The rise of luxury chocolate:<br /> <br /> The MENA region has seen an influx of both established chocolatiers and new players in the market, resulting in a 10% increase in chocolate consumption in the UAE alone in the past year according to the Marketing Audit Report 2012. The rise of luxury chocolate:

The MENA region has seen an influx of both established chocolatiers and new players in the market, resulting in a 10% increase in chocolate consumption in the UAE alone in the past year according to the Marketing Audit Report 2012.

2 RISE OF THE LUXURY CHOCOLATE
The MENA region has seen an influx of both established chocolatiers and new players to the market, resulting in a 10% increase of chocolate consumption in the UAE alone in the past year according to the Marketing Audit Report 2012.

But what type of chocolate are people eating? At the Rosewood Jeddah, there is a “niche market for handmade luxury chocolates, but the masses definitely go for the packaged ones,” says pastry chef Sayed Alam.

“Chocolate is the new cheese,” says Gaetan Herve, general manager at popular cafe Shakespeare & Co. “People understand more about chocolate — its origins, how it is made, the health benefits and the importance of quality of ingredients — and they are willing to pay a premium for artisan chocolate.”

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This perhaps explains why the premium chocolate market worldwide has risen significantly with annual sales increasing from US $1.2 billion in 2005 to $1.7 billion in 2009 according to Forbes.com.

Caroline Thompson, food service manager at Lily O’ Brien’s agrees: “Luxury chocolates are very much in demand in the Middle East, particularly internationally renowned brands such as Godiva and the local luxury Lebanese brand Patchi. Of course, there is always demand for a low-cost daily chocolate treat but more and more consumers are growing in sophistication and looking for a superior taste experience to indulge in.”

Such a trend is not only reflected in the quality of the chocolate but also in the store experience, as Dragan Rucnov, executive pastry chef at Fairmont Bab Al Bahr, reports:
“Chocolate boutiques are laid out almost like high-end jewellery stores, where the chocolates are the gems displayed in mouth-watering and breath-taking creations. These are not just a treat for the taste buds but allude to the fact that you eat with your eyes first.”

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