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Is the glass and a half still full for Cadbury?

Source: Roy Morgan Single Source (Australia) Australian’s14+ (January 2009 – December 2013), average annual n=19,298
A tiny nibble, a single square, a whole row, or hmm maybe, oh why the hell not the whole damn block. Although our healthy appetite for chocolate continues, Australia is not quite as choc-full of block-eaters as it used to be, data from Roy Morgan Research shows. 

7.7 million Australians 14+ (40%) ate some (or, ahem, all) of at least one chocolate block in an average four weeks in 2013, down from almost 8 million (45%) in 2009.

Although Cadbury remains the clear market leader, the number eating it has fallen 6% from 6,088,000 five years ago (34% of Australians 14+) to 5,720,000 (30%), reflecting the decline in chocolate consumption overall.

Lindt, however, has bucked the trend. The Swiss chocolatier fed an average 1,315,000 Aussie consumers a month in 2013, a gain of 217,000 (20%) since 2009. The increase now puts Lindt ahead of compatriot Nestle as Australia’s number two chocolate block brand.

Cumulative change in Chocolate Block consumer number since 2009

Source: Roy Morgan Single Source (Australia) Australian’s14+ (January 2009 – December 2013), average annual n=19,298

In 2009, Australians aged under 25 were the most likely to eat block chocolate, with 48% of them eating some in an average four weeks. However this has declined year on year to 41% in 2013.  Consumption among 35-49 year-olds has also fallen, from 46% to 40%. Each group’s consumption of Cadbury chocolate has declined at a similar rate.

Today, the most likely to eat chocolate blocks in a four week period are those aged 25-34 (41.9%). Around 1 in 12 now eat Lindt, up from 1 in 15 five years ago.

Angela Smith, Group Account Director - Consumer Products, Roy Morgan Research, says:

“Over the past few years Lindt chocolate has developed new campaigns, opened up cafes and its flavour range seems to take up ever-more space on supermarket shelves.  

“The growth in Lindt block chocolate consumption is being driven mainly by Australians aged 25-34, while chocolate block consumption generally is declining in other age groups.

“With both Cadbury and Lindt launching new flavours and campaigns it will be interesting to see if Cadbury can win back customers and if Lindt can maintain its growing share.

“With Roy Morgan’s revolutionary new profiling tool, Helix Personas, we can now assist marketers to refine their search for chocolate eaters. For example, over the last two years, 16% of people in the ‘Blue Chip’ segment consumed Lindt block chocolate, compared to 7% of Australians 14+. ‘Blue Chip’ are highly educated and highly paid people. They live mainly in inner city suburbs, with no mortgage; they are tech-savvy and fashionable.”

For comments or more information please contact:


Angela Smith, Group Account Director – Consumer Products

Office: +61 (2) 9021 9101

Related research reports

View our Chocolate Block Profile or our Lindt Profile and Cadbury Profile. These profiles provide a broad understanding of the target audience, in terms of demographics, attitudes, activities and media usage in Australia.

Learn more about Helix Personas here.

About Roy Morgan Research

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

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

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%