Aussie Christmas favourite returns

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More Australians buy and consume boxed chocolates at Christmas than any other time of the year, with Cadbury Favourites the top choice.

Findings by Roy Morgan Research reveal a surge in boxed chocolate consumption and purchasing around December and January, even higher than the spike at Easter.

In January 2014, 29 per cent of Australians aged 14 and above reported eating boxed chocolates at least once in the preceding four weeks, starkly higher than the Easter months where  around 16 per cent of people reported consuming boxed chocolates.

A slightly lower proportion of Australians consumed chocolates in January 2013 and 2012, both at 31 per cent.

Similarly, the proportion of Australians who report purchasing any boxed chocolates in the last four weeks peaks noticeably in January each year.

Geoffrey Smith, GM consumer products, Roy Morgan Research, said many Australians take an “eat, drink, and be merry” approach to Christmas.

“In the 12 months to September 2014, Cadbury Favourites is the most popular brand among boxed chocolate eaters (28 per cent) and buyers (27 per cent) in an average four weeks,” he said.

Other popular boxed chocolate brands are Lindt, Ferrero Rocher, and Cadbury Roses.

“It is vital for chocolate marketers wishing to maximise their seasonal sales to understand the preferences, shopping attitudes and demographics of different Australian consumers, so as to target those most likely to be receptive to their particular brand.”

Source: Roy Morgan

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