Research undertaken by Roy Morgan Research has revealed the most popular chocolate bars amongst Australian consumers, with Cadbury brands leading the market.

Cadbury brands were purchased by the highest number of people in both the chocolate block and chocolate box categories during 2011, according to the research.

Roy Morgan Research’s retail data comes from a survey of 18,641 Australians (aged 14 and over) undertaken between January 2011 and December 2011. The results were then projected to reveal population figures for Australia.

According to Roy Morgan Research, in the 12 months to December 2011, approximately 2,063,000 Australians aged 14 and above purchased a Cadbury Dairy Milk chocolate bar “in the past four weeks”.

Cadbury Fruit & Nut chocolate bar followed, being bought by 899,000 Australians “in the past four weeks”. Lindt Dark (bought by 648,000 Australians “in the past four weeks”) was the third most popular chocolate bar, followed by Cadbury Caramello (614,000 Australians) and Cadbury Hazelnut (588,000 Australians).

In total, 6,722,000 Australians (36 per cent of the population aged 14 and above) purchased a bar of chocolate “in the past four weeks” during 2011, according to Roy Morgan Research.

Roy Morgan Research’s Industry Communications Director, Norman Morris said, “Cadbury looks set to enjoy a big Easter break as the data shows many of their products are the most popular among Australians. Their Cadbury Dairy Milk bar and Cadbury Favourites were purchased by the highest number of consumers in 2011.

“In 2010 Cadbury Dairy Milk chocolate became Fairtrade Certified, and in 2011 they released the first Fairtrade Easter egg. This has given consumers a Fairtrade choice among mainstream chocolate brands, and possibly led to increased market share because of it,” Mr Morris added.

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