Millennials driving ‘chocstagia’ trend

By Bethan Grylls

- Last updated on GMT

Since 2012, Mondelēz has invested more than £200m into the home of Cadbury - Bournville
Since 2012, Mondelēz has invested more than £200m into the home of Cadbury - Bournville

Related tags Trends

Mondelēz International reveals the UK’s love for nostalgic chocolate treats with Cadbury trends report, as the purple wrapped brand turns 200.

Since John Cadbury opened a grocer’s shop in Birmingham in 1824, Cadbury has been one of the nation’s favourite chocolate bars.

To celebrate 200 years of Cadbury, its parent company Mondelēz International has published the 'Cadbury Unwrapped Report' which delves into the brand’s evolution and consumer preferences within its vast portfolio.

Make it nostalgic but different

Among the findings, the report revealed that almost half (45%) of the respondents said that eating chocolate reminds them of their childhoods. This becomes even more prominent in those aged between 25-35 years old, with 56% of millennials claiming they eat chocolate because ‘it reminds them of their younger years’.

However, whilst ‘chocstagia’ (i.e. chocolate and nostalgia) has been identified as a key trend among chocolate eaters, over two-thirds of 25-34-year-olds agreed they like to try new snacks.

Some of Cadbury’s most popular innovations are in fact ‘twists’ on the classic Cadbury Dairy Milk bar. Flavours such as Cadbury Dairy Milk Marvellous Creations Jelly Popping Candy made the top 10 most sold Cadbury products in the UK last year. 

The report highlights the importance of innovation, with the UK acting as Mondelēz’s largest R&D hub.

Cadbury now has 600+ roles in R&D in the UK, and in the last decade, has launched more than 100 new products, following investment from Mondelēz. Its NPD includes the likes of Cadbury Caramilk, Cadbury Dairy Milk Fruitier & Nuttier, Cadbury Dairy Milk &More Caramel Nut Crunch, and Cadbury Dairy Milk &More Nutty Praline Crisp. 

The report also delved into favourite flavour variations with milk chocolate. When asked, 37% selected caramel, this was followed by nutty (29%), then honeycomb and orange (both 28%), mint (23%) and fudge (22%).

Can’t beat a classic

However, despite the desire for something new, the survey also revealed that the classic Cadbury bar remains a quintessential snack for many; with one in four stating it was their favourite Cadbury product.

Since 2012, Mondelēz has invested more than £200m into Bournville (the historic home of Cadbury), enabling the site to produce an extra 125m Cadbury Dairy Milk bars every year at the Bournville factory. In 2023, this helped the brand to sell more than 13.7m kgs of this particular bar.

Responding to health conscious chocolate trends

The research from Mondelēz also revealed a move towards more mindful snacking, with 54% of adults who eat chocolate saying they typically ‘save some for later’.

At the same time, as many as 67% surveyed agreed it is a ‘mood booster’.

Responding to this shift towards a more conscious enjoyment of chocolate, Cadbury introduced resealable packaging on the twin-bar duo range in 2022. Sales of these products have increased by 24% between 2021-2023.

The brand also launched a lower calorie chocolate range in January 2023 – Cadbury Delights – and its first non-HFSS options, with the introduction of Cadbury Dairy Milk Fruiter & Nuttier the following month.

“Consumer tastes are constantly evolving and our research highlights Britain’s love of trying something new. We are proud that twists on classic treats like Cadbury Dairy Milk are being enjoyed so much, showing how heritage and innovation can combine to create something great,”​ commented Adam Harris, principal scientist and wellbeing tech lead for Mondelēz International. “And we know that consumers are also looking for more choice - which is why we have launched snacks like Cadbury Delights, our lower calorie (91 calories) chocolate range - and new ways to celebrate special occasions, like with our Cadbury Creme Egg Bar.” 

Alongside the preference for savouring their chocolate, the report also notes the increasing popularity of sharing confectionery.

Over a quarter of adults said they enjoy chocolate snacks with family members, 18% enjoying eating chocolate with friends, and just 13% eating it alone.

Reflecting this, sales of Cadbury sharer bags have seen growth, increasing by 9% between 2021-2023.

In other news, Food Manufacture cracks open Easter 2024 NPD, relaying the latest launches from Mondelēz, Lindt, Nestlé and Moo Free, among others.

Related topics Confectionery

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