Retail

Chocoholics celebrate World Chocolate Day, but ‘shrinkflation’ leaves a bitter taste

By Anthony Myers contact

- Last updated on GMT

Pic: GettyImages
Pic: GettyImages

Related tags: World Chocolate Day

Established in 2009 on 7 July, World Chocolate Day is celebrated each year to commemorate the introduction of chocolate to Europe in 1550.

In the UK, fresh research states more than two-fifths of British consumers confess to being ‘chocoholics’, and as many as 45% would struggle to try and give it up.

The study by Britsuperstore​ shows that Ferrero Rocher is the nation’s favourite chocolate, receiving over 900,000 searches over the past year with a 20% search volume increase since last year.

Results also show that dark chocolate is the most searched for type of chocolate with an overall search volume of over 182,000, and Cadbury’s leads the way as the UK’s most popular chocolate manufacturer with over 629,000 searches in the past 12 months.

Most Searched Chocolate Bar (12 Months) 

  1. Ferrero Rocher - 933,533
  2. Milky Way - 396,333
  3. Snickers - 273,221
  4. Caramac - 251,987
  5. M&Ms - 195,553
  6. Smarties - 191,836
  7. Dairy Milk - 186,994
  8. Yorkie - 167,905
  9. Mars Bar - 163,516
  10. Kitkat - 158,469
  11. Lindor - 151,783
  12. Freddo - 149,199
  13. Creme Egg - 134,971
  14. Twix - 131,767
  15. Bournville - 127,783

Most Searched Type Of Chocolate (12 months)

  1. Milk Chocolate - 54,264
  2. White Chocolate - 168,333
  3. Dark Chocolate - 182,757

Top 5 searched for chocolate brands (12 months)

  1. Cadbury - 629,617
  2. Toblerone - 482,314
  3. Nestle - 395,057
  4. Lindt - 254,365
  5. Galaxy chocolate - 184,095

Shrinkflation

With recent news of Twix chocolate bars shrinking in size and weighing 15% less as result of parent company Mars blaming the cost of living crisis, Britsuperstore also analysed forum data to find which supermarket product is the most complained about by UK shoppers in regards to ‘Shrinkflation’.

After reviewing nearly 600 comments from Money Saving Expert’s ‘The great shrinking food and other items hunt’ forum, the study shows that chocolate is the most complained about supermarket product in regards to a reduction in size, overall quality, and increase in price, with 25% of reviews by UK shoppers referencing this product in a negative light.

The study also shows that Cadbury is the brand with the most 'Shrinkflation' complaints with over 57% of complaints from the study aimed towards the chocolate manufacturer.

Related topics: Retail & Shopper Insights, Chocolate

Related news

Follow us

Webinars