"CHOCSTALGIA”: UK’S FONDNESS FOR NOSTALGIC CHOCOLATE TREATS IS UNWRAPPED IN CHOCOLATE TRENDS REPORT MARKING 200 YEARS OF CADBURY

• 'Cadbury Unwrapped’ report has been commissioned by Mondelēz International in celebration of Cadbury’s 200th anniversary, lifting the lid on the UK’s relationship with chocolate, evolving consumer tastes, and the enduring magic of the Cadbury brand.
• A Taste of Nostalgia: Research reveals that Millennials are driving a “chocstalgia” trend, whilst Cadbury Dairy Milk remains the nation’s favourite Cadbury bar for another year.
• The Chocolate Renaissance: A love for nostalgia is combining with a taste for adventure, as “twists” on the classic Cadbury Dairy Milk bar make the top 10 most sold Cadbury products in the UK last year.
• The New Era of Snacking: Habits are becoming more considered and mindful, as the majority of people (54%) say they would typically save some chocolate treats for later.

London, March 25^th, 2024: Research commissioned by Mondelēz International to celebrate the 200-year anniversary of the beloved Cadbury brand, has uncovered a “chocstalgia” trend - with chocolate treats evoking fond, childhood memories. The findings are revealed as part of the Cadbury Unwrapped report which unpacks the story behind 200 years of the renowned brand that has evolved and adapted to earn a place in the hearts of generations of British people.

A Taste of Nostalgia

An increasing love of nostalgia and fond foodie memories is driving a connection to chocolate, in an era where ‘throwback culture’ – particularly from the 80s and 90s – is prevailing. 45% of people who eat them agreed that chocolate snacks remind them of their childhoods, with Millennials at the forefront of this trend – over half (56%) of 25–34-year-olds say that eating a chocolate treat reminded them of their younger years.

Cadbury remains the nation’s favourite and bestselling chocolate brand[1] and the classic Cadbury Dairy Milk, created nearly 120 years ago, became Cadbury’s best-selling chocolate snack in 1913. Investment by Mondelēz International of over £200 million since 2012 in Bournville, the historic home of Cadbury, means the site is able to produce 125 million extra Cadbury Dairy Milk bars every year at its Bournville factory, and in 2023, helped the brand to sell over 13.7 million kilograms of Cadbury Dairy Milk.

The Chocolate Renaissance: Classics with a Twist

The report reveals how Mondelēz International has supported the Cadbury brand to evolve its range to meet changing consumer tastes:

• The majority of people who eat chocolate snacks in the UK (58%) – and Millennials are driving this trend with over two-thirds (69%) of 25–34-year-olds agreeing that they like to try new chocolate snacks.
• But this adventurous spirit is also combining with consumers’ love of nostalgia and people are looking for “twists” on their childhood favourites.
• Some of Cadbury’s most popular innovations are “twists” on the classic Cadbury Dairy Milk bar, with flavours like Cadbury Dairy Milk Marvellous Creations Jelly Popping Candy making the top 10 most sold Cadbury products last year.
• And, in the last 10 years, Cadbury, with the investment it has seen from Mondelēz International, now has over 600 roles in research and development in the UK and launched over 100 new products such as Cadbury Caramilk, Cadbury Dairy Milk Fruitier & Nuttier, Cadbury Dairy Milk &More Caramel Nut Crunch, and Cadbury Dairy Milk &More Nutty Praline Crisp.

The New Era of Snacking: Sharers and Savers

Evolving the Cadbury brand to adapt to consumer tastes extends beyond the development of new flavours and textures, and the research unwraps consumers’ changing snacking habits too, revealing that the UK is a nation of “sharers and savers”.

• The majority of adults who eat chocolate snacks (54%) say they would typically eat some and save some chocolate snacks for later.
• Responding to this shift towards a more conscious enjoyment of chocolate, Cadbury introduced resealable packaging on the twin-bar duo range, in 2022, and sales of these products have increased by 24% in the past two years (2021-2023).
• And this mindful trend continues at Cadbury with the launch of Cadbury Delights, the lower calorie (91 calories) chocolate range launched in January 2023, and Cadbury Dairy Milk Fruitier & Nuttier, Cadbury’s first non-HFSS (not High in Fat, Salt and Sugar) range, launched in February 2023.

As well as ‘savers’, UK consumers of chocolate snacks are ‘sharers’ too – over a quarter of adults (29%) say they enjoy chocolate snacks with family members, 18% enjoying eating chocolate with friends[2], and only 13% of chocolate eaters surveyed admitted to enjoying their chocolate alone.

Cadbury products help people across the UK to share memorable moments - after the iconic Cadbury Dairy Milk, Cadbury Heroes was the brand’s biggest selling product in 2023, and Cadbury share bags are also growing in popularity - sales of these products have increased by 9% (2021-2023).

Louise Stigant, UK MD at Mondelēz International, commented: “We’re thrilled to be celebrating this incredible 200-year milestone for Cadbury. It’s a brand that means so much to so many people. Given the British public has played such an important role in Cadbury’s history, we wanted to unwrap the Cadbury brand to reveal more about its enduring magic, whilst lifting the lid on the latest trends and attitudes towards chocolate in the UK.”

“We’re always adapting and innovating to make sure that our consumers will have something new and exciting to enjoy – and are looking forward to the next 200 years of delicious moments.”

Adam Harris, Principal Scientist and Wellbeing Tech Lead, Mondelēz International, adds: “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. 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 our proud heritage in making chocolate, we’re also looking to the future, and it might surprise people that we have around 600 employees working in research and development roles in the UK, alongside trained chocolate tasters, ensuring we continue to innovate and lead the future of snacking.”

Since the opening of its first shop in Birmingham in 1824, Cadbury has delighted the nation with its confectionary and drinking chocolate. It has been with people throughout the UK for everyday celebrations and seasonal moments, earning a place in the hearts of generations. As Mondelēz International celebrates 200 years of Cadbury, it also looks ahead to what’s next with a commitment to continue putting its consumers at the centre of its investment and innovation and preserving the success of the brand for another 200 years to come.