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What you said
Insights from our latest survey
Cocoa Confessions: How UK Consumers Really Buy and Eat Chocolate
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From indulgence to ethical choices, our latest Taste Collective survey reveals how UK chocolate lovers shop, spend, and satisfy their cravings.
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Chocolate isn’t just a treat; it’s a ritual, a comfort, and for many, an everyday essential. But what drives consumer choices? Are people cutting back due to price hikes, or are they splurging on premium brands?
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We asked you what matters most, from favourite brands and ethical considerations to price sensitivity and health-conscious choices. Here’s what we found:
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Chocolate Consumption Trends
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Almost 50% of you that responded are consuming the same amount of chocolate, while 33% have increased their intake.
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16% have cut back - cost concerns or health-conscious choices could be at play.
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Despite rising costs, chocolate remains a staple indulgence.
Milk Chocolate Still Dominates, But Dark Gains Ground
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Milk chocolate is the your top choice (54%), with dark chocolate (30%) gaining ground.
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Ruby chocolate? Zero buyers. A sign that it hasn’t quite captured mainstream attention yet.
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Dark chocolate’s rise suggests growing interest in perceived health benefits and premium offerings.
Chocolate as a Gift & Comfort Food
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81% buy chocolate as a personal treat or indulgence. 62% purchase chocolate for gifting, while 39% buy it for stress relief.
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The UK’s Favourite Chocolate Brands
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Lindt (21%), Cadbury (16%), and Hotel Chocolat (12%) lead the pack.
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Supermarket own-label chocolate (7%) is a growing competitor, appealing to cost-conscious buyers.
Premium brands still dominate, but private label is gaining traction.
What Influences Chocolate Purchases?
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Quality leads the way, with 68% prioritising ingredients, while price (60%) and flavour variety (59%) are also key. Brand reputation (52%) plays a strong role, reinforcing trust in established names.
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Seasonal launches (28%) and promotions (44%) attract attention, while impulse buys (12%) and packaging (18%) have less impact.
How Price Sensitivity is Shaping the Market
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36% of you that responded say that you are now more selective with your purchases.
10% have switched to cheaper alternatives or smaller sizes.
Only 4.5% are willing to pay more for their favourite brands.
Consumers are adapting to price increases by trading down or buying less.
Health and Ethical Considerations
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Health isn’t a top concern for many, with 45% not factoring it into their chocolate purchases. However, for those who do, 41% prefer high cocoa content, while 23% check sugar levels and 13% opt for organic options.
Functional benefits like high protein (6%) or reduced-calorie options (5%) remain niche.
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This suggests that while indulgence drives chocolate buying, there’s growing interest in ‘better-for-you’ options, particularly for higher cocoa and lower sugar products.
How Important is Ethical Sourcing?
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Ethical sourcing matters to most, but to varying degrees - 33% try to choose ethically sourced products when possible, while 11% always prioritise it.
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However, 16% don’t consider it a key factor, showing that while sustainability is growing in importance, price and brand trust remain bigger influences.
Does Cocoa Origin Matter?
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Only 3% actively seek chocolate from specific regions.
39% say they might if it’s on the packaging, but 13% feel origin matters, preferring to purchase chocolate from single-origin cocoa.
How Much Do You Spend on Chocolate?
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Most shoppers surveyed are willing to spend £3-£5 (24%) or £1-£3 (22%), with 18% opting for premium choices (£10+) depending on the occasion.
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Only 3% would spend over £20, highlighting a preference for affordable indulgence over luxury splurges.
Thank you to everyone who took part​
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Congratulations to Christopher from Altrincham for winning the Hotel Chocolat goodies!
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