Swiss and Brits the globe's largest chocolate consumers

08 August 2014

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.

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 according to the analysis the largest chocolate consumers of the world, 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 an average person consumes just over 6kg per year.

Ten fastest growing chocolate markets 2007-12

The Brits (UK and Ireland) come in second place, followed by the Austrians and Belgians. Interestingly, four of the remaining five top 10 positions are held by European countries: Germany, Norway, Denmark and France. Canadians are the only non-European nationality in the top 10 of chocolate consuming countries.

When it comes to growth in chocolate demand, consumers in Belarus, Venezuela and Nigeria lead the way. The top further includes three countries based in Latin America, three in Asia and one in Africa.

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 remained stable in recent years: 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.

The authors note that a number of manufacturers are trying to establish caramel as a “fourth kind of chocolate”, alongside dark, milk and white. They base their ambition on the fact that Euromonitor research shows that caramel is the second most popular flavour after hazelnut, and appeals in particular to consumers who want a luxury taste, providing the industry with opportunities for charging a premium.


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Red Consultancy helps Hendrick's to launch new gin

09 April 2019

Red Consultancy has been signed up by Hendrick’s to help launch the famous distiller’s new limited edition gin. The consultancy collaborated with Hendrick’s to install floral phone boxes across UK cities, which presented entrants with free samples to the Midsummer Solstice drink.

Britain’s gin industry is now worth well over £1.2 billion – having more than doubled in size since 2011. With little sign of the industry’s boom going bust any time soon, demand for the trendy spirit has led to a boom in the number of businesses centring on either distilling or selling the spirit, with a growing number of ‘gin palaces’ doing both.

As UK distillery Hendrick’s Gin looks to prepare for another busy Summer, the company has launched its first ever limited-edition gin – Midsummer Solstice – with flower obliterations up and down the country. In order to help promote the new product to a wide audience, Hendrick’s enlisted the help of Red Consultancy, which began working to launch Midsummer Solstice following a competitive tender process earlier in 2019.Red Consultancy helps Hendrick's to launch new ginRed Consultancy’s efforts eventually led to a number of experiential, floral phone box portals being unveiled across London, Brighton, Manchester, Edinburgh and Liverpool to mark the launch of the campaign. Curious consumers who entered the floral phone boxes were gifted with a first taste of the new gin – either with a ‘Stem for a Serve’ redeemable at a local bar or in the tasting room of the London’s Soho Square launch.

Commenting on the campaign, James Taylor, Senior Brand Manager at Hendrick’s Gin commented, “The floral transformation of the once forgotten phone box are the perfect space to create a sensorial portal to our unusual brand world and transport curious minds back to simpler, less-connected times before social media and mobile technology transformed the way we communicate. A space where you can stop, literally smell the roses, and consider your true meaningful connections – the perfect way for us to celebrate the launch of Hendrick’s Midsummer Solstice with a disruptive activation.”

The gin itself is already available at Waitrose, and will become available throughout the summer. Its public relations launch will be further supported by paid social media and in-store activity throughout that time, before its limited run comes to an end.

Red Consultancy is a professional services firm which offers advisory services to clients looking for PR, digital and content expertise via its 140 staff in its Soho offices. The firm develops and manages campaigns, runs major press offices, and steers brands and businesses through engagement with media, consumers, customers, stakeholders and internal audiences both domestically and internationally.

Recently, the firm was involved in a campaign with smartphone maker Huawei, helping it promote its AI-driven completion of Schubert’s famous Unfinished Symphony.