High-end chocolate companies, like Valrhona who created this product, are noticing an increase in demand for first-class quality products High-end chocolate companies, like Valrhona who created this product, are noticing an increase in demand for first-class quality products

Lee Jamieson on the lucrative potential of the Middle East’s love for chocolate.

The Middle East adores its chocolate. With annual sales averaging US $4.2 billion, it is one of the few ingredients to penetrate all levels of the market: from budget to luxury offerings, from retail outlets to corporate events and as an ingredient in both sweet and savoury dishes.

The region’s confectionery market is fertile territory for development; worth an estimated $127 billion according to TNS Media Intelligence figures, the state of the chocolate market has been radically transformed in a relatively short period of time and the last decade has seen a sharp increase in demand as tastes become more sophisticated.

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“There is a lot more chocolate in the market today,” says president of the Emirates Culinary Guild and director of kitchens at Radisson Blu Hotel Dubai Deira Creek, Chef Uwe Micheel.

“Just 15 years ago there were only two chocolate brands on the market; today there is an endless array of brands from across the quality spectrum. Today we even have chocolatiers producing bars and pralines in this region.”

A brief review of the chocolate consumption of any major F&B outlet highlights how important the ingredient has become. Chef Micheel estimates that his kitchen uses about 6,000kg of chocolate each year in over 100 different dishes, while Eric Pellen, Al Bustan Palace Hotel Muscat executive sous chef, estimates an annual consumption of nearly 10,000kg.

Demand is growing steeply, according to Bruce Woolner, commercial and development manager of supply company Chef Middle East: “We have increased 62% in importation volume, which translates into about 35%-40% in terms of sales,” he says.

Although much of the region’s chocolate consumption is dessert-based, some operators have developed specialist outlets and events to highlight their chocolate offering and add an element of luxury to the guest experience, as Ritz-Carlton, Dubai International Financial Centre executive assistant F&B manager, Antony McNeil confirms: “We have a signature chocolate and champagne high tea in our lobby lounge which covers a vast selection of chocolate treats.

This includes an individual chocolate fondue and attention is given to varying degrees of cocoa percentage to build up a rich flavour profile. Our events, desserts and chocolate amenity products utilise around 200 kilograms of chocolate every week.”