Back To Listing

A chocolate-flavoured Christmas is a merry Christmas!

Source: Roy Morgan Single Source (Australia), October 2009– September 2014, average monthly sample size n=1,570. Thumbnail image: copyright Sonia Belviso (Flickr Creative Commons)

Surviving Christmas with one’s waistline intact is a bit like vowing to go to the gym on New Year’s morning: a noble goal, but not so easy in practice – unless you don’t like Christmas pudding, trifle, fruit mince pies, Pavlova, roast turkey, seafood or shortbread, of course. Chocolate is another Christmas temptation that can be hard to resist: indeed, more Aussies eat (and buy) boxed chocolates over the festive season than at any other time of year.

The latest findings from Roy Morgan Research reveal an annual surge in boxed chocolate consumption and purchasing around December and January, noticeably higher than the spike that occurs around Easter/Mothers Day (April/May).

In January 2014, 29% of Australians 14+ reported eating boxed chocolates at least once in the preceding four weeks; a slightly lower proportion than in January 2013 and 2012 (both 31%), and noticeably lower than in the four weeks to January 2010, when 35% of us indulged.

Consumption and purchase incidence of boxed chocolate: month by month


Source: Roy Morgan Single Source (Australia), October 2009– September 2014, average monthly sample size n=1,570.

Similarly, the proportion of Australians who report ‘purchasing any boxed chocolates in the last four weeks’ peaks noticeably in January each year.

Geoffrey Smith, General Manager – Consumer Products, Roy Morgan Research, says:

“Many of us take an ‘Eat, drink and be merry’ approach to Christmas, enjoying foods that we possibly wouldn’t indulge in quite so much at any other time of year. This includes boxed chocolates, which are a popular gift choice, handy stocking filler.

“In the 12 months to September 2014, Cadbury Favourites is the most popular brand among boxed chocolate eaters (28%) and buyers (27%) in an average four weeks. Other favoured boxed chocolate brands are Lindt, Ferrero Rocher and Cadbury Roses.

“It is vital for chocolate marketers wishing to maximise their seasonal sales to understand the preferences, shopping attitudes and demographics of different Australian consumers, so as to target those most likely to be receptive to their particular brand."

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309

About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate


25% or 75%

10% or 90%

5% or 95%