Surviving the festive season with one’s waistline intact is a bit like vowing to go to the gym on New Year’s morning: a noble goal, but not so easy in practice. Chocolate is another Christmas temptation that can be hard to resist: indeed, more Australians eat (and buy) boxed chocolates over the festive season than at any other time of year, according to market research organisation Roy Morgan Research.
“Many of us take an ‘Eat, drink and be merry’ approach to Christmas, enjoying foods that we possibly wouldn’t indulge in quite so much at any other time of year,” said Geoffrey Smith, General Manager, Consumer Products, Roy Morgan Research. “This includes boxed chocolates, which are a popular gift choice, handy stocking filler,” he said.
The latest findings from Roy Morgan Research reveal an annual surge in boxed chocolate consumption and purchasing around December and January, noticeably higher than the spike that occurs around Easter/Mothers Day (April/May).
January chocolate spike
The proportion of Australians who report ‘purchasing any boxed chocolates in the last four weeks’ peaks noticeably in January each year.
In January 2014, 29 per cent of Australians aged 14 years and older reported eating boxed chocolates at least once in the preceding four weeks; a slightly lower proportion than in January 2013 and 2012 (both 31 per cent), and noticeably lower than in the four weeks to January 2010, when 35 per cent of consumers indulged.
Brand favourites
Mr Smith said Roy Morgan Research’s findings showed that in the 12 months to September 2014, Cadbury Favourites was the most popular brand among boxed chocolate eaters (28 per cent) and buyers (27 per cent) in an average four weeks.
“Other favoured boxed chocolate brands are Lindt, Ferrero Rocher and Cadbury Roses,” Mr Smith said.
“It is vital for chocolate marketers wishing to maximise their seasonal sales to understand the preferences, shopping attitudes and demographics of different Australian consumers, so as to target those most likely to be receptive to their particular brand,” Mr Smith said.
