UK’s fondness for ‘chocstalgia’ unwrapped in report marking 200 years of Cadbury

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.

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.

According to the report, 45 per cent 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 per cent) of 25–34-year-olds say that eating a chocolate treat reminded them of their younger years.

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 per cent) – and Millennials are driving this trend with over two-thirds (69 per cent) 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 investment 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.

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

Louise Stigant, UK MD at Mondelēz International, said: “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.”