Cadbury Dairy Milk, made by Mondelēz International, claimed first place in a list of top 10 chocolate brands by UK value sales issued by market analyst Information Resources (IRI).
Cadbury Dairy Milk is part of Mondelēz International's portfolio
Mars Confectionery's Galaxy turned in a stellar performance in second place, while KitKat claimed the number three slot.
Little separates the bottom four, with IRI's figures showing Mondelēz's Cadbury Twirl and Nestlé's Aero virtually neck and neck in sixth and seventh position.
The big trends driving growth in UK chocolate sales were a decline in popularity of single chocolate bars towards the purchase of multipacks, to save money, block bars and sharing bags, IRI claimed.
"The way that we enjoy chocolate has changed over the last five years," said Jason McColin, senior insight business manager, business insights, at IRI.
Multipacks
"There has been a substantial move away from buying a single bar of chocolate to the purchase of multipacks where we can buy three or four single bars at one time, saving money in the long run.
"It also seems that we are happy to share our chocolate, as the growth in sales of big bags of chocolate has almost doubled in the last five years."
According to IRI data, the UK spent £2.5bn on chocolate from September 2012 to September 2013, compared to £2.1bn five years ago.
'Value for money'
"In recent years, we've seen a trend towards the pound price point ... so a real incentive offering value for money."
The Dairy Milk brand had seen 18% value growth in the 52 weeks from September 15, 2012 to September 14, 2013, IRI claimed.
Maltesers had seen strong growth during the period, up 22%, as had Snickers, which had grown in value by 13%.
IRI figures cover all grocery outlets, including major supermarkets, convenience stores, independent grocers and petrol station forecourts.
Based on sales for the 52 weeks from September 15, 2012 to September 14, 2013, IRI ranks the top 10 chocolate brands as follows:
