When it comes to chocolate, Australians look to be losing interest in the block format, according to Roy Morgan Research.
It found that although Australians still have a healthy appetite for chocolate, just 40 per cent of Australians aged 14 and over ate some – or all – of at least one chocolate block in an average four weeks in 2013, down from almost 45 per cent in 2009.
Though Cadbury, made by Mondelez, remains the clear market leader, it has lost ground in the block format over the past five years in line with the broader downturn, while Lindt has bucked the trend, gaining 20 per cent more block buyers since 2009, putting it ahead of Nestle as Australia’s number two chocolate block brand.
This has not been lost on the market leader, if its recent announcements are any indication. Cadbury recently sought to liven up the category with the addition of three new flavours to its block range: Cadbury Cherry Ripe, Cadbury Dairy Milk Crackle and Cadbury Dairy Milk Picnic.
Mondelez also rolled out a new TV campaign - the biggest brand campaign for Cadbury Dairy Milk in 2014 - featuring thousands of blocks of Cadbury Dairy Milk in various flavours falling like dominos in a suburban street.
“The new campaign will bring all of the flavours in the Cadbury Dairy Milk range to life and remind people there is a flavour for everyone,” the company said.
Cadbury also refreshed the packaging for all flavoured blocks in the range.
Angela Smith, group account director - consumer products at Roy Morgan Research, says the growth in Lindt block chocolate consumption is being driven mainly by Australians aged 25 to 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," she said.
Cadbury recently rolled out new flavours, including cherry ripe, to its block range.
