Nearly half (49 per cent) of Australians aged 14 and over ate chocolate bars in an average four week period in the year to March 2013, down from 53 per cent in the year to March 2009, according to market research organisation Roy Morgan Research.

Cadbury’s Cherry Ripe bar was the most popular choice, with 10 per cent of Australians overall saying they had eaten one (up from 9 per cent in the year to March 2009), ahead of Cadbury Dairy Milk 50g blocks (9 per cent, up from 8 per cent).

Mars Bars came in third, but the proportion of Australians consuming the bar has decreased over the last five years to 8 per cent (from 10 per cent in the year to March 2009).

“Over the last five years there has been a small decrease in the proportion of Australians consuming chocolate bars in any given four-week period,” said Norman Morris, Industry Communications Director, Roy Morgan Research. “During this time, Cherry Ripe and Cadbury Dairy Milk 50g bars gained popularity, while Mars Bars and Kit Kat declined,” he said.

While Cherry Ripe was the most popular chocolate bar overall, Roy Morgan Research said the results varied across age brackets.

“It’s interesting to note how taste varies by age, with those aged over 35 showing a clear preference for Cherry Ripe, and those under 35 more likely to consume other chocolate bar brands,” Mr Morris said.

Under 25s

Cadbury Boost Bars were the most popular choice for Australians under 25, with 14 per cent saying they had consumed the bar in an average four-week period. Cadbury Dairy Milk 50g came in second for this age group (14 per cent), followed by Mars Bar and Kit Kat (both 11 per cent), and Cherry Ripe and Crunchie (9 per cent).

25-34

For Australians aged between 25 and 34, Mars Bar was the most popular choice (11 per cent). Cherry Ripe and Cadbury Dairy Milk 50g tied for second place (10 per cent), Kit Kat came third (9 per cent), followed by Boost Bar (8 per cent) and Crunchie (7 per cent).

35-49

Australians aged 35 to 49 were most likely to have eaten a Cherry Ripe (11 per cent). Cadbury Dairy Milk 50g and Mars Bars were also popular with this age group (9 per cent each), followed by Kit Kat and Crunchie (7 per cent each), and Boost Bar (6 per cent).

50-64
Cherry Ripe was also the most popular bar for Australians aged 50 to 64 (11 per cent), followed by Cadbury Dairy Milk (7 per cent) and Mars Bar, Kit Kat and Boost Bar (each 6 per cent). Crunchie was the least popular brand for this age group (3 per cent).

65 and over

Australians aged 65 and over were most likely to have eaten a Cherry Ripe (8 per cent), followed by Cadbury Dairy Milk 50g (5 per cent). Mars Bar, Kit Kat and Boost Bar were tied in popularity (4 per cent), followed by Crunchie (1 per cent).

“It is vital for chocolate bar manufacturers to understand the detailed profiles of their customers and how they differ from those of other brands to ensure they remain competitive,” Mr Morris said.

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