Boxed chocolate buyers are more likely to be women from the Midwest or South – and are more likely to be watching their weight than the average American, according to new data from market research organization Roy Morgan.
The market researcher said it based its conclusions on a survey of 2,181 Americans conducted in April 2011, and household purchase data from a consumer panel of consumer panel of 2,124 Americans in November - December 2010.
“Chocolate buyers are more likely than the average American to be watching their weight and trying to do all the right things for their health,” the researcher said. “For instance, 69% “would like to be able to lose weight”; 68% “prefer to eat healthy snacks”; 62% “restrict how much fattening food they eat”; 52% are concerned about their cholesterol level, and more.”
It also found that US boxed chocolate buyers are more likely to be relatively traditional, two-thirds live in the Midwest or the South, more than half (52%) are over 50, and 65% are women.
In a typical year, about 17.9m Americans buy boxed chocolates, the researcher found, with Hershey’s Pot of Gold the most popular brand, accounting for 18% of all boxed chocolate purchases. Roy Morgan said that price is a key factor in purchasing decisions, particularly around Christmas. Sixty-two percent of respondents who reported buying of Pot of Gold said they were motivated by price.
Nearly half (48%) said they bought boxed chocolates when they were on sale, and another 12% said they bought chocolates when they were part of a promotion, such as a store coupon.
As for the main reasons Americans buy boxed chocolates, vice president of business development at Roy Morgan Research Portia Morgan said: “As could be expected, during the holiday season the most popular reason for buying boxed chocolate is as a gift (37% of purchasing households). However, people are still buying boxed chocolate as a treat for themselves (31%) and when entertaining at home (10%). Shoppers respond to price and sale incentives when buying boxed chocolates.”