The British appetite for chocolate shows no signs of abating. Yet today's customers want a little more from their confectionery. From sustainable packaging to low-sugar variants and smaller portions, we research the latest consumer wishes.
This research was commissioned by The Grocer and carried out independently of Mondelez International by Kantar's Research Express service.
Free download: 10 charts explaining Britain's attitude to confectionery
1. Count volumes decrease
The modest count is in a long-term decline. While it is still the largest subcategory in chocolate – worth almost £500 million [Kantar 52 w/e 17 June 2018] – consumers are moving towards other formats. As a result, the figures fell from 74 million kg to 73.3 million kg in that period.
This is partly because snackers are choosing options other than chocolate, such as protein and healthy snack bars. According to Kantar, chocolate fell 4.1% during snacking events, despite consumers snacking more regularly.
But it is also a sign of the increase in other formats such as sharing bags and boxes. For example, chocolate boxes increased by 6% in volume and sold 29.4 million kg. And as consumers indulge in chocolate, there's a move toward more premium options.
2. But more than half of British adults eat chocolate more than once a week
The figures may be lower, but that doesn't mean Britain's appetite for chocolate is waning. In fact, 56% of consumers enjoy it more than once a week. And only 3% say they never eat chocolate at all.
Chocolate consumption is especially high among the supposedly more health-conscious generation: 25 to 34 year olds. In this age group, no less than 34% say they eat chocolate every day. In contrast, only 8% of consumers over 65 years old repeat the daily habit.
Consumers with young children are another frequency determining factor. A third of shoppers with children under the age of two eat chocolate every day – a figure that drops as children get older. Those without children are the least frequent consumers: 15% eat chocolate every day, compared to 31% of parents overall.
3. Barely half believe there is a wide range available
The chocolate range has never been so extensive. Today's offering includes everything from vegan chocolate with coconut milk to reduced sugar options and 100% cocoa varieties. However, only 47% of consumers surveyed believe there is a large selection available, meaning 53% disagree with this statement.
Susan Nash, head of trade communications at Mondelez International, says chocolate should suit a variety of preferences. “Confectionery needs to meet a range of shopper needs, from Generation Z looking for excitement to more mature consumers looking for more familiar, heritage brands they know and love,” she explains.
There is also a difference in the way different generations perceive the choices. While only 35% of 25 to 34 year olds believe there is a wide choice, this rises to 55% among those over 65.
4. The sugar content is a relatively low priority
With all the hype surrounding sugar – and the introduction of the soft drink tax in 2018 – you would expect sugar to be quite high on the consumer agenda.
But when it comes to chocolate, there are much stronger influences at play. Not surprisingly, seven in ten say taste is an important factor, but price, cocoa content, brand and new flavors also rank above sugar content when it comes to priority. Only the 25 to 34 age group gives sugar priority over cocoa content.
Mondelez's Nash says the figures "reinforce the importance of taste in this 'treat' category".
“While reducing sugar overall is highly motivating for consumers, it should not come at the expense of taste when it comes to confectionery and other treats,” she says.
In our consumer research, taste was by far the most important factor across all demographics.
5. Nearly four in ten feel guilty about eating chocolate
Here comes the classic guilt factor. While consumers want something indulgent that tickles their taste buds, it's that indulgent nature that often causes a certain sense of guilt.
So it's no surprise that 37% of consumers feel a little guilty about eating chocolate.
However, this varies quite significantly by demographic group. As many as 58% of 25 to 34 year olds – the most frequent consumers of chocolate – feel guilty in some way. And a good 31% even go so far as to say they feel “very guilty”.
There is also a bit of gender division at play. While 41% of women said they felt somewhat guilty about eating chocolate, 31% of men said the same. And 38% of male respondents said they felt “not guilty at all,” compared to just 25% of female shoppers.
6. Low sugar chocolate appeals to the 25-34 age group
More than a third of 25 to 34 year olds eat chocolate every day. So it's perhaps not surprising that they are most interested in the concept of lower sugar chocolate. A whopping 44% said they were "very interested" in the idea, compared to just 26% of the total sample.
There were also some geographical differences in the demand for lower sugar prices. While 50% of Londoners were very interested, in the North East this dropped to just 18%. In fact, 29% of respondents in the Northeast simply weren't really open to the idea.
Mondelez's Nash believes it is important to recognize that lower sugar options will not suit everyone. “Our team of researchers has worked tirelessly to create tasty options with 30% less sugar,” she says. “However, we believe some consumers will prefer the standard recipes, so it is important to provide choice.”
7. Women are more interested in chocolate bars with portion sizes
For those who don't want a change in the recipe, portion-controlled bars are another way to control calorie and sugar consumption. A number of confectionery giants are launching smaller portions,including Mondelez with its Cadbury Dairy Milk Minibars.
The concept attracted slightly less interest than low-sugar chocolate; 21% said they were very interested, compared to 26% who were very interested in lower sugar options.
However, this figure was higher among female respondents, almost a quarter of whom were very interested. And among the 25 to 34 age group, that figure rose to a decidedly encouraging 44%.
8. Chocolate is seen more as a treat than a candy
At first glance, you would expect chocolate and candy to have relatively similar treat values. Actually there is a small difference. While 43% of consumers consider chocolate a treat, 35% of respondents say the same about sweets.
However, perception seems to depend on how often consumers enjoy chocolate and sweets. A significant 57% of consumers who eat chocolate every day consider it a treat. A similar pattern can be seen for sweets. Of those who eat sweets every day, 53% see it as a treat. This shows that a daily habit can still be seen as a treat if you enjoy sweets.
Children are another factor that influences perception. Of respondents with children under two years old, 54% agreed that chocolate was a treat, and 53% said the same about sweets. Parents of older children were less likely to have a treatment mentality, and non-parents were the least likely.
9. Sustainable packaging convinces almost eight out of ten customers
The issue of sustainability is rarely out of the headlines. So it's only natural that customers are scrutinizing confectionery packaging more than ever. Nearly four in ten customers say that sustainable packaging is very important to them when choosing a chocolate brand.
There is a fairly even split across most age groups, but 25 to 35 year olds are particularly passionate about this subject; 51% call sustainable packaging “very important”. There is also a small gender difference. While 84% of women said sustainable packaging is at least somewhat important, 74% of men said the same.
Nash says sustainability is becoming “increasingly important” to shoppers. “From sourcing to labeling and packaging, it is important that we source and do things responsibly, as we work to continually improve what we do.”
10. Londoners are particularly interested in the ethics of chocolate brands
Likewise, ethical purchasing is becoming a hot topic among consumers. Overall, 41% of respondents said ethical production was "very important" when purchasing a chocolate brand, and 40% thought it was "fairly important".
Interestingly, there were some real geographical differences in importance. Almost twice as many Londoners rated ethical production as very important as respondents in the North East.
A similar pattern emerged when it came to sustainable packaging. In London, 59% of shoppers said this was a very important factor, compared to 26% in the North East.
So if you want to entice shoppers in the capital, reusable packaging and clear ethical policies could be essential.
