In 2011, 33% of consumers in a survey by Mintel said they preferred dark chocolate. This figure has risen to 35% in 2012.
Sarah Day Levesque, food analyst at Mintel said: “The progressively better understood health benefits of dark chocolate may be increasing its popularity as more consumers are looking for indulgent foods that can serve multiple functions such as nutrition or convenience.”
Mintel found that 73% of all chocolate consumers were aware that dark chocolate is healthier.
Milk chocolate is still the favorite for 51% of consumers in 2012, but this has fallen from 57% the previous year. The milk chocolate preference also does not ring true for all age groups. For example, the over 55s prefer darker varieties.