Japan’s favourite chocolate

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It’s Valentine’s Day today, but I cannot find a nice ranking, so instead here’s an ordinary survey from @nifty about chocolate.

Demographics

Between the 29th of January and the 4th of February 2016 3,364 members of the @nifty research group completed a private internet-based questionnaire. No further demographics were given.

I don’t understand why mint scores so low in Q3; most of my foreign friends cannot wait until summer and mint chocolate sweets come into season, but whatever they are offering are difficult to find and the season ends all too quickly. On the other hand, in the second part of Q1, I cannot really believe that half the surveyed population eats chocolates four or more times per day!

Here’s some interesting chocolate flavours:

Tomato chocolate?

Research results

First, people were asked if they liked chocolate. Just under 40% of the 39 or unders loved it, yet just 18% of those over sixty did. About 45% liked it (spread from 41% to 51%), 24% felt it was OK, and just two or so percent disliked or hated it. Futhermore, over 50% ate chocolate four or more times a day (!), then another 45% two or three times a day, and absolutely no-one said they never ate it.

Q2: When do you mainly eat chocolate? (Sample size=3,364, multiple answer)

 MaleFemale
As a snack47%54%
When I fancy something sweet43%60%
When I feel a little peckish32%44%
When someone is handing them out27%36%
When I feel tired24%35%
When I want to relax20%27%
When I want to cheer up16%23%
After a meal15%24%
While working, studying14%21%
On Valetine’s Day13%12%
While drinking alcohol15%8%
When I see a new product on sale3%17%
While commuting2%5%
Before bed, in bed2%3%
Other2%3%
Don’t eat chocolate2%1%

Q3: What chocolate flavours do you like? (Sample size=3,364, multiple answer)

 MaleFemale
Milk chocolate58%62%
Bitter, black chocolate60%59%
Nuts33%46%
White chocolate27%27%
Strawberry24%26%
Matcha (green tea)20%24%
Coffee16%19%
Caramel14%20%
Japanese alcohol12%18%
Banana9%11%
Orange, lemon, other citrus6%19%
Berries other than strawberry6%10%
Mint5%11%
Kinako (soy bean powder)4%7%
Other1%2%
Don’t like chocolate2%1%

Q4: What chocolate flavoured foods do you like? (Sample size=3,364, multiple answer)

 MaleFemale
Nuts49%60%
Fresh chocolate48%66%
Ice cream43%45%
Cake38%53%
Eclair41%44%
Truffle21%49%
Wafers (Kit Kat, etc)23%38%
Biscuit23%28%
Doughnuts22%26%
Mugi chocolate (chocolate-coated wheat)20%29%
Chocolate cornflakes20%26%
Chocolate drink9%22%
Muffin, financier6%16%
Chocolate fondue4%9%
Other1%2%
Don’t like any chocolate-flavoured foods4%3%

Q5: What do you dislike about chocolate? (Sample size=3,364, multiple answer)

 MaleFemale
High calorie, fattening31%46%
Sugar overload27%35%
Melts easily26%28%
Sticky19%11%
Expensive for the amount you get11%17%
Stains clothes, hands, teeth12%11%
Sweet10%8%
Sticks to teeth10%8%
Dries the throat4%5%
Difficult to share3%5%
Bitter2%2%
Disturbs sleep1%1%
Don’t like the taste of cacao0%1%
Gets me drunk0%1%
Other2%4%
Nothing I dislike about it31%24%

Q6 was about the brand adverts that left the greatest impression, but the survey was about brands rather than particular memorable adverts, so I’ll skip it…

Q7: This year (2016), for whom do you plan to buy chocolates? (Sample size=3,364, multiple answer)

 MaleFemale
Myself10%35%
Partner7%33%
Child3%15%
Colleagues, subordinates1%10%
Friend of the opposite sex1%7%
Father0%10%
Friend of the same sex0%9%
Boss0%8%
Brothers and sisters0%7%
Mother0%4%
Person I’m going out with1%3%
Someone I fancy0%1%
Plan to buy, but not decided who for2%6%
Not buying81%29%
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