It seems
that our men are taking the lead where chocolate consumption is concerned. Yikes
I’d better hide that bar of Divine a bit better!
Recent Kantar
Worldpanel data suggests that those with the biggest increase in chocolate
consumption are men aged 45 to 64, closely followed by men aged 35-44 and men
aged 17-34. We are becoming out-numbered girls!
Here are
the figures in full:
12 months
ending May 2012 (Kantar Worldpanel)
|
|
Share %
|
Change % y on y
|
|
Children
|
27.5
|
4.9
|
|
Male
17-34
|
13.1
|
10.5
|
|
Male
35-44
|
6.4
|
10.5
|
|
Male
45-64
|
11.2
|
13.1
|
|
Male 65+
|
4.0
|
-0.5
|
|
Female
17-34
|
12.7
|
1.4
|
|
Female
35-44
|
7.4
|
1.9
|
|
Female
45-64
|
11.3
|
9.3
|
|
Female
65+
|
6.3
|
0.8
|
It’s clear
to see that the tables are turning and men are starting to be major players
where eating chocolate is concerned. With 34.7% of chocolate currently eaten by
men and 37.7% enjoyed by women, it would not take a particularly big percentage
change to see the men take the overall lead.
Big market
share areas continue to be children (27.5%) and those aged 45-64 whether male
or female (22.5%).
Chocolate
manufacturers are sure to be looking seriously at this trend and we might start
to see more “manly” chocolate promotions appear. You could do your own too. If
you sell alcohol, think about linking chocolate up with beer, both in display
and by way of a promotion. Or perhaps newspapers and chocolate? Or car
magazines! You could also think about how you might create a unique big boy’s
chocolate display in your confectionery shop.
In the
meantime, if you are female and especially if you are aged between 45 and 64,
there is a very clear need to find a better hiding place for your own chocolate
– don’t leave it to chance!
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