Thursday, December 15th, 2011
It’s no secret that many Australian women love chocolate and according to the latest Roy Morgan Research data over 6.7 million women (72% of Australian women aged 14+) consume it in an average 4 week period.

Whether it’s chocolate bars, blocks of chocolate, bags or packets of chocolate or boxed chocolates, more women than men eat chocolate. The most popular variety is chocolate bars, consumed by 54% of Australian women aged 14+ compared to 48% of men, and chocolate blocks, consumed by 45% of women compared to 40% of men.

Chocolate Consumption

Source: Roy Morgan Single Source, October 2010 – September 2011, n = 18,483.

When we look at the main reasons for when people last ate chocolate, both men and women rate ‘I just wanted something sweet to treat myself’ and ‘I needed an energy boost and wanted to feel re-charged’ as the top two responses. However, women are more likely to see chocolate as a decadent treat with 12% responding ‘I wanted to spoil myself with something really indulgent’ (compared to 8% of men) and 10% of women also answered ‘I wanted something to lift my mood and make me feel better’ (compared to 6% of men). Men, on the other hand, were more likely to eat chocolate to ‘control my hunger and feel satisfied’ with 10% of men giving this response compared to 6% of women.

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

“Roy Morgan data gives a fascinating insight into the chocolate market in Australia. One particularly interesting segment is chocolate bars, it’s more of an impulse item, there’s such a wide variety of choice and the brands have more of an opportunity to develop an individual identity.

“One of the most popular brands, Mars Bar, has strong appeal among men (it’s consumed by 11% of men compared to 8% of women) however, there doesn’t appear to be a bar with equivalent appeal amongst women. Although the Cadbury range in general, which includes the 50gm bars such as Breakaway and Top Deck and the Cadbury Bubbly range, does attract a higher proportion of women compared to men (40% vs. 33% respectively).

“Perhaps women are attracted to the breakable segments that the Cadbury bars are portioned into. Giving them the ability to break off bite sized segments, share pieces of the bar and reducing the obligation to eat the whole bar in one sitting.”

An extensive range of detailed Roy Morgan Chocolate Consumer Profiles includes people who eat chocolate bars, boxed chocolates, bags/packets of chocolate and chocolate blocks. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia. Brands of different chocolates bought include Mars Bars, Cadbury, Kit Kat, Lindt and many more.

Contact Profile

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.
Shaun Ellis
P: 03 9224 5332


Women likely tooth chocolate



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