Chocolatiers in Saudi Arabia are scaling new heights to meet rising demand for products that resonate with local consumers. With insights from global and regional experts, we examine how the industry is evolving through innovation and tradition to elevate this popular sweet treat.
From bean to bar
The principle of bean-to-bar production lies at the heart of chocolate innovation, since it enables chocolatiers to create signature products at source.
By controlling the end-to-end process, professionals can fully express their individual craftsmanship and creativity, according to Pierre Marcolini, owner of Maison Pierre Marcolini Brussels.
“This approach allows creators to craft distinctive profiles rooted in expertise and passion,” he explained.
Culture meets passion
This passion for chocolate is also evident among consumers in the kingdom, which is helping to usher in a new era of innovation, experimentation and growth, experts agree.
“Saudis don’t just like chocolate, they love it,” noted Turki Alsabbar, co-founder and CEO of La Vanoíse.
Among the many reasons for its popularity is the way that chocolate dovetails with Saudi culture, which is synonymous with generosity and hospitality. Premium artisanal varieties are especially popular as gifts or ideal additions at celebratory events, entrenching them in local customs.
Consequently, chocolatiers have recognized the importance of ensuring that their creations reflect local identity and create a narrative. As a result, professionals are helping consumers to forge emotional connections with their products.
“Storytelling now defines success in the premium segment,” said Roaa Saud Saber, CEO and Chocolatier at Feionkah Chocolate.
Ensuring products resonate with local consumers takes on added importance, given that cocoa costs regularly fluctuate. With prices inevitably impacted, chocolatiers recognize that consumers will seek out products that display craftsmanship and also trigger an emotional connection.
Experimentation takes hold
Professionals have found that adding popular and homegrown ingredients to their creations is a highly effective way of strengthening local connections. Consequently, they are incorporating a variety of local and familiar elements, such as cardamom, pistachio, dates and camel milk.
Chocolatiers are also pushing boundaries in experimentation with lesser-known ingredients and surprising, bold pairings. Savory creations and salty pralines are among the offerings gaining traction beyond traditional varieties. Meanwhile, unusual and imaginative flavor combinations include curry with hazelnut praline.
Other initiatives driving curiosity, excitement and loyalty among consumers include the creation of limited editions. Indeed, calls for the reintroduction of discontinued offerings reinforce how emotionally invested consumers have become in popular products.
Additionally, the trend among younger consumers to share their experiences via social media is proving pivotal in driving expansion. Industry experts recognize that Gen Z consumers, especially, often put experience on a par with quality. This trend highlights the important role that perception plays in promoting products today.
Beyond the emphasis on experience, Saudi Arabia’s younger consumers also prioritize transparency, ethics and purpose. Consequently, they are keen to know about origin, values and authenticity. Their questions range from where cacao beans are from to how they are sourced and transported. Therefore, brands need to clearly communicate their values when promoting their products.
Building a chocolate hub
Looking ahead, the future for chocolate innovation in Saudi Arabia appears bright. Professionals plan a range of ambitious projects spanning production, education and global reach. Forward-looking initiatives include local bean-to-bar facilities, knowledge hubs and a possible chocolate museum. Together with others, they look set to position Saudi Arabia as a growing regional chocolate hub.
Insights from Horeca Talks at Salon du Chocolat et de la Pâtisserie Riyadh 2025, co-organized by Semark, Hospitality News Middle East and Hodema Middle East and Africa. Session moderated by Nagi Morkos, founder and manager partner at Hodema Consulting Services.
