Roy Morgan has released its latest research on chocolate consumption, revealing 14.2 million Australians aged 14 and older eat bars, blocks or boxed chocolates in an average four weeks. Victoria leads as the chocolate 'capital' of the country, while women make up the bulk of chocolate consumers.
Chocolate bars, such as Kit Kat, Cadbury, Mars and Snickers, are the preferred choice for around 11 million Australians (77.5 per cent of chocolate consumers) to eat chocolate, and are the top pick for Millennials.
Chocolate blocks are consumed by 8.9 million Australians (62.9 per cent) while 4.4 million indulge in boxed chocolates (31.1 per cent) such as Lindt Lindor Balls, Cadbury Roses or Ferrero Rocher.
“Australia’s 14.2 million chocolate buyers come in all shapes and sizes but some are ‘keener’ on a spot of chocolate than others and none more so than the 2.13 million who consume all three of chocolate bars, chocolate blocks and boxed chocolates in an average four weeks,” said Roy Morgan CEO Michele Levine.
The research also showed Victoria as the only state to rate above average for consumers of all three types of chocolate, with the typical consumer of bars, blocks and boxes were often a “well-educated woman who is either still at university or in gainful white collar employment with her own degree or diploma under her belt.”
“It’s probably no surprise to many that women are Australia’s leading consumers of chocolate and comprise the majority of the markets for chocolate blocks, bars and boxed chocolates, however digging into the expansive Roy Morgan data allows insights not apparent to a casual perusal of the data,” said Levine.
The 2.13 million 'all-rounders' eating the three types of chocolate were characterised by being evenly split between men and women, were more likely to be under 25, and likely to have and underweight body mass index (BMI) than the average Australian.
“Before we get carried away with the notion that these underweight people are somehow a special breed who can eat as much chocolate as they like and stay slim – it is worth noting BMI increases with age, so these young people are probably simply enjoying their youthful body mass index,” Roy Morgan research revealed.
