Americans’ appetite for chocolate is growing faster than its price tag

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Easter may be over a month away, but consumer interest in chocolate seems to be year-round.

A new study by Gourmet Gift Baskets suggests that America’s sweet tooth is only getting stronger, even as prices rise. Based on Google search data tracking chocolate-related keywords across all 50 states and compared with the US Producer Price Index for chocolate, the study found that interest in chocolate is growing significantly faster than costs.

Between January 2022 and December 2025, chocolate-related searches increased roughly 104%. Over the same period, the Chocolate Producer Price Index rose 64%. Unsurprisingly, December (aka, the holiday season) and Easter were key periods for chocolate searches as consumers showed significantly higher interest than the rest of the year.

As for the type of chocolates Americans prefer, dark chocolate was a common favorite across states, accounting for 47.5% of “type searches nationwide,” followed by white chocolate (35.95%), and milk chocolate (16.55%).

But if there’s one search term winning consumers over more so than any other, including dark chocolate, it’s Dubai chocolate, which, per the study, is “the single most searched keyword in our analysis.”

The product has become a viral sensation on TikTok, where videos featuring pistachio-filled chocolate bars have racked up millions of views, driving curiosity—and copycat products—stateside. Originally launched by Dubai-based FIX Dessert Chocolatier in 2022 as the “Can’t Knafeh Of It” bar in the UAE, its success has also prompted brands such as Lindt and Ülker to create their own versions of the popular candy bar.

Meanwhile, chocolate prices in general continue to soar amid tariffs and a 2024 global cocoa shortage, making special occasions like Valentine’s Day heavy on the pocket.