Who likes chocolate?

Trade magazin asked TNS Hoffmann to survey the chocolate eating habits of Hungarians. The study revealed that 79 percent of the 15-75 age group – almost 6 million people – bought or had some kind of chocolate in 2016. Interestingly enough, only 40 percent of chocolate eaters said they have a sweet tooth. The proportion of chocolate consumption was even higher, 84 percent in families with children.

Chocolate in tablet form and chocolate bars are the most popular products. 30 percent of 15-75 year old consumers and 36 percent of families with children purchase some kind of chocolate bar at least once a week. Balaton, Sport and Milka were the most popular brands in both groups. 20 percent of the total population buys chocolate in tablet form weekly, the top brands are Milka and Boci, followed by Tibi and Kinder. Hungarians tend to buy dessert chocolate and other sweets only occasionally. In these categories the most popular brands are Raffaello, Merci and Toffifee, and M&M’s, Smarties and Kinder Surprise, respectively.

At weekly level families with children spend a few hundred forints more on sweets than others. Based on their attitudes and buying habits, chocolate eaters can be put into different categories. For instance 10 percent of them (the elite) are brand- and quality-focused, open to trying new products, prefer international brands and are willing to pick the most expensive product in a category. Other categories: successful – 15 percent, experience hunter – 11 percent, hedonistic and settled – 12 percent, moderate and settled – 5 percent, holding on – 20 percent, falling back – 25 percent. /