Australia’s oldest chocolate bar, Cherry Ripe has now also proven to be the country’s favourite according to new research from market research giant, Roy Morgan.
The Cherry Ripe bar which dates back to 1924, has proven to be the most popular choice amongst Australian’s with 10 percent of Aussies indulging in one.
Cadbury Dairy Milk 50g blocks and Mars Bars are not far behind at nine percent and eight percent respectively.
The research found that in the 12 months leading up to March 2013, 49 percent of Australian’s aged 14+ consumed chocolate bars in an average four week period – which is down from 53 percent in the 12 months leading up to March 2009.
While the Cherry Ripe bars proved to be the most popular amongst the entire population, chocolate lovers under the age of 25 tended to prefer Cadbury Boost bars at 14 percent, and those aged between 25 and 34 preferred Mars Bars at 11 percent.
Roy Morgan’s Industry Communications Director Norman Morris, commented that confectionery manufacturers must understand the detailed profiles of their consumers in order to remain competitive.
“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. During this time, Cherry Ripe and Cadbury Dairy Milk 50g bars gained popularity while Mars and Kit Kat declined,” said Morris.
“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.
“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.”