UK Chocolate Confectionery Market Report 2024

Gain fresh insights into the chocolate confectionery market in the UK with this report. Answer what consumers want from chocolate with the data-backed analysis provided by this report. Below, we’ve provided the market landscape and some key statistics.

UK Chocolate Confectionery Market – Current Landscape

Steep rises in the price of chocolate have hit chocolate buyers in the pocket. For 50% of eaters/buyers, it encourages switching to cheaper own-label products. In reality though, any shift to buying own-label chocolate is on a much smaller scale. However, between 2022 and 2024, own-label increased its share of everyday chocolate volume sales, leaving branded sales vulnerable if they need to increase their prices further.

Buying premium chocolate(s) for oneself is widespread among 59% of chocolate eaters/buyers. This highlights the importance of NPD and marketing messages for premium chocolate to encourage self-treating. Those buying premium chocolate(s) for themselves are more likely to think a unique flavour signals premium (41%).

Combining two or more flavours in one chocolate bar remains highly warranted, as this appeals to two thirds of chocolate eaters/buyers. Interest is highest among younger people, ie 79% of 25-34 year olds vs 37% of over-65s. This can be achieved by combining two or more different fillings in one bar, or dividing bars/blocks into more than one flavour.

UK Chocolate Confectionery – Market Statistics

• UK chocolate confectionery market share: In everyday chocolate sales, the five biggest chocolate manufacturers accounted for 70% of total retail sales in 2023/24. Mondelēz is the biggest of these five, with almost a third of the market share. Outside of these five manufacturers, Tony’s Chocolonely was the standout, with a significant increase in value sales in 2023/24.
• UK chocolate confectionery consumption statistics: 95% of UK adults eat chocolate, demonstrating continued acceptance and usage. Younger adults (16-24) are the most frequent chocolate eaters, with over half eating four or more times per week. This is likely due to younger consumers’ elevated snacking habits.
• UK chocolate confectionery preferences: Almost two-thirds of UK chocolate buyers find two or more flavours in a chocolate bar appealing. Caramel is a popular flavour not just as a standalone filling, but when combined with other fillings, too. Other flavours should not be ignored, however, as praline is popular among three in 10, but rarely innovated upon or launched.

UK Chocolate Confectionery Market Report – What’s Inside?

Key Topics Analysed in the Report

• Key trends in recent launch activity and product development opportunities.
• Consumer response to rising chocolate prices and preferred way for brands to respond to increases in cocoa prices.
• The appeal of different fillings for chocolate bars or blocks of chocolate.
• Premiumisation in chocolate, including attributes signalling premium and behaviours relating to buying premium chocolate(s) for self-treating and gifting.
• Usage of selected leading brands and attitudes towards them.

Report Scope

This Report examines the UK retail market for chocolate. The market size includes sales through all retail channels, including direct to consumer. The market size comprises packaged chocolate confectionery products, including the following segments.

• Everyday chocolate: this comprises all solid chocolate or chocolate-covered confectionery in single-serve or multi-serve formats, including bars, blocks and bags, that are not targeted at occasions or are seasonal.
• Occasions chocolate: this includes multiserve chocolate that would be bought to share on a special occasion, including bitesize products served in a box, carton or tin with no seasonal claim.
• Seasonal chocolate: this includes chocolate for seasonal occasions such as Christmas, Easter and Valentine’s Day.

The market size excludes unpackaged chocolate, chocolate biscuits (such as Cadbury Fingers), cakes and cake bars including wafers, cocoa powder and chocolate drinks. It also excludes sales via catering or foodservice establishments; however, references and comparisons to these sectors may be made where relevant.

Meet the Expert Behind the Analysis

This report was written by Richard Caines. Richard is a Senior Food & Drink Analyst at Mintel, responsible for researching and writing a wide range of UK food and drink reports, as well as writing Analyst Insights discussing key launches, marketing activity and trends. Richard has more than 25 years of experience in market research, including a number of different analyst roles at Mintel.

Higher prices have hit chocolate buyers in the pocket, but premium chocolate is still a big opportunity, including products with unique flavours and fillings.

Richard Caines
Principal Analyst, UK Food & Drink Research