In the 12 months to March 2016, 17.4 per cent of Australians, 14 and above, consumed at least one Cadbury 50g chocolate bar in an average four-week period, according to recent study. Of the country’s 15 most widely eaten chocolate bars, 10 are owned by Cadbury.
Norman Morris, industry communications director, Roy Morgan Research, said: “Nearly 60 per cent of people who eat Cadbury 50g chocolate bars in any given four weeks also eat Cadbury blocks in the same period. Indeed, 42 per cent of Aussies who eat any kind of chocolate bar also eat Cadbury’s chocolate blocks: the brand is almost a by-word for chocolate!”
“But while a certain degree of brand loyalty appears to exist, it is not watertight. Not only do chocolate-lovers get their fix from a variety of chocolate-flavoured sources, but they are not averse to mixing up their brands. For example, although consumers of Cadbury 50g bars tend to also opt for Cadbury blocks, they’re also more likely than the average Aussie to eat non-Cadbury blocks. And, just for good measure, they’re above average in their consumption of other brands’ chocolate bars too (although the corollary is also true).”
The latest findings from Roy Morgan reveal that the majority of chocolate-bar eaters also eat chocolate blocks in an average four weeks, and more than a quarter eat boxed chocolates.
Aside from chocolate bars and boxed chocs, other forms of chocolates are consumed, too. For example, almost three out of every 10 eat chocolate-coated biscuits in an average seven-day period, while the consumption of hot chocolate and even chocolate-flavoured milk is also above average.
Chocolate-bar eaters vs population average for other chocolate consumption
“The latest results from Roy Morgan confirm what many of us already suspected: when it comes to chocolate, there’s no such thing as moderation. As the country’s chocolate-bar eaters demonstrate, consuming chocolate is not an isolated activity. If you eat one kind of chocolate in an average four-week period, you’re more than likely to eat at least one other kind in the same period, and may well drink chocolate-flavoured beverages as well,” Morris said.
“Chocolate is a serious business, and brands wishing to carve out their share of the market need to understand precisely who their consumers are and how to keep them.”