Amid recent reports that eating chocolate at least once a week may improve our cognitive function, Easter – and all the chocolatey goodness associated with it – is suddenly looking up! But even before this exciting news broke, chocolate consumption in Australia was already on the up and up: indeed, between 2013 and 2015, the proportion of Aussies aged 14+ eating chocolate at least once in an average four weeks grew from 65% to 69%.
This surge in chocolate-eating can be seen across chocolate bars, chocolate blocks and boxes of chocolate. In 2015, more than half of us (52%) consumed chocolate bars in any given four weeks, up from 48% in 2013; 43% enjoyed chocolate blocks (up from 40%) and 19% tucked into boxed chocolates (up from 17%).
Chocolate consumption: 2013 vs 2015
Source: Roy Morgan Single Source (Australia), January-December 2013 (n=18,576) and January-December 2015 (n=15,367). Base: Australians 14+
Overall chocolate consumption by Aussie men grew from 62% to 66%, with marked increases in the proportions eating bars, blocks and the boxed variety. Total consumption also rose among women, from 69% to 72%, a growth that can again be seen across all three chocolate categories.
Cadbury is king
One brand is particularly beloved in Australia, topping the list for chocolate bars, blocks and boxed chocolates eaten in any given four weeks – take a bow, Cadbury! Cadbury 50g bars/pocket packs are the most widely-consumed chocolate bar, eaten by 17% of Australians (or 3.2 million people) in an average four weeks; Cadbury Dairy Milk (12%) trounces other chocolate blocks, and Cadbury Favourites tops the boxed-chocolate category (5.0%).
Most popular brands of chocolate bars, blocks and boxed chocolates
Source: Roy Morgan Single Source (Australia), January– December 2015 (n=15,367).
As the chart above indicates, Cadbury’s popularity is quite entrenched for each of these categories: Cadbury-owned Cherry Ripe is the country’s third-most popular chocolate bar, while the brand’s Fruit & Nut and Hazelnut blocks come in at third and fourth in their category. Meanwhile, Cadbury Roses (3%) join Favourites in the top five boxed chocolates consumed by Aussies in an average four weeks.
Andrew Price, General Manager – Consumer Products, Roy Morgan Research, says:
“Whether we’re eating it for its purported brain-boosting or mood-enhancing qualities, or simply for its taste, Roy Morgan Research data shows that more of us are enjoying chocolate in an average four-week period than we were back in 2013. As mentioned, this rise in consumption can be seen across all categories, many brands and both genders.
“Among the brands that have benefitted from this chocolate-eating upswing, Cadbury is the obvious example: since 2013, there has been an increase in the proportions of Aussies choosing their 50g bars, Cherry Ripe, Fruit & Nut and Hazelnut blocks, and boxes of Roses. Lindt has also made inroads in the block and boxed categories; while consumption of Nestle-owned Kit Kat is also up.
“Brands wishing to stand out in this crowded and extremely competitive market need to understand what drives Australians’ chocolate choices. Is it simply habit that makes them choose Cadbury? Are they susceptible to advertising or do they tend to stick to their favourite brand for everything – including chocolate? Do different age groups prefer different kinds of confectionery? Only Roy Morgan can answer all of these questions and more, using the power of our Single Source data, compiled from interviews with more than 50,000 respondents annually.”
Roy Morgan Research
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.
P: (03) 9224 5268