Friday, July 26th, 2013 - Roy Morgan Research

Cherry Ripe! Not only is it Australia’s oldest chocolate bar (dating back to 1924), it’s also the country’s favourite, according to the latest data from Roy Morgan Research.

Cherry Ripe! Not only is it Australia’s oldest chocolate bar (dating back to 1924), it’s also the country’s favourite, according to the latest data from Roy Morgan Research.

In the 12 months to March 2013, 49% of Australians aged 14+ consumed chocolate bars in an average four-week period (down from 53% in the year to March 2009). Cherry Ripe was the most popular choice, with 10% of Aussies indulging in one (up from 9% in the year to March 2009); ahead of Cadbury Dairy Milk 50g blocks (9%, up from 8%).

Mars Bars came in third, but the proportion of Aussies consuming the bar has decreased over the last five years to 8% (from 10% in the year to March 2009).

While Cherry Ripe is the most popular chocolate bar among the total population, sweet-tooths aged under 25 are more likely to consume Boost bars (14%), while those aged 25-34 favour Mars Bar (11%).

Source:Roy Morgan Single Source (Australia), April 2012 –March 2013, n = 20,767.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Over the last five years there has been a small decrease in the proportion of Australians consuming chocolate bars in any given four-week period. During this time, Cherry Ripe and Cadbury Dairy Milk 50g bars gained popularity while Mars and Kit Kat declined.

“It’s interesting to note how taste varies by age, with those aged over 35 showing a clear preference for Cherry Ripe, and those under 35 more likely to consume other chocolate bar brands.

“It is vital for chocolate bar manufacturers to understand the detailed profiles of their customers and how they differ from those of other brands to ensure they remain competitive.”

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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.
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Australian chocolate, press release

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