Shutterstock Consumers change behavior when their minds are directed, their hearts motivated and the path to change is clear and easy to follow. Behavior change experts find that all three conditions must be met for difficult changes, such as changing habitual shopping patterns and switching brand loyalty. Chocolate makes an interesting case study because it has emotional appeal, growing consumer demand and it’s a huge global business. Chocolate resonates with consumers because it is associated with romance, holidays, rewards for good behavior and stress-eating. The global chocolate market is forecast to reach over $139 billion by 2024, with a compound annual growth rate of 4.5 percent from 2019 to 2024. Market trends show that the antioxidant properties of dark chocolate drive demand. Benefits to cardiovascular health associated with milk chocolate are expected to strengthen that demand.