A chocolate fountain of data

Ashley Underwood, senior strategy executive at TGI, explains why chocoholics are more likely to be tempted by products they have seen advertised...

After the passing of Pancake Day a sizeable portion of the population will be abstaining from the sweet and sickly for the next 40 days.

Chocoholics everywhere will be struggling with their inner demons over Lent as cocoa-withdrawal leaves a gaping hole in their day-to-day. Insight from Kantar Media's TGI survey sheds light on the importance and scope of the chocolate-lovers market.

Those who buy at least one chocolate bar per day, or at least two chocolate assortment boxes per month, tend to be towards the younger end of the age spectrum.

They are 32% more likely than the average adult to be aged 15-34. In terms of what drives them, this group is materially motivated, being 44% more likely than the average adult to wear designer clothes, and a third more likely to agree that these designer clothes improve a person's image. They also claim to spend their money without thinking and to be no good at saving.

Chocoholics, as defined above, seem to exhibit questionable dietary habits. They are 46% more likely than the average adult to claim that they don't have time to spend preparing and cooking food. The result is that over a third of them often eat snacks on the move rather than proper meals.

Crucially for marketers, this group is a quarter more likely to be tempted by products they have seen advertised. They are also 43% more likely to accept being easily swayed by other people's views, making a word of mouth campaign an attractive proposition. They seem especially responsive to celebrity endorsement being three quarters more likely to admit that celebrities influence their purchase decisions.

TGI Worldpanel data (which links TGI's consumer insight with Kantar Worldpanel's extensive purchase data) provides yet further insight into what sectors, brands and sub-brands chocolate eaters actually buy.

Although it is the younger age groups who are particularly likely to buy chocolate bars regularly, it is in fact the over 55s who fritter away the most money - when it comes to block chocolate at any rate. This older age group spends an average £15.40 on block chocolate over six months, compared with £13.30 for 15-34 year olds. When it comes to everyday chocolate bars, 45-54 year olds top the spend ranking with an average £23.40 over six months.

Taking 'Green & Blacks' block chocolate as an example, TGI Worldpanel insight reveals that the 55+ bracket represents a particularly lucrative and sizeable segment. 'Green & Blacks' is very proud of its fair-trade listing, and their most overtly ethical product, 'Mayan Gold', is especially popular with the mature chocolate buyer. Purchasers of 'Mayan Gold' are over a third more likely to be 55+ than are other main shoppers.

Source and Photo: Media Tel