As noted by Marzia Marzi, marketing director for Market-Research.com, “Despite this increase in chocolate sales, the U.S. candy market has not yet matured, leaving room for continued growth. U.S. per capita consumption is 12.2 pounds, whereas in Switzerland, per capita consumption is 22.4 pounds—twice that of the American consumer.”

To feed this need, chocolate marketers in the U.S. have targeted baby boomers and teens. The boomer population is expected to jump by more than 2 million by 2005, and gourmet boxed chocolates and specialty dark chocolates are among the items focused on that group. In addition, organic and functional chocolates to address adult issues of health concerns and the environment may also cater to the boomer's sweet tooth.