Barry Callebaut Consumer Survey 2008 Chocolate behavior: premium chocolate is on the rise (Conducted between 7 -28 January 2008) November 2002 January 2008
METHODOLOGY 6 countries participated in the research § 1009 individuals were interviewed in Germany between January 7 th and January 12 th § 1006 individuals were interviewed in the USA between January 8 th and January 10 th § 1012 individuals were interviewed in Switzerland between January 8 th and January 10 th · 1009 individuals were interviewed in France between January 11 th and January 14 th · 1034 individuals were interviewed in the UK between January 11 th and January 17 th · 1022 individuals were interviewed in Belgium between January 18 th and January 28 th Quotas were imposed on sex, age, occupation (active or not) and region Data gathering § Interviews were carried out face-to-face in Belgium, the UK, Germany and France. § Interviews were carried out by telephone in Switzerland USA. § Respondents were interviewed between 07/01/2008 and 28/01/2008 2
Four out of ten respondents have already discovered origin chocolate How often do you eat origin chocolate? 3
Origin chocolate gaining popularity in Europe, compared to 2006 Origin chocolate consumption 4
The Americans and Swiss are the most avid fans of origin chocolate How often do you eat origin chocolate? 5
Increasing number of consumers in Western Europe and America have tried fair trade chocolate Fair trade chocolate consumption 6
Switzerland (46%) and the U. K. (43%) take the lead in the consumption of fair trade chocolate How often do you eat fairtrade chocolate? 7
1 in 5 consumers (24%) in Western-Europe and America have tried organic chocolate How often do you eat organic chocolate? 8
Organic chocolate consumption increased compared to 2006 Organic trade chocolate consumption 9
7 consumers out of 10 say no special occasion is needed to buy chocolate. Christmas most popular holiday to buy chocolate On which occasions do you buy chocolate? 10
Consumers are loyal to their brand (45%) and buy the same chocolate as a habit (39%) What makes you buy a certain brand of chocolat 11
German and American (both 59%) consumers are most loyal to their brand, Belgian (68%) and French (45%) consumers are ‘creatures of habit’ What makes you buy a certain brand of chocolate? 12
Especially Germans regularly try different types and flavors of chocolate (25%) Has your chocolate behaviour changed lately? 13
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