- 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.