KPMG: Swiss and Brits largest chocolate consumers

08 August 2014 Authored by

On a typical day, one billion people around the world eat chocolate. Accounting and consulting firm KPMG conducted research into the largest chocolate fans and finds that taste preferences differ.

Top 10
It’s a well-known saying… one simply cannot get enough of chocolate. Worldwide, the market for chocolate has been growing with strong figures for years, driven by the increasing prosperity – in particular of the middle class in emerging countries. The Swiss are the largest chocolate consumers, with an average of 12kg per person per year, which equates to an average of 1kg of chocolate per month. This is significantly more than the number ten on the list, France, where a person eats just over 6kg per year. An overview of the top 10 chocolate consuming countries:

Ten top chocolate consuming countries in 2012

Difference in preference
Although virtually everyone loves chocolate, KPMG's research shows that there are differences in preferences. For instance, Switzerland is a big fan of milk chocolate, while Americans are fond of filled chocolate. UK has – as the majority of countries – the biggest preference for milk chocolate, but about 20% of the British also like filled chocolate. Dark chocolate is the favourite of the Swiss.

How chocolate bar sales break down in key markets

The appetite for white chocolate is generally decreasing: both the Swiss and the Americans have over the past gradually consumed less white chocolate. The data shows that the preferences of the Brits has recently remained stable: they consumed the same amount of white and filled chocolate between 2008 and 2013, and due to a small increase in the preference for dark chocolate, the popularity of milk chocolate fell slightly. 


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