Milk Is Top Of The Chocs – But Dark Gains Flavour With Older Brits

SANYO DIGITAL CAMERAAs the nation gears up for the annual choc eating fest that is Easter, Mintel reveals some sweet stats from their upcoming chocolate confectionery report.

  • Can’t resist? Just 5% of Brits haven’t eaten chocolate in the past six months.
  • A third (31%) of Brits have eaten seasonal chocolates in the past six months, meanwhile, slightly less (a quarter or 26%) have bought these seasonal treats.
  • Milk is top of the chocs, with 57% of British chocolate eaters having eaten milk chocolate in the past six months. Dark is a favourite for one in four (23%) Brits, while just 7% opt for the white variety.
  • Dark chocolate leave a bitter taste in your mouth? One in five British chocolate eaters (20%) claim that they don’t like the flavour of dark chocolate. And it is the over-55s who are much more likely to prefer dark – with 38% of chocolate eaters in this age group claiming to, compared with just 16% of under-34s.
  • A healthy debate – four in ten (40%) British choc eaters  believe dark is healthier than milk or white and 16% look for chocolate with higher cocoa content.
  • For 13% of British chocolate eaters any chocolate will do, as 13% have no preference over flavour.
  • Looking for something a bit more adventurous? Some 22% of British chocolate eaters look for exciting flavours such as chilli or wasabi in their chocolate.
  • Individual chocolate bars are the nation’s favourite chocs, eaten by 72% of Brits in the past six months.
  • Half (49%) of all female chocolate eaters eat chocolate as a comfort food compared with just one in three (33%) men.



  • Price is the number one factor when buying chocolate for 65% of British chocolate eaters and half (50%) claim to buy chocolate on promotion.
  • High prices are a barrier for almost a quarter of British choc eaters  – almost a quarter (22%) say they would eat more chocolate if it was less expensive and a third (32%) say tray chocolates are not good value for money.


  • Less than a quarter (22%) of choc eaters look for healthier chocolate choices while slightly more (24%) say eating chocolate makes them feel guilty.
  • Almost a third (32%) say they would like to see more chocolate with added health benefits, but low calorie is a priority for just 12%.


  • While almost three in ten (28%) choc eaters say it is worth paying more for ethically sourced chocolate – just 14% look for ethically sourced (Fairtrade) chocolate and as many as 15% of UK chocolate eaters claim to not trust ethical (Fairtrade, Rainforest Alliance) claims on chocolate.

What would the reaction be from consumers be if their favourite chocolate increased in price?

  • Over half (54%) would still buy but less often, a quarter (24%) wouldn’t change buying at all, 15% would switch to a less expensive brand and just 4% would stop buying altogether.

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