especially if they are not ethically obtained. Moruga's focus on the discovery and preservation of special cocoa could differentiate by emphasizing fair trade and sustainable practices.

Market concentration: an unequal field

The cocoa and chocolate industry is very concentrated, with a few large companies control a significant part of processing and retail. This concentration could make smaller actors such as Moruga, which concentrate on niche products such as pure cocoa, difficult to achieve broad visibility and to compete with the established marketing and sales channels for coffee and tea.

Taste and workmanship: a question of habit

Cocoa beans are fermented, dried and roasted (unless raw cocoa is desired) to develop their taste. Cocoa powder is often processed at high temperatures, which can reduce the nutrient content and change the taste. The processing of cocoa to cocoa powder and chocolate often includes the addition of ingredients such as sugar and fat, which differs significantly from pure cocoa. The familiarity of consumers with sweetened chocolate could initially make the taste of pure cocoa (often described as bitterly).

Reiner cocoa, especially raw cocoa, is often described as a bitter and intensive in taste than conventional cocoa powder. This bitterness could be a main reason why Reiner Kocao is not as widespread as coffee or tea, which are also bitterness, but are often consumed with milk, sugar or other flavors.

Coffee losing takes place at higher temperatures and shorter times than the cocoa solving. The tea processing varies greatly depending on the type of tea. The established roasting and brewing methods for coffee and tea have led to familiar and largely accepted taste profiles. Reiner cocoa with its different processing and preparation methods (if it is consumed as a drink) requires consumer education and a change in preparation habits.

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Reiner cocoa as a premium trend: the target groups and their potential

Reiner cocoa as a premium trend: the target groups and their potential-picture: xpert.digital

The current target group: Who already enjoys pure cocoa?

Studies on cocoa consumption included young adults (average age 22.5 years) with a higher proportion of women (about 70-77 %). This demographic group could represent an early user group for pure cocoa, possibly driven by health and wellness trends. Moruga could first address this group. Consumers of dark chocolate have a loyal followers across all genders, with the taste of the main drive (95 % men, 93 % women). Since pure cocoa has similar flavors like dark chocolate, the existing market for lovers of dark chocolate, both men and women, is a potential target group.

Consumers of fine chocolate tend to be younger, live in urban areas and have an above -average income. Millennials show an above-average preference for fine chocolate and buy them more in specialty shops/organic shops. When Moruga positions its pure cocoa as a premium or “fine” product, it can address younger, urban consumers with higher-available income, which also rather shop in specialist shops in which pure cocoa may be found.

Chocolate consumption is the highest in the age group of 45 to 54-year-olds (Generation X). Women buy chocolate rather than men. Although younger consumers may be early users of pure cocoa, the broader market for chocolate also includes older population groups and a female focus. Moruga may have to think about how these wider groups can also address it. Europe and North America make up a high proportion of the consumption of cocoa products. Moruga should probably concentrate his first marketing efforts on regions with a strong existing chocolate consumption culture such as Europe and North America.

Consumers are increasingly emphasizing health and wellness and looking for healthier chocolate options such as dark chocolate, sugar -free and biological chocolate. Sustainability and ethical procurement are also important concerns. This trend speaks strongly for pure cocoa, especially when it is processed as biological, minimally processed and ethically related. Frequent chocolate consumers have experienced rather negative personal effects during the Covid 19 pandemic, which indicates a connection between chocolate consumption and emotional well-being during stress times. Reiner Kocao with its potentially mood -enhancing properties could appeal to consumers who are looking for natural paths, to manage stress and improve their mood. Millennials attach great importance to a higher cocoa content, unique aromas, fair trade and biological attributes when buying chocolate. This underlines that millennials are an important target group for pure cocoa, since they are interested in a higher cocoa content and ethical procurement. Some consumers of fine chocolate are driven by the joy of experimentation and the desire for new ones, even if they already have a favorite schocolatier. This “innovator” segment could be particularly interested in discovering the unique varieties and aromas of pure cocoa that Moruga wants to highlight.

Due to its higher mineral and antioxidant content, Reiner cocoa is perceived as healthier as a processed cocoa. It is rich in magnesium, iron, calcium and potassium. Kocao contains connections such as theobromine and phenylethylamine that can improve the mood and mental well -being. It can increase serotonin and dopamine levels and thus promote feelings of happiness and relaxation. Some consumers use pure cocoa as a replacement for coffee and search for a gentle, sustainable energy boost by theobromine without the nervousness of caffeine. The taste of pure cocoa, although bitter, is valued by some for its rich, dark chocolate aroma, especially if you are looking for less processed options.

Overcoming the gap: Why the mainstream (yet) does not find a connection

Reiner cocoa has a deep, earthy and often bitter taste, similarly very dark chocolate without sugar. Conventional cocoa powder and chocolate are often sweeter due to the added sugar. The mainstream palate is often used to sweeter chocolate products. The bitterness of pure cocoa could be daunting for those who have not developed a taste for it or who expect the sweetness of conventional chocolate. Some consumers may find the bitterness of raw cocoa powder to get used to. Mainstream consumers may not be willing to invest the time and effort to develop a taste for the bitterness of pure cocoa.

The terms “cocoa” and “cocoa powder” are often used interchangeable, which leads to confusion about the differences in processing, taste and nutritional advantages. Many consumers may not be aware that Reiner Kocao is an independent product with potential advantages over processed cocoa. Reiner cocoa is not as widespread in mainstream supermarkets and cafés as coffee or tea. It can often be found in specialty shops for reform food or at online retailers. The limited availability in mainstream channels reduces awareness and makes it less comfortable for the average consumer to try or buy pure cocoa compared to easily available coffee and tea.

The marketing and consumption of pure cocoa may currently be more common in health-conscious or alternative wellness communities. This could give the impression that it is a niche product for a certain type of consumer, which makes it less understandable for the mainstream. If Reiner cocoa is mainly associated with a certain, possibly smaller, consumer group, the mainstream may not see it as a product for itself or has the feeling that a lifestyle change is required to integrate it.

Excline new potential: Explore undeveloped target groups

In order to exploit the full potential of pure cocoa, it is crucial to identify and address new target groups that could benefit from its unique advantages.

IT professionals: concentration and energy for the digital world

IT professionals often need a high concentration, problem-solving skills and the ability to continue their education. You can experience stress due to demanding projects and close deadlines. Theobromine in pure cocoa is known for promoting concentration and persistent energy without nervousness. Kocao also has mood -lifting and stress -reducing properties. Therefore, pure cocoa could be attractive for IT professionals who are looking for natural paths, to increase their productivity and manage stress. Many IT professionals value continuous learning and dealing with new technologies. They may be open to new products that offer cognitive advantages. The potential cognitive advantages of cocoa, such as improved memory performance and concentration, could be appealed by IT professionals that are interested in optimizing their cognitive performance. Some studies indicate that cocoa flavanols improve the blood circulation of the brain and have positive effects on cognitive function. The consumption of dark chocolate was also associated with reduced stress and inflammation as well as improved memory and mood. These scientific findings can be used to support marketing efforts that are aimed at IT professionals by highlighting the evidence-based advantages of pure cocoa for concentration, stress management and cognitive function.

Freelancer: flexibility and well -being in independence

Freelancers often appreciate flexibility, independence and the opportunity to choose their own projects and working hours. You need self -motivation and effective time management. The persistent energy and concentration that theobromine offers in pure cocoa could be an advantage for freelancers who have to maintain their productivity and concentration in independent work. Freelancing can sometimes lead to isolation and requires self -care strategies to maintain the balance between work and life. The atmospheric properties of cocoa could appeal to freelancers as a natural way to reduce stress and improve their general well -being. The ritual of preparing a warm cocoa sideline could also serve as self -care.

Office workers in management and marketing positions: performance and creativity in everyday office life

Office employees in management and marketing positions often work in fast-moving, demanding environments with close deadlines that require creativity, analytical skills and strong communication skills. You can experience stress and creative exhaustion. The potential of pure cocoa to improve concentration, deliver sustainable energy and reduce stress could be very appealing for working people in these areas. The connection between the consumption of dark chocolate and a reduced risk of type 2 diabetes and improved cardiometabolic health could also be relevant for health-conscious working people. Marketing experts are often involved in understanding consumer trends and developing appealing content. You may be open to try and advertise new, interesting products. If Moruga pure cocoa can position as a unique and advantageous product, marketing experts could become early users and even supporters in their networks. The association of chocolate with gifts and special occasions could also be relevant for office workers who may be looking for high -quality gifts for clients or colleagues. High -quality pure cocoa products from Moruga could be positioned as demanding and attentive gifts for business partners.

Strategic paths to broader acceptance: pure cocoa in new horizons market

In order to increase the acceptance of pure cocoa and to open up new target groups, targeted marketing strategies are essential.

Highlight the unique advantages

Concentration on theobromine for sustainable energy without nervousness, mood lensing through various compounds and the rich, less processed nature of pure cocoa.

Develop targeted messages

Designing communication in such a way that it appeals to the specific needs and interests of each target group. Emphasize the concentration and cognitive advantages for IT professionals. For freelancers, highlight sustainable energy and stress relief. For office workers, choose the positioning as a high -quality, concentration -promoting drink or snack as well as as a demanding gift copy.

Use digital channels

Use online platforms and social media on which these target groups are active (e.g. LinkedIn for professionals, platforms that focus on productivity and wellness). Content marketing (blog posts, articles, infographics) can clarify the advantages of pure cocoa and delimit it from conventional cocoa. Video content that demonstrates quick and simple preparation methods for busy working people can be appealing.

Entering partnerships and collaborations

Relevant communities, influencers in the areas of technology, freelancing and economy that concentrate on productivity, wellness and natural alternatives, as well as address wellness supporters to authentically achieve target groups. Consider cooperations with co-working spaces or technology companies to offer rehearsals or information events.

Demonstrate versatility

Various possibilities show how pure cocoa can be integrated into everyday life beyond a hot drink (e.g. encore to smoothies for a quick breakfast, as a concentration -promoting snack in the form of NIBs in the afternoon or in energy matters) to address different lifestyles and full schedule. Provide simple and appealing recipes.

Highlight quality and ethical procurement

Empire the unique varieties and origins of Moruga's cocoa and emphasize fair trade as well as sustainable practices in order to address conscious consumers in these target groups. Transparency in procurement and quality of the ingredient creates and addresses working people who often value authenticity.

Pull inspiration from successful marketing strategies for niche products:

Information campaigns: carry out campaigns that explain the scientifically proven advantages of pure cocoa, especially theobromine and flavanols, and use language and channels that address analytical professionals.
Strategic partnerships: work with companies or influencers in the target group sectors (e.g. technology companies that offer wellness programs, platforms for freelancers with productivity tips).
Tastings and events: offer rehearsals at events or in places that are frequented by the target groups, such as: B. technology conferences, co-working spaces or company wellness fairs.
User -generated content: encourage customers from these target groups to share their experiences with pure cocoa and how it fits their everyday work and lifestyle.
Emphasize transparency: communicate the procurement, processing and ethical practices of Moruga clearly in order to build trust in demanding professionals.
Focus on history and “why”: The story behind Moruga and his mission to discover and preserve special cocoa types, tell and thus build on the desire for authenticity and unique experiences that are often present in these groups.

The future of cocoa is promising

Reiner Kocao has a considerable growth potential, which is driven by the increasing health awareness and the demand for natural and less processed products. Although its popularity is currently behind coffee and tea, the unique advantages of pure cocoa - in particular its ability to increase concentration and energy in a gentle way and to improve the mood - offer an attractive alternative for new target groups. IT professionals, freelancers and office workers in management and marketing positions represent promising segments that could benefit from these advantages.

In order to effectively achieve these target groups, Moruga should pursue strategic marketing approaches that address the specific needs and interests of each group, highlight the versatility of pure cocoa and emphasize the quality and the ethical procurement of its products. By using digital channels, building partnerships and inspiration from successful niche product strategies, Moruga can open up the unused potential of pure cocoa and consolidate its position in the global market. The journey of pure cocoa has just started and the future promises to be as rich and nuanced as the flavors he has to offer.