Monday, June 2nd, 2014

A tiny nibble, a single square, a whole row, or hmm maybe, oh why the hell not the whole damn block. Although our healthy appetite for chocolate continues, Australia is not quite as choc-full of block-eaters as it used to be, data from Roy Morgan Research shows. 

7.7 million Australians 14+ (40%) ate some (or, ahem, all) of at least one chocolate block in an average four weeks in 2013, down from almost 8 million (45%) in 2009.

Although Cadbury remains the clear market leader, the number eating it has fallen 6% from 6,088,000 five years ago (34% of Australians 14+) to 5,720,000 (30%), reflecting the decline in chocolate consumption overall.

Lindt, however, has bucked the trend. The Swiss chocolatier fed an average 1,315,000 Aussie consumers a month in 2013, a gain of 217,000 (20%) since 2009. The increase now puts Lindt ahead of compatriot Nestle as Australia’s number two chocolate block brand.

Cumulative change in Chocolate Block consumer number since 2009:

Source: Roy Morgan Single Source (Australia) Australian’s14+ (January 2009 – December 2013), average annual n=19,298

In 2009, Australians aged under 25 were the most likely to eat block chocolate, with 48% of them eating some in an average four weeks. However this has declined year on year to 41% in 2013.  Consumption among 35-49 year-olds has also fallen, from 46% to 40%. Each group’s consumption of Cadbury chocolate has declined at a similar rate.

Today, the most likely to eat chocolate blocks in a four week period are those aged 25-34 (41.9%). Around 1 in 12 now eat Lindt, up from 1 in 15 five years ago.

Angela Smith, Group Account Director - Consumer Products, Roy Morgan Research, says:

“Over the past few years Lindt chocolate has developed new campaigns, opened up cafes and its flavour range seems to take up ever-more space on supermarket shelves.  

“The growth in Lindt block chocolate consumption is being driven mainly by Australians aged 25-34, while chocolate block consumption generally is declining in other age groups.

“With both Cadbury and Lindt launching new flavours and campaigns it will be interesting to see if Cadbury can win back customers and if Lindt can maintain its growing share.

“With Roy Morgan’s revolutionary new profiling tool, Helix Personas, we can now assist marketers to refine their search for chocolate eaters. For example, over the last two years, 16% of people in the ‘Blue Chip’ segment consumed Lindt block chocolate, compared to 7% of Australians 14+. ‘Blue Chip’ are highly educated and highly paid people. They live mainly in inner city suburbs, with no mortgage; they are tech-savvy and fashionable.”

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


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