Monday, March 26th, 2012 - Roy Morgan Research
As Australians begin to stock up on chocolate for the approaching Easter break, it is likely a number of Cadbury products will be entering shopping baskets in the coming weeks. Cadbury brands were purchased by the highest number of people in both the chocolate block and chocolate box categories during 2011.
 
In the 12 months to December 2011, 2,063,000 Australians (14+) purchased a Cadbury Dairy Milk chocolate block in the last four weeks. This was followed by Cadbury Fruit & Nut (899,000), Lindt Dark (648,000), Cadbury Caramello (614,000) and Cadbury Hazelnut (588,000).

In total, 6,722,000 Australians (36% of the population aged 14+) purchased a block of chocolate in the last four weeks.


Chocolate Block Purchasers


Source: Roy Morgan Research Single Source, Jan 11 – Dec 11, n = 18,641.


Chocolate boxes will also likely play a part in the Easter celebrations for many Australians. Popular brands included Cadbury Favourites which were purchased by 521,000 Australians (14+) in the past four weeks, Ferrero Rocher (452,000), Lindt (391,000), Cadbury Roses (387,000) and Lindt Lindor Balls (341,000).

Overall, 2,279,000 Australians (12% of the population aged 14+) purchased a box of chocolate in the last four weeks.


Chocolate Box Purchasers


Source: Roy Morgan Research Single Source, Jan 11 – Dec 11, n = 18,641.


The Roy Morgan retail data comes from part of an ongoing nationwide survey of over 50,000 Australians annually, showing distinct trends over a number of years.


Norman Morris, Industry Communications Director, Roy Morgan Research, says:
 
“Cadbury looks set to enjoy a big Easter break as the data shows many of their products are the most popular among chocolate lovers. Their Cadbury Dairy Milk block and Cadbury Favourites were purchased by the highest number of consumers in 2011.

“In 2010 Cadbury Dairy Milk chocolate became Fairtrade Certified, and in 2011 they released the first Fairtrade Easter egg. This has given consumers a Fairtrade choice among mainstream chocolate brands, and possibly led to increased market share because of it.”


Roy Morgan’s Chocolate Block Profiles profiles take a comprehensive look into people who have bought particular brands of chocolate blocks, including Cadbury, Aero, Kit Kat, Lindt, Milky Bar, Nestle, Toblerone and Whittakers.

Roy Morgan’s Chocolate Box Profiles profiles examine the attitudes, activities, media usage and demographics of buyers of various boxes of chocolate. Brands include Cadbury, Darrel Lea, Ferrero, Guylian, and Lindt.

An extensive range of Roy Morgan’s Food Profiles includes chocolate, coffee, lollies and sweets, milk, yoghurt and supermarket fresh foods.

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332
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Keywords

chocolates, easter, easter eggs, ferrero rocher, lindt, lindt balls, cadbury favourites, roses chocolates

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