Sales doubling annually despite being eight-times more expensive.
The Vietnamese chocolate brand Marou has doubled its revenue in Japan compared to the previous year for the last three years in succession, despite being eight-times more expensive than Japanese chocolate.
The International Cocoa Organization (ICO) said that the majority of chocolate producers use Forastero cocoa, which is of medium quality but grows easily. An expert from Euromonitor, meanwhile, said the taste in chocolate among high-income earners is changing as they are willing to pay more for good quality.
In Japan, despite a declining population, chocolate sales increased about 7 per cent in 2015, according to Euromonitor, as Japanese people believe it is good for the health.
Chairman of US chocolate company Guittard, Mr. David Parkman, said that most consumers is Asia used to think that all chocolate was the same but tastes have now become more discerning, with people realizing that cocoa from different regions has a different flavor.
He predicted that, on average, cocoa demand will increase about 3 per cent each year thanks to strong consumption in Asia, which remains low compared to globally. Chocolate makers therefore have a lot of opportunities to develop in the region.
Marou has five different types of chocolate, named after five provinces in Vietnam: Tien Giang, Dong Nai, Lam Dong, Ba Ria Vung Tau, and Ben Tre.