Which kind of chocolate indulger are you?
We interviewed 7500 customers in 30 countries on why they buy chocolate, when, and how they eat chocolate. We also asked them what their preferred chocolate eating experience entails and what they think about ingredients, claims, labelling, and sustainability.
Our research revealed that chocolate consumption primarily revolves around indulgence, sharing a moment, enhancing mood and sensory pleasure. But what makes a great chocolate experience varies for individuals.
Source: AAK Global Consumer Research Chocolate Motivations 2024 (N=7500)
Answer 7 quick questions to find your chocolate soul mates!
To illustrate the point, we have developed five consumer personas, with distinct chocolate eating habits and preferences. Each represents a distinct consumer segment, and to find out which group you belong to, all you need to do is answer these 7 quick questions.